Your first country manager is one of the most consequential hires you will make when expanding into a new European market. They will be the face of the company, the first salesperson, the first manager and often the only person in the country who understands what head office is trying to do.
Many companies hire for the wrong profile. They look for someone who has run a large, established subsidiary, when what they need is closer to a founder with local roots. Here is the profile we usually find works, and how to test for it.
The four traits to look for
Builder, not administrator
A country manager in a mature subsidiary inherits a team, a customer base, processes and a budget. Your first hire will have none of that. They need to be comfortable starting from a blank page.
Signs of a builder include:
- They have opened an office, launched a product or built a team from scratch before
- They talk about specific deals they personally won, not just targets their team hit
- They are relaxed about doing work that is "beneath" their title, such as booking meetings or preparing proposals
- They ask detailed questions about your product and pricing early in the process
Someone who has only ever run a large, well-resourced operation may be excellent, but ask hard questions about how they will cope without support functions around them.
Local credibility that opens doors
In the first year, your country manager's network is a large part of what you are buying. They should be able to name the companies, buyers and partners that matter in your sector and explain how they would reach them.
Native language matters too. In markets such as Germany, France, the Nordics or Italy, being able to sell, negotiate and handle a difficult conversation in the local language is usually essential for B2B sales. It also signals commitment to the market, which buyers notice.
Test this directly. Ask candidates to sketch their first ninety days: who they would call, in what order, and why. Vague answers about "leveraging my network" are a warning sign.
Comfortable with head office
The first country manager sits between two worlds. They need to represent the local market honestly to head office, and represent head office credibly to local customers.
Look for people who have worked for a foreign-owned company before, or who have reported into a headquarters in another country. They will understand the friction that comes with time zones, central decision-making and a product roadmap set elsewhere. Ask them how they handled a disagreement with a remote boss, and listen for whether they pushed back constructively or simply complied.
Commercial first, manager second
Early on, the country manager will spend most of their time selling. Management comes later, once there is revenue to support a team. That means the profile should lean commercial.
- Sales track record: evidence of closing deals of a similar size and complexity to yours.
- Hiring judgement: they will make the next two or three hires, so ask how they have recruited before.
- Operational common sense: they will deal with local accountants, payroll and legal advisers, so some familiarity helps.
Practical points to settle early
Before you start the search, decide how you will employ the person. If you do not yet have a local entity, companies often use an employer of record or a contractor arrangement at first, though the right option depends on the country and the nature of the role. Check current local rules before deciding.
Be realistic about compensation too. Pay varies by city, sector and seniority, and the mix of base and variable differs between markets. Ask for a current benchmark for the specific country rather than relying on figures from your home market.
Finally, agree what success looks like at six and twelve months. A clear, honest scorecard helps you assess candidates and gives the person you hire something concrete to aim for.
Finding the right person
xplr.ai works with local freelance recruiters in markets across Europe who know the people capable of building a business from scratch. If you are planning your first hire in a new country, we would be glad to help you shape the profile and run the search.