A $42 Billion Global Communication Technologies and Devices Corporation, once a category leader, was languishing at a 2% marketshare in India against the over 80% market-share of the category leader, despite the launch of an iconic product line that was hugely successful worldwide.

The immediate goal then was to quickly improve market-share in India in order to move to the number 2 position against the leading brand. A marketing driven turnaround was envisaged but, given the huge gap in market share, traditional marketing strategies were unlikely to succeed.

A marketing leader with a strong challenger mindset and track record of growing a consumer brand in a youth oriented customer segment was required. However, the ability to work within and navigate a complex & matrixed cross cultural global organisation was also critical for success in the role. This was the key hiring challenge.