Background
Backed by Providence Equity Partners, Airties is a global leader in managed Wi-Fi solutions for service providers, operating at the intersection of software, cloud, and in-home connectivity.
Following a strategic shift from a combined hardware offering to a cloud-based software platform, Airties wanted to elevate its corporate brand, sharpen its positioning, and drive integrated, data-driven marketing that could support ambitious global growth targets and deepen engagement with Tier-1 service providers by onboarding someone to lead their Global Marketing efforts.
AirTies are entering a critical phase, shifting from a hardware-led business to a cloud-based software platform. To make that transition successful, they needed a VP of Global Marketing who could elevate the brand, unify their messaging, and build a modern, integrated marketing engine that could support rapid global growth in synergy with their commercial team.
The challenge? Finding someone with deep telco and SaaS experience, credibility with Tier-1 service providers, and the ability to lead across a global, distributed organisation, all while fitting the pace and culture of a PE-backed technology company.
We partnered closely with the CEO and CTPO to shape a clear profile, then ran a highly targeted Global search focused on senior marketing leaders from telecoms, networking, and cloud-driven technology businesses.
Using our network within the ecosystem, we quickly identified leaders who weren’t actively on the market but had the right mix of domain expertise, demand-gen experience, and global leadership. We approached them with a clear, compelling story about AirTies vision and the opportunity to build a function with real commercial impact.
Throughout the process, we advised on role structure, expectations and compensation to keep both sides aligned and the search moving efficiently.
AirTies hired a VP of Marketing who brought the exact blend of strategic brand leadership, global campaign execution, and industry experience they needed.
Why it worked
This search worked because we were able to combine deep sector intelligence with a precise understanding of what Airties actually needed at this moment in their evolution. The move from hardware to cloud required more than a traditional marketing leader, it demanded someone who understood telco dynamics, SaaS velocity, and the nuances of selling into Tier-1 service providers.
Because of our network and credibility in the ecosystem, senior leaders who weren’t actively exploring new roles were willing to engage. We were able to articulate the Airties story in a way that resonated: a global brand on the cusp of a strategic pivot, supported by a top-tier investor in Providence, and offering the chance to build something commercially meaningful.