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Case Study: Building a Marketing Function from Scratch: San Antonio Area Foundation CMO Placement
Company Background
The San Antonio Area Foundation (SAAF) is the designated community foundation for San Antonio and South Central Texas, managing $1.3 billion in assets across 500+ charitable funds, including a landmark $605 million bequest from philanthropist John L. Santikos. Since 1964, SAAF has awarded over $ 800 million in grants and scholarships to close opportunity gaps and strengthen nonprofits. With a team of ~50 employees, SAAF is one of the largest and most impactful community foundations in Texas.
The Challenge
SAAF had never had a Chief Marketing Officer. Marketing had operated as a reactive, service-oriented function without a unifying strategy, leaving missed opportunities for donor engagement, storytelling, and external visibility. The arrival of new CEO Nadege Souvenir in April 2024 underscored the need for a strategic communications partner to enhance brand presence, prepare the CEO for media engagements, and align marketing efforts with fundraising initiatives.
This newly created executive role was critical to professionalizing marketing, especially after a history of leadership turnover (7 CEOs in 9 years).
Failed Attempts
No prior external search had been conducted for this role. Internal leadership lacked the strategic experience to define and lead a CMO-level function. Development had relied on outside consultants for communications support, but SAAF needed a permanent, mission-driven executive capable of leading marketing at a billion-dollar foundation.
Solution / Approach
Strategic Partnership
Cowen Partners Executive Search collaborated with SAAF to create the first-ever CMO role specification, informed by interviews with the CEO, board, and internal teams. The role was defined as both a brand architect and a strategic partner to the CEO, responsible for donor engagement, PR, storytelling, and marketing infrastructure.
Process Highlights
- Developed a compelling role specification emphasizing purpose-driven leadership and community impact.
- Targeted candidates with a blend of strategic marketing leadership and deep San Antonio roots.
- Screened for proven ability to build marketing functions, unify storytelling, and partner with fundraising teams.
- Delivered weekly progress reports and positioned the role as an opportunity to “write the playbook” for marketing at a major community foundation.
SAAF valued Cowen Partners Executive Search’s knowledge of the San Antonio nonprofit ecosystem and ability to align the search around mission, visibility, and long-term impact.
The Outcome
Placement: Sarah Manzke, Chief Marketing Officer
Sarah Manzke, a San Antonio native with over 20 years of strategic marketing experience, was appointed as CMO. She most recently served as Chief Growth Officer at Blue Skies of Texas, where she managed a $3 million marketing budget, rebuilt the function from scratch, and generated $8 million in added annual revenue.
Sarah’s deep community ties—including co-founding Agarita Chamber Players (a SAAF grantee)—and expertise in rebranding, donor engagement, PR, and C-suite collaboration made her the ideal first CMO for SAAF.
Measurable Results
- Elevated SAAF’s marketing function from reactive to executive-level, proactive leadership.
- Provided immediate credibility through community relationships and nonprofit marketing expertise.
- Positioned SAAF to strengthen donor communications, enhance visibility, and support fundraising and grantmaking efforts.
Special Considerations
- Newly created executive role with no prior job description.
- Balanced national nonprofit marketing leadership experience with deep San Antonio community ties.
- Role aligned with a brand-new CEO navigating major organizational change.
- Required sensitivity to cultural fit in a foundation with long-standing traditions, yet a mandate for modernization.
Timeline
- Search Launch: June 2024
- Hire: ~12 weeks later, including role specification and stakeholder alignment
Final Thoughts
This search demonstrates Cowen Partners Executive Search’s ability to define and source talent for new executive functions. By securing a CMO with both strategic marketing acumen and deep community presence, SAAF now has the leadership to unify its brand, amplify donor engagement, and partner with the CEO to advance the foundation’s mission.
If your organization is ready to overcome similar challenges and find the right executive to unlock growth, partner with Cowen Partners Executive Search to secure the leadership your business needs.
About Cowen Partners Executive Search
Cowen Partners Executive Search is a premier executive search firm in all 50 states, dedicated to connecting organizations with top-tier talent that drives strategic objectives and fuels success. Our executive recruiters specialize in C-Suite, board, and senior leadership placements, providing unparalleled access to the top 1% of leaders across diverse industries.
Our proven processes and guaranteed results have empowered hundreds of clients across various sectors, including manufacturing, technology, financial services, healthcare, and private equity, to build winning teams. Partner with us to find world-class leaders who will accelerate your company’s growth and success.
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