Commercial Director Search Case Study
Commercial Director Recruitment Case Study
INTRODUCTION
Recruiting a Commercial Director within the automotive and industrial aftermarket requires more than finding an experienced salesperson. The right individual must be capable of leading commercial teams, maintaining key customer relationships, driving growth and delivering strategic change without disrupting business performance.
This case study highlights how JSL Solutions successfully delivered a Commercial Director search for a UK-based supplier operating across the industrial and automotive aftermarket.
THE CLIENT
A well-established UK supplier serving both the automotive and industrial aftermarket sectors through independent distributors, buying groups and national accounts.
THE CHALLENGE
The business was approaching a significant leadership transition following the planned departure of a long-serving Commercial Director.
While continuity was important, the objective was not simply to replace the individual. The client wanted to appoint a leader capable of strengthening commercial performance, bringing fresh ideas and supporting future growth whilst maintaining strong relationships with existing customers and partners.
Several challenges made the assignment particularly sensitive:
• A limited pool of proven Commercial Directors with relevant aftermarket experience
• The potential risk of disruption to key customer relationships during the transition
• Internal uncertainty regarding future structure and reporting lines
• Previous recruitment activity had largely relied on advertising and active candidates, producing mixed results
The client required access to high-calibre individuals who understood the sector but were not actively seeking a move.
OUR APPROACH
Rather than treating the assignment as a traditional recruitment exercise, we adopted a targeted search approach focused on identifying and engaging passive candidates.
Market Mapping
We conducted a detailed review of the competitive landscape across the automotive aftermarket, industrial aftermarket, tools and MRO sectors. This enabled us to identify individuals operating successfully within comparable businesses and channels.
Defining the Success Profile
Working closely with the client, we established a clear picture of what success would look like in both the short and long term. This helped shape the search strategy and ensured all candidates were assessed against the same commercial and leadership criteria.
Targeted Candidate Engagement
Using our existing network alongside new contacts identified through market research, we approached carefully selected individuals on a confidential basis. Many of those engaged were not actively seeking a new role and would not have been accessible through traditional advertising.
Structured Assessment
Candidates were evaluated against three key areas:
• Commercial performance and track record
• Leadership capability and cultural fit
• Experience operating within distribution-led aftermarket environments
Process Management
Given the sensitivity of the appointment, we managed communication throughout the process to maintain momentum, minimise risk and ensure alignment between all stakeholders.
THE OUTCOME
The search produced a strong shortlist within 13 days of commencing the assignment.
The successful candidate was secured from a direct competitor and brought extensive experience leading commercial functions within comparable aftermarket businesses.
Importantly, the individual had not been active in the market prior to engagement and accepted the offer without any disruption from counter-offers or competing opportunities.
KEY RESULTS
• Shortlist delivered within 13 days
• Successful appointment from a direct competitor
• Candidate sourced from the passive market
• Offer accepted without counter-offer complications
• Smooth leadership transition achieved
THE IMPACT
The appointment delivered immediate benefits to the business.
Key customer relationships were retained throughout the transition period, while the new Commercial Director quickly established credibility with both internal teams and external stakeholders.
Within the first six months, the business had strengthened its commercial structure, increased visibility across national accounts and distribution partners, and improved longer-term succession planning.
The appointed individual remained with the business beyond 18 months and continues to contribute to its ongoing growth strategy.
CLIENT FEEDBACK
"We had been through recruitment processes before, but this felt different. The level of market understanding and the calibre of candidates presented gave us confidence early on. The individual we appointed has had an immediate impact without disrupting the business."
Looking to recruit a Commercial Director or other senior commercial leader within the automotive or industrial aftermarket?
JSL Solutions specialises in identifying and securing high-performing sales, marketing and leadership professionals across the industrial or automotive aftermarket sectors.
