Dining Club Group: going digital with a new CMO

Chief Marketing Officer recruitment
Chief Marketing Officer recruitment

The Business 

Dining Club Group are a private equity backed subscription technology business, owned by Bridgepoint Capital. They have over 10,000 participating restaurants across three card brands (tastecard, gourmet society and hi-life) and a turnover of c.£20m. As they continued their growth, Chief Marketing Officer recruitment became a clear challenge for them.

The Challenge

The challenge they faced was the need to transition from a predominantly analogue business of discount dining cards to a digitally led subscription business, both in terms of their operations and their acquisition and retention strategies.

The Solution

ORESA undertook a board audit and departmental appraisal to assess the marketing team. This resulted in the company having a much clearer understanding of the digital skills and capabilities within the existing team. A gap analysis exercise further enabled understanding of the skillset gaps within the executive team and resulted in scoping a new role for a Chief Marketing Officer. 

ORESA were then commissioned for an executive search, and to manage the Chief Marketing officer recruitment process. This search focused on the UK tech and digital sectors, focusing primarily on fast growth digital, consumer businesses. 

We ultimately succeeded in recruiting a new CMO from one of the fastest growing ecommerce platform companies in the UK. The candidate brought subscription marketing and a depth of digital experience that could transform the business and continues to perform well in the organisation; such that ORESA were recently commissioned to recruit a Sales Director for a new data focused business unit within the group. This search was also successfully completed, hiring a senior leader from a US tech firm. 

 

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