Hays is proud to be the recruitment partner for Angling Direct in Norwich as they seek a dynamic Head of HR to lead the next chapter of their people strategy.
Angling Direct is the UK’s leading specialist fishing tackle retailer and a rapidly growing omnichannel business, with 57 stores nationwide and an expanding presence across Europe. The business is on an ambitious growth trajectory, with total revenue on track to reach over £100m.
Their mission is clear: “Get Everyone Fishing.” With a thriving digital platform attracting millions of visitors each year and MyAD, now Europe’s largest fishing club, Angling Direct is setting the benchmark for the industry.
The Role
The Head of HR will partner with the CEO and senior leadership team to deliver a progressive people strategy that drives cultural transformation and introduces innovative digital solutions. This is a true generalist leadership role with clear progression to the Operating Board within 24 months. Key Responsibilities:
- Shape and implement a forward-thinking people strategy aligned to business goals.
- Lead cultural change, moving to a digitally enabled, people-focused function.
- Develop a compelling EVP to attract and retain top talent.
- Oversee talent acquisition, succession planning, and engagement initiatives.
- Drive data-led decision-making for workforce planning and performance.
- Ensure robust ER frameworks and compliance across all sites, including complex casework
- Upgrade HR systems and processes for automation, efficiency and scalability.
- Own reward strategy, payroll, and external reporting
- Contribute to Health & Safety and Environmental Policy groups, influencing key objectives.
- Build strong stakeholder relationships and act as an advocate for change.
- Coach and mentor senior leaders, fostering a culture of continuous learning
What They're Looking For
- Proven experience as a senior HR leader within a similar-sized or larger organisation.
- CIPD qualified (or equivalent experience).
- Strong track record in professionalising and digitalising HR functions.
- Expertise in culture change, EVP, and talent strategies.
- Exceptional stakeholder management and influencing skills.
- Commercially astute, balancing strategic vision with hands-on delivery.
- Naturally curious, driven, and thrives in a collaborative environment.
- Multi-site and/or European experience is advantageous.
Benefits
- Performance bonus up to 15%
- 25 days holiday plus 8 bank holidays
- Life assurance (2x salary)
- Company pension (5% employee / 5% employer)
- Private medical insurance (individual cover)
- Hybrid working (3 days onsite in Rackheath, Norwich)
With a strong financial position, a defined growth strategy, and a commitment to sustainability, Angling Direct is well-placed to realise its vision of becoming Europe’s largest fishing club. This is a pivotal moment to join a business that combines commercial strength with a genuine sense of community.
For more information, please contact Louisa London, Hays, recruitment partner for this appointment.
First stage interviews w/c 12th January.
*All applications will be directed to Hays*
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