The Financial Services team at tml Partners, executive marketing headhunters, has placed a brand new UK Group CMO for private equity-backed, Pinnacle Pet Group.

Pinnacle Pet Group (“PPG” or “The Group”), are an international Pet Health Ecosystem business that offers pet insurance products and services to meet the needs of pet owners around the world. They are backed up by JAB Holding Company – a $50B+ Investment holding company with an established record of successfully building consumer businesses by investing in their long-term growth story (for example, they own Pret A Manger). The Group offers a complete range of pet insurance products and services, catering to both animal owners, distribution partners, breeders, shelters, and veterinarians. In addition to their white-label partners, PPG also have their own brands in the UK: everypaw, two other pet insurance providers in helpucover and Pet Protect and VioVet.

The Challenge

This newly created role would be pivotal to the business’s ongoing success, with responsibility for working closely with the Executive Leadership team and Private Equity backers to devise a best-in-class brand and performance marketing strategy for the UK, across multiple brands and white labelled partnerships, and to act as an adviser to the European market supporting on special projects.

The Solution

Emma Morrison, a specialist financial services marketing headhunter at tml Partners, worked closely with Andrew Wigg, CEO of Pinnacle Pet UK, Dirk Beeckman, Group CEO, and Helen Rennie, People Director at PPG to guide them on the recommended skill sets for the role and ultimately, where to find the right talent for such a statement hire for the business. 

Emma used her extensive network of marketing leaders across the Insurance, Fintech and broader Financial Services sectors to present a shortlist to PPG’s Senior Leadership Team. The business was keen to interview marketing leaders with a ‘build mentality’ who were able to navigate a multi-brand strategy and implement a robust performance marketing machine. As the search evolved, so did the leadership team’s direction and thinking behind the role, ultimately resulting in the hiring of David Hodge.

David brings with him a strong foundation in brand building at some of the most highly regarded FMCG businesses (Wilkinson Sword, Cadbury Ltd and Scottish Courage) combined with 15+ years at the cutting edge of digital marketing in the fintech and low-cost airline sectors. He has a track record of developing high-velocity growth performance-led marketing strategies at ExCo level in D2C and B2B2C Fintech businesses, both FTSE 250 listed and privately owned, including IG Group, OANDA and most recently ThinkMarkets.

Summarising his experience working with tml Partners, David said:

“From a candidate perspective, the experience with tml was consistently first class. I worked closely with Emma and she was brilliant throughout the whole process in terms of availability, guidance, support and most especially comprehensive preparation for interviews. I’d highly recommend exploring opportunities with tml.”

When speaking to the ExCo at Pinnacle Pet Group, Andrew Wigg, CEO, said:

“tml Partners took great care and attention to understand the requirements of our search and adapted to our change in priorities and profile. Emma was tenacious and determined to find the right individual. tml’s expertise in marketing clearly stood out and differentiated them from a number of competitors. We learnt a lot through the search, and we’re delighted Dave has joined the team. His immediate focus, defining the own brands strategy and challenging our thinking to refine our growth and retention agenda.”

Helen Rennie, People Director, also added:

“We really appreciated tml Partners’ hard work on this search. We felt extremely well supported and whilst it was not an easy search, I was impressed at how Emma persevered and remained steadfastly committed to getting it over the line. I would highly recommend them.”

Who are tml Partners?

tml Partners are specialist marketing headhunters with access to a global network of marketing leaders.

Whether you’re seeking interim or permanent solutions, our team have the expertise to support across various sectors and locations.

To learn how tml Partners can help you, get in touch with Emma Morrison: