CASE STUDY
Purity Soft Drinks - Scalable Talent Partnership Through Growth and PE Transition
Purity Soft Drinks is a fast-growing, UK-based beverage company known for its vibrant range of juices and soft drinks, distributed across retail, foodservice, and out-of-home channels. With a strong brand heritage and ambitious plans for scale, Purity has undergone significant transformation in recent years - driven in part by a change in private equity ownership and a sharpened commercial focus.
Challenge: Building a High-Impact Commercial Team Through Change
Following new PE ownership, Purity Soft Drinks required a structured yet agile approach to talent acquisition to support evolving commercial goals. With growth targets across grocery retail, foodservice, and out-of-home (OOH), the business needed to scale its commercial, brand, and category functions with pace and precision. The brief spanned multiple seniority levels, requiring a partner capable of flexing between strategic leadership hires and high-quality volume delivery.
Key Partnership Insights
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2.5+ year ongoing relationship
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Hybrid delivery model: contingent search and Embedded talent partnership
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Hires delivered across commercial, category, and marketing functions:
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Head of Category Management
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Head of Foodservice & OOH
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3 National Account Managers (NAMs)
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2 National Account Executives (NAEs)
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2 Senior National Account Managers (SNAMs)
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Senior Brand Manager
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Junior Brand Manager
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Deep integration with internal stakeholders across Sales, Marketing, HR, and PE Board
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Search priorities included:
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Channel development (particularly Foodservice & OOH)
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Category insight and data-led decision-making
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Talent with agility to thrive in a PE-backed growth environment
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Result
Our long-term partnership with Purity has enabled the business to build a commercially focused, high-performing team that has accelerated growth across channels and laid a foundation for sustained success under PE ownership. Leaders and rising stars alike have been embedded across functions, shaping the business’s go-to-market strategy, brand positioning, and customer relationships.
The trust and continuity of this partnership have allowed for a proactive, forward-looking talent strategy - ensuring that as Purity continues to scale, the team evolves with it.