Managing Director — Legal Services

Dignity | Building the UK's Leading End-of-Life Ecosystem

This appointment is being managed exclusively by Practicus, one of the UK's leading management consulting and executive recruitment firms specialising in the end-of-life services and digital growth sector.

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ABOUT DIGNITY — Preview

Disrupting a £4bn Industry from the Inside

"Dignity is one of the UK's oldest and most trusted funeral providers — now backed by the Castelnau Group and supercharged by the £12.9m acquisition of Farewill, the digital 'death-tech' disruptor. This is a rare opportunity to join at the inflection point: where a 200-year-old institution meets a high-growth digital business, and where the Legal Services division is the engine driving the entire organisation's future."

Dignity at a Glance

  • Founded 1812 — one of the UK's most trusted names in end-of-life services
  • ~725 funeral branches, 46 crematoria & 28 cemeteries nationwide
  • Backed by Castelnau Group; taken private in 2023 at £281m valuation
  • Acquired Farewill (Oct 2024, £12.9m) — wills, probate, LPA & digital end-of-life planning
  • CEO: Zillah Byng-Thorne (formerly CEO of Future plc)

Dignity Funerals

About Us | Dignity Funerals

Dignity is one of the UK’s most trusted providers of Funeral Services and Prepaid Funeral Plans, serving over 800 local communities nationwide

CONTEXT TO THE ROLE

A Career-Defining Moment in a Transforming Industry

"Dignity's core funeral operations are relatively stable — meaning the Legal Services division is now the organisation's primary growth engine. The incumbent MD is stepping down as the next phase of expansion demands a significantly more sophisticated commercial operator. You are being asked to professionalise a fast-moving 'skunk works' unit that is, in the CEO's words, 'absolutely about to break' under the weight of its own rapid growth. Your mandate: build it into a robust, scalable powerhouse without losing an inch of its agility or its near 5-star customer experience."

THE ROLE

Key Responsibilities

Reporting directly to CEO Zillah Byng-Thorne, you will hold full P&L ownership of the Legal Services division — spanning the Farewill-powered digital platform and its B2C and B2B operations. This is a commercial leadership role, not a legal one. You will be supported by an experienced Director of Legal & Company Secretary for all SRA/FCA compliance matters.

P&L Ownership & Revenue Growth

Take full accountability for a £6m run-rate business targeting double- or triple-digit annual turnover growth over three years, driving it towards a step-change in commercial scale.

Operational Scaling

Rapidly scale the division's headcount from ~30 to 50 within eight weeks, with a target of 100 employees by year-end, while maintaining operational quality and a near 5-star customer experience.

Conversion & Efficiency

Drive B2C sales conversion rates from 4% to a target of 8%, and significantly reduce probate case completion times to accelerate cash flow and improve client outcomes.

B2B Partnership Expansion

Manage and grow multi-year B2B partnerships with major charities — including Cancer Research and Macmillan — facilitating billions in legacy giving through gifts in wills and probate services.

Technology & Automation

Work collaboratively with the product and tech teams to leverage AI, automation, and digital product roadmap developments that drive efficiency, conversion, and superior customer journeys.

Culture & Leadership

Set the cultural standard on a high-energy sales floor operating 8am–8pm. Be visibly present in the Maidenhead office (min. 3–4 days/week), driving performance and instilling accountability across the team.

THE PERSON

The Human Element: A T-Shaped Commercial Operator

We are explicitly not looking for a traditional "legal bod." This role requires a fiercely ambitious, high-growth digital native who is single-minded, commercially driven, and actively aspiring to step into a CEO role in the future. You should be comfortable running a high-volume direct sales operation and be equally at home diving into the granular detail of sales, tech, or operations whenever the moment demands it.

Who We Are Looking For

A demonstrable track record of scaling fast-paced, B2C digital businesses — ideally in disruptive, high-growth environments (think Monzo, Octopus). You understand automation, AI, and digital product natively. You are direct, devoid of office politics, and highly accountable. You are motivated by mission, not process — and you aspire to a CEO role.

Who We Are NOT Looking For

Candidates trained in large, highly bureaucratic corporates (e.g. M&S, John Lewis) where autonomous decision-making is stifled. Those with an "entitled startup" mentality — expecting limited hours and relaxed commitment. If you need politics and process to get things done, this is not the environment for you.

MEASURE OF SUCCESS

What "Good" Looks Like at 12 Months

Dignity will not compromise on the calibre of this hire and is absolutely committed to waiting for the right person. Success in year one is defined by a combination of hard commercial metrics and the cultural and organisational foundations you lay for the years ahead.

Revenue & Growth

B2C conversion rate at or trending towards 8%. Revenue run rate materially ahead of the £6m baseline. Clear trajectory towards double-digit annual growth.

Team & Operations

Headcount scaled to ~100. Robust systems and processes in place. Probate completion times reduced and cash flow cycle meaningfully accelerated.

Partnerships

Existing B2B charity partnerships (Cancer Research, Macmillan et al.) retained and grown. New partnership pipeline established with clear commercial terms.

HOUSEKEEPING

Package, Location & Logistics

Remuneration & Benefits

  • Base Salary: £150,000 – £180,000 per annum (DOE)
  • Bonus: 10% annual company bonus
  • Equity / LTIP: Serious long-term incentive plan & equity participation tied to future PE exit
  • Car Allowance: £6,000 per annum
  • Holiday: 25 days + bank holidays
  • Pension: 4% matched
  • Healthcare: Family BUPA private healthcare
  • Life Assurance: 4x salary
  • Influence: Direct report to CEO; potential ELT eligibility

Location & Ways of Working

This is a highly visible, office-first leadership role. The Legal Services division operates from Maidenhead, where the sales floor runs 8am–8pm. The expectation is a minimum of 3–4 days per week in the Maidenhead office to drive performance and set the cultural standard.

Dignity Legal Services HQ
Maidenhead, Berkshire

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KEY STAKEHOLDERS

Meet the Team You'll Be Working With

You will report directly to the CEO and have the opportunity to join the Executive Leadership Team. Below is your primary point of contact at the CEO level. The full stakeholder map — including the Director of Legal & Company Secretary and key B2B partnership leads — will be shared at first-stage interview.

Zillah Byng-Thorne — Group CEO

Zillah joined Dignity as Group CEO in June 2024, bringing a formidable track record of digital transformation and commercial growth. As former CEO of Future plc (FTSE 250), she scaled a media business from £30m to over £800m in revenue. A chartered management accountant and qualified treasurer, she is leading Dignity's strategic pivot from a traditional funeral operator into a fully integrated end-of-life ecosystem.


Samantha Culver — Chief People and Transformation Officer

Samantha joined Dignity as Chief People and Transformation Officer in March 2026. A CIPD Chartered Fellow with nearly 20 years of senior HR, transformation and operational leadership across easyJet, Homebase, Whitbread, and Tesco.

Castelnau Group — Private Equity Backer

Castelnau Group, led by CEO Richard Brown, holds a 66% stake in Valderrama — the joint venture vehicle through which Dignity is owned. As a PE-backed business targeting significant value creation ahead of a future exit, the ambition and pace of this organisation are unambiguous.


Recruitment Partner

About Practicus: Inclusive Hiring for Purpose-Led Organisations

This appointment is being managed exclusively by Practicus, one of the UK's leading management consulting and executive recruitment firms. Practicus is committed to inclusive, accessible, and equitable recruitment, and we take that commitment seriously at every stage of this process.

Practicus

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Our Commitment to Inclusion

Practicus is proud to be an inclusive employer and recruitment partner. We actively work to remove barriers that prevent talented people from applying for senior roles, and we welcome candidates from all backgrounds, identities, and lived experiences. We believe that diverse leadership teams build stronger, more resilient, and more impactful organisations.

We will make reasonable adjustments at every stage of the recruitment process for candidates who require them. If you have accessibility needs — whether for interviews, written assessments, or any other part of the process — please let us know at the earliest opportunity and we will accommodate them without question.

Practicus

2025 EDI Report Download

Accessibility & Support

Equality, Diversity & Inclusion

Dignity is committed to building a workforce that reflects the communities it serves. This appointment will be conducted in full accordance with their EDI commitments.


Your Recruitment Partners



Meet Your Practicus Recruitment Team

Your dedicated contacts at Practicus are here to guide you through every step of this executive search process. They are committed to ensuring a fair, transparent, and supportive experience for all candidates.

Natalie Allen — Head of Practice

Tel: 01491 637066
Email: natalie.allen@practicus.com

Michael Gater — Head of Delivery

Tel: 01491 637090
Email: michael.gater@practicus.com

Chris Watson - Delivery Manager

Tel: 01491 577122

Email: chris.watson@practicus.com