Summary

• Industry: interior design materials (plaster-based decorative elements)

• Country: France

• Role: Country Manager France (replaced due to retirement)

• Key channels: DIY, designers & installers

• Status: Closed – the candidate has started the assignment

A well-established brand in the field of decorative interior elements (niche product, different from classic ceramics – tiles/ceramic tiles) needed to replace its retiring Country Manager in France. Our goal was to find a leader who could handle major DIY retail accounts and grow new sales channels through designers and installers. Despite a limited pool of relevant candidates and an initial lack of credibility for a contact "from outside France", we successfully completed the mission through in-depth calibration and proactive, targeted outreach.

Context & objective

• Context: The replacement of a critical position (retirement) in a market where the client has a sales history, but the product is niche and requires specific expertise.

• Objective: Finding a Country Manager with direct experience in the DIY segments and a proven ability to open complementary channels (designers, installers).

• Stakeholders: General Manager, HR Manager.

Challenges

• Limited pool: Very specific experience (interior decoration/ceramics & alternatives), with few profiles in the local market.

• Atypical product: Plaster-based decorative elements, different from mainstream products (tiles/ceramics), requiring product know-how and consultative selling.

• Low initial credibility: Due to a cross-border approach, from Romania to candidates in France.

• Double mandate of the role: DIY account management + development of new channels (designers, installers) – complementary skill requirements.

GetFrankly approach

• In-depth calibration (CEO & HR): clarification of the skills mix (Key Accounts DIY vs. New Business on project channels).

• Targeted mapping of the French market: focus on candidates with a track record in DIY & projects with designers/installers; relevant references in the decoration ecosystem.

• Proactive outreach & role narrative: direct contact, in French/English, with a message focused on the impact of the role and product differentiators.

• Structured assessment & clean shortlist: interviews focused on relationships with DIY chains, go-to-market for new channels, leadership & autonomy; comparative presentation of candidates for quick decision.

• Stakeholder & board orchestration: synchronization of evaluation steps and support for the final proposal to the board.

Indicators & volume

• Approached: 30+ relevant managers in France.

• Interviewed by GetFrankly: 15.

• Presented to the client: 5.

• Selected: 3 candidates → 1 offer made → accepted & started

Results & impact

• Continuity without major disruptions: smooth transfer of relationships with existing DIY chains.

• Extended capabilities: dual competency profile – KAM management + new channel development (designers, installers).

• Cultural fit & seniority: maturity in relationships with major brands, autonomy in the market, understanding of niche product specifics.

What made the difference

• Clarity of profile achieved through initial calibration.

• Surgical targeting of the French market, with messages adapted to French.

• Shortlist focused on decision, not volume – 5 real, comparable candidates.

"We needed someone who could maintain the relationship with DIY and, at the same time, open new channels. The shortlist was very well calibrated."  - General Manager