Case Study

Head Of Strategy & Consumer Insights — Global QSR Chain

Results at a Glance

  • Four qualified candidates presented to the business
  • One candidate hired

Focus Areas

  • Head of Strategy & Consumer Insights

Executive Summary

This ASX100 business had been looking for a Head of Strategy & Consumer Insights for over three months without any results. Having had a significant relationship previously with Aston Carter, the business approached us for help with this critical high profile role.

Client Profile

This global QSR chain is an ASX100 business whose share price has risen from AU$2.50 to over AU$60.00 per share in just seven years. With over 600 outlets across Australia, and 16,000 employees, this business has achieved significant growth through product innovation, embracing digital delivery and marketing and creating a culture that demands breaking the mould.


The business had originally been using an alternative recruitment agency for this high profile role, investing in an advertising campaign which after three months had still not yielded the desired results. Frustrated with the calibre of candidates they had received and the agency’s reliance on an advertising strategy that wasn’t working, the business approached Aston Carter to see if we could help.

The skills being sought were extremely rare in the market; the candidate needed to be a strategic thinker regarding the QSR industry, be a senior consumer insights specialist, and also have the ability to think beyond just the numbers.

This critical role would be responsible for helping to define the global business strategy based on both quantitative and qualitative information, and if left unfilled these duties would need to be shared amongst an already stretched senior leadership team.

With such a high profile and business critical role, the business was determined to only hire the best in the market.


Aware that the previous advertising strategy had exhausted the “active” portfolio of candidates, Aston Carter presented a retained Executive Search solution that focussed on delivering a candidate from outside of the pool the previous agency had been targeting.

This model emphasised the potential of the “passive” candidate market; skilled individuals who, whilst not actively looking for a new challenge, would consider it if approached professionally and with sufficient information.

Aston Carter prepared a value proposition pack for potential candidates in conjunction with the business stakeholders, which highlighted the history and growth of the business and outlined the strategic alignment of the role as a key influencer for the businesses’ global strategy.

Assigning two senior consultants, both specialists in executive search, Aston Carter was able to leverage their extensive networks within the local and international markets to conduct a detailed market mapping exercise, approaching only the best people in the market with the value proposition and inviting them to participate further in the hiring process.


Through the Executive Search methodology, four qualified candidates from various consumer and QSR companies were presented to the business, all of which were of higher quality to what had been provided by the previous agency.

By directly targeting the passive candidate market, Aston Carter was able to identify these quality candidates within just two months of receiving the brief; following an extensive panel interview process, the business then offered the role to their preferred candidate who eagerly accepted.

Having commenced in the role in June 2016, the candidate is helping the business to analytically and strategically build a business proposition for their key global markets to support continued growth.

Following this placement, Aston Carter has continued to maintain relationships with both the candidate and the business, ensuring we have a strong understanding of their ongoing strategy to assist with future requirements.