Search Firms Adding Marketing Leaders to Guide Brands, Create Buzz

Marketing and branding professionals are playing increasingly vital roles at executive search firms as recruiting outfits push into new lines of business, evolve their brands and rev up their social media presence. Two of the latest: ZRG Partners and the Human Capital Group have appointed new marketing leaders. 

December 6, 2018 – The Human Capital Group recently appointed Alex Petrini as the firm’s new marketing manager. Ms. Petrini is an experienced marketing manager with a demonstrated history of working in the staffing and recruiting industry.

She began her career at OneWire, a recruiting technology platform for the financial services industry.

Starting as an intern, she worked her way up to director of marketing where she was responsible for developing marketing campaigns to drive leads and connect companies with qualified talent.

In her new role, Ms. Petrini now brings that experience in recruitment marketing to grow and expand the firm’s brand. The Human Capital Group said she is “passionate about helping companies find their next leader, and she enjoys finding creative ways to build partnerships with prospective clients through content, social media, emails and events.”

Launched in 2000, the Human Capital Group is an executive search and leadership consulting firm. It has completed more than 800 searches for a wide variety of senior roles across multiple industries.

Marketing Veteran

Another boutique search firm, ZRG Partners, recently named Mark Cummings as its new director of marketing. Mr. Cummings has experience as a creative marketing leader and has managed and directed a multitude of integrated campaigns for clients ranging from entrepreneurial start-ups to Fortune 500 and 1000 companies.

Previously, he served in the roles of president, director of creative services at Impel Digital and was founder and executive director of Cummings Creative Group, where he managed teams that delivered on integrated campaign development with a strong focus on digital marketing initiatives for small to mid-sized companies. His past responsibilities have ranged from strategic and tactical planning to account supervision and project management, creative & art direction, copy development, and production as well as execution for print, video and web-based projects/applications for a wide range of clients.

Related: Major Lindsey & Africa Names Veteran Global Marketing Head

Mr. Cummings brings over 22 years of creative marketing experience to his new role which has responsibilities centered around the strategy and development of global brand awareness and the creation of effective lead generation, thought leadership and sales support tactics for teams that cross several industries.

Mr. Cummings recently sat down with Hunt Scanlon Media to discuss his plans to help one of the nation’s fastest growing search firms distinguish itself in a crowded field of rivals.

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Mark, discuss the recent growth and expansion at ZRG and what’s driving it.

Our recent growth can be attributed to several things, but the few that seem to resonate the most among the managing directors are our culture, our products and the overall collaborative nature of the firm. This collaborative culture aligns our proven methodology with the knowledge of consultants that run the gamut in both industry and functional search, creating a very attractive platform for both clients and our managing directors.

Related: IIC Partners Forms Alliance with CoolBrands

What are your main goals in your new role?

I will have met my goal when I see ZRG’s brand value within the industry raised to the same level as the quality people and service offerings of the firm itself. On a parallel path, we are looking to drastically improve the development of effective lead generation, thought leadership, and sales support tactics.

“I will have met my goal when I see ZRG’s brand value within the industry raised to the same level as the quality people and service offerings of the firm itself.”


Kennedy Executive Search Names Marketing Director
Kennedy Executive Search & Consulting, a network of independent executive search firms, appointed Louise Royer as marketing director. She is responsible for building and executing marketing strategies to support the growth of the network. She will also be in charge of brand development strategies. 


How has your past experience prepared you for this position?

In my roles as both partner in a boutique marketing agency and longtime marketing consultant, I have managed teams delivering on integrated campaign development for small to mid-sized B-to-B and B-to-C companies, crossing several industries and sectors. My responsibilities ranged from strategic and tactical planning to complete oversight of all marketing communications in traditional marketing initiatives as well as more targeted, digital efforts.

Recruiters who place chief marketing officers have spoken about how the marketing role has changed. What’s your experience?

Throughout my years of experience, I have seen the marketing landscape change, primarily in the vehicles in which we choose to deliver messaging to a market. General mass awareness efforts are now either working alongside, or being replaced with, more targeted, metric-driven initiatives. That being said, the one constant that has always been the same is messaging. Branding is still branding and these initiatives are always needed to deliver a brand’s value proposition to the market. But now they need to deliver that same compelling message with very targeted initiatives, while having the ability to adapt quickly in order to deliver better results.

Related: Chief Marketing Officers Gaining Momentum As Business Game Changers

Contributed by Scott A. Scanlon, Editor-in-Chief; Dale M. Zupsansky, Managing Editor; Stephen Sawicki, Managing Editor; and Andrew W. Mitchell, Managing Editor – Hunt Scanlon Media

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