The global CEO of Grafton Employment Group is banking on a new sales and marketing strategy to spearhead its international expansion.

Jason Kennedy told Recruiter that the new strategy was being led by a Business Innovation Team (the Big team). Launched in the autumn, the team is comprised of nine senior staff.

The team has identified the top five clients in each of the group’s geographies within eight key sectors, as well as clients of Grafton’s main competitors, said Kennedy.

The new strategy also includes 10 ’global pursuit teams’. Each is responsible for a key global client, and comprised of staff from its four brands in its various regions.

Grafton has targeted South America, Asia, Russia and Ukraine as growth markets.

Kennedy said it would allow Grafton to focus on “increasing wallet share from existing customers” by sharing business opportunities throughout the group.

For example, where one of Grafton’s companies had a major global customer in Prague but the Grafton group didn’t have a relationship with that organisation in Chile, a member of the global pursuit team in Prague would contact Grafton’s Chile office to try to broker a new relationship.

Kennedy said the new strategy epitomised the company’s rebranding, that began in October, by reflecting the group’s brand values of flexibility, agility and forward thinking.

The group is now comprised of four key service lines: Grafton Recruitment, Grafton Technology, Grafton’s RPO business and Spengler Fox, its executive search arm.