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Executive Search Case Study – AEG Europe

Updated: Jan 16, 2019

The Brief

True North was engaged by leading sports and entertainment company AEG Europe to partner it in a search for the key hire of a Chief Marketing Officer to oversee the marketing operations of its rapidly growing portfolio of arenas, theatres and venues and to sit on the European Executive Leadership team.

The Challenge

Due to the size of the business and the scope of the role, the individual sought would need vast senior level experience across the board in terms of marketing functions. As well as having expertise in PR, branding, sponsorship and communications, there would also be a strong emphasis on CRM, use of Data and Insight, Digital Media and Strategic Partnerships. Ideally, the candidate would have a background at a similarly globally recognised brand, but not come from a direct competitor. Aside from skill sets and experience, AEG Europe crucially needed someone who could add value commercially by drawing together all areas of the business to maximise productivity and performance, a track record being vital. All this, combined with the ability to operate in an opportunistic and entrepreneurial environment where getting your hands dirty is a prerequisite.

The Solution

As this was a new role, True North began by taking a brief from the newly appointed President and CEO key AEG Europe, Jay Marciano, to gain an insight into his commercial and operational expectations of the role.

The results of this discovery session helped hone the job description and the brief further, in terms of core competencies and experience, enabling True North to begin networking their own suitable candidates in terms of availability and interest. At the same time, a campaign targeting senior marketers at top-tier, consumer businesses was put into action. The results of both initial drives produced a list of individuals, who were then screened further against AEG Europe’s competency requirements, to produce a long list for initial interview.

Due to the breadth of industry of the candidate pool, True North included two, arguably curve ball, candidates who they believed ticked all of the boxes in terms of competency, but who on paper didn’t fit the bill. One of them successfully made it to the final round to meet with the executive leadership team members and was subsequently selected as the successful candidate.

Throughout the process, True North supported AEG in all aspects and worked closely with the CEO and HR Director in ensuring that all elements of the search were delivered seamlessly.

About True North

True North advise and build the leadership and management teams of some of the world’s most innovative and fast growth technology enabled businesses. We also work with corporates undertaking ambitious change and transformation.

For more information about this project or our other services please contact Norman Burden or email us at