Just because some journo doesn't understand "scrum master" doesn't make it a bad job title. (Whether scrum is a good way to do things is not a question this journo raised.)
Now, let's talk about "Chief Experience Officer" and "Chief People Officer." WTF? Title inflation, anybody?
In startups, the executives should aLL be "Chief Maintenance Officer" meaning we'll clean the toilet when it needs it as well as raise money and convince prospects to become customers.