How Siteimprove Hired a GM EMEA to Transform Its Commercial Strategy

Siteimprove GM EMEA Case Study

Siteimprove partnered with Oakstone International to appoint a General Manager for EMEA during a pivotal stage of its commercial evolution. The business needed a leader capable of scaling Sales and Customer Success across Europe and APAC while repositioning the organisation from a technically led sales approach to a value-driven proposition for senior marketing leaders. Following a retained executive search, Oakstone assessed more than 100 senior commercial leaders, presenting eight highly qualified candidates and securing a PE-backed SaaS executive who restored leadership confidence and stabilised 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.

I’m Hiring

Oakstone International are a specialised SaaS executive search and recruitment firm assisting companies globally. If you are looking for executive search assistance or would like to speak to a Divisional Director about future hiring assistance in EMEA, the US or APAC, contact Oakstone.

I’m Job Seeking

As a SaaS client-driven firm, we work exclusively for clients to find people with a specific set of skills and experience.

However, if you would like to submit your CV, it will be passed on to our divisional directors, and we will consider you for future roles that are appropriate to your background and goals.