How MarketSearch Helped ASICS Build an Executive Marketing Team That Delivered Double-Digit Growth

Client

ASICS

Industry

Global Consumer Products | Athletic Apparel and Footwear | Retail | eCommerce

Search Type

Confidential Retained Executive Search

Positions Filled

Four Senior Marketing Leadership Roles

Executive Summary

ASICS was entering a significant period of marketing and organizational transformation.

Consumer behavior was shifting rapidly toward digital commerce, direct-to-consumer engagement and more measurable media. ASICS needed to build an executive marketing team capable of modernizing how the company approached brand growth, marketing performance, sponsorships, retail partnerships and global category development.

The challenge was that several of these leadership roles had never existed inside the organization.

This was not about hiring four traditional brand marketers. ASICS needed category-level executives who could connect brand, performance marketing, measured media, sponsorships, eCommerce and global growth—and build the teams and capabilities beneath them.

The searches were highly confidential. MarketSearch worked directly with the Head of Talent, Head of Marketing and Head of eCommerce to define the future organization, conduct confidential market mapping and recruit four senior marketing leaders.

The completed team helped ASICS modernize its marketing capabilities, improve performance measurement, accelerate digital growth and contribute to double-digit revenue growth.

The Client Situation

ASICS had a globally recognized brand, strong retail relationships and a powerful heritage in athletic footwear and apparel.

However, the company’s marketing organization needed to evolve with a changing consumer marketplace.

Digital commerce was growing. Customer journeys were becoming more complex. Marketing investments required clearer measurement and accountability. Retail, direct-to-consumer, eCommerce, sponsorships and brand marketing could no longer operate as separate functions.

ASICS needed an executive marketing team capable of helping define the company’s future—not simply supporting its past.

At the same time, the company was evaluating several sensitive leadership changes. Complete confidentiality was essential throughout the process.

The Leadership Challenge

The mandate was to build an executive marketing team in areas where comparable leadership roles—and, in some cases, the underlying capabilities—had not previously existed.

ASICS needed significantly more than 100% brand-focused hires.

The company required category marketing executives who could lead across:

• Marketing performance and data measurement
• Measured media strategy and investment
• Global brand and category growth
• Sponsorship strategy and activation
• eCommerce and digital customer acquisition
• Retail and direct-to-consumer integration
• Consumer engagement and retention
• Omnichannel customer experience
• Marketing accountability and revenue contribution

These leaders would be expected to establish new capabilities, build teams, introduce more sophisticated performance standards and operate with very little handholding.

They also needed to understand the strength and history of the ASICS brand while having the confidence to challenge existing thinking and help shape the next generation of the organization.

The Search Mandate

MarketSearch was retained to complete four confidential senior marketing leadership searches.

We worked directly with the Head of Talent, Head of Marketing and Head of eCommerce to understand the business objectives, organizational sensitivities and leadership gaps behind each assignment.

The mandate was clear:

Find proven marketing executives who could operate as captains of their respective categories, build capabilities that had not previously existed and create measurable long-term value for ASICS.

Each candidate needed to bring the right combination of:

• Global consumer brand experience
• Athletic, footwear, apparel or adjacent category knowledge
• Performance marketing leadership
• Marketing analytics and measurement expertise
• Retail and eCommerce experience
• Sponsorship and partnership capabilities
• Organizational development experience
• Executive presence and cross-functional credibility
• A demonstrated history of driving revenue growth

Because the searches were confidential, every part of the process—from market mapping and candidate outreach to assessment and stakeholder communication—had to be managed with precision and absolute discretion.

The MarketSearch Executive Search Process

Defining the Future Marketing Organization

We began by helping ASICS leadership define what the future-state marketing organization needed to accomplish.

Rather than starting with four job descriptions, we started with the business.

What capabilities were missing? Where did marketing need greater accountability? How should brand, performance, media, sponsorships, eCommerce and global category growth work together? What kind of leaders could build those functions while operating successfully inside an established global organization?

This work allowed ASICS and MarketSearch to define each position around future business impact—not simply previous organizational structure.

Confidential Executive Market Mapping

MarketSearch then conducted targeted market mapping across the athletic, footwear, apparel, consumer products, retail and digital commerce sectors.

Our research extended beyond obvious title matches. Many of the strongest candidates were doing the required work under different titles or within organizational structures that did not mirror ASICS.

We identified executives with relevant leadership experience across:

• Global athletic and lifestyle brands
• Footwear and apparel companies
• Consumer products organizations
• Direct-to-consumer businesses
• Retail and eCommerce platforms
• Performance-driven marketing organizations
• Sponsorship-led consumer brands

Our specialization in marketing executive search allowed us to evaluate how the work was actually being done—not simply how it appeared on a résumé.

Direct and Discreet Candidate Outreach

These were not searches that could be broadly advertised.

MarketSearch approached targeted executives directly, carefully positioning the opportunity without compromising the company’s confidentiality or internal business continuity.

Every conversation was handled discreetly. Candidates were introduced to the opportunity in stages, and sensitive information was shared only when appropriate.

Executive Marketing Assessment

Every candidate was assessed against the specific business outcomes ASICS needed the new leadership team to deliver.

Our evaluation focused on:

• Ability to build a function from the ground up
• Performance marketing and measurement expertise
• Brand and category leadership
• Global growth experience
• Sponsorship and media strategy
• eCommerce and digital acquisition results
• Retail partnership experience
• Cross-functional leadership
• Team-building capability
• Revenue and commercial impact
• Ability to create value with limited handholding

We were not looking for executives who could merely manage an existing playbook.

We were looking for leaders who could help write the next one.

Close Stakeholder Alignment

Throughout the engagement, MarketSearch remained closely aligned with the Head of Talent, Head of Marketing and Head of eCommerce.

Because four leadership searches were moving in parallel, communication and calibration were critical. We continuously shared market intelligence, candidate feedback and organizational observations that helped ASICS refine both the individual roles and the structure of the leadership team.

This was a highly collaborative retained search partnership built on trust, speed, specialization and confidentiality.

The Placements

MarketSearch successfully completed all four confidential executive marketing searches.

Together, the placements created a more complete and future-focused marketing leadership team.

Each executive brought deep expertise within a specific category while also contributing to the broader transformation of marketing across ASICS.

The new leaders helped the company strengthen the connection between:

• Brand and business performance
• Media investment and measurable results
• Sponsorships and consumer engagement
• Retail partnerships and direct-to-consumer growth
• eCommerce and the broader customer journey
• Marketing strategy and revenue accountability

Most importantly, these executives became long-term contributors who could lead independently, build strong teams and create value without requiring extensive oversight.

The Measurable Outcome

The combined impact of the four placements helped ASICS modernize its marketing organization and build stronger capabilities across brand, digital, eCommerce, media and performance measurement.

Stronger Marketing Performance Measurement

The new leadership team introduced greater sophistication around marketing data, media performance and return on investment.

ASICS gained a clearer understanding of how marketing activity influenced customer acquisition, conversion, engagement and revenue.

Accelerated Digital and eCommerce Growth

The team strengthened digital marketing, customer acquisition and eCommerce capabilities while creating a more scalable approach to direct-to-consumer growth.

More Integrated Brand and Category Leadership

Marketing became less dependent on traditional brand-only thinking and more connected to category performance, customer behavior and commercial outcomes.

Stronger Sponsorship and Media Strategy

The new executives brought more strategic discipline to sponsorships, measured media and consumer activation, helping ASICS connect brand visibility with quantifiable business performance.

Improved Retail and Omnichannel Integration

The leadership team strengthened collaboration across retail, wholesale, direct-to-consumer and eCommerce channels, creating a more connected customer experience.

Double-Digit Revenue Growth

The combined work of the newly assembled executive marketing team contributed to:

• Double-digit revenue growth
• Improved marketing efficiency
• Stronger digital conversion
• Increased customer engagement
• Greater accountability across marketing investments
• Enhanced brand visibility across channels
• A more scalable global marketing organization

What the Client Said

“We had a very sensitive situation involving several confidential executive searches across the marketing department. We worked directly with David Honig and the MarketSearch Executive Search team.

Their focus and specialization within marketing executive search made finding these captains of marketing a seamless process. We were truly impressed by how David and his team delivered directly against the mandate while also introducing candidates who offered long-term value, measurable results and required very little handholding.

MarketSearch is an impressive executive search firm.”

Why This Executive Search Partnership Was Different

This engagement was not simply about filling four openings.

Several of the positions had never existed within ASICS. The assignments required MarketSearch to help define the leadership capabilities the company would need for its future and then identify executives capable of building them.

The searches were also highly sensitive and were conducted simultaneously.

MarketSearch had to understand the complete leadership picture while treating every individual search as its own confidential assignment. That required close coordination with the Head of Talent, Head of Marketing and Head of eCommerce, disciplined candidate communication and an exact understanding of how each placement would fit into the broader organization.

The result was an executive marketing team built to lead categories, establish new capabilities and create measurable business value.

Why Companies Choose MarketSearch for Confidential Marketing Executive Search

MarketSearch specializes exclusively in recruiting senior marketing and growth leaders.

We help global brands, high-growth companies, private equity firms and portfolio companies recruit executives who can build, scale and transform marketing organizations.

Our search capabilities include:

• Chief Marketing Officer
• Chief Growth Officer
• Vice President of Marketing
• Head of Growth
• Global Brand and Category Marketing Leaders
• Performance Marketing Executives
• Media and Marketing Measurement Leaders
• Sponsorship Marketing Executives
• eCommerce and Digital Marketing Leaders
• Product Marketing Leaders
• Demand Generation Executives
• Customer Marketing and Retention Leaders

Our specialization allows us to assess marketing executives beyond titles and résumés. We evaluate how candidates build teams, connect marketing with revenue and create measurable long-term enterprise value.

Frequently Asked Questions

How does MarketSearch conduct a confidential executive search?

MarketSearch manages every confidential search through carefully controlled market mapping, direct candidate outreach, staged information sharing and close stakeholder communication. The process protects the client’s organizational plans, current employees and prospective candidates throughout the engagement.

Why should a company use a specialized marketing executive search firm?

Senior marketing searches require a deep understanding of brand, growth, performance marketing, digital, eCommerce, product marketing and revenue accountability. A specialized marketing executive search firm can evaluate the work behind a candidate’s title and reach proven executives who are not actively applying for new positions.

Can MarketSearch recruit multiple marketing executives at the same time?

Yes. MarketSearch can manage several confidential marketing leadership searches in parallel while assessing how each executive will contribute individually and work within the larger leadership team.

What marketing leadership positions does MarketSearch recruit?

MarketSearch recruits CMOs, Chief Growth Officers, Vice Presidents of Marketing, Heads of Growth, performance marketing leaders, brand and category executives, eCommerce leaders, digital marketing executives, product marketing leaders, customer marketing executives and demand generation leaders.

Does MarketSearch recruit for global consumer brands?

Yes. MarketSearch recruits senior marketing and growth executives for global consumer products, athletic apparel, footwear, retail, eCommerce, technology, healthcare, financial services, manufacturing and private equity-backed organizations.

How long does a retained marketing executive search take?

Most retained executive searches are completed within 45 to 90 days. Timing can vary based on the seniority of the position, market conditions, confidentiality requirements and the complexity of the leadership mandate.

What makes MarketSearch different from a generalist executive search firm?

MarketSearch focuses exclusively on marketing and growth leadership. That specialization provides deeper access to executive talent and a more informed assessment of each candidate’s ability to build teams, modernize marketing capabilities and deliver measurable business results.

Build the Marketing Leadership Team Your Future Requires

The most important marketing searches are rarely about replacing a title.

They are about defining what the business needs next—and finding the executive leadership capable of delivering it.

If your company is building, transforming or confidentially evaluating its marketing leadership team, MarketSearch can help you define the mandate, access the right executives and complete the search with absolute discretion.

Schedule a confidential marketing leadership consultation with David Honig and the MarketSearch Executive Search team.