Our sales recruiters began working with Sue Ismiel & Daughters, a family-founded, natural consumer goods brand, in 2023. Having established their ecommerce models across the globe, their next objective was to build traditional retail partnerships in the UK.
To achieve this growth, they worked with our recruitment consultants to onboard their UK Sales Director.
Sue Ismiel & Daughters is a family-founded business best known for creating Nad’s Natural Hair Removal Gel, which grew from a kitchen-made solution into an award-winning brand dominating its category across Australia. From that success, the company expanded into a global portfolio that now includes Nad’s for Men, NitWits, Wyld, and Frankly Eco.
With established ecommerce models in the US and UK, the business’s next priority was to strengthen its FMCG presence in the UK through traditional retail partnerships with Tesco, Boots, Superdrug and other grocery/retail key accounts.
To achieve this growth, the brand needed to appoint a UK Sales Director. This was a confidential, senior hire with the remit of accelerating revenue through a direct model beyond Amazon and existing 3PL partnerships. The challenge was to identify an FMCG sales leader with proven experience engaging major UK retailers, who could both deliver results immediately and build a long-term platform for future team growth.
The role demanded an ambitious individual with the credibility, network, and track record to open doors at top-tier retailers. They needed the drive to establish Sue Ismiel & Daughters as a recognised player in the UK market, balancing the need for pace with the need for precision. This hire would have a transformative impact on the company’s UK business.
We partnered with Sue Ismiel & Daughters to run a confidential, targeted search. Leveraging our extensive FMCG network, we engaged both passive talent and sought referrals to reach the strongest candidates in the London and Southeast markets.
Throughout the process, we provided clear updates, bi-weekly progress reports, and worked closely with the hiring team to ensure confidentiality, including the use of NDAs at the interview stage.
By positioning the opportunity as a chance to lead the brand's UK growth strategy and eventually build a new team, we were able to attract candidates motivated by both immediate impact and long-term potential.
Sue Ismiel & Daughters successfully appointed a UK Sales Director with the experience, contacts, and vision to accelerate the company’s UK retail strategy. This appointment not only strengthens the business’s UK presence but also creates the foundations for building out a local sales team for future expansion.
We have continued to work with the business as they expand their sales and marketplace teams.
Working with Sam and 3Search made what felt like a really tough hire so much easier. They understood our business, handled the process with complete professionalism and confidentiality, and introduced us to exceptional candidates. We’re looking forward to the positive impact this will make on our UK business.Alan Ames Executive Director International
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