Newly Created Board Position – International Logistics

Group Head of Digital and Sales Maximisation



A trusted cargo/logistics partner of more than 10,000 businesses, was interested in improving their business proposition and performance through better use of their data and analytics.

Client’s Need

Embarking upon an unprecedented digital transformation, the core requirement was to acquire an individual with the track record and the ability to apply better data and digital processes, identifying many areas of marginal improvement across all functional areas of the business.

The organisation as a whole needed to embrace digital technology. Known in the market for the innovative approach, the decision was taken by the board, to create a new global role within the executive committee – Group Head of Revenue Optimisation.

The newly created Executive Committee role was designed to bring together a coherent revenue strategy and to create a digital and data roadmap for the business.

The Service

Tony Robinson was mandated to find an individual with International exposure and deep analytical experience combined with the intellectual fire power and communication skills to drive transformation at a global scale and bring the whole business on their digital journey.

He conducted a global search, focusing on sectors that had already successfully embarked on digital transformation. Implementing a structured research approach, the project embraced both direct competitors in the sector and a broad range of organisations in other complementary sectors. Mapping talent across disruptive platforms, consultancies, travel/distribution companies as well as direct competitors enabled him to quickly identify the pool of talent which possessed the combination of sophisticated digital and technology skills, commercial perspective and experience of driving business change required.

The Outcome

The shortlist presented provided a diverse list of candidates covering various sectors, ethnicity, gender, social and sectors. This diverse list not only addressed imbalances within the executive committee but also provided the cognitive diversity required to drive the transformation.

All the candidates evidenced the mix of commercial and technical understanding required with the experience/ability to drive digital change across all facets of the organisation, both internally and externally. They were able to demonstrate a successful track record of improving revenue management strategies and business performance and improving sales, marketing and customer experience through the utilisation of digital improvements.

The successful candidate had worked for market-leading organisations and consistently driven the take-up of new technologies which had driven evolution in the core operating models and enabled enhanced customer acquisition, engagement and effective loyalty programmes.

Theme from the project

  • The project benefited from the fact that Tony and his colleagues have been recruiting senior executives in the Infrastructure, Technology and Services sectors for over twenty years and have a strong understanding of the transformational challenges faced by businesses in these markets.
  • Tony’s previous experience of delivering similar searches allowed him to quickly understand the client’s brief, where such skillsets existed and which businesses/sectors have had to deal with similar challenges. This in turn enabled the project to be executed efficiently and effectively within the outlined timeframe.
  • The team’s track record of working with clients undergoing periods of high growth, transformation or restructuring resulted in an ability to understand and articulate compellingly the client’s vision and this new   It also enabled them to anticipate and address effectively potential candidate concerns, thereby ensuring the strongest shortlist from which the client could choose.
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