Text: Monika Kelle, Wolf Group brand manager
Some leaders build strategy from spreadsheets; others develop it from experience. Kuldar Kongo represents a generation of leaders who have worked their way up within the company and are now shaping its global direction.
With each step higher, the world below gradually disappeared. The air was thin, and breathing came slow and shallow. Clouds drifted past beneath the trail. For Kuldar Kongo, this was another wonderful day on Annapurna in Nepal. What he admired was the process: the steady working of his legs, the simple joy of moving higher up the mountain, and the quiet strength that grew inside him. That same synergy extends to his work in the Wolf Group’s newly established global sales management unit. Kuldar leads product strategy and private label sales and will provide clear leadership for the private-label business in terms of markets, customers, and portfolio development.
Deal only with what you can control
As a youngster, Kuldar Kongo kept a book of Michael Jordan quotes on his bedside table. One of them is permanently tattooed on in his memory: “If you don’t enjoy the journey, there’s no fulfilment in the achievement.” “I relate to that a lot, “ Kuldar says, drawing parallels with climbing. “It’s the journey that matters, not just reaching the summit.” He is convinced that the strength of the Wolf Group lies in its agility and adaptability. “We’re living in an era of crises,” he notes. “Every day there’s a new conflict or customs tariff or raw materials crisis. We can’t control those factors, only respond to them, and take them as opportunities that open new doors.”
Wolf Group – your #1 partner
“We’re convinced that Wolf Group is the number one choice for private-label customers worldwide,” Kuldar says. “We truly believe that. Our involvement goes far beyond simply supplying single products. Wolf Group isn’t just a seller, but a partner. We work alongside our customers, develop tailored solutions that solve their problems and provide the same level of quality, service and expertise as our own brand. In the sales process, no one wants to feel like they’re being sold to; prospective and existing customers alike want to feel like they’re being helped and being recommended the optimal solution.” Frequent discussions and meetings with clients are one area that the new global sales director hopes to enhance.
Wolf Group has its own R&D and product management units, as well as label design capabilities. This fully integrated offer includes product configuration, starting from the packaging type and colour to suitable application tools. “A key part of our success is what we call our Diamond Approach, in which cross-functional teams like product manager with product manager or operations with operations collaborate directly, rather than relying on a single contact point from either side,” Kuldar explains. “That ensures faster communication, deeper expertise and more effective problem-solving.”
Clarity and efficiency in sales
If private-label sales were a chemical reaction, the salesperson would be the catalyst. The human factor is paramount in this equation. “You might be faced with the opportunity of a lifetime, but if your preparation is weak, nothing will come of it,” Kuldar cautions.
There has been a shift in mindset in sales in recent years. This has largely been driven by regulations and significant innovation in raw materials that are more sustainable and safer for people’s health and the environment. Energy efficiency is the buzzword in building materials production. Wolf Group is at the forefront of developing energy-efficient products and solutions in our industry,” Kuldar points out. “While Europe is already demanding these formulations, other markets like Australia and the USA are catching up, too. Nobody can afford to waste resources.”
A true workplace innovator
But what is Kuldar – who now runs a global team of 40 sales and R&D professionals – like in person? He is a sales ninja, a product technical management professional and an inspirational visionary who leads by example. To him, a comfort zone is a limitation: he is constantly gaining new skills so as to stay sharp and adaptable. Learning Spanish, hiking at altitude, writing music and preparing for his final maritime pilot exam are just a few examples of this mindset in action.
“I’m of the firm belief that happy and fulfilled people deliver the best results,” he says. “That’s why, as a manager, I focus on creating an environment in which my team feel valued, motivated and empowered. I aim to unlock everyone’s potential, support their ambitions and help them grow into leaders in their field.”
It appears that Kuldar’s personal experience has shaped his management philosophy. “Over time, I’ve learned to let go of what I can’t control and stay in the moment,” he reveals. “That mindset helps me remain effective, adaptable and open to meaningful opportunities.”
