Driving Strategic Channel Growth with a Seasoned B2B Marketing Leader

The
Client

Restaurant Technologies, a prominent player in the national food services industry

Restaurant Technologies (RT) is a prominent player in the national food services industry based in Minneapolis, Minnesota. Their 1,200+ employees serve 36,000+ restaurants, hotels, casinos, convenience stores, universities & hospitals across 41 locations nationwide.

The Challenge

Engaging key decision-makers within a complex customer hierarchy through compelling product messaging

RT wanted to expand its reach within its National Accounts channel to achieve strategic growth goals. The complex structure of this channel made market penetration challenging. Key players included multi-unit franchise-level executives and individual business managers, all with varying levels of decision-making authority.

RT approached us for a discussion on organizational design, specifically focusing on the marketing function.

The Solution

Adding a new marketing position and finding a leader with the B2B marketing experience needed to drive strategic growth

After conducting an initial assessment, we recommended a slight revision of RT’s organizational structure, including the addition of a marketing leader who could drive a targeted, compelling communications strategy within their National Accounts.

Leveraging our PrecisonPath™ process, we then spent several hours with key stakeholders at RT, including the head of product and engineering and chief people officer, asking in-depth questions to understand and refine their hiring goals.

Our collaborative approach to aligning with RT’s objectives allowed us to focus on candidates with the potential to drive RT’s strategic goals forward.

Over the course of a week and a half, we mapped out over 140 top marketing leaders in local industrial markets, primarily those with enterprise B2B experience and the potential to grow into higher levels of executive leadership.

Our search went beyond traditional parameters, ensuring that every candidate was not only qualified but also a strong cultural fit and capable of supporting cross-functional collaboration.

The Outcome

A seasoned marketing leader with extensive experience leading a variety of B2B marketing initiatives

"I had a fantastic experience working with Michael and the team at Cultura Solutions. His personalized approach and invaluable counsel helped me navigate the interviewing and onboarding process, resulting in me landing an amazing role."

After presenting a thoroughly vetted shortlist of eight high-potential candidates, RT chose a marketing leader with 23 years of experience. We recruited her directly out of 3M, where she had spent the last ~10 years leading Product Marketing, Segment Marketing, and Brand Marketing across several industry segments, including (but not limited to) Food Service.

Prior to working at 3M, she had worked on the agency side before transitioning to Best Buy, where she led the Geek Squad marketing team. RT has shared incredibly positive remarks about her impact and has nominated her to the 2024 Prosper Accelerators cohort compiled by Prosper Forum.

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