Peridot had been engaged to work with the Executive Director of Operations to support him in the appointment of a newly formed team with the Head of Marketing being a key appointment. They would need to support the organisation in bringing a sharper focus to marketing and business development, improving the performance of the internal marketing team, and work in an integrated way with the operations and bid team providing: marketing intelligence, competitor and customer insight; information for bid development and supporting the transition to a more enterprising and sales-oriented culture. Externally they needed to re-shape key messages to re-position the organisation and better demonstrate impact. The over-arching strategy was for growth, both in current markets but also new areas, so this individual needed to bring experience of new business development and growing market share.
Our briefings revealed that B2B marketing expertise was essential, as was an ability to set a new marketing strategy and be a strong advocate for marketing and its value in supporting growth. Additionally, experience in developing team performance was key, as was working with sales colleagues on bid and contract development and more broadly with other stakeholders. Whilst understanding of children’s social care was beneficial it wasn’t essential, however, this individual needed to be clear about their motivation for working for a charity supporting children and bring a value set that aligned with Action for Children’s own.
Our solution was a strong search led strategy supported by an online ad campaign in Marketing Week, Escape the City and Exec Appointments. Our search comprised organisations who sold into the public sector across health, education and the social care spectrum. We also explored our networks in children’s social care across local government to seek referrals and recommendations. In addition we examined other private sector organisations known for their focus on customer care and strong brand values: these included retail, conferencing and new technology. Our search elicited a strong shortlist of four candidates with the majority coming from the private sector, with one candidate having had a blend of both charity and commercial marketing experience. The appointed candidate had considerable experience as a Head of Marketing for an international conferencing business (with many clients within the public sector).