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Eastern Promise

Positec toolsPositec has grown rapidly in recent years by developing own label contracts with organisations such as Screwfix, B&Q and Argos in the UK.  It is now the largest manufacturer and exporter of Power Tools in mainland China with a design centre in Italy and a number of subsidiaries across the globe.  The company’s success has been built on research and development, innovation, strong engineering and state-of-the-art manufacturing operations coupled with marketing skills and competitive pricing to give retailers the best in class offer.  Today Positec is a vertically integrated business capable of offering a complete power tool and powered garden tool solution, incorporating exclusive branding and category management across all price segments. Going forward Positec’s priority is establishing WORX as the must have brand across the DIY and professional markets.  To this end, the UK Managing Director retained Wickland Westcott to assist with the recruitment of a commercially focused Marketing Director to build China's first credible premium brand in the highly competitive UK and European marketplace.

The brief was to find an individual who could develop and drive an innovative marketing strategy that would raise the profile of the WORX brand and increase sales and profit within a tight budget.  We were ideally seeking a rounded marketeer with demonstrable success in brand management, NPD and marketing communications including direct and digital marketing.  While we required big company expertise to provide the sound foundations to attain the company’s demanding growth targets, we equally wanted someone who could adapt to the Chinese way of working and operate efficiently in a fleet of foot, informal, results oriented UK subsidiary where delivery is valued more highly than status.

The search list targeted those with classic brand marketing careers operating in FMCG, white/brown goods and traditional retail backgrounds, but also focused on organisations with outstanding reputations for innovation, service and marketing. We also searched into entrepreneurial challenger brands and leaders in the digital marketing space.  The candidate sourcing activity was designed to attract high calibre people who may not normally have considered a Chinese business with a relatively low profile in the UK. The assessment process saw shortlist candidates complete a simulation exercise that required them to take a commercial opportunity from concept to profitable fruition.  Global interface challenges were designed into this simulation exercise to gauge cross-cultural awareness.  From a shortlist of six, a candidate was chosen with a cinematic, media and telecoms background combined with an understanding of the full marketing mix from both agency and client perspectives.  Key to the decision was the successful candidate’s innovative track record building brands and driving sales and profitability using new media and social networks. 

Clive Daley MD commented, “I was very impressed with Wickland Westcott’s business intelligence – they helped me shape this new role drawing on their massive experience in organisational structures. I was looking for someone a bit different for this role, and Wickland Westcott delivered for me. Many thanks!”