Based in Glasgow, Scottish Ballet is the national dance company of Scotland.

Since its inception in 1969, Scottish Ballet has been at the forefront of creative innovation and endeavour.

Context.

Scottish Ballet sought to recruit two Trustees to the Board to ensure it would succeed in all aspects of its role as one of Scotland’s five national performing companies.

The company had an ambitious global strategy that included broadening its reach and membership, amplifying the award-winning work it produces for stage and screen — and ensuring broad access to its transformative engagement work.

As the next phase of this strategy unfolds with ‘Breaking Ground, beyond 50’, Scottish Ballet has refined its values of innovation, inclusion and excellence, heralding a goal to grow its global community to one million by 2027.

Underpinning this goal was a commitment to new work and new voices for both the stage and screen, breaking down barriers to access and delivering inspiring community engagement and educational programmes that promote and support well-being across the whole life cycle.

Brief.

Scottish Ballet aspires to be a well-known global brand, and the brief focused on finding two Trustees to help them fulfil this. The two roles were outlined as:

  • Digital Engagement / Membership (Global)

Scottish Ballet sought a Trustee with a deep understanding of the technology environment and its potential impact on different aspects of the work of Scottish Ballet. In addition, they were looking for someone with strong commercial marketing experience, either in broadcasting and communication, digital marketing strategy and sales, media or product development.

Candidates needed to have experience of digitally transforming a business through membership, and by meeting customer demand for content and experiences.

An understanding of how membership can support the company’s artistic innovation and, finally, an ability to inform and critique the company’s membership/digital strategy and communicate strategic and technological digital issues simply and in compelling terms were important.

  • Global brand strategy

Scottish Ballet also sought a Trustee with experience working within an international environment, most likely in a brand agency or consumer-facing business. Experience working with high-profile consumer brands and businesses was important, and experience launching products or services in new territories would have been ideal.

Strong commercial expertise in building brand strategies and/or global marketing campaigns was preferred, in addition to the demonstrated ability to evaluate Scottish Ballet’s brand impact on the profile and reach of the company nationally and internationally.

Finally, an ability to inform and critique the company’s brand/communications strategy and communicate strategic issues simply and in compelling terms was vital.

Process.

Peridot worked in partnership with the Board and executive team at Scottish Ballet to create a recruitment campaign that would attract Trustees from globally recognised commercial organisations, who could balance their role as Trustees of this internationally significant organisation with their successful careers.

They sought Trustees who would bring their expertise in global brand development, reach, audience development and brand strategy to Scottish Ballet, supporting its already highly skilled marketing and communications team.

As well as candidates who were leaders in their field, Scottish Ballet was also interested in seeing interest from ‘rising stars’ in their profession; of course, an interest in the arts and its benefit to communities globally was essential.

With a broad search focus which spanned leading consumer goods names and who had successfully conquered the global market, candidates needed to bring their wealth of experience to bear to support Scottish Ballet on its journey.

Outcome.

Our shortlist included:

  • A leader in global brand with marcomms experience at director level from the financial sector
  • A Loyalty Director from a globally recognised consumer brand
  • A Director of Digital Engagement from an arts organisation
  • A Global Chief Marketing Officer with a globally recognised consumer brand
  • A Global President from Europe’s most senior retail organisation
  • A Global Marketing and Brand Engagement leader from an organisation behind leading consumer brands
  • 2 Global Agency Directors from different internationally renowned household names in IT and computers

The successful candidates were appointed to the roles by the panel. With an exemplary track record in leading global brand strategy and engaging new audiences, both Trustees led the design and delivery of global brand campaigns.

The first Trustee was VP of Global Digital Experience for an international household name in sportswear and had led many successful campaigns on strategy, whilst adhering to the EDIB values of the brand. The second Trustee was VP of Marketing for an internationally renowned global computer and IT organisation, who had led campaigns both in the UK and on the international stage — they had also written a published paper on ballet.

Both of these candidates’ experience in conquering the global market with their organisation as well as the values of the transformative ability of the arts on global communities aligned well with the mission and vision of Scottish Ballet.

‘Rebekah is professional, diligent and a productive recruitment partner, with a very good understanding of the market.

She was thorough throughout the recruitment process and took time to understand Scottish Ballet’s business needs and what we were looking for. The Peridot recruitment process was very smooth and swift from start to finish (2 months), and Rebekah and her team were readily accessible and obliging.

The quality of the applicants pool was rich and varied, and a successful recruitment process for Scottish Ballet.’

Scottish Ballet


Our dedicated Arts, Heritage and Culture team is available to assist you with the recruitment of your board or executive team. Contact Rebekah Abbott at rebekah@peridotpartners.co.uk or call her on 07538 270749. You can also connect with Rebekah on Linkedin.