Transforming RbA Chicago into a $100M Market

The
Client

Renewal by Andersen – Chicago, the market leader for full-service window replacement

Renewal by Andersen is the vertically integrated, direct-to-consumer subsidiary of Andersen Corporation—the largest window and door manufacturer in North America, generating nearly $4 billion in revenue. They have 100+ field locations throughout the United States and into Canada and are the largest full-service window replacement company in their category.

The Challenge

Unlocking the Chicago market’s untapped potential

In 2018, Renewal by Andersen was experiencing significant growth, particularly across their company-owned retail operations.

However, one of their most promising markets, Renewal by Andersen of Chicago, was struggling to reach their growth potential. Despite having nearly twice the population of the Twin Cities, Chicago lagged behind in revenue and growth.

Renewal’s executive team knew the market had nine-figure potential, but they recognized it would require a strong leader to instill a high-performance culture, optimize sales execution, and drive sustained revenue growth.

They partnered with us to find the right leader for this role.

The Solution

Hiring a transformational leader with deep commercial expertise

We spent hours collaborating with RbA’s President/CEO, VP of Company-Owned Retail Operations, and Head of HR to define the ideal leadership profile.

Drawing on our deep experience with other like-minded home improvement companies, we advised expanding the search beyond their industry. We advocated for a greater focus on leadership, character, and commercial growth orientation.

Using our PrecisionPath™ process, we built a target list of over 170 GM-level candidate prospects working in direct-to-consumer markets across the Chicago area and the broader Midwest.

Our industry expertise and commitment to partnership enabled RbA’s executive team to redefine their leadership search strategy, helping them secure an exceptional leader who drove sustainable revenue growth in the Chicago market.

The Outcome

A high-impact General Manager who transformed Chicago into a $100M+ operation

"I highly recommend working with Cultura. They were very knowledgeable about the role and the company they were representing. Follow-up was always timely, and communication effective. Most of all, I trusted them and the information they shared with me so that I could make the right decision for myself and my family. To this day, we still have a strong relationship."

After interviewing 8 candidates, Renewal by Andersen selected a seasoned senior retail executive with deep expertise in sales-driven business models and operational execution.

He had a 22-year track record of success at U.S. Cellular, where he had risen through the ranks to become SVP and Head of Retail Sales, leading a $950M business unit with 147 locations and 1,400 employees.

After being hired, he drove RbA Chicago’s revenue well beyond $100 million. He has been with Renewal for over 7 years, and after several promotions, now leads a Regional office in Florida.

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