Alexandra McKay Product Marketing Director, Flipdish

Company

Flipdish is a hyper growth technology unicorn who puts hospitality brands of all sizes in control of their business growth with a digital ordering and marketing system that builds brands, grows profits and turns customers into regulars. Flipdish is everything you need in a restaurant management system with point of sale to run your whole business, websites and apps for online ordering, kiosks for in-store ordering, and marketing and loyalty campaigns to drive growth. Flipdish operates in 30+ countries, including the United States, Canada, France, Germany, Ireland, and the United Kingdom, with thousands of independent restaurant customers as well as major brands, such as All Day Kitchens and Popchew. Flipdish also works with some of the world’s largest ghost kitchen companies, which partner with the likes of TGI Friday’s, White Castle, Dickey’s BBQ Pit, and many more.

Search Background

In January 2022, Flipdish achieved unicorn status, raising a $100M Series C round led by Tencent and Tiger Global. With this new funding, Flipdish intends to further strengthen its market leading product suite and double the size of its team. Flipdish’s Founders and Board assessed the need to hire a Product Marketing Director to lead their Product Marketing function. This role required a scrappy individual who understood how a well-run PMM function operates and who can identify, attract and retain world class talent whilst effectively managing a high performing team. The Product Marketing Director would be responsible for all Flipdish’s products and how they would be communicated both internally and externally, across many different areas including SMBs, enterprise customers and technology partners.

Requirements

It was imperative the successful candidate had situational relevance with previous experience leading the Product Marketing function of scaleup Food Tech SaaS business through a similar revenue growth journey. It was essential the candidate was unfazed by ambiguity with a hands-on approach, willing to roll their sleeves up and get things done. We were searching for someone that had once been a top performing individual contributor that had then successfully transitioned into management. The successful candidate would be expected to have excellent leadership skills with the ability to influence, inspire confidence and build consensus at all levels. The senior leadership team at Flipdish works at a rapid pace and required someone with the intellectual and practical firepower to keep up.

Result

Erevena identified and introduced Alexandra McKay, who had 15+ years’ experience leading Product Marketing in fast growing B2B SaaS scaleups. She had proven experience driving product messaging, sales enablement and customer marketing, resulting in growth in awareness, pipeline, ARR and product adoption. Alexandra’s experience of building the Product Marketing functions from scratch at both Vend and Gsoft made her a strong choice for the role. The Founding team also placed high emphasis on cultural fit and Alexandra’s low ego approach, combined with her go getting and collaborative nature, made her a perfect fit.