Case Studies

Retail Sales Manager - Dr Schär


Overview

Dr Schär is the leading gluten free food manufacturer in Europe. Founded more than 30 years ago, the company quickly became known for its innovative solutions to providing coeliacs around the world with a wide range of delicious, high-quality and safe gluten free products.

Dr Schär UK Ltd. sells and markets the DS-gluten free and Trufree brand in the grocery retail channel and Glutafin in the healthcare market. In 2011 RMG engaged with the business to support their search for a Retail Sales Manager.

Strategy

Within the business, Dr Schär has a wealth of knowledge of the healthcare sector and as such that division showed year on year growth with less day to day interaction required. The retail division however, was very different. It was an area where the business had a fantastic opportunity to grow and develop, particularly in light of market trends around healthy eating and an ever increasing market of, not only coeliac patients, but also people who were health conscious food shoppers interested in eating gluten free. 

It was RMG’s remit to find a seasoned sales manager who had a proven sales track record of working with the top four UK retailers as a customer and someone who understood the complexities and challenges around that customer base.  The individual would be expected to be a lead contributor towards the creative thinking within new product development and category marketing ensuring the business maximises all sales opportunities available. They also needed to be someone who had worked with premium branded products where the sales process wasn’t solely cost driven. 

Through market research of looking at the gluten free category and also related niche specialist food and drink branded companies, RMG drew up a list of 50 companies identified as to where this required expertise would be and engaged in a comprehensive headhunt campaign maintaining total confidentiality throughout the process.

Outcome

Through a comprehensive candidate screening process, a long list of fifteen individuals was reduced to five who, in turn, were the suggested shortlist for interview by Dr Schär. RMG made recommendations to Dr Schär throughout the process from the information and market intelligence we had gained within the category and it was this market information that was invaluable to establishing the actual pre-requisites of the opportunity. From the original shortlist, all five were 1st interviewed with two returning for a much more formal and intensive second interview.

After ten weeks from commencement of the brief to finish, a successful applicant was subsequently offered the position and continues to make a positive and profitable outcome on growing a business critical division. They have established close working links with two further retailers and have supported double-digit projected growth.

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