Scaling up the GTM function across Europe
pplwise partnered with Treatwell during a critical growth phase to scale their Go To Market, Customer Success, Marketing and GTM Leadership functions across Spain, Portugal, Lithuania, Latvia and Greece. The engagement ran for 12 weeks and required rapid execution in high-volume markets, while maintaining quality and strong stakeholder alignment.
From day one, our focus was on building clarity and speed into the hiring process. We worked closely with Treatwell’s leadership and hiring managers to calibrate expectations, define Ideal Candidate Profiles from scratch, and align on what “good” looked like in each market. This foundation allowed us to move quickly without compromising on quality, even under significant hiring pressure.
How we delivered impact
Beyond execution, we acted as a true thought partner to the business. We supported and coached several first-time and junior hiring managers, helping them build confidence in assessment, decision-making, and market realities. We provided continuous market insight on salary, seniority, and feasibility, and when needed, pushed back on unrealistic briefs to protect speed and outcomes.
In parallel, we led an AI-driven Talent Acquisition optimisation project focused on improving efficiency at the top of funnel, screening, and interview scheduling. By piloting AI-powered CV scoring, interview transcription, and Workable self-scheduling, we demonstrated a clear and measurable return:
- 585 recruiter hours saved per month
- Equivalent of 3.65 FTE recruiters freed up
- ~EUR 250k in annualised value created
- ~EUR 30k annual tool investment
- 8.5x ROI
The result
In just 12 weeks, pplwise successfully delivered 10 GTM hires in Portugal, Spain, Lithuania, Latvia and Greece for Treatwell.
- Average time to hire: 4–5 weeks
- Fastest hire: 19 days (2.7 weeks)
- Record achievement: 3 Customer Success hires in Spain completed in under 3 weeks, the fastest this process had ever run despite very high application volumes
- Candidate volume managed: ~700 CVs per week
- Screening velocity: ~30 candidate screenings per week
These results were achieved across multiple countries, seniority levels, and functions, while maintaining a consistent and structured hiring approach.
About Treatwell
Treatwell is on a mission to digitally revolutionise the hair and beauty community. They offer the industry’s smartest salon management software, connected to Europe’s leading beauty bookings platform. Treatwell works with tens of thousands of salon partners across more than a dozen countries, processing millions of bookings every month and enabling beauty professionals to run and grow their businesses more effectively.
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