Unibuddy - Martyn Bassett Associates

Unibuddy was looking for a Demand Generation leader who could transform marketing into a revenue generating center of excellence.

The Search Statistics

Number of days to the first round of resumes: 10
Number of candidates considered: 9
Number of candidates interviewed: 8
Number of business days to complete the search: 47

The Search

Following a recent Series B raise, Unibuddy had its sights on global expansion, specifically the US market. As a result, they needed to level up how they marketed globally and across the US.

This role required a leader who could transform marketing into a revenue generating center of excellence. Their CMO defined the hire as “someone who has been there, done that” and could recognize what needed to be put into place to drive MQLs. Leadership skills were critical as this person would go on to hire, coach, and mentor a rapidly growing team.

The Client

Unibuddy is a UK-based B2B2C SaaS startup founded in 2017 and inspired by the Founder’s personal experiences, who realized the need to disrupt how students make decisions throughout their education journey.

Unibuddy’s SaaS platform enables prospective students to connect in a peer-to-peer format with existing students and staff, pre-enrollment when the potential student is evaluating schools and programs. Unibuddy has grown to 135 employees and 450+ higher education customers across 35 countries.

Search Requirements

Unibuddy was looking for those wth senior-level marketing experience working for a B2B or B2B2C SaaS company. Accomplished, confident, and able to be the CMO’s ‘right hand,’ working in partnership to build the business globally.

The most critical requirement was proven successful experience leading teams of marketers. Candidates also needed experience developing growth marketing strategies that drive MQLs across multiple channels, including; email, ABM, SEO, and web/online.

They needed to be nuanced in their understanding of how to develop content-focused campaigns that drive leads across customer journeys and funnels. Edtech experience was considered valuable as well as the willingness to work as a remote employee across global time zones.

The Hire

Over 11 years of employment experience, all of which had been in marketing. Experience working for marketing agencies and tech companies. B2B SaaS customer acquisition experience across all channels and had successfully worked in a nascent startup, standing up a marketing function. They had experience with PLG business models.

A highly accomplished marketer, scaling ARR by a 4x multiplier, managing marketing spend efficiently ($9M USD budget) to ensure profitable growth (ROAS) across all channels. Recruited and managed teams as large as 11 and was responsible for content marketing, demand gen, paid social, and SEO.

“Martyn Bassett Associates was a pleasure to work with and helped us place two critical roles in our Marketing team. The team listened carefully to requirements, helped bolster our employer brand as they conducted the search, and ensured we could close our top candidates.”

–– Nina Bilimoria Angelo, Chief Marketing & Strategy Officer

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