You tell your executive team that your company should have a content manager, and they ask, “Can’t someone take that on as a side project?” How should you respond?

“That’s a good way to start, but we should put a plan in place for expanding the role into a full-time duty.”
“Yes, that would be best. Content management isn’t a full-time job.”
“No, if we can’t have a full-time content manager, we may as well not have a content manager at all.”
“Yes, but only if it’s a member of the executive team that does it.”