for Client Confidential
The client
Our client is a long-established UK wholesaler and manufacturer, established over 40 years ago. Through a loyal customer base and steady organic growth, the business has expanded its offering into new market segments.
With ambitions to double turnover, the Founder and advisory board sought to appoint a Sales Director with relevant industry experience to expand and professionalise the commercial function. Having not previously recruited at this level, the business was looking for an experienced executive search partner who could guide them through the process.
The challenge
This assignment presented several challenges typical of ambitious owner-led SMEs:
A newly created executive role, with no previous Sales Director appointment at Board level
Strict confidentiality, as growth plans and organisational changes were not to be publicly disclosed or competitors alerted to the search
A strong likelihood that the successful candidate would be stepping into their first Board-level leadership role
A niche sector, requiring a deep understanding to operate effectively from day one.
An SME environment requiring a hands-on, adaptable leader, comfortable switching between strategy and delivery
Our approach
Moon Executive Search was appointed on a confidential basis, combining targeted headhunting with a discreet advertising strategy.
The search was personally led by Vanessa Moon, drawing on Moon's experience supporting SMEs with senior appointments where there is limited internal capacity or experience of Board-level recruitment.
A key part of our approach was market mapping, a process not always familiar to SME boards.
In practice, this meant:
Building a structured picture of who the relevant people in the market are
Identifying senior sales and commercial leaders operating within wholesalers and closely related sectors
Approaching individuals discreetly who were not actively looking for a role, but who had the experience and readiness to step into a position like this
Alongside this, we:
Worked closely with the Founder to define success beyond a job description
Assessed candidates not just on CVs, but on leadership maturity, cultural fit and readiness for first-time Board responsibility
Managed the entire process under NDA, removing administrative burden and protecting the client's time and confidentiality
The appointment
The successful candidate brought direct sector-relevant experience, having worked within the wider wholesale sector, giving them a strong grounding in garment production, B2B sales and customer-led solutions. They demonstrated a clear understanding of the client's customers, markets and growth opportunities.
Their strengths included:
Proven commercial and sales success within a niche B2B manufacturing environment
Strong relationship-building with customers and internal stakeholders
Clear leadership potential and ambition to step into a first Board-level Sales Director role
A practical, hands-on style well suited to an SME where leaders need to be visible and adaptable
Their background and approach aligned closely with the organisation's culture, allowing them to add value quickly while growing into the wider leadership remit.
Result
By partnering with Moon Executive Search, the client was able to appoint a Sales Director who:
Brings sector-specific expertise from day one
Is equipped to lead the commercial function through the next phase of growth and support the ambition to double turnover
Strengthens the Board with fresh leadership capability
Crucially for an SME, Moon significantly reduced the time, risk and distraction that often come with senior-level recruitment. The Founder and Advisory Board were able to remain focused on running the business, confident that a structured, professional and confidential process was being managed on their behalf.
“Many owner-managed businesses reach a stage where growth becomes dependent on strengthening the leadership team. Yet recruiting at board level is very different to hiring operational roles. Our role is to help founders make these critical appointments with confidence.”
To discuss how Moon Executive Search can help strengthen your Board or leadership team and support your organisation's future ambitions, contact us at welcome@moonexecsearch.com.