Dignity
Rebuilding a Marketing Function During Business Transformation
Dignity Group, one of the UK's leading providers of end-of-life services, is undergoing a major business transformation, modernising its technology and broadening its offering. As part of that shift, Dignity turned to Propel to rescale its marketing function to match its new direction, partnering exclusively across four specialist hires.
As Dignity reshaped its business, its marketing function needed to keep pace, rebuilt around people who could grow with the transformation and where the business was heading.
The Challenge
Dignity's new Marketing Director needed to rebuild a marketing team capable of acting as a growth engine for the business, with a consistent brand identity and properly aligned marketing channels. Given the specialist nature of the hires, and the business's move toward a more agile, start-up-style culture to match its wider transformation, Dignity needed a recruitment partner able to collaborate with its internal team and source candidates from outside a traditional pipeline.
Four roles needed to be filled: a Social Content Marketing Manager, a Partnerships Marketing Manager, a Campaign Manager, and a fourth, more analytical role that evolved over the course of the engagement – from an initially-scoped Marketing Analyst into a more complex MarTech Analytics Engineer, once Dignity's Head of Marketing Operations joined the business partway through the project.
The Solution
Propel partnered with Dignity on an exclusive, retained basis across all four hires. Working closely with the Marketing Director, and later the Head of Marketing Operations once they joined, Propel provided ongoing market insight throughout the search, including salary benchmarking and guidance on skillset availability, and adapted its approach as briefs evolved, particularly for the Analytics role.
The Results
All roles have been completed, with 3 candidates already embedded in the business and the fourth incoming. Turnaround from brief to offer ranged from 3 to 7 weeks, with the fastest role offered in less than 20 days.
Throughout the engagement, Propel worked alongside Dignity's own internal talent team rather than as a separate process running in parallel, one of the reasons the search kept pace even as the brief for the fourth role changed partway through. It's the kind of close, ongoing collaboration that continues to shape how Propel and Dignity work together.