CASE STUDY: Building a team from the ground up in a new territory

20th May 2026

Gaskells Waste Management had established a strong regional presence in the North West when Sales Manager Gary Wheeler approached SB Resourcing with an ambitious brief: expand into Wales. With no existing brand presence in the market, no transfer station infrastructure yet in place, and a need for people willing to build something from scratch, this wasn't a conventional recruitment project.

Steph's approach was deliberately phased. Recognising that targeting experienced waste professionals at the outset would be difficult without an established footprint, she focused initially on candidates from adjacent backgrounds,  people with the right commercial mindset, transferable skills and the resilience to operate in a territory still finding its feet. 

The pitch to candidates centred on long-term opportunity: the chance to grow with the business, take on leadership responsibility, and be part of a trajectory that could see Gaskells become an acquisition target for one of the sector's major players. Three placements were made in Cardiff, with one earmarked to step into a Depot manager role as the territory matures. Gaskells has since acquired land and is now developing the corridor between Cardiff and Liverpool as its next phase of expansion.

The project required Steph to work closely with Gary throughout,  aligning candidate selection to the business's growth timeline, managing expectations on both sides, and keeping momentum through a multi-stage process that unfolded over six to twelve months.

TESTIMONIAL

"When we decided to expand into Wales, we needed someone who understood that this wasn't a straightforward hire. Steph took the time to understand our business strategy, our growth ambitions and the very specific profile of person who could make a new territory work, and she delivered.

Her approach was thoughtful and genuinely consultative. Rather than presenting the obvious candidates, she worked with us to think about what the role really required at this stage of our journey, and she managed the process professionally from start to finish.

Three placements in, and the Wales operation is taking shape exactly as we'd planned. Steph has become a trusted recruitment partner for Gaskells, and we wouldn't hesitate to recommend her."

Gary Wheeler, Sales Manager, Gaskells Waste Management