Case Study: Appointing a Managing Director Post-Acquisition at Alternative Flooring, part of Ulster Group
Appointing a Managing Director Post-Acquisition at Alternative Flooring, part of Ulster Group
The Situation
Following the strategic acquisition of Alternative Flooring, Ulster Group entered a critical transition phase. The previous Managing Director exited the business after completing their earn-out, leaving a leadership gap at a pivotal moment. David Acheson, Group Director, was brought in to stabilise the business and lead integration into the wider Group.
The requirement was clear: appoint a Managing Director who could take ownership of the business, maintain momentum, and evolve it as part of a larger group, without losing what made it successful in the first place.
Why This Mattered Commercially
This was not simply a replacement hire; it was a post-acquisition point of inflection. Success would determine whether value from the acquisition was realised or eroded over time.
Key risks included:
- Loss of post-acquisition momentum through slowed decision-making and reduced accountability
- Integration tension between Group structure and brand autonomy
- Leadership vacuum at the operational level
- Risk to long-term value realisation from the acquisition
Our Approach
We worked closely with David Acheson to define success beyond the job description, focusing on leadership style, motivations, and the ability to operate effectively in a post-acquisition environment.
A targeted search delivered a high-quality shortlist of candidates with the capability and intent to lead through integration and growth.
The shortlist was presented through our Executive DNA platform, giving David Acheson and the Ulster Group leadership team a clear, structured view of each candidate beyond the CV. Each profile combined insights, including behavioural profiling to highlight leadership style and decision-making tendencies, introductory video content to bring personality and communication style to life, alongside detailed CVs and our interview notes. This allowed the team to assess not just capability, but alignment and intent early in the process, making discussions more focused, more informed, and ultimately more commercially grounded as they moved towards a final decision.
Particular emphasis was placed on understanding drivers, behaviours, and alignment, especially during the final stages of the process.
Service was excellent. We were presented with a varied and high-level set of candidates that matched what we were looking for. I felt listened to in terms of identifying the characteristics of the person we sought, and those presented to us matched that brief extremely well. The importance of trying to determine the drivers, character and motivations of the candidate at the outset became evident at the end of the process, and I felt that we’d had a professional, exhaustive and ultimately successful process.
David Acheson, Group Director, Ulster Group
The Outcome
Stephen Brooks was successfully appointed as Managing Director, providing clarity, ownership, and renewed momentum at a critical stage in the business’s post-acquisition journey.
The appointment strengthened alignment between Group expectations and divisional leadership, reduced reliance on Group-level intervention, and positioned the business for continued growth.
Craig provided an excellent level of support throughout the entire process. From the outset, communication was consistent, transparent and professional, and I always felt well informed at every stage. What stood out most was Craig’s balanced approach - commercially strong, but also highly personable and supportive. He took the time to properly understand both my background and what I was looking for in the next stage of my career, which made the process feel genuinely consultative rather than transactional. The quality of communication and preparation throughout the interview process was excellent, and Craig handled discussions professionally and calmly, particularly during the final stages of offer alignment and onboarding. Overall, it was a very positive experience and I would have no hesitation in recommending Craig and Executive Heads to both candidates and clients alike.
Stephen Brooks, Managing Director, Alternative Flooring
Final Reflection
At Managing Director level – particularly post-acquisition – the quality of the hire directly impacts whether value is realised or lost. This assignment reinforced the importance of aligning capability, motivation, and context to secure long-term success.
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