Global Brands

Established in 1997 by entrepreneur Steve Perez, Global Brands has grown to become a major drinks business that offers 17 brands for all occasions, spanning premium tonics, mixers & soft drinks, spirits & liqueurs, beers, RTS cocktails and RTDs across the on and off-trade.   The business is independently owned, committed to innovation, and dedicated to helping their employees reach their goals.  Despite now having a large and growing team, they maintain a ‘family business’ approach and always put people at the heart of everything they do.  Steve’s commitment to innovation expands beyond Global Brands and in 2011 he built and opened Chesterfield’s only independent four-star hotel, Casa.  Casa provides a home for Global Brands HQ and a place for their 100+ team to come together to collaborate, building on their impressive YOY growth.


Signature were contacted by Global Brands at the end of 2020 by the Commercial Director who was interested to understand if we could support them in the new year in two off-trade commercial hires; a National Account Manager and a National Account Controller.  Global Brands run all aspects of their business in-house, including recruitment, and have an internal Talent Manager who is an asset to their business. Running smooth recruitment cycles across multiple disciplines in both Global Brands and Casa Hotel, their Talent Manager ensures the consistent delivery of their employer brand.  Their challenges in recruitment occur when there are multiple vacancies across the business or when they’re looking for a very specific skill set.  At the end of 2020 it become evident that they needed external support from someone who not only had a network within the right talent pool, but also someone who upheld their values, could effectively communicate their EVP, and could deliver the same consistency that their Talent Manager provides.

For the past five years, Global Brands hadn’t reached out to external support for commercial recruitment so there was a nervousness about taking a step into the unknown. The trepidation came from potentially getting it wrong by working with a business that may harm the exemplary employer brand that they had built up.

The solution

Signature were able to give Global Brands confidence in their process and network through our detailed approach and values-driven recruitment.  Our values aligned, which is imperative for running a smooth process as this enhances both the EVP, as well as the employer brand, ensuring consistency in delivery and maximizing potential outcome.

Signature developed a two-week campaign for both the NAM and NAC hires which were detailed in a proposal, and then saw a team assembled to deliver on both appointments simultaneously.  Signature delivered an assignment update partway through the process to give the Global Brand’s team insight into the market and the search work that had been undertaken. Open lines of communication throughout the process also delivered detailed market mapping, our outreach strategy, a progress report and market feedback. This enabled Global Brands to evolve and adapt their recruitment strategy to become even more competitive in future campaigns.


Within four weeks of starting the search work, the National Account Controller had been appointed and two weeks later the National Account Manager had also been offered a position. 

Signature have gone on to support Global Brands in four further commercial appointments, this time in the on-trade and more recently two hires in their marketing team. The close working relationship that has been developed enables Signature to operate at pace when the situation is called upon.


Signature are able to step in to work alongside Internal Talent Teams to provide added value when a wider network and deeper market knowledge is required.  Ensuring you are paired with the right external consultancy is vital to allow consistency of message, and enhancement of an EVP and employer brand.  Value alignment is fundamental to the harbouring of a successful recruitment relationship.