How SugarAI Partnered with Oakstone to Hire an SVP EMEA to Scale Its European Business

SugarAI SVP EMEA Case Study

As SugarAI (formerly SugarCRM) prepared to expand its EMEA business, its CRO needed an experienced commercial leader capable of scaling teams within a private equity-backed, mid-market SaaS environment. Oakstone International conducted a targeted executive search, presenting 10 carefully selected candidates, eight of whom progressed to interview with the CRO. Following final-stage interviews in London, the successful SVP EMEA was appointed in just 10 weeks.

SugarAI Background

Search Background

SVP EMEA Requirements

Oakstone’s Approach and Solution

Search Challenges

Search Results

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SugarAI Background

Sugar AI (Formerly SugarCRM) enables businesses to create extraordinary customer relationships with the most innovative and affordable CRM solution in the market. Recognised by leading market analysts as a “visionary” company, Sugar is deployed by over 1.5 M individuals in 120 countries and 26 languages.

SugarAI is built for complex, relationship-driven industries such as manufacturing, wholesale, and distribution, looking to accelerate growth and make smarter decisions. The company is delivering a completely transformed, individualised CRM user experience that is immersive, engaging, and intuitive. Sugar fuses the straightforward simplicity, mobility, and social aspects of a consumer app with the business process optimisation of conventional CRM.

Search Background

• SugarAI is a PE-backed company and was looking to scale the company quite aggressively over the next two to three years with a new CEO and leadership team in the US.

• Oakstone were approached by SugarAI’s CRO, who reached out directly based on previous meetings and the knowledge that Oakstone were a trusted business that delivers on roles at this level.

• They were seeking an experienced sales leader who would become a second-line leader who would develop and expand the teams in the organisation.

SVP EMEA Requirements

The company sought:

• An experienced second-line sales leader managing managers across EMEA.

• Proven ability in people development, especially as most first-line leaders were promoted internally.

• Strong structure, discipline, and data-driven leadership skills.

• Experience in PE-backed, mid-market-focused business application software (CRM, CX, ERP, sales enablement).

• Ideally, sector exposure to manufacturing, industrial, or distribution verticals.

Oakstone's Approach and Solution

• We created a targeted search profile focused on senior sales leaders with the right industry and go-to-market experience. Our search balanced candidates from reputable, established brands with those from smaller, growth-focused companies.

• We positioned SugarAI’s stability, profitability, and growth ambitions to counteract misconceptions about its maturity and long market presence. Ten candidates were introduced, with two finalists meeting the global leadership team in London.

Search Challenges

• Perception issues: Many candidates assumed SugarAI was stagnant due to its long history and absence of a recent major exit, so it required dissecting the opportunity with potential candidates about the growth, committed leadership and a new CEO.

Search Results

• Oakstone presented 10 candidates, and the CRO met with 8 for first-stage interviews. There were 4 stages of the recruitment process, where two candidates met the global leadership team in London.

• One candidate was appointed as the new SVP of EMEA.

• He demonstrated exceptional sales rigour, structure, and people leadership. His blend of data-driven management and talent development matched SugarAI’s needs perfectly. For him, the role offered the ideal balance between established brand credibility and the ability to make a significant strategic impact.

• Total time from briefing to contract signed: 10 weeks.

• How does perception impact recruitment for established SaaS brands?

  Long-established SaaS brands can have pre-conceptions in the market, preventing great people being attracted to the company or the specific role.

  Executive search firms can reposition the opportunity and company by articulating growth plans, leadership changes, and market momentum to attract high-calibre candidates.

• Why use executive search for SVP-level SaaS roles?

  SVP-level roles require access to proven, passive leaders with multi-regional experience. Executive search ensures targeted market mapping, rigorous assessment, and the ability to engage candidates who are not necessarily actively seeking new roles.

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.