Case Study - Full and Part-Time

An International Source for Business Information

The Client
This global organization considers itself a primary source for business information. It maintains a database listing of US and Canadian businesses for use by companies worldwide. Torch Group's global client publishes annual directories, CD's and online services that provide detailed contact information, industry classifications, and product descriptions through some 23 million detailed company records. Its business directory product includes more than 2 million location-specific company profiles online and in print. The company is a unit of a major global business information provider.

The Challenge
When Torch Group began its work with this global company, it was undergoing transitional changes from a print-based source to a more technologically advanced online resource. "The company had recently hired a new president and executive team, and a number of cultural changes occurred," said Ron Torch, President and CEO of Torch Group. Torch Group first worked with the company's leaders and existing marketing department to create a new brand positioning to reflect the changeover to CD-Rom and state-of-the art software that typifies the company's products in today's high-tech information age. Together, Torch and the company developed a strategic marketing plan to build awareness and qualified sales leads. The next step was to find the right people to take the company forward. The company's president requested that Torch first find a senior-level marketing leader that would help stabilize significant turnover in the marketing department, and provide the missing expertise to position, promote and grow the new company and its new technologically advanced products.

The Solution
"Having worked with this company and having the keen knowledge about its technological changes, we had a good understanding of its corporate culture under the leadership of a new president," said Torch. The importance of understanding a corporate culture and finding the right people to work within that culture is a task Torch Group does not take lightly. The first step for Torch in providing a stable team of new full- time marketing talent was to find a strategic leader to become the new vice president of marketing. Then, Torch Group staffed the department with key positions, including a marketing communications manager and a senior product manager who have blended their abilities to provide a team that offers the long-term continuity that this growing company was seeking. "This team works," said Torch, "because we researched potential candidates, utilized our vast network of more than 50,000 marketing professionals, performed due diligence, and employed behavioral interviewing techniques to find the right people for the available positions." Today, nearly 8 years later, the vice president of marketing is still in place and the company's turnover rate is at an insignificant level.

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