The business
Log my Care is a SaaS business serving the social care sector, helping care providers manage information, evidence and processes across residential care, home care and other care settings. It already had an established marketing function with a significant amount of activity in place, so the task was to take what was working, strengthen the team and make marketing more directly accountable for commercial growth. Rebuilding from scratch was never the brief.
The challenge: evolving an established marketing function
Ultimate Asset was briefed to find a new Head of Marketing at a point when the business wanted to sharpen the commercial role of marketing. The existing team had built strong foundations across campaigns, events and lead generation, and the next stage needed a different emphasis, with marketing more closely connected to pipeline, revenue and the wider commercial objectives of the business. Log my Care needed a senior marketer capable of running the whole function, which asks a great deal more than managing a busy programme of activity.
Defining the brief
The role called for someone who combined commercial thinking with strong people leadership. They had to understand what was already working, identify where performance could improve and bring new ideas without creating unnecessary disruption. In practice that meant leading and strengthening the existing team, connecting marketing activity more closely to commercial outcomes, and bringing focus and prioritisation to a busy programme. It also meant working confidently alongside sales and senior leadership, challenging constructively when needed, staying close enough to execution to know what was happening across the function, and creating real accountability around performance.
Cultural fit mattered as well. The business wanted someone with the judgement, values and leadership style to build on what was already there, without arriving on the assumption that everything needed to change.
The market reality
The brief created a fairly specific talent pool. Plenty of marketers can show campaign delivery, lead generation or deep channel expertise; far fewer combine those skills with genuine commercial judgement, people leadership and the confidence to run a broad marketing function. At Head of Marketing level the search had to look past individual channels, to candidates who understood the wider business problem, prioritised well, made clear decisions about where marketing should focus and could stand behind those decisions.
The search
Ultimate Asset ran the assignment as an exclusive Contingent Search, led by our Managing Director, Alex Swain. We focused on senior marketing leaders with relevant SaaS, technology and adjacent sector experience, and assessed each one on more than sector background: how they led people, how commercially they thought, whether they understood revenue as well as marketing, how they operated with senior stakeholders and how well they turned strategy into execution.
Eight candidates formed the serious shortlist and two progressed as finalists. The appointed candidate was directly headhunted, and the process took seven weeks from brief to accepted offer.
Why the successful candidate stood out
The successful candidate stood out for how well they understood the brief. They recognised the strengths already in the business, the commercial challenge marketing needed to address and what it would take to move the function forward, and they showed the judgement to decide what should stay, what could improve and where new thinking would add value, instead of arriving with a fixed playbook. They also built a strong relationship with the business throughout the process, which counted for a lot in a role that needed someone to understand what the leadership team wanted, challenge where appropriate and then deliver. Their experience across health and SaaS environments was relevant, and their people leadership, commercial mindset and approach to building teams mattered just as much.
The appointment
Log my Care appointed its new Head of Marketing at the end of the seven-week search. The remit was broad: run the marketing department, strengthen and cement the existing team, optimise the activity already in place, introduce new thinking where it would make a difference, and build a closer relationship between marketing activity and commercial performance. The aim was to evolve the function, keeping what worked.
Why this search mattered
One of the easiest mistakes a business can make when hiring a new marketing leader is assuming that change has to mean starting again. Often the harder brief is finding someone who can recognise what is already good, and that takes a particular kind of leader: confident enough to make changes, with the judgement to avoid disruption for its own sake, and able to cover brand, demand and execution while accepting that senior marketing leadership now carries commercial accountability. Log my Care's requirement sat right at that intersection.
Ultimate Asset perspective
The strongest marketing leaders are rarely defined by one channel. At Head of Marketing level the job increasingly becomes one of judgement, about what the team should keep doing, what should improve, where investment should increase, what should stop, and how all of it contributes to the commercial direction of the business. That is why senior marketing searches need to assess more than technical capability. People leadership, commercial thinking, cultural alignment and the ability to build trust with the wider leadership team can count for as much as the campaigns someone has run before, and they were at the centre of the Log my Care search.