From Wiki:

A chief operating officer (COO), also called the chief operations officer, director of operations, or operations director, is a position that can be one of the highest-ranking executive positions in an organization, comprising part of the "C-Suite". The COO is responsible for the daily operation of the company,

If we have new COO is because soon we will have one/two/more pruducts to sell. Do you think so? So in my opinion, COO adds a huge value.

GLTA