How MarketSearch Helped Nice-Pak Recruit a CMO Who Delivered Double-Digit North American Revenue Growth

The Client Situation

Nice-Pak’s CEO retained MarketSearch Executive Search to recruit a senior marketing leader capable of creating meaningful new growth from a mature, established portfolio of health and wellness products.

At the time, the company did not have a true growth marketing leader in place. Much of the marketing function was being handled by a junior team reporting through sales. Given the size of the opportunity—and the lift required to capture it—that structure was no longer working.

Nice-Pak needed an experienced marketing executive who would not operate in a silo, but instead become a true strategic partner to sales and the broader executive leadership team.

The Leadership Challenge

Nice-Pak is a global leader in wet-wipe products designed to clean, disinfect and support healthier living. The company partners with major retailers and brand owners to deliver value through innovation, quality, reliability and sustainability.

This was not a search for a traditional brand steward.

The company needed a commercially minded Chief Marketing Officer who could work closely with the CEO and CRO to develop a comprehensive brand and growth strategy, strengthen Nice-Pak’s market position and turn marketing into a more accountable, revenue-focused business function.

The new CMO would also oversee a sizable marketing organization and own brand strategy and category management across both B2B and B2C channels.

The right candidate needed to understand the financial side of marketing exceptionally well. Nice-Pak wanted a leader who could evaluate marketing investments, measure ROI and conduct a deep analysis of every marketing channel—identifying where the company should invest, where spending could be optimized and how marketing could contribute more directly to revenue.

The combination was extremely specific:

• Accomplished CPG and consumer-products leadership
• B2B and B2C marketing experience
• Brand and category-management expertise
• Strong financial and analytical capabilities
• A deep understanding of marketing ROI
• Product innovation and commercialization success
• Experience leading a sizable marketing organization
• The ability to partner closely with the CEO, CRO and sales organization
• Familiarity with a highly competitive, closely related market
• The cultural presence to lead change throughout the business

Very few executives offered the complete mix.

The Search Mandate

MarketSearch was retained to find a proven marketing leader who could work directly with the CEO and CRO to build the company’s brand and growth strategy, strengthen alignment between marketing and sales and create measurable revenue growth.

The assignment was not about producing a large stack of résumés. It was about identifying the small number of executives who could genuinely meet the leadership mandate and positively change the economics of the business.

The MarketSearch Process

Because senior marketing leadership is our entire focus, we knew exactly how to approach the market.

MarketSearch developed a highly targeted search strategy centered on senior CPG marketing executives who had successfully managed established product portfolios while creating new avenues for growth. We concentrated on executives from competitive consumer categories where innovation, retail relationships, brand authority and speed to market were critical.

Our assessment went well beyond job titles and company names. We evaluated each executive’s ability to:

• Connect marketing strategy directly to revenue and profitability
• Partner effectively with the CEO, CRO and sales leadership
• Assess marketing spending with financial discipline
• Optimize performance across multiple channels
• Lead brand and category strategy
• Operate successfully across B2B and B2C markets
• Introduce and commercialize new products
• Build stronger alignment between marketing, sales and the business
• Lead and inspire an established marketing team
• Fit naturally with Nice-Pak’s leadership team and culture

Through our direct network, competitive-market mapping and highly focused outreach, we identified a candidate directly from the competitive space who brought the exact category knowledge, commercial instincts and leadership credibility the company needed.

The candidate became a true hired gun for Nice-Pak—someone who understood the market, could get up to speed immediately and knew how to translate marketing strategy into commercial results.

The Placement

The connection was strong from the beginning.

The candidate understood how to compete within an established category while developing entirely new opportunities for growth. Equally important, the executive knew how to turn marketing into a more accountable, analytically driven and revenue-producing business function.

It was the experience match the CEO needed, the commercial partner the CRO required and the cultural fit the company wanted.

Nice-Pak hired our candidate as its new Chief Marketing Officer.

The Measurable Outcome

The results came quickly.

Our placed CMO transformed a 25-person marketing department into a far more commercially focused and revenue-producing organization. The executive introduced stronger financial accountability, improved alignment between marketing and sales, created a clearer approach to brand and category growth and strengthened the connection between marketing investment and overall business performance.

Within fewer than six months, Nice-Pak achieved double-digit North American revenue growth across its entire suite of products.

Not one isolated brand. Not one channel. The complete product portfolio.

The placement demonstrated what can happen when a company hires a marketing leader with the right category knowledge, financial discipline, leadership ability and growth orientation.

In the CEO’s Words

“This was the most enjoyable, intelligent and value-added recruitment process I have ever experienced. MarketSearch’s accuracy, attention to detail and ability to truly listen—and then deliver—have changed our firm for the better. I highly recommend them for any marketing leadership search.”

Search Results at a Glance

Search Requirement	Outcome
Position	Chief Marketing Officer
Industry	CPG, health and wellness manufacturing
Search model	Retained executive search
Leadership scope	25-person marketing department
Executive partnership	CEO, CRO and sales leadership
Channel responsibility	B2B and B2C
Core mandate	Brand strategy, category management, innovation, growth and marketing ROI
Candidate profile	Financially fluent, growth-oriented CPG innovator from the competitive space
Early business impact	Double-digit North American revenue growth across the full product portfolio
Time to measurable impact	Fewer than six months

Why This CMO Search Succeeded

This retained executive search succeeded because the candidate profile was built around the business outcome—not simply the responsibilities listed in a job description.

Nice-Pak did not need a CMO who could merely oversee marketing. It needed a leader who could understand the economics of the business, partner closely with sales, challenge existing investments, develop new brand and growth strategies and lead the organization toward measurable commercial results.

MarketSearch understood that distinction.

Our specialization in senior marketing executive search allowed us to assess each candidate through a marketing-specific lens. We knew what evidence to look for, what questions to ask and how to separate true growth leaders from executives who simply interviewed well.

The result was an exceptional retained-search placement that produced measurable revenue growth almost immediately.

The Right Marketing Leader Can Change the Economics of a Business

A Chief Marketing Officer should do more than manage a department. The right CMO can sharpen a company’s market position, align marketing and sales, improve the return on every marketing dollar and create measurable revenue growth.

That was the result at Nice-Pak.

If your organization needs a CMO, VP of Marketing, Head of Growth or another senior marketing executive who can deliver that level of impact, contact us for a confidential consultation.

David Honig
MarketSearch Executive Search
marketsearch29@gmail.com
www.marketsearchrecruiting.com
617-835-0444

We place marketing leaders. That’s it.