Executive Search Case Study: Building ASICS’ Next Generation Marketing Leadership Team
Client
ASICS
Industry
Global Consumer Products | Retail | eCommerce | Athletic Apparel & Footwear
Search Type
Confidential Executive Search
Positions Filled
Four Senior Marketing Leadership Roles
Engagement
Retained Executive Search Partnership
The Challenge
ASICS was entering a significant period of organizational and marketing transformation.
As consumer buying behavior rapidly shifted toward digital channels, direct-to-consumer engagement, and omnichannel commerce, the company recognized the need to modernize key areas of its marketing organization.
The executive team sought leaders who could:
- Elevate the global ASICS brand
- Strengthen relationships with major retail partners
- Accelerate eCommerce growth
- Improve customer acquisition and retention
- Enhance the consumer journey across all touchpoints
- Modernize digital marketing capabilities
- Build stronger revenue accountability within marketing
Complicating the assignment was the confidential nature of the initiative. Leadership required complete discretion while evaluating organizational structure, talent gaps, and succession planning opportunities.
ASICS selected MarketSearch Recruiting as its executive search partner because of our deep specialization in marketing leadership recruiting and our ability to manage highly sensitive executive searches with absolute confidentiality.
Our Approach
We began by working directly with ASICS’ C-suite leadership team to evaluate the future-state marketing organization.
Rather than simply filling open positions, we helped define what the next generation marketing function should look like.
Our work included:
Organizational Design Consulting
- Assessing existing marketing capabilities
- Defining future leadership requirements
- Identifying gaps in digital and omnichannel expertise
- Aligning leadership roles with growth objectives
Confidential Market Mapping
We conducted extensive market intelligence across:
- Global athletic brands
- Consumer packaged goods organizations
- Direct-to-consumer leaders
- Retail marketing organizations
- Digital-first consumer brands
Executive Assessment
Every candidate underwent rigorous evaluation focused on:
- Brand leadership experience
- Retail partnership expertise
- eCommerce growth success
- Consumer acquisition performance
- Omnichannel marketing strategy
- Team leadership capabilities
- Revenue impact history
The goal was simple:
Present only leaders capable of elevating the ASICS brand and driving measurable business outcomes.
The Results
MarketSearch successfully completed all four confidential marketing leadership searches.
More importantly, each placement became a long-term contributor to the organization.
The leaders hired helped ASICS:
Modernize Marketing Operations
The newly assembled leadership team introduced more sophisticated marketing planning, performance measurement, and consumer engagement strategies.
Accelerate Digital Growth
Digital marketing, eCommerce performance, and customer acquisition programs became significantly more sophisticated and scalable.
Strengthen Retail Partnerships
The team enhanced collaboration with key retail accounts while creating stronger integration between wholesale and direct-to-consumer channels.
Improve Consumer Journey Performance
Customer touchpoints were optimized across:
- Brand awareness
- Consideration
- Purchase
- Loyalty
- Advocacy
Drive Revenue Growth
The combined impact of the leadership team contributed to:
- Double-digit revenue growth
- Improved marketing efficiency
- Increased customer engagement
- Stronger digital conversion performance
- Enhanced brand visibility across channels
Why This Search Was Different
This engagement exemplifies what happens when executive search becomes a true partnership.
MarketSearch remained closely aligned with ASICS leadership throughout the engagement, serving not only as recruiters but also as trusted advisors during a critical transformation period.
By maintaining constant communication with executive stakeholders and operating with complete confidentiality, we were able to help modernize the marketing organization while protecting business continuity.
The result was a stronger leadership team positioned to support long-term global growth.
Why Companies Trust MarketSearch Recruiting
MarketSearch Recruiting specializes exclusively in senior marketing and growth leadership searches.
We help companies hire:
- Chief Marketing Officers (CMOs)
- Vice Presidents of Marketing
- Heads of Growth
- Demand Generation Leaders
- Digital Marketing Executives
- Product Marketing Leaders
- Customer Marketing Leaders
- eCommerce Marketing Executives
Our clients range from high-growth companies and private equity-backed organizations to global enterprise brands.
Our focus is identifying transformational marketing leaders who create measurable business outcomes.
Frequently Asked Questions
How do you conduct confidential executive searches?
MarketSearch operates under strict confidentiality protocols. Candidate outreach, executive communications, market mapping, and stakeholder management are carefully structured to protect both the client and prospective candidates throughout the search process.
Why use a marketing executive search firm instead of internal recruiting?
Executive marketing talent is often passive and not actively seeking opportunities. Specialized executive search firms provide access to highly qualified leaders who are not available through traditional recruiting channels.
What marketing leadership roles do you recruit?
We recruit for CMO, VP Marketing, Head of Growth, Demand Generation, Product Marketing, Brand Marketing, Customer Marketing, Digital Marketing, Revenue Marketing, and eCommerce leadership positions.
How long does a marketing executive search take?
Most retained executive searches are completed within 45 to 90 days depending on market conditions, confidentiality requirements, and leadership level.
What industries does MarketSearch serve?
We support clients across:
- Consumer Products
- Retail
- eCommerce
- SaaS
- Technology
- Healthcare
- Life Sciences
- Financial Services
- Manufacturing
- Private Equity Portfolio Companies
What makes MarketSearch different?
Unlike generalist search firms, MarketSearch focuses exclusively on marketing and growth leadership recruiting. Our deep functional expertise allows us to evaluate candidates beyond resumes and assess their ability to drive revenue, customer acquisition, brand growth, and organizational transformation.