Transformation, governance, succession: the Chief of Staff at the heart of family business challenges

In a family business, where long-term vision and collective projects shape strategy, the chief of staff plays a central role. Combining coordination, project management, and cultural transmission, they help orchestrate rapid, harmonious, and structured growth.

Family businesses are a driving force in the French economy, representing 83% of the economic fabric and employing more than half of all employees. Their number is estimated to be between 40,000 and 50,000, of which one-third are small and medium-sized enterprises (SMEs) or mid-sized companies (ETIs), representing approximately 60% of GDP. What are their characteristics? A long-term strategic vision, often carried forward by successive generations of the founding family, and strong values. This family shareholding structure shapes the company's culture and guides major strategic decisions.

Ferrero is a prime example of this. Founded in 1946, the company has successfully combined tradition and innovation to become a global leader in the food industry. In just a few years, its turnover has grown from €10 billion to €20 billion, demonstrating rapid and controlled growth. This expansion has taken place while preserving the family values that form the foundation of its internal culture. In this context, the role of chief of staff (COS) is particularly important. Acting as an essential link between management and operational teams, the COS ensures consistency of actions with a long-term vision and respect for family values. Let's take a look back at the key actions carried out by Alexandre Cappelli, Africa-Levant Region COS & PMO at Ferrero.

Family businesses: specific context and challenges

• A long-term strategic vision

Family businesses favor a strategy focused on sustainability rather than immediate financial results."Their unlisted structure gives them the flexibility to make strategic decisions that are aligned with their values,"says Alexandre Cappelli. According to a Deloitte study, these companies strive to pass on their cultural and economic heritage to future generations, thereby ensuring their longevity and stability over time. At Ferrero, this approach is reflected in a strong commitment to a code of ethics, diversity and inclusion, and exemplary business practices. 

• A culture influenced by family values

The presence of family members at the top of the hierarchy has a profound influence on strategic decision-making. According to the Bpifrance Le Lab survey conducted in September 2023 among 2,233 family business leaders, 70% have been running their family business for more than 10 years, including 39% for more than 20 years and 17% for less than 5 years. This longevity has a considerable impact on the life and governance of the company: it ensures that the values and vision of the founders remain at the heart of its daily activities. 

While the family influence gives the company culture a unique character, it also introduces political dynamics that can sometimes be complex."The political dimension is inseparable from this human aspect," says Alexandre Cappelli, highlighting the subtle relationships and decision-making processes specific to this type of organization.

• Challenges and opportunities for family businesses

"The ability of family businesses to innovate and grow while remaining true to their values is a constant challenge," notes the aforementioned Deloitte study. Indeed, family heritage has two sides: while it is a powerful lever for rallying employees around a common vision, in everyday life it can become a hindrance."The pressure to maintain a framework that complies with standards while following sometimes rigid processes can lengthen execution times. This can give the impression that we are taking fewer risks than other players in the market," explains Alexandre Cappelli. To overcome these limitations, family businesses need to surround themselves with talent from outside the family circle in order to bring additional agility.

In this context, the role of chief of staff takes on its full meaning. They act as a facilitator, ensuring that strategy and projects respect the company's core values while encouraging innovation. As the true guarantor of strategic alignment, a key element in times of growth, they also play a central role in preserving human relationships, a cornerstone for ensuring the sustainability of family businesses."Growing quickly involves stress, anxiety, and fatigue, which can create tension. The emotional intelligence of the COS is essential for taking a step back and defusing tensions ," says Alexandre Cappelli.

Between tradition and innovation: the four key missions of the COS 

1. Schedule management and organizational fluidity

Agenda management is particularly important. As Alexandre Cappelli points out: "My tasks are very operational, starting with scheduling meetings!  " The chief of staff must not only ensure that strategic meetings run smoothly—i.e., aligning stakeholders to optimize the CEO's time—but alsoensure that every decision is in line with family values and the long-term vision.

The proximity to management —composed of members of the founding family—requires the COS to have a keen understanding of relational and strategic issues. This role, which relies on strong organizational and interpersonal skills, is essential for maintaining harmony and keeping up the pace of work. To quickly develop your skills, Alexandre Cappelli offers two pieces of advice: "Learn about the company's family history and talk to the members of the Board of Directors. This will give you a better understanding of the specific characteristics of this type of company. "

2. Preparation and coordination of business routines

Preparing business routines is another important part of the chief of staff's duties. This requires a thorough understanding of the organization's strategic priorities and culture:"We have a key monthly meeting with the Chief Business Officer, for which I have to collect key figures, consolidate data, and establish a strategy,"explains Alexandre Cappelli. These strategies include implementing new road-to-market approaches, developing tactics adapted to markets that are sometimes subject to geopolitical instability, creating new organizations, and developing acceleration plans in high-potential regions. These initiatives aim to anticipate challenges and capitalize on opportunities while maintaining alignment with the company's overall objectives.

Preparing the document requires both rigor and responsiveness. Similarly, in this exercise, the chief of staff must ensure clear and consistent communication in order to collect and formalize data. " This ability to synthesize complex information and align strategic priorities is essential for mobilizing teams and supporting decision-making in a family setting , " insists Alexandre Cappelli.

3. Project management and development 

The chief of staff is at the heart of development projects—implementing a Road-to-Market change project or developing a sales acceleration project in a region—where innovation must coexist with a deep respect for family heritage. For example, "You have to understand the market, the cultural heritage of the country, take an interest in who is in the company...," explains Cappelli. 

The chief of staff must constantly integrate innovative practices while respecting the expectations of family leaders. Curiosity about new tools and the ability to take a step back are crucial to understanding the subtleties of local issues, while driving transformation in line with the company's core values. To do this, Alexandre Cappelli has support: "Without being formalized through an explicit network, COSs know each other internally, so we can help each other informally."

4. Commercial transformation 

Finally, the chief of staff plays a crucial role in transforming business processes, a key area for fast-growing family businesses, where tradition and acceleration must coexist harmoniously."Information systems, reporting, and the application of agile methods are part of my responsibilities," explains Alexandre Cappelli. These responsibilities include implementing a reporting and management system for "live " of distribution in certain key markets, as well as automating and classifying data to optimize team time and improve operational decision-making by CEOs. These initiatives combine efficiency and responsiveness in a competitive environment.

The chief of staff plays a strategic role in family businesses such as Ferrero, where tradition and innovation must coexist. By orchestrating strategy, transformation, and the transmission of values, they ensure consistent growth while preserving the legacy. Both a facilitator and a balancing act, the COS embodies the harmony between long-term vision and modernization: an essential player in ensuring the sustainability of these organizations in a constantly changing world.