From Encyclopedias to Executive Search - in Conversation with Jeremy Cosnefroy
In the direct selling sector, careers are often shaped as much by relationships and timing as by strategy and intent. For some, the industry is a deliberate destination. For others, it is woven into their lives from the very beginning. For Jeremy Cosnefroy, direct selling was not simply a professional choice; it was part of his upbringing.
Raised in France, Jeremy grew up listening to dinner table conversations about the world of door-to-door encyclopedia sales. His father served as General Director of the French publishing houses Bordas and Hachette, both active in the era when encyclopedias were sold through traditional direct selling methods. Those early insights into leadership, sales structures and field dynamics provided an informal but invaluable education in an industry built on personal connection.
After completing his financial studies, Jeremy’s path took an unexpected turn through an Erasmus placement in Russia. At a time when many students selected established Western destinations, he chose Moscow, intrigued by a country emerging from economic crisis and redefining its market identity. The experience proved formative. Russia was dynamic, ambitious and open to new business models.
It was there that Jeremy’s professional entry into direct selling truly began. Through a family introduction, he secured an internship with the Russian direct selling subsidiary of Yves Rocher. The business was in its infancy, and what began as a financial controller role quickly evolved into something far broader. In a start-up environment, titles matter less than outcomes. Jeremy found himself immersed in every operational layer: finance, IT systems, logistics, field events and leadership communication. Over seven years, he witnessed, and contributed to, the building of a direct selling organisation from the ground up.
That early exposure to scale, infrastructure and field leadership would later prove critical. It also revealed something about his own ambitions. While he valued the experience, Jeremy recognised an entrepreneurial drive within himself. He wanted to build something of his own.
His first venture focused on importing French brands into Russia, attempting to consolidate cosmetics, fashion and jewellery under one umbrella model. Although commercially promising, investor hesitation prevented the project from launching. Yet even in that setback lay opportunity. A simple introduction between industry contacts resulted in a €10,000 success fee, and an unexpected realisation. Executive search, particularly within the specialised world of direct selling, represented a powerful and underdeveloped niche.
Encouraged by industry contacts, Jeremy connected with an executive search professional who became an informal mentor. Through this guidance, he began to understand not only recruitment mechanics but also the nuances of advising founder-led and network-driven organisations. From there, his focus sharpened: executive search dedicated specifically to the direct selling sector.
Over time, his practice expanded beyond Russia into Kazakhstan, Uzbekistan, Ukraine and other CIS markets. These were emerging economies where global brands sought capable local leadership but struggled to navigate cultural, regulatory and operational complexity. Jeremy positioned himself not simply as a recruiter, but as a translator of market realities.
In 2015, he formally established a subsidiary in France and joined the Fédération de la Vente Directe. The French market presented a different dynamic. Unlike many MLM-dominated regions, France has historically been driven by party plan models, with nearly 200 member companies at its peak. For executive search, this meant understanding not only compensation plans but also host dynamics, social selling culture and evolving regulatory frameworks.
Today as a valued Meridian MMi partner executive search represents the majority of Jeremy’s business. However, his work extends beyond placement. He advises on market entry, regulatory feasibility and strategic expansion – particularly in complex regions. Partnerships with legal and compliance experts allow him to offer clients a broader advisory ecosystem.
What distinguishes his approach is not merely geographic reach but sector specificity. Direct selling is a relationship-driven industry. Compensation plans, field psychology, distributor motivation and regulatory nuance are rarely understood by generalist recruiters. As Jeremy observes, when a client approaches a specialist firm within this space, there is no need to explain what direct selling is. The language is already shared. That alignment saves time and builds trust.
His long-standing collaboration with the global executive search company Meridian MMi and its partners further strengthens that capability. Over nearly a decade, this partnership has enabled cross-border placements with credibility and consistency. In an industry where expansion often spans continents, that cohesion matters.
In recent years, Jeremy’s focus has encompassed the Middle East. Markets such as Saudi Arabia, Qatar, Kuwait and the UAE represent significant growth potential. Many global players are only beginning to establish presence there. However, the region presents regulatory and structural considerations, particularly around multi-level marketing models. Success requires not only enthusiasm but local expertise.
Dubai, in particular, has emerged as a regional hub, similar to Singapore in Asia or the Netherlands in Europe. It may not always generate the highest turnover itself, but it provides a strategic base for expansion.
Meanwhile, Europe faces its own recalibration. Post-COVID pressures and digital transformation gaps have reshaped the French market. Government-backed loans offered temporary relief, but repayment obligations exposed structural weaknesses. Some companies have exited the market. Yet Jeremy views this through a pragmatic lens. Market correction, while painful, often strengthens long-term stability. Companies that survive are typically those with digital investment, operational discipline and forward vision.
Beyond markets and metrics, however, what continues to motivate him is the human dimension. Executive search in direct selling is not transactional; it is transformational. A single call can change a career trajectory. A carefully matched leadership appointment can stabilise a struggling market or accelerate a growth phase. In an industry built on networks, these connections endure.
Outside of work, Jeremy maintains balance through family and sport. A dedicated squash player and runner, he values physical discipline as a counterweight to constant travel. Time with his young son and extended family provides grounding in an otherwise global schedule.
When asked about future ambitions, his answer is refreshingly simple: to remain happy and continue building meaningful partnerships. In an industry defined by ambition, expansion and performance metrics, that clarity of purpose is perhaps the most sustainable strategy of all.
For direct selling organisations seeking leadership in complex or emerging markets, the message is clear. Expertise matters. Sector knowledge matters. But above all, relationships matter. And in that respect, Jeremy Cosnefroy’s journey reflects the very essence of the industry he serves.