Building in-house digital leadership for premium growth

We helped Rapha transition from an agency-led digital model to building serious in-house capability. Working with the new Digital Director, Peter Abidi, we placed a Head of Ecommerce in six weeks and a Head of Digital Marketing within two months, both senior leaders who could own strategy and drive performance in newly formed roles, not just execute briefs.

Rapha relied on external agencies for digital marketing and performance strategy. Under new executive leadership, the brand was building out a Digital & Ecommerce Division and needed a different calibre of talent: people who could build and lead teams, own P&L, and think strategically about customer acquisition and retention in the premium cycling market.

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The approach

Our discreet talent search found leaders with the right mix of fashion/sport/premium brand experience and hardcore digital performance chops.

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• Navigated confidentiality restrictions by leveraging our network rather than advertising
• Targeted senior talent from premium D2C brands, fashion, and performance marketing backgrounds
• Worked directly with leadership to shape role briefs around business priorities
• Found candidates who could lead teams and strategy, not just manage campaigns

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The impact

Both hires are now leading teams within Rapha's Digital & Ecommerce Division, driving customer acquisition and retention strategies that support the brand's premium positioning. The shift from agency relationships to in-house leadership has given Rapha a greater connection to its customers, improved performance across digital channels, and the agility to move much faster in a competitive market.