Driving revenue growth for the province
The many competing services, special offers, and main events available today must share the consumers’ entertainment or discretionary budget. Many entertainment businesses, like many Mandrake clients, experience declines in market share and patronage over time. One such client chose to hire new blood rather than throwing in the towel. And today, they are happy with their decision to welcome new talent in the role of Senior Category Manager.
To complicate matters, this executive search coincided with government changes to the way lottery and gaming operates in Ontario, threatening privatization as a possible option. To affect a significant impact on the business, Mandrake strategized that the ideal candidate would be external to the organization and have the skills and expertise in the category.
Mandrake struck a balance with their strategy: to find a highly accomplished traditional marketer capable of leading strategy and implementing a tactical plan that would drive revenue growth substantially. The candidate profile outlined the need for real passion for the industry, an exemplary portfolio of compelling advertising campaigns, and the disposition to work in a government and matrix environment.
A thorough search of the consumer packaged goods industry yielded a very strong list of suitable candidates. The exceptional candidate rose to the top of a tier-one CPG company. Their positive attitude and leadership style had an immediate effect on our client’s business, infusing stability, stimulating engagement, and ushering in prosperity for the brand.