What clients are looking for...
In this highly competitive recruitment environment, we’re often asked about what clients are looking for and the honest answer is... a lot. Marketing teams are navigating an extraordinary pace of change and while the essentials of marketing remain, we hope the following overview will help when reviewing your CV, working on your personal brand, and considering any skills gaps that need to be filled.
Education:
All clients are seeking senior marketing leaders educated to degree level or, equivalent, with many preferring an accreditation from the Chartered Institute of Marketing (CIM). They also encourage continuing professional development, so ongoing certifications are desirable.
Experience:
Most clients outline a minimum of five years’ leadership experience, along with 10-15 years’ experience in marketing roles overall. In addition, many are seeking experience within their sector and private equity-backed companies, typically looking for candidates who can demonstrate previous success in meeting or exceeding growth targets within a private equity environment.
Brand management:
While marketers are understandably frustrated by the focus on digital and performance instead of the full mix, you’ll be pleased to hear that client briefs almost always highlight the importance of brand positioning, messaging and management over the long-term.
Digital strategy:
It’s no longer just an advantage to understand digital marketing – it's now essential. In fact, senior marketing leaders are expected to have a deep understanding of digital and performance marketing strategies to support short and long-term goals. This includes metrics, optimisation, automation, along with proficiency in frequently used marketing tools e.g. analytics, CRM, and social media platforms.
Commercial acumen:
From a strategic perspective, clients are seeking marketers with sharp commercial acumen, translating competitor, financial and customer data and insight into effective marketing strategies and activities. Seen as the engine for growth in businesses, marketing teams can influence and impact the overall business strategy.
Stakeholder management:
Due to the pace of change and transformation in recent years, stakeholder management is more important than ever. Clients are looking for strong experience in this, alongside cross-functional collaboration, for change and transformation to run smoothly. For example, establishing strong relationships with financial teams to demonstrate effectiveness and value.
Leadership:
With many social and workplace developments in recent years, improving company culture has been a key area of focus. In addition to embedding policies of diversity and inclusion, and flexible working, leaders are expected to possess soft skills in empathy and resilience to support and mentor their teams.
While the list above is substantial, we know that most senior marketing leaders already have the knowledge and experience required – that's why the current recruitment market is so competitive. However, if there are areas where perhaps further learning or experience would help you to stand out, we hope this guidance will help.
If you feel ready to move towards the next stage in your career, or if you’re hiring for your team, please get in touch or connect with us/send a message on LinkedIn.
Suzie Walker Executive Search is a firm of specialist headhunters with an expert team recruiting interim and permanent senior leaders for B2C and B2B marketing and digital/tech roles in FTSE 350 and private equity-backed companies. Find out how we can support you by connecting with a Consultant below.
If you’re ready to make your next move, we regularly post new opportunities on our LinkedIn company page. If you apply for a role on the platform, it requires a 1st connection for us to respond, so please make sure to connect with Suzie Walker. Our company page is also frequently updated with the latest hiring news, expert interviews, and candidate guidance, so well worth following.
