The current job market is tough, particularly for finance professionals in the consumer space. Across Retail and FMCG, we’ve seen a sharp increase in redundancies and, in some cases, entire businesses sadly closing their doors. As a result, there’s an influx of exceptional finance talent actively looking, but with fewer roles to go around, competition has become fierce.

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Back in 2022 or even early 2023, a strong brand name and the right qualification were often enough to secure interviews. A one or two page CV summarising business-as-usual duties? That would do the trick.

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Not anymore.

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So what’s changed?

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We’ve moved into a buyer’s market where clients can afford to be more selective, and candidates need to go the extra mile to stand out. According to the ONS, job vacancies have dropped sharply in Q2 2025, with the retail sector among the hardest hit. While some economists predict a slight recovery later this year, it’s clear that candidates can’t rely on “brand name + qualification” alone anymore.

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What are the best candidates doing to stand out?

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In today’s climate, finance professionals who get interviews and job offers are doing the following:

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Detailing impact, not just responsibilities

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Candidates are moving beyond listing duties. Instead, they’re highlighting value-add projects, quantified results, and transformation initiatives. What efficiencies did they create? What processes did they improve? What systems did they help implement?

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Upskilling outside of their role

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Tools like Power BI, Tableau, Anaplan, and automation platforms are becoming increasingly important. Many candidates are taking the initiative to upskill outside of work hours - especially around AI, automation, and digital finance trends.

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Demonstrating transformation exposure

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Change and transformation are no longer separate functions in many businesses - they’re being absorbed into finance teams. Candidates who can speak confidently about system upgrades, process redesign, or scaling operations are standing out.

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Building teams and shaping functions

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Leadership matters. Candidates who’ve played a role in building out (or scaling down) teams, training others, or restructuring finance functions are increasingly in demand.

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One of the biggest mindset shifts we’re encouraging candidates to make is this:

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Don’t just chase the big, recognisable brands.

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While they may look impressive on a CV, many of the household names in Retail and FMCG are currently in consolidation mode; scaling back headcount, freezing hiring, or outsourcing key functions. These companies are receiving hundreds of applications per role, and internal mobility often takes priority over external hires.

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Instead, smart candidates are targeting:

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Scaling consumer businesses

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These are the brands you might not see on every high street, but they’re growing fast, often driven by product innovation, digital expansion, or international rollout. They’re typically more agile and looking for finance talent who can build, improve, and scale processes.

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PE-backed businesses

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Private equity backing usually signals growth, transformation, or a planned exit. This means finance plays a critical role in performance reporting, cost control, systems upgrades, and strategic decision-making. These businesses often look for commercially-minded, hands-on finance professionals who can support that journey.

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Founder-led or recently acquired businesses

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New founders or fresh leadership often bring a wave of change, creating opportunities to shape teams, drive automation, and implement best practices. These environments can be intense but rewarding for candidates who want impact and visibility.

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Conclusion

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If you’re targeting this kind of business, tailor your approach. Generic applications won’t cut it.

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Research their funding round, leadership team, or expansion plans. Highlight your experience in scale-up, transformation, or commercial finance. Show where you’ve built or improved finance infrastructure as these businesses need builders, not just maintainers.

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The market’s tough right now, no doubt about it. But that doesn’t mean the opportunities are gone. The finance professionals who are standing out aren’t just ticking boxes, they’re getting creative, sharpening their skills, and being smart about where they apply. If you’re willing to adapt, spray a little wider than the big brand names, and really show the impact you’ve made, there’s still plenty of room to land an exciting next step.

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If you have any questions or would like to discuss your Finance career within Retail or FMCG market, please get in touch: hannah.pretorius@goodmanmasson.com

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