As data privacy is receiving increasing attention, firms appoint Chief Privacy Officers (CPO) to manage their customers’ data privacy. This study examines potential antecedents and the financial implications of CPO appointments to generate new insights into the phenomenon. Specifically, we collect data on 50 CPO appointments by U.S. firms between 2010 and 2019. We build a control group of non-CPO-announcing firms and examine the influence of factors related to data risks, media attention, and prior data breaches on the likelihood of a CPO appointment. Results suggest that firms with higher inherent data risks and higher media exposure are more likely to appoint a CPO. Having experienced prior data breaches decreases the likelihood. There is no direct positive stock market reaction. Our work provides new insights for managers and adds to the literature on operational risk and data privacy.