Our partnership with Business Improvement District (BID), Baker Street Quarter Partnership, began in 2024. At the time, the organisation was preparing to make a critical senior hire within its marketing team and needed a specialist partner who truly understood the nuances of destination-led roles.
Charlotte worked closely with the CEO, to support the search for and deliver the successful hire of a Head of Marketing.
Established in 2013, Baker Street Quarter Partnership represents a vibrant and complex area spanning Baker Street and Marylebone. Serving a diverse audience of residents, workers and visitors, they aim to enhance and manage the area for the benefit of all.
The marketing function plays a central role in shaping the area’s identity, driving engagement, delivering programmes and events, and managing relationships with key partners and stakeholders.
When the existing Head of Marketing moved on to another BID in London, Baker Street Quarter Partnership needed to appoint a successor who could step into a broad, senior remit and continue to drive momentum.
The role of Head of Marketing required a rare blend of skills and experience, including:
Given the tight-knit nature of the BID and placemaking community in London - where everyone knows everyone - this was also a sensitive search requiring discretion and careful market navigation.
Baker Street Quarter Partnership chose to partner with 3Search’s property marketing recruitment specialist, Charlotte Cozens. With years of experience supporting similar organisations, Charlotte was well placed to leverage her network and identify candidates who would thrive in this unique environment.
The search was conducted on an exclusive basis, allowing for a thorough and considered approach. Charlotte carried out a detailed market mapping exercise across BIDs, major developments and destination-led organisations throughout London. To support early calibration, we shared a shortlist of six strong profiles from varied but relevant backgrounds, giving the business a clear view of the market and potential skillset combinations.
From there:
This structured but flexible process ensured the right balance of insight, pace and confidence in decision-making.
Baker Street Quarter Partnership appointed Justin Korotva as Head of Marketing. Justin brought extensive destination marketing experience, having previously worked at Quintain, Mount Anvil and Lendlease, making him an excellent cultural and technical fit for the organisation.
Since joining, Justin has:
Charlotte and 3Search were extremely helpful in our recent Head of Marketing & Communications search. Charlotte added significant value with her insights into the marketplace and candidate landscape. Once the interview process was underway, Charlotte was responsive and supportive in her management of candidates, resulting in a smooth and successful hiring process.
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