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  • Case Study

How We Secured a First UK Sales Hire for a Hospitality Market Launch

  • Case Study

Subliva

Following a detailed briefing on 20th November, we were engaged to support a new UK market launch for an international manufacturer entering the hospitality and distributor-led barware and tabletop sector. The requirement was to secure a high-calibre, standalone sales professional capable of: building UK distribution from scratch, opening new routes to market, developing relationships with key hospitality distributors and groups, operating autonomously within a start-up structure .

The Challenge

This was a complex, high-risk search with multiple layers of difficulty:

  1. New UK market launch
    • No existing UK infrastructure or brand presence
    • Limited stock initially available
    • Requirement for a candidate comfortable building from zero
  2. Candidate caution
    • Strong candidates were hesitant to leave stable roles for a new and unproven UK operation
    • Concerns around:
    • onboarding structure
    • support
    • realistic timelines for success
  3. Restrictive covenants
    • Multiple strong candidates were impacted by competitor clauses, reducing the immediately accessible talent pool
  4. Market conditions
    • Search launched in the run-up to Christmas, traditionally a slower period for hiring activity
      Hospitality sector experiencing a softening market, increasing candidate risk aversion
  5. Language and cultural considerations
    • Communication between UK candidates and international stakeholders required careful management
    • Ensuring clarity around expectations, KPIs, and onboarding was critical

Search Strategy

To overcome these challenges, we implemented a targeted, multi-layered approach:

Built a defined target company list across barware, tabletop, and distributor-led businesses

  • Mapped candidates with:
    • existing distributor relationships
    • experience opening new markets or territories
    • proven new business capability
  • Positioned the opportunity as:
    • a career-defining build role, not just a sales job
    • an opportunity to shape UK strategy and growth
  • Managed expectations closely on both sides:
    • supporting candidate confidence in the opportunity
    • advising the client on UK market norms and hiring risks

Process Timeline

Brief received: 20th November 

Search launched: immediately (pre-Christmas period) 

First interviews: 30th December – 16th January 

Shortlist refined: January – February 

Offer accepted: 27th February 

Outcome

Successfully secured a highly relevant, experienced candidate with:

  • strong UK distributor relationships
  • proven ability to build new business from scratch
  • experience training distributor sales teams and driving sell-through

Navigated:

  • candidate hesitation
  • contractual restrictions
  • cross-cultural
  • communication challenges

Supported both client and candidate through:

  • expectation alignment
  • onboarding planning
  • KPI and market-entry strategy discussions

Key Value Delivered

Access to a restricted talent pool despite competitor clauses

Conversion of cautious, passive candidates into committed applicants

Strategic advisory support beyond recruitment (KPIs, onboarding, market positioning)

Successful placement within a complex, high-risk brief

Summary

This search demonstrates the importance of:

  • deep market knowledge
  • structured headhunting
  • strong candidate management
  • and ongoing client advisory

when hiring for first roles in new markets, where success depends as much on setup and alignment as it does on candidate capability.

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