Our dedicated executive search consultants have partnered with SBC, a global operator of B2B events in the gaming and sports betting industries, since early 2025. We have supported the company with two key hires into their C-suite so far. Most recently, this has included the appointment of a Chief Sales Officer (CSO).
SBC is a global operator of B2B events across the gaming and sports betting industries, with recent expansions into consumer entertainment and live music. Alongside their flagship conferences, they run Legends, a charity football event featuring international all-stars, and Infinity, a music brand hosting world-renowned DJs.
As the business prepared for global expansion in 2026 and beyond, leadership identified the need to professionalise and scale their sales function.
Up to this point, sales had been heavily led by Founder and CEO, Rasmus Sojmark, whose personal client relationships had underpinned SBC’s growth.
To unlock future potential and free Rasmus to focus on strategic initiatives, the business created a new Chief Sales Officer role. This was a pivotal appointment who would lead a 14-person international team and transform it into a best-in-class global sales operation. They needed to be absolutely confident that they were bringing in the right leader, so chose to engage a specialist search firm to support the recruitment process.
SBC partnered with 3Search Executive’s Dominic Warman on a retained basis to lead this critical appointment, leveraging his ability to comprehensively map the market and consult on the shape of the brief.
The process began with a discovery session involving the CEO, COO, and Director of People & Organisational Development to define key success competencies and align on role scope. From there, Dominic:
Throughout the process, Dominic acted as a strategic partner, advising on benchmarking, challenging assumptions about sector background, and ensuring the search remained focused on both technical capability and cultural alignment. This approach ensured that the business made the appointment confidently.
The search concluded successfully with the appointment of Miles Lewis as Chief Sales Officer.
Miles brings extensive experience in building and leading high-performing international sales teams, and his arrival has already lifted day-to-day operational responsibility from the CEO — allowing the leadership team to focus on broader strategic growth.
This appointment represents a key milestone in SBC’s evolution, creating the structure and capability needed to scale their commercial operation globally. Following the success of this search, SBC now views 3Search as a trusted long-term executive search partner for future leadership hires. We have since partnered with the business as they expand a range of teams.
Working with Dom Warman and 3Search Executive on this appointment was a really great experience. From the outset, they brought structure, insight, and real partnership to the process. The weekly steering meetings were invaluable, giving us clear visibility of progress and the chance to keep the search aligned with our business needs. The live market map was a particularly powerful tool, allowing us to see the breadth and depth of the search in real time. What stood out most was the level of care taken to understand not only the technical requirements of the role, but also the culture and personality fit we needed in a Chief Sales Officer. Thanks to this process, we had total confidence in the outcome and are delighted to have Miles Lewis join our leadership team.Jonathan Max Director of People and Organisational Development
Candidate Thought Count: 1
I had the pleasure of working with Dom at 3Search when he approached me about a Chief Sales Officer opportunity. From the very first conversation, I was impressed by the exceptional level of service, support, and insight he provided. Dom did not just match me to a role on paper; he took the time to really understand my strengths and potential. He prepared me thoroughly, gave clear feedback, and was always available to discuss the finer details. His commitment and personal investment in my success made a huge difference and ultimately helped me secure the role. I cannot recommend Dom and 3Search highly enough. He provides a genuinely first-class service and goes above and beyond to deliver results.Miles Lewis Chief Sales Officer
