Industry
FMCG
Location
Poland & Germany
Number of Employees
201 – 500 employees
CLIENT OVERVIEW
Our client is a fast-growing European baked goods manufacturer operating within the FMCG sector, employing between 201 and 500 people. With a strong domestic market presence and established retail partnerships across Central and Eastern Europe, the company has built a reputation for high-quality pastry and bakery products delivered at scale.
After sustained growth in its home market, leadership identified international expansion as the next strategic milestone. Germany, Europe’s largest grocery market and one of the most competitive retail environments globally, was selected as the primary target for expansion. Entering Germany was not simply a geographic extension; it represented a strategic leap into a mature, highly structured retail ecosystem.
To ensure a credible and commercially effective market entry, the company required an experienced professional on the ground in Frankfurt who could establish and scale the German operation from scratch. Avomind was engaged to identify and secure this Country Launcher.
CHALLENGE
Expanding into Germany presents unique challenges. The retail landscape is highly consolidated, negotiations are data-driven and margin-focused, and relationships between suppliers and supermarket chains are built over years. For a foreign brand entering the market, credibility and established access to decision-makers are critical success factors.
The company had no commercial structure in Germany at the time of engagement. The Country Launcher would be the first local employee and would carry full responsibility for establishing the market presence. This included defining the go-to-market strategy, initiating and maintaining relationships with major supermarket groups, negotiating listings, and acting as the face of the brand in a highly competitive environment.
The role required a rare hybrid profile. The ideal candidate needed extensive FMCG retail experience within Germany, proven success negotiating with supermarket buyers, and a strong network across key retail accounts. At the same time, the individual had to possess entrepreneurial drive and the ability to operate autonomously, building a new market presence without the support structure of an established local team. Finding a professional who combined corporate retail expertise with startup-level ownership was a significant challenge.
Timing added further complexity. Retail buying cycles and category planning windows required swift action. A prolonged hiring process would have delayed negotiations and potentially limited access to strategic listing opportunities. The company needed a high-impact hire, but it needed that hire quickly.
SOLUTION
Avomind approached the mandate as a strategic market-entry project rather than a traditional recruitment assignment. The process began with in-depth alignment sessions with the client’s executive team to define not only the responsibilities of the role but also the commercial objectives for the first two years of operation including revenue targets, retail priorities, margin expectations, and the long-term vision for the German market.
This clarity allowed Avomind to shape a compelling narrative for the search. The Country Launcher was positioned as a strategic architect of the German expansion, not merely a sales representative. The opportunity offered ownership, visibility, and the ability to shape a national market presence from the ground up.
Avomind then conducted a focused and discreet market mapping across Germany, with particular emphasis on senior FMCG sales professionals based in or near Frankfurt. The search targeted individuals with direct experience listing products with German supermarket chains, managing key retail accounts, and navigating structured buyer negotiations. Particular attention was given to candidates with exposure to baked goods or adjacent categories, ensuring relevance and category credibility.
Beyond technical qualifications, candidates were assessed on their ability to operate independently, build structures from scratch, and bridge cross-border collaboration with headquarters. Strategic thinking, resilience, and relationship depth were carefully evaluated through structured interviews and scenario-based discussions.
Throughout the process, Avomind managed cross-border coordination between German-based candidates and the company’s leadership abroad. We provided continuous market feedback, ensuring that expectations remained aligned with talent realities and that the compensation structure remained competitive. Decision-making processes were streamlined to maintain momentum without sacrificing rigor.
From search launch to signed contract, Avomind successfully delivered the hire within seven weeks.
OUTCOME
The appointed Country Launcher established the company’s first formal presence in Frankfurt and immediately initiated structured engagement with key German supermarket chains. Bringing established relationships and deep familiarity with retail negotiation frameworks, the new leader was able to accelerate conversations that would typically take foreign entrants significantly longer to initiate.
The hire provided immediate credibility in the market. Retail buyers were engaging not with a foreign manufacturer attempting entry from abroad, but with a locally positioned commercial leader who understood their expectations, pricing structures, and operational requirements. This significantly shortened the ramp-up period for market discussions and strengthened the brand’s positioning within a competitive retail landscape.
Strategically, the new Country Launcher became the operational bridge between German retail partners and headquarters. The role ensured alignment between production planning, distribution setup, and local demand forecasts. Beyond initial negotiations, the foundation was laid for long-term commercial expansion and future team growth within Germany.
By delivering a rare hybrid profile within a compressed timeframe, Avomind enabled the company to execute its German market entry with confidence, speed, and strategic clarity. The result was the activation of a new national market supported by experienced leadership from day one.