The Situation
This global window and door profile manufacturer turns over €1.5bn. In the UK, following the promotion of their Sales Director to UK Managing Director, the board had a gap for a director to unify sales, marketing, product management, installer programmes, and commercial strategy.
This person would lead a team of 40, managing two Regional Sales Directors, a Head of Marketing, Product Managers, Head of Installer Programmes and a Head of Commercial.
The Consequences
Without someone who could genuinely blend sales leadership, marketing direction, product strategy, and value proposition development, the business risked slowing progress toward its five-year strategy. Competitors were modernising quickly, meaning the client needed a leader who could sharpen commercial focus and customer excellence, while maintaining cultural cohesion.
The Challenge
The client wanted to avoid restricting the search to building product manufacturers. This broadened the market significantly, whilst raising the bar on cultural fit, gravitas, and the ability to lead a 40‑strong commercial function. The individual needed to live within an hour of the head office and bring experience of shaping value proposition through both sales and marketing.
The Approach
With the brief reframed around capability - leaders who had owned commercial strategy in product‑led, B2B environments - this meant mapping manufacturers across multiple adjacent sectors.
Being broad meant a detailed research programme identified 111 potential candidates. Seventy‑two were engaged, with regular alignment meetings with the MD to provide market data and calibrate candidates against his vision to the role.
The Result
Conscious of providing breadth against the wider restrictions, from 14 candidates interviewed by Mark, eight were recommended to the client. Three progressed to second stage, and one exceptional candidate was appointed. He had been a leader from a major national brewer selling into onsite trade. He brought the perfect blend of commercial leadership, value proposition development, and cultural alignment the board needed.
Does this resonate?
If your ideal Commercial Director looks like two roles merged, it’s imperative that the search doesn’t start with job titles. Furthermore, the ideal candidate may well come from a different industry altogether.
Let’s talk - mgoldsmith@mgheadhunting.co.uk / 07570 740490
