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Case study: The Apartment Network

Head of Marketing for Private Equity-backed, high-end hospitality business

The Apartment Network specialises in luxury serviced apartments. With locations across the globe in Europe, North America and Australia to Africa and the Middle East, the company has predominantly been a popular choice for the corporate market.

Since COVID, serviced apartments have also become an attractive and safe option for the leisure market. Available for short or longer-term lets, The Apartment Network has the ability to offer privacy, security and flexibility, which, in this current climate, is more important than ever.

Raising brand awareness

With funding firmly in place from Private Equity firm, Ansor, The Apartment Network was looking to accelerate growth and start raising brand awareness across its target markets and sectors.

However, in order to meet these goals, they needed to establish a marketing function. With nothing in-place at that time, it meant creating a department from scratch and finding a senior-level professional to come in, get the department functioning and marketing activity off the ground.

Sourcing the best candidates  

As is the way with any scale-ups, experience and an agile mindset are key. Goals and deliverables need to be met quickly and in collaboration with leadership teams and investors.

Peter Strafford, Ansor Private Equity, says: “As an organisation that is on a fast growth trajectory, we needed someone who could roll their sleeves up, whilst simultaneously looking more strategically at current and future needs.”

The Apartment Network approached Capability Jane to find them a Head of Marketing who could meet their criteria. They wanted somebody they could trust to carry out comprehensive audits and implement a robust marketing function. The position was a 3 day week role to help them deliver what they needed, quickly and efficiently.

Continued Peter: “Capability Jane worked closely with us to find the right candidate. They listened to the brief and our requirements and gave us a really strong shortlist of candidates. In the end we selected Sam McMillen. Capability Jane knew she had the most relevant experience for Apartment Networks, and they were spot on.”

Sam McMillen has now been with The Apartment Network for over a year. With experience of working in both corporate and startup environments, as well as working with Investors, she was a natural fit for the organisation.

Sam says: “I hit the ground running when I joined The Apartment Network, and I haven’t stopped since. We’ve covered a lot of ground and now have a solid marketing function. With all the challenges COVID has thrown our way, like a true scaleup we’ve been agile and adjusted our marketing strategy accordingly. I’m very excited about my future with this organisation.”