Search Mandate
When Manduka set out to build a leadership team that could support the company’s next phase of growth, the importance of finding both the right technical and cultural fits were crucial. Manduka CEO Pamela Levine was building a new bench of senior leaders to help scale the business thoughtfully and sustainably.
“The Noto Group team was outstanding from start to finish. From the intake process to the talent pool, feedback, and final placements, their work was exceptional. The team created in a timely manner will build success for the next generation of growth.”
— Pamela Levine, CEO, Manduka
The team had tried to hire on its own but faced challenges generating enough high-quality candidates—especially in the competitive LA talent market. Manduka turned to Noto Group for its deep knowledge of the consumer goods space and understanding of hard goods, lifestyle product categories, and digital commerce. The firm’s experience in both advising and recruiting for founder-led and growth-stage companies made it the ideal partner.
Our Approach
Noto Group led three strategic searches: VP of eCommerce, SVP of Operations, and a Product Developer to support Manduka’s newly hired Head of Product. Each search had its own complexity—but a common thread was the need for both strategic capability and hands-on execution.
Noto Group’s Principal Search Consultant leading the engagement approached the search with a sharp focus on:
- Local market dynamics: Identifying LA-based candidates in comparable-stage companies.
- Functional specificity: Tailoring search strategies based on the nuances of each role—whether creative agility in eCommerce, operational rigor in logistics and production, or technical precision in product development.
- Cultural fluency: Ensuring candidates were aligned with Manduka’s values and entrepreneurial spirit.
For Operations, Noto Group elevated the candidate pool to include senior leaders with strong apparel and product development knowledge, capable of optimizing logistics, warehousing, and fulfillment. Stability, cost efficiency, and leadership maturity were critical.
For eCommerce, the focus was on driving top-line growth via paid channels, customer acquisition, and digital strategy—prioritizing candidates with both strategic acumen and deep channel ownership experience.
For Product Development, the need was for someone who could translate the Head of Product’s creative vision into structured, executable product calendars and factory communications—ideally with experience in technical packs, development process ownership, and vendor collaboration.
Each of these searches came with a unique set of constraints. The team required leaders who could operate both strategically and tactically, but also lead a growth mindset in an entrepreneurial environment.
In one case, a late-stage offer had to be withdrawn. Noto Group swiftly recalibrated the search criteria and worked closely with Manduka to realign priorities, ultimately surfacing a stronger final candidate within 90 days. Throughout the process, open dialogue, mutual trust, and Manduka’s responsiveness allowed the search to remain dynamic and efficient.
“If you want an executive search firm that sets you up for long-term success, Noto Group is fantastic,” said Levine. ”They understand the importance of hiring for both skill and culture, identifying the right talent, and remaining collaborative to ensure everything is efficient and results oriented. The Noto Group team was outstanding from start to finish.”
Results
Noto Group delivered on all three searches with precision and speed:
- SVP of Operations: Kelvin Toulmin was hired for his broad and deep experience in operations, new product development, and apparel across both startup and mature brands. He brought immediate stability and strategic clarity to the role.
- VP of eCommerce: Crystal Kim stood out for her data-driven mindset, customer acquisition insights, and immediate rapport with both Levine and the chairman. Her fresh thinking and full P&L understanding made her an ideal choice.
- Product Developer: Ahnya Smith-Allen had been working with one of Manduka’s vendors and knew the business intimately. Her organizational strengths, calendar discipline, and creative agility made her a perfect fit for the team.
