American Golf | Better Placed

Our brief

American Golf is the UK’s golf market leader and has been providing specialist expertise to its loyal customer base for more than 45 years, selling big-name brands such as Under Armour, Adidas, Nike, Calvin Klein and Callaway.

bpesearch were instructed by Endless Private Equity to recruit an Omnichannel Marketing Director following their takeover of American Golf Discount. Endless have a strong track record of turn arounds such as Jones the bootmakers, Bathstore and also Book People.

Our approach

The search needed someone to come in and drive a turnaround strategy utilising retail, digital and end-to-end customer experience. Following an intensive search in the North-West and nationally, and working closely with the newly appointed CEO Gary Favell and Endless Advisor Claire Bayliss, a number of high profile digital and e-commerce specialists were identified.
The challenge was getting the balance of omni-channel marketing and also the ability to look at the infrastructure, the platform and trading and swiftly turn it around.

The outcome

bpesearch were able to provide the successful candidate, Conrad Edkins. With a successful track record, he describes himself as an Ecommerce veteran with over 20 years’ experience of the online industry, specialising in leading teams in Digital Marketing, International Expansion and Customer Experience with Fanatics, JD Sports and on the beach A highly motivated and versatile leader who is just as comfortable at Board/Exec Level as he is developing and nurturing the next generation of Ecommerce experts.