Global Head of Marketing
Role: Head of Marketing, Global (General, Modern and Duty Free Trade)
Industry: FMCG, Tobacco
Client background
A well established consumer goods company selling through general trade, modern trade and duty free channels across several countries. Brand growth in each channel depended on a single global marketing leader.
The challenge
The company struggled to recruit a Head of Marketing to lead its strategic marketing initiatives and drive brand growth. It needed a strong marketing background, creative vision and a record of successful campaigns, in a category where marketing rules differ sharply from market to market.
What the role demanded
- Lead global marketing across general, modern and duty free trade
- Build brands and grow market share across very different markets
- Travel frequently, from major cosmopolitan cities to remote regions
- Turn brand strategy into campaigns that work within each market's rules
How we ran the search
We focused on marketing specialists with a proven record in brand management and product marketing. Using our industry knowledge and network, we mapped marketing leaders across FMCG, consumer goods and travel retail, and approached each one in confidence.
What we assessed for
- Brand growth and market share results across more than one country
- Channel depth in general trade, modern trade and duty free
- Creative judgement backed by commercial discipline
- Readiness for a role with heavy global travel
The outcome
We identified a dynamic marketing leader with a clear record of driving brand growth and market share. Despite a competitive market for marketing talent, we moved the search quickly and placed the Head of Marketing within the desired timeframe, strengthening the company's marketing capability and its growth plans.
Why it matters
Global marketing leaders in consumer goods are in demand and rarely between roles. A search that understands channels such as duty free and modern trade finds candidates who can perform from the first quarter.
Read more about our consumer, retail and financial services practice and the leadership roles we fill.
Practice: Leadership hiring for consumer, retail and financial services.
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