Search Mandate
As Macs Adventure approached its 20th anniversary, the self-guided travel company aimed to accelerate growth in North America. In 2016, to build upon its strong presence in the U.K. and Europe, Macs Adventure opened a small commercial office in a hub of outdoor adventure, Denver, CO. To capitalize on this momentum and double its U.S. presence within two to three years, the company decided in 2023 to recruit a Head of Marketing based in Denver.
This key hire would be responsible for developing and executing a U.S. go-to-market strategy, including building and leading the U.S. marketing team. This meant they must be able to quickly understand and target U.S. consumers while collaborating with U.K.-based leaders on expansion plans. They would need to be a brand-storytelling expert who could demonstrably drive digital growth. They would bring experience localizing a global brand for the U.S. market and be savvy when it came to amplifying the voice of the U.S. consumer with the U.K.-based global leadership team.
To thrive in the fast-paced environment and align with Macs Adventure's values while driving growth in the North American market, the ideal candidate also needed a strong creative storytelling muscle, matched by an entrepreneurial mindset, a results-oriented approach focused on measurable KPIs, impeccable communication skills, and the necessary gravitas to build and sustain a strong U.S. company culture.
Macs Adventure engaged Noto Group to meet these high standards and swiftly source a standout leader.
Our Approach
Noto Group's search strategy focused on three key elements: a deep dive into requirements, establishment of a structured process with clear milestones, and execution of targeted local sourcing in Denver. The recruiter sought brand marketers with digital expertise and a passion for travel, ensuring recommended candidates could regularly be present in the Denver office. Working closely with Graham Horner, Macs Adventure's Chief Growth Officer, Noto Group coordinated in-person interviews during Horner’s U.S. visits, maintaining momentum throughout the search.
Horner's thorough feedback allowed Noto to continuously refine search criteria, balancing technical expertise with cultural fit. Weekly meetings with Macs Adventure leaders ensured accountability and progress. This collaborative approach yielded a robust pool of qualified candidates, with high interest from professionals excited by the Macs Adventure brand and the opportunity to expand their careers in the travel industry.
"Noto Group's thorough approach and deep understanding of our business needs led us to find the perfect candidate. Noto’s ability to balance the needs of technical expertise with cultural fit was instrumental in our successful expansion in the U.S. market."
— Graham Horner, Chief Growth Officer, Macs Adventure
Results
After an extensive search, Macs Adventure selected Jeff Werkheiser as U.S. Head of Marketing. Werkheiser boasted more than 15 years of diverse experience, including nine years at Vail Resorts, where he rose to Senior Director of Brand Marketing. His background spans CPG, travel/tourism, hospitality, and retail sectors — so he offered a well-rounded experience portfolio to match Macs Adventure's growth goals.
Werkheiser’s experience developing targeted marketing strategies based on customer segmentation and behavior analysis aligned perfectly with Macs Adventure's needs. His data-driven approach — combined with his creative brand storytelling and deep understanding of the U.S. market — positioned him well to drive Macs Adventure's U.S. expansion. His leadership skills, honed while working directly under Vail Resorts' CMO, proved crucial in building and inspiring the U.S. Macs Adventures marketing team to achieve ambitious growth targets.
“Lena’s credibility was evident upon my first interaction with her. Noto Group cares about communicating with clarity, and ensures the process results in a great long-term fit for the candidate and company.”
— Jeff Werkheiser, Head of Marketing U.S., Macs Adventure
