Consumer

Published: 25 March 2010

Head of Brand Marketing
£90,000 Basic plus excellent benefits
Location: London

Our client was an organisation going through significant business and cultural transformation. Historically the business had been led by product rather than consumer within both their B2B and B2C channels. With a new CEO and Group Marketing Director in-situ, a Head of Brand Marketing was required to help drive the transformation to a more consumer-centric business.

The Group Marketing Director wanted to recruit a dynamic FMCG Marketer; the key challenge being that the organisation was not perceived as forward-thinking or particularly dynamic. Whilst Berwick Partners had previously worked with the client at Board Level, we had no relationship at the level below, particularly within their Commercial functions. However the Client recognised our strong FMCG/Consumer network and market knowledge and chose to work with us on this critical new role.

Having spent time with the organisation and key stakeholders our team recommended a ‘hybrid’ approach. As they faced the challenge of attracting an ambitious FMCG marketer to an organisation that was not a classical FMCG business the recommended solution included combining on-line media, targeted search and networking.

Additional difficulties faced included potential candidates’ perception of the organisation. As part of our remit, Berwick Partners met with candidates both formally and informally to talk about the organisation, its culture and the role. In essence, we took on the role as an ambassador of the company.

The team consisted of an experienced consultant from our Consumer practice supported by a researcher, who also held knowledge of the consumer and other relevant markets.

Our weekly progress reports, both documented and informal allowed the client to gauge market insights as to how potential external talent viewed the organisation. They also gave them an update on the status of more active candidates within the market.

Berwick Partners successfully recruited an ambitious blue-chip FMCG marketer for the organisation. In what was accepted by the client as a challenging brief, we were able to successfully shortlist 4 candidates of which one was offered and accepted. The candidate has now been with the business almost 12 months and has helped make a real contribution to the marketing strategy. They are a valued member of the team.

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