A Strategic Search Partnership: Appointing The AA’s Director of Acquisition
Challenge
Finding a high-impact, commercial leader
The AA, one of the most recognised and trusted brands in the UK, previously engaged CVM People to lead the search for a Director of Acquisition, Roadside Consumer – a critical leadership role within the Consumer Commercial division.
Our task was to attract a senior commercial leader with the ability to balance strategic thinking, data-driven performance marketing, and high-impact leadership, capable of overseeing a significant media budget. The role required someone with a trading mindset, capable of navigating a complex marketing and digital ecosystem, owning the full acquisition lifecycle, and driving sustainable, customer-focused growth at scale.
Solution
A search built on deep insight
Working in close partnership with the Chief Commercial Officer and Group CMO, we led immersive briefing workshops with senior stakeholders across The AA. These sessions enhanced our understanding of the commercial, operational and cultural expectations of the role.
Our approach then focused on identifying high quality candidates through:
- Bespoke market map targeting high-impact acquisition leaders across regulated consumer brands, subscription-based businesses, and digital disruptors.
- Confidential, targeted engagement with a longlist of qualified individuals, many of whom were not actively seeking a new role.
- Rigorous assessment of commercial, digital, and leadership capability, with clear alignment to the AA’s transformation goals and values.
Results
Delivering a leader to drive new growth
Within a tight timeframe, we successfully delivered a shortlist of strategically-diverse candidates capable of accelerating customer growth and strengthening commercial performance.
The selected candidate:
- Brought deep experience in multi-channel acquisition and digital performance marketing.
- Demonstrated exceptional commercial acumen and P&L ownership in similarly complex environments.
- Had a proven ability to lead and develop high-performing teams.
- Was able to influence at C-suite level while also driving day-to-day delivery across marketing and operational channels.
As The AA’s Chief Commercial Officer, Mark Felix, commented, our consultative approach had a critical role to play in the success of this appointment:
“I have continued to be really impressed by – and value – CVM People as a strategic search partner. Their unique understanding of the intersections between customer strategy, commercial growth, data-led marketing, and digital transformation enabled them to deliver a candidate who not only met the brief but also hit the ground running from day one.
Moreover, I know I can trust them to be discreet, to act in the best interests of our business, and to be great fun to work with.
The successful placement has already made a tangible impact, driving forward the AA’s customer acquisition strategy, enhancing campaign performance, and helping to unlock new growth through strategic partnerships and Smart Care offerings.”
