CASE STUDY: Marketing Moves Secures new Head of Analyst Relations for Global Software Provider
Listed, £multi-billion banking / financial services enterprise software provider required replacement analyst relations lead based in London.
When our client’s former Head of Analyst Relations (AR) departed for pastures new, a replacement was immediately required to continue developing the analyst relations strategy globally and work with the sales teams to implement it. Rather than hire in panic mode, or look to clone an identical London-based replacement, instead the company’s forward-thinking Head of Marketing viewed the vacancy as an opportunity to bring in a more senior / experienced individual.
Having successfully worked with Marketing Moves several times before, she approached us to identify someone who could not only fill the role, but also take the analyst relations team forward, enabling true commercial impact across the organisation.
Once engaged, Marketing Moves began a thorough recruitment process. The search was made complex not only by the seniority and experience required, but also by the fact that the company required someone with a commercial outlook with a client-side rather than agency background. This resulted in a lack of good available / proactive candidates in the market, with many good passive individuals well looked after.
Unlike perhaps a less experienced or generic recruitment business, Marketing Moves takes the consultancy aspect of our service incredibly seriously. To this end, rather than try to place a sub-standard candidate with limited chances of moving the role forward, we advised the client that the salary on offer was too low and worked with them via a benchmarking and mapping exercise to have it raised.
Once raised, Marketing Moves understood that traditional recruitment techniques such as job boards, Linkedin, CV screening and database search might not be sufficient to attract the best passive candidates. Instead, we networked through the AR industry body and created a comprehensive search campaign.
To demonstrate this, we discussed the role at length with over 50 AR professionals, taking time to understand each individual’s unique situation. After extensive analysis of the role vs candidates we created a longlist of four. Because the role was so niche, the client put all four onto the shortlist and invited each to a three stage interview process including presentations, meeting with the line manager, peer group and CMO.
As well as our experience and sector focus, Marketing Moves never takes no for an answer when it comes to finding the right person. The best example of this never-say-die attitude is that the successful candidate had originally said they were not interested in the role – we went back to her several times and eventually she agreed to have an initial conversation! Of the four candidates interviewed, she offered a superb culture fit in addition to core AR skills. She has been in place several months now and is getting on very well – making a significant impact.
The key was knowing the client and company culture – having worked closely with their HR/Internal recruitment team over the last 18 months I have built a deep understanding of their style. This helped me quickly determine whether candidates would be a match to what they were looking for whilst simultaneously working closely with them to ensure that the company was equally suited to their aspirations.
– Melvin Day, Managing Director
To discuss in confidence how Melvin and Marketing Moves can support your organisation’s growth, please contact Melvin by any of the means below: