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Card Factory - Case Study

Card Factory – Recruitment Case Study:

​Roles recruited:
- Commercial Finance Director
- Group Financial Controller (covered below)
- Head of Management Accounting
- Head of Group Reporting
- Plus multiple roles to support the Chief Financial Officer (CFO)

The Business

Based in Wakefield, Yorkshire and listed on the London Stock Exchange, Card Factory are the UK’s leading specialist retailer of greeting cards, dressings and gifts. They have over 1,000 stores across UK and Ireland, and supply through franchise stores and partner stores in the UK and Australia.

Background to Exercise

The broader project was to help build the senior financial leadership team reporting into the Chief Financial Officer (CFO). This would initially be through the recruitment of an experienced Group Financial Controller (GFC) with strong PLC reporting skills. There would be an immediate interim requirement and a long-term permanent need. Further to this, there was a requirement for a Head of Management Accounting and a Head of Group Reporting. Ongoing there would be needs on both a permanent and temporary basis across Card Factory's large finance team.

Our Response

The GFC role required a specific set of skills gained in a listed company environment, together with experience of managing a large team. Finding suitable candidates would need a retained search process, supported by the Axon Moore research team, combined with networking, database review and advertising.

The lead Axon Moore consultant and researcher attended a presentation with the CFO and a full brief was taken from Card Factory on the GFC role. A proposal and profile were subsequently agreed as the basis for the exercise.

In the meantime, a focus on immediately available candidates within our network would begin in order to source an interim candidate.

Reporting into the GFC, the Head of Management Accounting and Head of Group Reporting roles would require retail and PLC experience respectively. Following a thorough briefing with key stakeholders within the finance team, it was agreed these would be delivered on a contingency basis. This approach would ensure a speedy turnaround; using Axon Moore’s extensive network and candidates actively looking and registered on our database.


The initial interim focus led to the immediate placement of an experienced GFC with the required PLC reporting skills. The permanent position was subsequently successfully recruited with the hiring of a highly skilled PLC candidate with exceptional management skills.

Both the Head of Management Accounting and Head of Group Reporting roles were completed, with high calibre candidates from retail and listed company backgrounds.

Prior to this process, Axon Moore had recruited the Commercial Finance Director at Card Factory. Together with these three key appointments, Axon Moore were responsible for successfully recruiting all of the CFO’s senior finance team.

We continue to support Card Factory with the recruitment of roles, both permanent and interim, across the wider finance team.

  • ​“Laura has helped me throughout my career to find a role personally and also helped me to recruit when I have a need within my team. From start to finish, Laura is a pleasure to work with, being very easy to communicate with, being readily available for any queries. She builds relationships excellently in a professional manner. I will definitely contact Axon Moore and specifically Laura again when the need arises.”

    Luke Rowarth, Head of Finance

    NRG Fleet Services

  • ​“I was recently placed in my current role by Axon Moore and found the team overwhelmingly simple and supportive. I was relocating from another country and didn't know the job market so it was really important I worked with a recruiter who knew it really well. Axon Moore's client portfolio was incredibly impressive and they used their experience to help me understand the market and how I would fit into it. The support I received throughout and after the recruitment process was second to none and I cannot recommend them highly enough.”

    Ross Mclellan, Junior Finance Business Partner

    Thornton & Ross

  • “We use Axon Moore exclusively for recruitment into our finance team due to the quality of candidates presented and the proactive way in which they manage the entire process and relationship. ​In the last year they have helped with some highly successful hires who have added great value to the team and wider business. I would strongly recommend Axon Moore for any financial recruitment needs.”

    Dave Potter, Financial Controller

    Calisen PLC

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