Executive Summary
A leading Swiss IT company headquartered in German-speaking Switzerland faced the challenge of appointing its first-ever Chief Marketing Officer (CMO) as part of its expansion strategy. The goal was to find a personality who would perfectly fit the company culture while being ready to realign marketing strategically and drive transformation. Together with Wirz & Partners as a specialized executive search partner, the requirements profile was refined—going beyond purely functional marketing competencies—and high-caliber candidates were approached in a targeted manner. Within approximately four months, the key position was successfully filled with an ideal candidate who embodies the company’s values and brings fresh momentum to brand development and growth.
Initial Situation & Challenge
New marketing leadership: cultural fit as the key challenge
The client is a leading Swiss technology company with over 500 employees worldwide. As a pioneer in digitalization, it supports demanding clients—such as those in finance, industry, and the public sector—with innovative IT solutions.
As part of an expansion strategy in Europe and Asia, the decision was made to create the position of Chief Marketing Officer for the first time. This newly established leadership role was tasked with developing an effective marketing and communication strategy to attract customers in new locations and strengthen the brand internationally.
At the same time, the candidate needed to be an excellent cultural fit, as the company is known for its collaborative and innovation-driven culture.
Key challenges:
- Newly created, business-critical marketing leadership role with high strategic importance for expansion
- Required combination of strong cultural fit and change leadership to preserve existing values while driving transformation
- High expectations regarding digital marketing excellence, strategic foresight, and communication skills at all levels
- Need to develop and implement an effective international B2B marketing and brand strategy without internal benchmarks for this new role
Our Approach
Clear profile definition and targeted direct search
The mandate began with a thorough analysis of objectives and company values. Together with the client, the requirements profile was refined and deliberately defined beyond classic marketing skills.
The search was for a CMO at the intersection of all business areas: a leader who establishes marketing as a strategic driver of growth, collaborates across sales, product and technology, and embodies the company culture.
The role was positioned clearly and distinctively in the candidate market. Rather than emphasizing administrative routine tasks, the focus was on creative freedom: shaping the company’s brand strategy, leading the marketing organization into the digital future, and driving innovation in an international context.
Candidates were presented with an attractive scope of impact and direct access to top management. Consequently, the search team relied from the outset on proactive direct outreach to selected marketing executives instead of passive job advertisements.
Guiding principles: :
- Alignment of marketing strategy with overarching business goals and international expansion plans
- Holistic view of brand, communication, digital channels, and customer engagement rather than purely operational marketing management
- International focus and intercultural competence to successfully enter new markets in Europe and Asia
- Strong communication and leadership skills at all levels—from top management to specialist teams
- Cultural fit with an innovation-driven, collaborative organization as a non-negotiable requirement
Search & Selection Process
Structured, transparent, and closely aligned
Based on a systematic market scan, profiles were identified that matched both the professional and personal requirements. Many candidates were not actively seeking new roles but were attracted by the clearly defined opportunity and focused dialogue.
In personal discussions, particular emphasis was placed on transparently communicating both the role’s responsibilities and objectives as well as the cultural environment. At the same time, candidates’ motivation, willingness to drive change, and long-term fit were carefully assessed.
The entire process was tightly managed and clearly structured at every stage. Regular alignment and feedback loops with the client ensured that all stakeholders remained informed and that decisions could be made quickly.
Process overview:
Outcome & Client Benefits
Successful appointment in four months – strengthening culture and growth sustainably
Despite the complex requirements, the position was successfully filled within approximately four months. The selected candidate matched the defined target profile and impressed with a visionary marketing strategy, extensive leadership experience, and strong credibility with both internal and external stakeholders.
For the client, this meant not only filling a critical key role but also sustainably strengthening its marketing organization in an international context. With the new CMO, the company is ideally positioned to expand its brand presence across the DACH region and beyond, supporting its planned expansion.
Client value at a glance:
- Successful placement of a new executive role despite highly specific profile and cultural requirements
- High level of confidence in the decision due to a structured and professional selection process with in-depth evaluation
- Acquisition of a leader with strong strategic marketing expertise and excellent cultural fit
- Relief of internal resources by outsourcing the time-intensive search and pre-selection
- Trusted decision-making at management level through close guidance and transparent communication
Key KPIs: :
- 7 weeks from project start to shortlist presentation
- 5 candidates in the final interview round
- Less than 5 months total duration of the search mandate
Lessons Learned
Success factors for filling strategic marketing leadership roles
- A clearly defined and strategically positioned role is critical in the CMO context to attract the right candidates
- Direct search and a broad network are essential to reach top-tier marketing leaders
- Cultural fit and the ability to drive change are just as important as marketing expertise—both determine long-term success
- Closely managed and transparent processes increase commitment on both sides and provide the foundation for confident decision-making
