From One Hire to an Ongoing Recruitment Partnership - Vafo Group

Overview

This case study demonstrates how a single successful placement can evolve into a strategic partnership, delivering multiple hires, cost savings, and becoming a model for scaling D2C capabilities across an international portfolio.

Client Profile: Vafo Group

• Large Czech pet industry conglomerate

• Multi-brand portfolio spanning traditional retail and D2C operations

• Strategic focus on D2C transformation across European markets

• Created "Vafo Digital" as dedicated D2C transformation arm

The Partnership Journey

Phase 1: Establishing Trust (Q3 2024)

Initial Engagement: Pooch & Mutt

Vafo Group acquired Pooch & Mutt to serve as their "poster child" for direct-to-consumer operations.

When organisational restructuring created a critical vacancy, they needed a partner who understood both the D2C subscription model and the calibre required for a high-stakes hire.

The Challenge:

• Pooch & Mutt's Director of E-commerce elevated to CEO of Vafo Digital

• Jack Hayes (Head of Performance/Acquisition) transitioned to Vafo Digital

• Critical vacancy in acquisition marketing leadership

• Required specific D2C subscription business experience

• High-quality candidate pool essential for brand's pivotal role

Our Approach:

• Consultative Start: Initial consultation providing salary guidance and profile examples

• Strategic Network: Leveraged WhatsApp community of 150+ head-level D2C professionals

• Targeted Search: Proactive outreach within D2C subscription businesses

• Quality Focus: Prioritised experience level and cultural fit over speed

The Delivery:

• 7 strong candidates presented, all with relevant D2C subscription experience

• 5 candidates progressed to second-stage interviews

• 2 candidates reached final stage

• Multiple excellent options meeting all criteria

The Outcome:

Successfully placed Rosie (ex-Gousto) as Executive Director of Growth. Jack Hayes remarked on having a "nice headache" due to the exceptionally high quality of candidates, noting the difficulty of choosing between multiple outstanding options

Phase 2: Expanding the Partnership (Q4 2024 – 2025)

Following the success of the Pooch & Mutt placement, Vafo Group extended the partnership across their portfolio:

Pooch & Mutt Additional Placements: Franklin Pet Food (Paris):

Vafo Digital – Technical & Marketing Build: Total Placements Across Vafo Group:

• CRM Manager

• Junior CRM Executive

• PPC Manager

• Paid Social Creative Strategist

• CRM Manager

• Paid Social Executive

• Executive Director of Growth

• Junior CRM Developer

• Backend Developer

• Magento Developer

• Biddable Media Manager

• Principal UX

• Product Design Lead

• Head of Digital Product Strategy

15+ successful hires within the first 12 to 18 months, with additional searches ongoing.

Vafo Prague:

• Chief Online Marketing Officer

Petco GmbH (Austria):

• Director of Digital Growth

• Amazon Manager

The Partnership Model:

Key Benefits

1. Sector Specialisation

Deep understanding of the pet industry D2C landscape enabled identification of candidates with relevant experience across similar business models (subscription services, premium positioning, multi-market operations).

2. Network Effect

Access to 150+ head-level professionals in specialised pet sector community meant quality candidates could be identified quickly without extensive advertising or lengthy search processes.

3. Cost Efficiency

Volume-based partnership model delivered significant savings compared to traditional agency fees:

• Traditional Agency Model: 25% per placement x 15 hires = substantial six-figure investment

• Partnership Model: Preferential rates reflecting ongoing relationship value

• Estimated Savings: 25-30% reduction in total recruitment spend

4. Consistency & Speed

Single point of contact understanding company culture, role requirements, and organisational dynamics meant:

• Faster turnaround times on subsequent placements

• Higher quality shortlists (candidates pre-qualified on cultural fit)

• Reduced internal time spent briefing multiple agencies

5. Strategic Advisory

Beyond recruitment, partnership included:

• Market intelligence on competitor hiring activity

• Salary benchmarking across D2C pet sector

• Talent mapping for future growth phases

• Retention insights and market trends

Key Success Factors

What Made This Partnership Work:

• Initial Trust Building: High-quality delivery on first critical placement established credibility

• Sector Expertise: Deep pet industry knowledge meant understanding nuanced requirements

• Proactive Communication: Regular check-ins on business needs beyond immediate vacancies

• Flexible Engagement: Adapted to different hiring needs (senior leadership to technical roles)

• Consistent Quality: Every placement maintained same rigorous standards as the first

Testimonial

 "The quality of candidates presented gave us a 'nice headache' – we had multiple excellent options for a critical role. That level of choice, combined with the speed of delivery and understanding of our business, made the decision to expand the partnership across our group an easy one." 

Jack Hayes – Executive Director of Growth, Vafo Digital

Former Head of Performance Marketing, Pooch & Mutt

"I’ve worked with Alex as a recruitment partner for the last 18

months across Vafo Digital and the wider Vafo Group, including brands such as Pooch & Mutt, Franklin Pet Food, PetCo GmbH.

During that time, Alex has supported us with multiple hires, predominantly across marketing roles, but also tech, product and design, spanning the UK and mainland Europe. What really sets Alex apart is his genuine understanding of the DTC landscape, he knows what great looks like in DTC space and his network supports that.

As a result, we’ve seen a clear improvement in both speed to hire and quality.

Alex and his team operate much more like trusted partners than traditional recruiters. He understands our business, challenges assumptions when needed, and delivers consistently. If you don’t work with Alex and his team for recruitment needs, then I would advise you to start."

James Collingham - CEO, Vafo Digital

Application to Your Business

This model is particularly effective for:

• D2C/CPG brands scaling operations across multiple markets

• Portfolio companies requiring consistent recruitment quality across entities

• Organisations transitioning from retail to D2C models

• Growing teams where multiple hires are anticipated over 12-18 months

The Partnership Approach Delivers:

• 25-30% cost savings vs. traditional agency model

• Access to specialised D2C/CPG talent networks

• Faster time-to-hire on subsequent placements

• Strategic advisory on market trends and compensation

• Single point of accountability across all hiring needs

Let's Discuss Your Team Building Needs

Whether you're planning a single critical hire or building an entire function, we'd welcome the opportunity to discuss how a partnership approach could benefit your organisation.

Whether you're planning a single critical hire or building an entire function, we'd welcome the opportunity to discuss how a partnership approach could benefit your organisation.

Alex Marriner is the Founder & CEO of Acquire Search, a specialist recruitment and executive search partner to scaling DTC and consumer brands across the UK, Europe and US. We recruit across Marketing & Growth, Sales & Commercial, and Operations & Supply Chain, helping founders and leadership teams make the specialist and senior hires that turn growth plans into results.