See the deliverables before you commit.

Strongest mandate

ELEVATE. Across four roles, the consistent change delivered was turning competent, mid-tier brands into premium, margin-rich ones. This is not a generalist marketing profile - it is a specialist repositioning capability.

Evidence pattern

Three named cases where gross margin moved by 6–11 points within 18 months of arrival. Each began with a portfolio audit and a deliberate move up-market. The pattern is repeatable and defensible.

Executive positioning

"I take brands that are doing fine and make them the obvious premium choice in their category — measurably, and within two financial years."

Signal

A Zürich-based consumer group announced a new private-equity majority owner and a stated ambition to move its core portfolio up-market over three years.

Why it matches your mandate

Up-market repositioning under new ownership is an ELEVATE mandate forming before any search is announced. This is a likely C-suite marketing hire within two quarters.

Entry point

Warm path identified via two second-degree connections on the new board. Suggested outreach framing included.

The real question

Behind the job description, this board is asking: "Can you make our flagship brand command a premium without losing volume?" Everything in the interview should answer that.

Stories to lead with

Two of your three ELEVATE cases map directly to their category. Lead with the one that protected volume while lifting price — it pre-empts their largest fear.

Message to leave behind

"I have done exactly this change, in an adjacent category, twice — and I can show you the margin curve."