Virgin Hotels is a global luxury Hotel Group, backed by one of the world's leading household names in the leisure space.

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The group was looking to better understand its customer base and product-market fit, and were looking for a seasoned expert in the leisure space to lead a customer segmentation project, including analysing the current marketing mix and proposition. This was a high-profile and high-impact role, initially slated for 3 months but with extension to nearer 6.

Movemeon ran this search in place of Virgin Group partnering directly with incumbent consulting firms, sourcing an ex-MBB specialist in hospitality/leisure to lead the project in partnership with the CMO.