Maybe I’m Not Smart Enough to Work in Private Equity
I just caught up with the CEO of my client’s private-equity firm. I had been engaged to help them locate a VP Marketing for a highly specific software-development offering within HealthTech. No doubt this was a very attractive firm and position. Typical directive you might expect: high growth, highly focused around driving data-solutions, breaking through the clutter across all marketing channels.
Sure — at the final rounds I was pumped because we located three incredible candidates. At least in my mind they were incredible for a long-term match. Someone to hang their hat, build to maximise value for an event. All that said, the client ended up not selecting who I thought was the best-of-the-best candidate. They went with another of my candidates for the sole reason that they could do the job, create value and be part of the event which we originally thought would happen in a typical 3–5 year timeline.
Here’s the twist: I didn’t read between the lines and realise that my Private Equity client had other plans. Those plans included a much faster turnaround with an event to sell this investment to another PE firm. This is happening now. My client was thrilled. My candidate, needless to say, was more than thrilled due to the quick exit. Equally important, the CEO was thrilled to have a marketing leader in place who was able to add value quickly — very quickly.
Why am I sharing this?
Because even after years of handling highly complex marketing-executive searches, I still tend to become deeply connected to my candidates. In retrospect, I needed to step back from this search, pull back to look at the larger picture — wrap my head around what my Private Equity client was actually in need of: an all-hands-on-deck type leader vs a long-term fix.
What this means for hiring managers & PE-backed CEOs
- When your firm is backed by Private Equity and you’re hunting senior marketing talent (VP/CMO/Head of Marketing) for a growth stage, high-velocity business, the directive may be much more compressed than “build over 3-5 years”. You may want someone who hits the ground running, drives measurable value within 12-18 months, and positions the business for an exit event.
- The search partner you engage must not only source candidate profiles but also act like a consultant: understanding the PE timeline, the value-creation thesis, channel dynamics (digital, data, Martech, growth, brand), and the fast-exit mindset.
- My approach: I work with CEOs and Private Equity clients to map the marketing mandate, define the value metrics (lead generation, funnel acceleration, data insights, technology stack, brand differentiation), and align the candidate profile to that mandate and the exit strategy.
How I add true value (not just “find a name”)
- I partner with you and your PE firm, not simply as a supplier, but as a consultant: I ask the “what happens next?” questions — exit timeline, growth inflection point, channel mix, data-driven marketing ROI.
- I bring deep sector experience (software, HealthTech, data-solutions) + senior marketing executive network, so we don’t just go broad with generic profiles — we go focused on candidates who have navigated similar mandates in PE-backed, high-growth environments.
- I keep both your CEO and Private Equity sponsor in mind: the CEO needs a partner in marketing who can scale the business; the PE firm needs the value creation story and exit readiness. I bridge that.
- I stay connected to the shortlisted candidates beyond “offer accepted”: checking early value-creation signals, making sure the hire starts strong — because a good hire in a PE scenario is about driving value fast, not about ‘just filling a seat’.
The end-game
That VP Marketing hire we placed? Within 12 months they were driving data-fueled growth across channels, building the Martech stack, and contributing to the narrative that triggered a sale of the investment. The candidate, the CEO, and the Private Equity investor were all aligned and successful. And that’s what real executive search looks like in the Private Equity world.
If you are a hiring manager or CEO within a PE-backed business, looking for a senior marketing leader who can move fast, measure results, and contribute to your value creation story — let’s talk. I bring the search expertise, consultative mindset, and senior network to help you win.
The Marketing Playbook For Private Equity in 2025