Over the past two years, four research-intensive universities in the UK have appointed senior academic leaders from academic development backgrounds, a new phenomenon in this sector of UK higher education that may suggest a changing pattern. This study interviewed these four leaders to explore what the appointment means for their academic identity. The interviewees identified internal and external drivers for change and noted their backgrounds as academic developers made their routes into these senior roles different from their peers. For this reason, their 'academic credibility' was critical in order to implement culture change effectively.