CyberSecurity Field Marketing Recruitment Case Study: CyberArk

CyberSecurity Field Marketing Recruitment: When NASDAQ-listed CyberArk required a regional Marketing Manager for their Northern Europe territory, they entrusted Marketing Moves with recruiting this significant role.

Job Title: Regional Marketing Manager Northern Europe
Specialism: Field Marketing
Seniority: Marketing Manager
Location: Amsterdam, Holland
Consultant: Nathan Davies

CyberArk is a publicly traded information security company offering identity management. The company’s technology is utilized primarily in the financial services, energy, retail, healthcare and government markets. The company also has offices throughout the Americas, EMEA, Asia Pacific and Japan.

Client: CyberArk

Sector: Cyber Security
Revenue: $543 million (2022)
Income: $123 million (2022)
Employees: 2400+ (Q3 2022)
HQ: Newton, Massachusetts

Field Marketing Recruitment Background

When CyberArk changed its global marketing strategy to have a generalist Field Marketing Manager and a specialist ABM Manager for each region – residing in the region – the company required a Marketing Manager for the vacant Northern Europe territory.

Field Marketing Manager Role

The Field Marketing Manager was required to work closely with the EMEA Field Marketing Director – who instructed Marketing Moves – and key stakeholders in the Northern European team to establish a marketing plan focused on delivering pipeline to support the region.

Once in position, the successful applicant would have the enviable task of developing and executing a fully-integrated marketing plan that was aligned to sales targets and priority markets for new business/whitespace. They would also cross-sell into existing customers, assist with the retention of existing customers, contribute to EMEA pipeline build and deliver against all pre-agreed targets.

Field Marketing Recruitment Challenge

In short, cybersecurity field marketing recruitment is difficult. Headquartered in Newton, Massachusetts, the company required local European recruitment expertise to find the best available candidate.

The candidate search was also far from straight-forward, requiring at least the following five primary criteria amongst many other secondary criteria:

senior marketing professional
possessed wide breadth of experience
could work autonomously
from a Tech B2B background
lived within commutable distance from Amsterdam

Field Marketing Recruitment Process

The recruitment process was exceptionally difficult because Amsterdam has a fairly small pool of candidates (when compared to London) and the company had already conducted a search themselves. This meant Marketing Moves really had to utilise our network to find candidates who fit the brief that:

a) had not already been spoken to
b) were open to considering a new role
c) fell within budget

Thankfully, Nathan Davies is the best in the CyberSecurity business. After an extensive recruitment search, he narrowed a longlist of ten strong candidates down to a shortlist to five exceptional applicants which were submitted to CyberArk.

Interview Process

The five applicants went forward into a five stage interview process, speaking with the CMO, Senior Director, HR, the Director General and finally VP EMEA. After extensive cross-panel deliberation, the company offered the position to the applicant with the breadth of experience, deep understanding of the full marketing mix, who understood the region and had worked for similar sized organisations previously. They are now in position and report to be thoroughly enjoying it!