Launched a system of career tracks and regular skill assessments
Created individual development plans and selected external training providers
Developed a competency framework and role-by-role matrix
Assessed current team competencies and identified growth areas
- CTO with strong tech and product vision
- Investment Analyst with editorial background
Closed key roles for the new strategy - including a Head of Marketing with experience in HNWI audiences, strategic thinking, and digital expertise
Analyzed competitors and identified best practices
Conducted a full strategic audit of marketing and delivered clear recommendations for restructuring the model, roles, and team
The collaboration continues in a long-term support and advisory format
Introduced a full-scale internal development system
Increased engagement and established a culture of trust and growth
Rebuilt the marketing function to fully align with business strategy
Assembled a team of key experts with strong fit across tasks, values, and pace
Profiles were complex: a rare mix of strategic thinking, investment fluency, digital expertise, and strong cultural fit was essential
Hiring required looking beyond familiar markets and standard candidate pools
No unified marketing model; unclear role of marketing within the business
Set up an internal development and training system to support long-term growth
Build a new operating model: roles, structure, communications
Identify barriers to growth: within the function, positioning, and team
Conduct a strategic audit of the marketing function and its role in the business
Find and hire key specialists aligned with the new model
Movchan’s Group is an international investment company managing funds and individual portfolios for high-net-worth clients. The company approached us with a request to restructure its entire marketing function - from strategy and team to internal development systems. We guided them from deep audit to building a new team and launching a training system that supports long-term quality and performance.
How we restructured marketing at Movchan’s Group and built a high-performing team