Fractional CMO and marketing team for a UHNW recruitment firm
From a single members portal to leading the whole marketing function for a UHNW recruitment firm
An exclusive members portal launched in 2025 opened the partnership. Quay then handed us the marketing function to lead. Today we own the strategy and run the work: an ongoing content programme, a weekly LinkedIn cadence across all four divisions, and a ground-up rebuild of the main Quay Group website, now in build.
- Sector
- UHNW recruitment
- Engagement
- Fractional CMO plus team, ongoing from 2025
- Scope
- Strategy, members portal, web, content, LinkedIn
- Region
- Global, offices in Bournemouth and Dallas
Sector focus: Marketing for Recruitment Firms
Services used: Website Design, Content Marketing, LinkedIn Marketing
The Brief
What they came to us with.
Quay Group is a specialist recruiter built around the ultra high net worth world. Across four divisions, Quay Crew, Quay Maritime, Quay Estates and Quay Family Office, the firm places the captains and stewards on superyachts, the operations leaders ashore, the staff who run private estates, and the teams behind family offices worldwide. From Bournemouth to Dallas, one rule holds: discretion first, quality over volume.
The opening challenge was specific. Quay wanted deeper relationships with their UHNW clients and senior candidates, the kind earned with proprietary insight. This market is small and relationship-led, the way most recruitment buying is, so generic content would not move it. They needed a private space where that audience could find the salary reports, webinars and guides the open market never sees.
That one brief became the door into the wider function. The portal launched in 2025, members started using it, and Quay asked us to take on the marketing they had not had the senior bandwidth to run. We set the strategy, then built the team to deliver it: a regular content programme, a weekly LinkedIn cadence across all four divisions, and the full rebuild of quaygroup.com now in progress.
The Foundation
An exclusive members hub for UHNW clients and senior candidates.
Launched in 2025, the portal is where Quay's senior audience finds the salary reports, webinars and guides that never reach the open site. Members sign in to gated content organised around the four divisions.
What lives inside
- Salary and leave reports across the four divisions
- Webinars and on demand sessions for senior members
- Industry guides and downloadable resources
- Division specific landing areas and member sign up
Quay Crew
Owners, captains and HODs matched with crew on superyachts.
Quay Maritime
Skilled and experienced professionals for yachting and maritime ashore.
Quay Estates
Domestic and personal staff for UHNW households and estates.
Quay Family Office
Tailored recruitment for family offices around the world.
The Content Engine
Original research and editorial for the UHNW recruitment niche.
Original research sits behind the portal and on the open site: salary and leave reports, webinars, sector guides, and a regular Journal. Every piece earns its keep twice. It gives Quay's consultants something proprietary to open a conversation with, and it feeds the LinkedIn channel long-form material to slice into a week of posts. We plan the calendar around what each division needs to win.
The Channel
A LinkedIn cadence across all four divisions.
Weekly branded posts under the Quay name and each division: Now Hiring spotlights, Job of the Week features, early looks at upcoming reports, and division commentary. We set the channel strategy, then plan and ship it every week, so all four divisions stay visible without leaning on Quay's consultants to do it.
- Now Hiring posts
- Branded posts for each new role across Crew, Maritime, Estates and Family Office, with consistent templates and division specific photography.
- Job of the Week
- A weekly feature on one standout role, with imagery and the detail that the listing alone does not carry.
- Sneak peek reports
- Pre release teasers for upcoming Quay reports, like the 2026/27 Yacht Crew Salary and Leave Report, drip fed to build anticipation.
- Division spotlights
- Profile work celebrating each division on the channel, so all four parts of the Quay Group stay visible week to week.
In Build
A new Quay Group website, redesigned from the ground up.
The current workstream, run under the same strategy as the rest of the function. A full rebuild of quaygroup.com, set to replace the existing site once it ships. Below is where the redesign sits today.
- Four divisions, one home
- A redesigned homepage that puts Crew, Maritime, Estates and Family Office front and centre, with imagery and tone that signal the UHNW positioning.
- An editorial Journal
- A dedicated long form area for original research, salary reports and sector commentary, indexed and filterable by category.
- A live jobs portal
- Every vacancy across the four divisions in one searchable feed, filterable by division, location and seniority. Each role gets its own detail page.
The Results
What changed.
One function
From a single project to leading Quay's whole marketing, CMO and team
4 divisions, 1 programme
Crew, Maritime, Estates and Family Office, one strategy, one weekly cadence
Portal live, site in build
The members hub is in use; the website rebuild ships next
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