Head of Tourist Engagement
Pie Systems is a venture backed fintech company that focuses on simplifying VAT (Value-Added Tax) refund processes for international travelers. Their core product is an app-based platform called Pie VAT, which digitizes and streamlines the VAT refund process, replacing traditional paper-based methods that are often slow and cumbersome.
The Challenge.
Pie Systems came with a unique set of challenges. As an early-stage startup, the company wasn’t widely recognized in the market. Its product didn’t immediately grab attention, and its brand didn’t carry the same weight as more established companies.
But once you looked closer, the story changed.
Beneath the surface was a company solving a real problem, offering a service that adds value in a space often overlooked. Pie wasn’t building technology just for the sake of it. They were creating something practical, purposeful, and quietly transformative.
Japan was also becoming central to Pie’s global plans. It was a key driver of the company’s expansion, with major growth efforts focused on building out the market. That created exciting opportunities for people on the ground to take ownership and make a real impact at a critical stage of the company’s development.
Hiroaki Mizuno
Chief Executive Officer
Pie Systems Japan
The Approach.
Our hiring approach had to reflect all of this. We needed to help candidates look beyond the job title or company size and understand the full story. We focused on explaining why Pie matters, what sets it apart, and why this moment in time is so important. At the core of our message was Pie’s employer value proposition: a clear mission, a strong and talented team, a growing international presence, and the opportunity to shape the future of a high-potential market.
This wasn’t just about filling roles. It was about helping people see what they could build with Pie, not just what they could do for them.
The Outcome.
Within just one month of partnering with Pie Systems, we successfully filled one of their toughest roles to date: Head of Tourist Engagement. Pie needed someone who could lead customer engagement and retention efforts in a fast-changing, consumer-driven landscape. The ideal candidate would bring not only CRM expertise, but also the ability to navigate an industry that constantly evolves with traveler behavior, technology trends, and cultural expectations.
Given the start-up nature of Pie, this meant this person had to be more than just a specialist. They needed to be adaptable, resourceful, and ready to wear multiple hats—contributing across different functions, stepping into ambiguity, and helping shape the direction of the customer experience from the ground up.
We approached this search by doing what we believe works best: listening closely. We spent time understanding on what Pie needed in terms of their challenges, gaps, opportunities for impact and the culture they were building.
By translating those insights into a clear, honest, and compelling message for candidates, we were able to reach the right people.