Executive Summary
A mid-sized financial institution in German-speaking Switzerland faced the challenge of filling the Head of Marketing & Communications position as part of a succession plan during a strategic realignment. The role was central to brand management, market positioning, and both internal and external communication. Despite a dynamic environment, limited internal resources, and the challenging holiday season, the position was successfully filled within just three months. Through targeted talent sourcing, clear and transparent role positioning, and a structured process, an experienced leader was secured who immediately brought stability, direction, and execution strength to the function.
Initial Situation & Challenge
Strategic Transformation Meets a Critical Vacancy
The company—an established financial institution with assets in the double-digit billion range and offerings in wealth management, SME banking, and pension solutions—operates in a dynamic environment with short decision-making paths and a high pace of change. Its corporate culture is shaped by Swiss values, collegiality, and a pragmatic SME mindset.
The Head of Marketing & Communications position was to be filled as part of a succession plan. Given the strategic importance of the function, there was an urgent need to fill the role quickly.
Key challenges during this phase:
- Vacancy in a business-critical role
- Increasing demands for digital marketing and communication capabilities
- Limited internal resources to manage a structured recruitment process
- Seasonal difficulties in candidate outreach during the holiday period
- Need for clear and reliable communication during a transformation phase
The ideal candidate needed to combine strategic vision with operational execution, lead a small team, and professionally manage external partners.
Our Approach
Targeted Market Engagement and Strong Process Leadership
The search began with a careful refinement of the target profile. The teaser clearly communicated that a leader was sought who could take responsibility from strategy through to execution and shape modern, professional marketing and communications within the Swiss banking market.
To build a strong talent pool, the market was deliberately approached broadly. In addition to candidates from banking and insurance, profiles from adjacent regulated industries were considered, provided they had the required capabilities in branding, communications, and digital marketing.
The role was positioned clearly and authentically in the market—with a focus on creative freedom, close collaboration with the COO and C-level, a pragmatic environment, and the opportunity to deliver measurable impact.
Key requirements guiding the search:
- Development and execution of marketing strategy
- Brand, positioning, and corporate communications
- Market research and data-driven prioritization
- Demand management (B2B and B2C)
- Digitalization and automation in marketing
- Leadership of a small team and management of external agencies
- Stakeholder management up to COO, management, and board level
- Cultural fit: Swiss values, grounded mindset, team orientation
The internal process was clearly structured. Given limited client capacity, we took on a closely managed coordination role—with clear timelines, prioritization, and regular alignment. This ensured steady progress even during a challenging period.
Search & Selection Process
Structure, Depth, and an Exceptionally Strong Pipeline
The systematic market approach and consistently managed selection process resulted in an exceptionally strong pipeline—something the client repeatedly highlighted.
Process overview:
- ~12 profiles in the longlist
- 8 in-depth interviews conducted by us
- 5 candidates presented to the client (first round)
- 4 candidates in assessment
- 3 final interviews at board level
- 2 top finalists for the final decision
Evaluation focused on both professional criteria—particularly digital marketing expertise, strategic experience, and communication strength—and cultural aspects such as teamwork, pragmatism, and leadership style in an SME context.
The process was supported by structured briefings and transparent expectation management. A Letter of Intent (LOI) following the assessment also helped the client structure the offer phase clearly and increase transaction security.
Despite holiday-related constraints, the process progressed continuously without delays.
Result & Client Value
The Right Leadership in Three Months – With Immediate Impact
The position was successfully filled after approximately three months—a remarkably short timeframe given the seasonal and organizational constraints.
The selected candidate impressed with seniority, solid experience in regulated industries, digital excellence, and a leadership style aligned with both modern strategic direction and the collegial Swiss corporate culture.
Impact of the placement:
- Immediate stabilization and clear leadership in the MARCOM function
- More professional internal and external communication
- Increased execution speed, particularly in digital initiatives
- Improved prioritization and more structured processes
- Strengthened collaboration between Marketing, COO, C-level, and other stakeholders
The company gained a leader who delivered visible impact early on.
Lessons Learned
What Made This Recruitment Success Possible
- Clear and authentic role positioning increases traction—even during sensitive transformation phases
- A broad yet targeted search strategy improves the quality and diversity of the talent pool
- Close process management is crucial, especially when internal resources are limited
