Head of Sales for Evolve Outdoors

Location: Wellington, New Zealand

The company

Evolve Outdoors is a leader in innovation and sustainability within the outdoor industry. With deep roots in New Zealand’s rugged landscapes, they are dedicated to crafting high-performance gear that meets the needs of adventurous explorers. With flagship brands like Hunters Element and Desolve Supply Co, Evolve Outdoors crafts products born from the rugged landscapes of New Zealand and Australia, blending top-tier technical design, performance, durability, and a commitment to sustainability.

The brief

Evolve Outdoors entrusted us with the search for a dynamic senior leader to drive their sales strategy and propel revenue growth. With the current incumbent moving on, this role presented a unique opportunity to shape the future of sales and expansion efforts. Reporting directly to the CEO, the successful candidate would be responsible for designing and executing a robust sales strategy across Australasia, laying the foundation for future expansion into the US, and cultivating a high-performance team of Territory Sales Managers.

The challenges

Recruiting for this role presented a unique set of challenges, requiring a highly specialised candidate who not only understands the hunting and fishing market, but also lives and breathes it. The ideal candidate needed extensive experience in outdoor apparel, having worked with leading brands in the sector.

The search spanned across New Zealand and Australia, but with the role based in Wellington - an area that presents a unique opportunity for those open to considering a less conventional location - finding someone willing to relocate added another layer of complexity. Additionally, Wellington has a limited talent pool for this niche industry, meaning we had to look beyond local competitors and identify individuals with the right expertise who would embrace the move.

Cultural fit was critical, as the existing team is deeply passionate about hunting and fishing. Conversations around outdoor adventures dominate their day-to-day interactions, and the company regularly organises hunting and fishing trips. Without a genuine interest in the lifestyle, integrating into the team would be difficult.

Beyond the cultural fit and geographic constraints, the business itself is multifaceted. It operates under two core brands, manufactures products overseas, and distributes across New Zealand and Australia via retail partners. On top of that, they have a direct-to-consumer ecommerce platform, adding another layer of complexity to their operations. Finding a candidate who could navigate this intricate business model while spearheading sales growth was no small task.

Our approach

We began with targeted advertising on Seek and LinkedIn, focusing on Wellington and Auckland to tap into local talent. Additionally, Evolve Outdoors invested in social media campaigns to amplify the reach, directing potential candidates to us through sponsored posts and engagement-driven promotions.

Beyond advertising, we conducted a proactive search across the New Zealand and Australian markets, while also extending our reach globally to professionals with ties to New Zealand - individuals who might be open to returning for the right opportunity.

Our search strategy was structured in phases. We initially focused on candidates within the hunting and fishing apparel, footwear, and accessory manufacturing sectors, ensuring a strong industry-specific fit. From there, we expanded our scope to include general outdoor brands, followed by a broader search encompassing apparel and related product categories.

Recognising the importance of outdoor expertise, we also explored adjacent sectors beyond apparel and footwear, identifying potential candidates with experience in products like sleeping bags, tents, and specialised hunting and fishing equipment. This comprehensive approach allowed us to build a diverse candidate pool while ensuring alignment with the brand’s unique industry and culture.

The outcome

The successful candidate is a seasoned leader with a distinguished career in global sporting apparel. Having recently returned to New Zealand after an extensive tenure in senior sales leadership, they bring a wealth of experience from internationally recognised brands such as Nike, Icebreaker, and Adidas.

Their expertise spans sales, marketing, and strategic leadership across diverse markets, including Australia, New Zealand, Southeast Asia, and China. With a proven ability to exceed revenue targets and drive market expansion, they bring a deep understanding of APAC consumer behaviour, product strategy, sporting ecosystems, and complex supply chain networks.

Moreover, their openness to relocating to Wellington demonstrated a commitment to Evolve Outdoors' vision. Their broad industry knowledge and track record of success will be instrumental in shaping Evolve's future growth, strengthening its position in the outdoor sector, and leading a high-performing sales team to new heights.

To learn more about how this Kiwi brand is leading the way in the area of technical apparel development and sustainability, check out their website: https://evolveoutdoors.com/