Siteimprove GM EMEA Case Study

Siteimprove engaged Oakstone International on a retained basis to appoint a GM EMEA to lead Sales and Customer Success at scale across Europe and APAC. From a market of 100+ senior leaders, Oakstone delivered 8 fully qualified profiles and progressed 4 to final consideration, securing a PE-experienced commercial leader who could reposition Siteimprove from a technical sell to a CMO-led value proposition, restoring leadership confidence and stabilising the EMEA organisation.

Background

Search Background

Requirements

The Challenge

The Result

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Background

Siteimprove is an easy-to-use website monitoring tool that helps you improve the quality of site content, increase accessibility compliance, and enhance your website's visibility with improved search engine optimisation (SEO).

Search Background

• Siteimprove was looking for a senior leader who had previously led sales and customer success efforts at scale in the MarTech space.

• This hire was to be a figurehead for Europe, reporting to the US.

• International experience, namely across EMEA and APAC territories.

• Oakstone worked directly with the CRO, CHRO and HR Business Partners to hire for this role.

• Retained search agreement

Requirements

• Previous experience working in a PE or VC-backed company on a path to exit

• Previous experience working in a similar-sized organization

• An understanding of sales, account management and customer success.

• Previous investor management or relations experience

• International experience (EMEA and APAC)

The Challenge

• Siteimprove had previously relied on internal referrals to appoint their GM EMEA but hadn’t successfully secured their hire.

• Siteimprove had previously been sold as a technical solution, but its true value was maximized when sold to CMOs. Oakstone had to represent this vision to prospective candidates.

• Without a figurehead in EMEA, morale in Europe was low, and they were experiencing employee attrition. Oakstone needed to approach prospective candidates strategically with explanations of the current situation and plans for the future.

The Result

• Oakstone identified over 100 candidates based on the criteria shared by Siteimprove.

• Oakstone introduced eight profiles based on extensive qualification, with recommendations to meet with four candidates.

• The successful candidate carried the right blend of skills and met all of Siteimprove’s requirements.

More about Oakstone and Siteimprove

• Why was retained search the right approach for this hire?

  A retained approach allowed us to run a confidential, high-touch search aligned across the CRO, CHRO, and wider leadership team. For a role with this level of visibility and organisational impact, depth of assessment and alignment matter far more than volume.

• How does Oakstone approach GM EMEA searches differently?

  Oakstone focuses less on job titles and more on context: what the region actually needs, where leadership has broken down, and what success will look like 12–24 months in. That means challenging briefs where needed and prioritising leaders who can stabilise, reposition, and scale, not just maintain the status quo.

• What impact should a strong GM EMEA hire deliver?

  A strong GM EMEA brings clarity, confidence, and momentum back into the region. The impact is typically seen in improved leadership alignment, reduced attrition, stronger execution across sales and customer success, and a platform for sustainable growth across EMEA and APAC.