Case Studies
SEARCH FOR VICE PRESIDENT SALES AND MARKETING EUROPE FOR A CHINESE MOBILE TELECOMMUNICATIONS MANUFACTURER
Situation Analysis
A leading Chinese mobile telephone company wanted to expand its
marketing and sales operations in Europe, after acquiring a major
European brand.
The acquired business already had an established team of marketing
and sales professionals and some distribution channels covering some
European countries but with limited reach in leading markets.
Additionally some of the leaders had left after the acquisition
transaction had been completed. The company wanted to find a new Vice
President Sales and Marketing as they had plans to expand their
geographic coverage and to improve the company’s links with channels
such as telecom providers and leading consumer electronics retail
chains.
The position requirement included the ability to influence the
product design split between Europe and China and to work on delivery
schedules. The challenge was to find a professional with broad
international experience in the telecommunications industry as well as
extensive functional experience and an already established client base
among market leaders in various European countries.
Action
Together with the European CEO of the company Neumann International
defined the key competences that ideal candidates should have in their
profile, including strong leadership as well as excellent
entrepreneurial and cross cultural communication skills and experience.
Neumann International defined a search strategy that provided a
complete list of potential companies where suitable professionals could
be found, including large firms as well as alternative smaller targets
that were active in designing and delivering tailor made products to
telecommunication providers.
To ensure the success of this global search Neumann International
formed a team of one Partner, one Senior Consultant and one Senior
Researcher leveraging the resources of Neumann International’s 27
offices across Europe.
Result
In a relatively short period of time, seven weeks, Neumann
International presented the client with candidates who were currently
working, or had worked, with some of the leading brands in Europe as
well as presenting candidates from smaller, alternative
telecommunications suppliers.
In-depth discussion during candidate presentations assisted the
client, particularly the Chinese management team, to gain a better
understanding of the key drivers within the European telecommunication
market, and to adapt their strategy accordingly.
One of the potential candidates came from a firm which was a
potential acquisition target for the client. Neumann International
successfully placed a highly suitable candidate into the Vice President
Sales and Marketing position and since then has partnered with the
client to assess country Managers and Key Account Managers in various
European countries as part of due diligence activity.
COUNTRY MANAGER FOR A LEADING GLOBAL COMPUTER COMPANY
Situation Analysis
A leading global and highly innovative computer manufacturer wanted
to replace the leader of its German operations. The business had an
established team with extensive experience in marketing and sales of
predominantly personal computers through traditional channels.
The headquarter management team believed the team needed a new
leader to successfully embrace the challenge they were facing from the
introduction of new products positioned outside the traditional
personal computer business and with a different value chain. The
company also wanted to position the brand more strongly as a luxury
brand and improve its presence in channels such as leading consumer
electronics retail chains without losing margin.
The position requirement included the ability to build strong brand
awareness in a price driven market while controlling different
distribution channels. The challenge was to find a professional with
broad experience in the consumer electronics business with knowledge of
how to sell through brand recognition rather than price and the ability
to position him or herself in a complex global organisation
matrix.
Action
Together with the client’s Vice President EMEA Neumann International
defined the key competencies for the ideal candidate, which resulted in
quite a different profile than the one originally supplied by the human
resources department. Neumann International also provided a
comprehensive list of potential innovative companies from computer
manufacturers to cosmetic companies where the ideal candidate may be
found.
To ensure the success of this global search Neumann International formed a team of one Partner, two Senior Consultants and two Senior Researchers leveraging the resources of Neumann International’s 27 offices across Europe. Neumann International began its research with more traditional profiles, as recommended by the client’s European human resources department, and then undertook further research with broader profiles as requested by the Vice President EMEA.
Result
Within six weeks Neumann International submitted a first round of
candidates to the client based on the original candidate profile. One
very strong candidate emerged from this round. A second round of
candidates was later presented with a stronger focus on brand and
multi-channel management and less experience in the computer industry.
Two leading candidates emerged from the second round and the client
ultimately appointed a candidate with outstanding experience and skills
who is today taking the German team to new levels of success.