Zoho CRM Users & Permissions - Role

Zoho CRM Users & Permissions - Role

I have the free version of Zoho CRM.  When I add a new user, it says he is the CEO. I clicked edit, highlighted the word CEO and tried to delete it. The deletion did not take. I clicked on role button and it said I needed to upgrade.
 
I can't have messages going out to prospective customers with him listed as CEO. Please advise.