International Marketing Director, WeWork


WeWork is one of the great disrupters of our time: few other businesses have experienced such hyper-growth. This start-up was originally established in New York by Adam Neumann in 2010 and was valued at c$43bn by the last funding round in 2018.

Company: WeWork
Delivery: Rupert Jupp
Role: Head of International Marketing (Director)
Targets: Fast-growth Tech Companies / Digital Marketplaces / Software Businesses

Princedale Partners was retained by WeWork to appoint their top international Marketing Director to fuel the next stage of hyper-growth around the world. A brilliant opportunity for marketers at the top of their game to build and lead the international growth marketing function across the many areas of specialism.

Whilst a terrific opportunity and one that was naturally of great interest to many, the specific profile sought was well-defined through the numerous brief taking meetings conducted by Princedale Partners with the Global CMO and European CEO. Taking the brief is arguably the most important stage of any executive search: it ensures alignment and consensus across the hiring decision-makers and our setting clients’ expectations is key in managing a smooth and successful search.

At the heart of this brief was a focus on B2B & Performance Marketing, plus a reputation of building a modern, highly analytical marketing function of scale internationally. With this in mind – and coupled with WeWork’s highly important culture fit – Princedale Partners had to seriously consider which companies employed individuals who possessed not only the relevant technical expertise, but also would fit with the speed of growth, international experience and fast-pace business culture.

In partnership with our client, we agreed on a well thought-through target list which comprised fast-growth tech companies, digital marketplaces and software businesses. We intentionally cast our net wide across these sectors with a focus of course on the most successful businesses in each field.

From this target list Princedale Partners mapped over 450 marketing leaders in Europe, whilst simultaneously generating some fantastic recommendations from our own technology leadership network – which always proves a fruitful exercise.

As with any search, finding individuals that look good on paper is just the beginning of a well-oiled search process. Speaking to people, hearing the questions they ask of the brief and mutually assessing fit is where things start to get really interesting. In this instance, we spoke to almost 50 high-calibre individuals and whittled this down to a top 15 – whom we invited for formal, thorough, in-person interviews.

Our client is at final stages of the interview process and we’re told they’re delighted with the experience and calibre of talent we have sourced for them. We are already looking forward to a long term partnership and helping with other equally interesting leadership appointments.

“It’s been an extensive exercise and one which we have thoroughly enjoyed. Representing a brand like WeWork and for an opportunity at this high profile is an absolute privilege. Equally, meeting the top marketing leaders in Europe to discuss this specific opportunity and potentially the next step in their career has been an honour.”

Rupert Jupp, Founder, Princedale Partners – January 2019


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