1. Challenge:
VidaCorp, an ambitious Australian beauty and wellness company, sought to establish its presence in the European market through a strategic expansion into the UK and Ireland. The company partnered with LS International to identify their first Marketing Director for the region, a role crucial for launching their flagship brand MCoBeauty and building their European presence from the ground up.
2. Profile Needed:
The position required a unique blend of traditional marketing expertise and modern digital capabilities, combined with an entrepreneurial mindset. The successful candidate would need to thrive in VidaCorp’s fast-paced, innovative culture while building and leading a marketing team of approximately 10 people across various functions including influencer marketing, social, digital, brand, and PR.
Key requirements for the role included:
– Deep understanding of UK/Ireland beauty markets
– Modern marketing expertise in social media and influencer marketing
– Leadership capabilities to build and manage a future team
– Strong stakeholder management skills across multiple markets
3. The Search Process:
The search process, led by LS International, involved comprehensive market mapping of the UK beauty sector, focusing on challenger brands and innovative consumer companies. The team implemented a thorough assessment process including video briefs from candidates, which proved particularly valuable in evaluating cultural fit. As Chris Shaw, General Manager – International Markets noted, “Very thorough in terms of providing shortlist. Very organized…which in managing time zones is not an easy feat.“
4. The Outcome:
After an extensive evaluation process, VidaCorp selected Peter, an experienced beauty marketing executive with proven success in building challenger brands. His selection was based on his track record in modern marketing approaches, strong understanding of the UK beauty retail landscape, and cultural alignment with VidaCorp’s entrepreneurial spirit.
Key Learnings
The search highlighted several crucial learnings in executive recruitment:
– The importance of understanding both local market dynamics and global company culture
– Value of video briefs in providing deeper candidate insights
– Benefits of thorough stakeholder management across multiple time zones
Looking Ahead
The success of this search was measured not only by securing an ideal candidate but also by maintaining an efficient process despite significant geographical challenges. The engagement demonstrated the value of partnering with a specialized executive search firm that could navigate complex requirements while maintaining focus on both technical capabilities and cultural fit.
Looking ahead, this placement positions VidaCorp strongly for their European market entry, with a leader capable of building both the brand and the team necessary for success in this key market. The role offers significant opportunities for growth as VidaCorp continues its expansion and moves toward a potential IPO in the coming years.
