Commercial Director - Specialist Mail Order & Ecommerce Retailer

-The Client

Our client is the subsidiary of a leading £150m FMCG manufacturer, who is a B2C specialist mail order and e-commerce retailer. With a heritage brand, known for providing high-quality products and strong customer service, the company had ambitions to significantly grow the business.

The Business Challenge

After acquiring the business in 2004, the business had in recent years lost its focus and ambitions to grow further. Working in a competitive market, the business needed to re-focus on the best ways to engage with its current and future customers, through mail order catalogues and e-commerce marketing and promotions (PPC campaigns, promotional planning and design). With a loyal and established team, the foundations were already in place. A commercial leader with entrepreneurial flair and innovation was required to drive the business and team forward.

The Role

The new Commercial Director was required to lead both the buying and merchandising teams as well as the marketing and e-commerce team. Through coaching and developing the team, new retail sales reports, stock management and promotional planning skills were required, to ensure the business was able to track and grow the business year on year. Secondly, long-standing supplier relationships needed to be further developed, as well as improvements in negotiation skills.

Working with the digital agency and internal marketing and e-commerce teams, the business was interested in ‘going back to their roots’ and re-establishing their heritage and brand values. A new website design and re-branding were required to improve the customer experience and overall look and feel of the retailer.

Finally, creativity was needed to develop new revenue streams through partnerships and also developing new product ranges, based on trends and consumer demands.

The Solution

Collingwood invested significant time upfront with the Operations Director and Head of HR to understand the brief, as well as the business itself. Secondly, we looked to understand the culture of the business and the personality fit required to fit into the team.

Collingwood shared a target list of businesses with the client, with the brief of headhunting into leading UK retailers, specialist retailers as well as e-commerce and mail-order businesses. We targeted commercial leaders as well as senior figures in e-commerce, marketing and the buying and merchandising teams.