People-Powered Growth 📈 – building an e-commerce Board 

Over the course of the previous 18 months or so, baby products e-com retailer Online4baby has embarked upon a remarkable growth journey.

The business’ £40m turnover in 21 was a large increase from 2019’s £14m. This ambition has only grown with time, and the aim is to grow significantly again by the end of this year.

How did Rowan Executive Search help to drive this step-change in growth? By appointing the right people, with the right expertise, operational & strategic fit, and of course, the right cultural alignment.

Online4baby is ran by sisters Christy Foster and Cheryl Blayds with their husbands Darren and Warren. In early 2021, CEO Christy engaged with Rowan’s Finance team – spearheaded by Peter Holt – to find a solution for the business’ need to establish the rigour, systems, processes and financial vision demanded by a growing e-commerce brand.

It was decided that a new CFO, with relevant, demonstrable experience within e-commerce, strategic vision and the ability to accept some operational responsibility was required.

After a meticulous, focused search and selection process,Nick Cooling was appointed. Nick had a great deal of relevant experience from the likes of boohooman and Warburtons.

Fast-forward a year or so, and the business’ upward trajectory continued. Christy and Rowan believed that there was an opportunity to further drive sales by elevating the business’ marketing function and implementing a new, best-in-class, bespoke web platform alongside market-leading analytics software.

Step forward Louise Stephenson (Associate CIPD), the head of Rowan’s Consumer Division.

An expert in digital marketing, Louise used her extensive network, alongside the team’s research capabilities, to find, assess and introduce to the business Tom Fotheringham; a visionary CMO and digital expert, whose credentials include the launch of Specsavers’ e-com offering and contributing to allbeauty’s £200m+ turnover as Customer Experience Director.

Online4baby’s remarkable growth journey continues to this day, and we can’t wait to see what Christy, Nick and Tom do next – watch this space!

Contact both Peter Holt and Louise Stephenson here: