8 Steps to Landing a Comms CEO Gig
by Warren Madlin, Director
Are you in a number two role at an agency, looking to make the step to CEO? Moving into the number one position in communications requires not just experience but a strategic mindset. Across the agency CEO searches we have handled at MadlinHanna over the past few years, 8 themes are consistent. I outline these below.
1. Size Matters
The size of the team you manage and the scale of the P&L you oversee are crucial metrics when being considered. These are often the deciding factors in whether you're ruled in or out on paper. If you're offered the opportunity to lead a larger team or expand your responsibilities, take it. Don't shy away from challenges that can expand your leadership portfolio.
2. Client Counsel is Key
Even if you're overseeing multiple teams, it’s essential to remain involved in client counsel. Being credible in front of clients is a skill future employers will value. Don't lose touch with this, even if you only have one or two anchor clients; it's crucial for your CEO candidacy.
3. Build Your Story
Your track record matters. Employers want to hear about impressive growth or turnaround stories you've been part of. Simply maintaining the status quo won't cut it for a CEO role. Most CEO searches we handle at MadlinHanna are focused on finding someone who can lead a transformation or tackle challenging situations. You need to demonstrate that you’ve navigated a business through growth or turnaround, not just kept the ship steady.
4. Broaden Your Experience
If you specialise in a particular area like Public Affairs or Comms, make an effort to understand other parts of the business. Sit in on different meetings, collaborate with colleagues from other departments, and get familiar with international operations if the opportunity arises. For CEO roles, even if they're not international, there’s often a desire for experience beyond one niche area. A broad understanding of all parts of the corporate affairs mix is a huge advantage.
5. Back Yourself
Confidence is critical. Don’t assume that your CEO has qualities that you don’t possess. If you’re currently a number two, the work you're doing is much of what a CEO does. The title may be different, but the skills are transferable. Trust your abilities and believe in your readiness for the role. And an FYI – Hewlett-Packard evidence found that men apply for roles when they meet 60% of the required criteria, whilst women tend to wait until they meet 100%. LinkedIn research found that in general, women are more selective and less likely to apply for senior or ‘stretch’ roles. I would love to see this change.
6. Network with Headhunters
Headhunters often handle CEO searches discreetly. At MadlinHanna, we never advertise or publicly talk about the CEO vacancies we handle. To be in the running, you need to be on the radar of the headhunter. Cultivate relationships with key search consultants in your industry, and ensure you're visible to them. Additionally, build relationships with senior leaders in your current organisation—don’t let your direct boss gatekeep connections to those higher up the chain. Succession planning is always happening, and you want to be part of those conversations.
7. Build Your Profile
Visibility is vital. When a headhunter presents your CV in a CEO process, it shouldn't be the first time the client has heard your name. Say yes to opportunities to raise your profile—whether it's a comment in PRWeek or a chance to speak at an industry event. Be active on LinkedIn, contribute to industry conversations, and make sure you're known.
8. Keep an Open Mind
There’s no such thing as the perfect CEO job. Almost all of the CEO searches we handle come with a degree of ambiguity and require shaping, whether within a marketing group or private equity-owned company. Don’t hold out for the perfect opportunity; instead, be open to roles where you can have an impact and mould the position into what you envision.
Landing the number one role in this industry takes more than just experience—it's about demonstrating leadership, adaptability, and the willingness to step into challenging roles. By broadening your experience, maintaining client relationships, networking with headhunters, and building your profile, you'll position yourself for success at the top.
MadlinHanna Consulting is a recruitment consultancy specialising in public affairs, corporate communications and financial PR. Contact us in London on +44 (0) 20 8088 4102 or in Brussels on +32 (0) 2 586 38 98 for more information or a confidential conversation about these services and more.