Appointing Smiley’s Digital Marketing Director to accelerate brand and digital growth

Founded in 1971 by French journalist Franklin Loufrani, Smiley is one of the world’s most recognisable and enduring lifestyle brands. Originally created as a simple symbol of positivity, the Smiley icon has remained culturally relevant for over 50 years, spanning movements from free love and rave culture through to today’s digital-first economy. 

As a globally licensed brand built on collaboration, Smiley continues to evolve how it connects with audiences across channels, partners and platforms.  

Smiley had already invested in digital marketing capability through external consultancy support, but recognised the need to bring senior leadership in-house to drive sustained growth, develop internal capability and take ownership of long-term strategy.

However, the hiring team faced a common challenge. As a new role for the company, they were unclear on the level, remit and profile required to achieve their ambitions. The role needed to balance strategic leadership with hands-on execution, while remaining true to the brand’s creative and collaborative DNA. 

3Search Executive partnered closely with Smiley to take a highly consultative approach to the search, investing time upfront to deeply understand the brand, its commercial objectives and its internal dynamics. 

Rather than rushing to market with a predefined brief, the process focused on: 

• Clarifying the true scope and seniority of the role 
• Aligning stakeholders on expectations, budget and outcomes 
• Defining a candidate profile capable of both leading and developing the digital function 

Throughout the process, we worked across multiple areas of the business, engaging at board and leadership level to ensure the role was positioned for long-term success. 

Once aligned, our search partners leveraged their extensive network of senior digital and marketing leaders within retail, lifestyle and consumer brands to deliver a highly targeted shortlist. By advising on the right profile and filtering rigorously against the agreed criteria, the team was able to: 

• Present a small number of highly relevant, senior candidates 
• Shorten the overall recruitment timeline 
• Ensure cultural alignment alongside technical capability

Smiley secured a senior digital leader capable of owning and evolving its digital marketing strategy, developing the internal team and supporting the brand’s continued global growth.