One senior hire can shape a CPG business for years. The right VP of Sales opens doors at your key retail accounts. The right CFO keeps the business steady through a tough pricing year. The wrong hire costs you time, momentum and a second search.
That’s why the recruiting partner you choose matters almost as much as the candidate. Plenty of firms say they do CPG executive recruiting. Far fewer live in it every day. These seven questions will help you tell the difference before you sign anything.
1. Is CPG your specialty or one of many?
Generalist search firms can fill a lot of roles. But CPG leadership comes with its own language: retail accounts, line reviews, trade spend, private label, channel strategy. A recruiter who speaks that language can screen for it. One who doesn’t is guessing.
Ask what share of the firm’s searches are in consumer packaged goods. Then ask for examples in your category. Selling a beverage brand into C-store is a very different job from selling pet care into Pet Specialty and Club.
Hunter & Michaels has been in business since 1991, and 100% of our recruiting time goes to CPG.
2. How will you reach candidates who aren’t looking?
The best executive candidates usually aren’t scrolling job boards. They’re busy running a business for someone else. Reaching them takes relationships built over years, not a single job posting.
Ask how the firm sources talent. Good answers go beyond LinkedIn searches and ads. Look for direct calls, trade shows, industry events, professional organizations and referrals.
Our team works from a database of more than 70,000 CPG industry contacts, updated daily with executives we source personally. That’s how we can present strong candidates who aren’t actively searching job postings.
3. Should this be a retained or contingent search?
Both models have a place. A good firm helps you pick the right one for the role instead of steering you toward the one that suits them.
- Retained search: You engage the firm for a dedicated search, and fees are typically paid in stages. It’s a strong fit for C-suite roles and other critical hires where confidentiality and depth matter most.
- Contingent search: The firm is paid when you make a hire. It often works well for roles where speed and a solid slate of candidates are the priority.
Hunter & Michaels works on both retained and contingent agreements, so our recommendation comes from the role, not the fee structure.
4. Who will actually run my search?
Some firms win the business with a senior partner, then hand the work to someone you’ve never met. Ask who you’ll talk to each week and whether that same person will be calling candidates.
You should know your recruiter’s background, their CPG experience and how to reach them. Meet our team to see who you’d be working with.
5. What does your process look like from kickoff to offer?
A clear process means fewer surprises. Ask the firm to walk you through each stage:
- How they learn your hiring needs, team and culture
- Where they’ll look for candidates and how they’ll present them
- How often you’ll get updates
- Who manages interviews, negotiation and the offer
Our search starts with a personalized recruiting strategy built around your goals and challenges. From there, we source broadly, present qualified candidates and manage the interview, negotiation and offer process so the transition goes smoothly. See our full process.
6. Do you know my channels and retail accounts?
A sales leader who grew an eCommerce business brings a different playbook than one who managed Mass or Grocery accounts. The same goes for category management, shopper marketing and supply chain roles.
Ask whether the firm has placed leaders who worked in your channels of trade. Our team recruits across eCommerce, Mass, Club, Grocery, Drug, Natural, Pet Specialty, Dollar, C-Store, Specialty, Military and International.
7. Who have you placed in roles like this?
Past searches are the best preview of what you’ll get. Ask for examples of similar roles by title, level and company type. Some placements are confidential, but a firm should still be able to describe its experience and offer client references.
Our clients range from private equity firms and start-ups to Fortune 50 manufacturers, including branded and private label companies selling into both brick-and-mortar and eCommerce.
Red flags to watch for
- Vague answers about how they find candidates
- No examples in your category or channel
- A sales pitch for one search model, no matter the role
- Unclear ownership of your search after the contract is signed
Frequently asked questions
What does a CPG executive recruiter do?
A CPG executive recruiter finds, screens and presents leadership candidates for consumer packaged goods companies. The best ones also guide interviews, negotiation and the offer so the hire actually closes.
How is a CPG recruiting firm different from a generalist search firm?
A CPG specialist knows the categories, channels and retail accounts that define the role. That means a faster read on candidates, a deeper network and fewer misfires.
Ready to start your next CPG executive search?
Whether you’re hiring a CEO, a VP of Sales or a new eCommerce leader, we’d love to help you find the right match. Contact Hunter & Michaels to talk with our team.
