International Soft Drinks Producer Secures Global Salesforce Expansion

The client, an international soft drinks producer, needed to expand its sales operations into three new markets (Moldova, Turkey, and Kyrgyzstan) whilst managing existing operations in Ukraine. The company faced the critical challenge of hiring sales personnel across multiple jurisdictions without establishing local legal entities in each country. The primary concern was avoiding the legal and financial risks associated with worker misclassification, which could result in significant penalties and compliance violations.

Brain Source International consulted with the client on a strategic hiring approach and recommended a fully compliant Employer of Record (EOR) employment model for all new market entries. Rather than using independent sales agents (which carried misclassification risks), the company implemented the EOR solution across Moldova, Turkey, and Kyrgyzstan. This approach provided: complete legal employment infrastructure in each jurisdiction without requiring subsidiary establishment; full compliance with local labour laws and tax regulations in all three countries; elimination of misclassification risks through proper employment classification; rapid market entry with onboarding and operational readiness; and integrated payroll, benefits, and compliance management across all markets.

The client successfully expanded its sales operations into all three new markets (Moldova, Turkey, and Kyrgyzstan) whilst maintaining existing Ukraine operations. The fully compliant EOR model eliminated all legal and financial risks associated with worker misclassification. The company achieved rapid market entry and operational scaling without the delays and costs of establishing local subsidiaries. The solution proved that a compliant foundation is the fastest path to sustainable global growth, demonstrating that compliance and speed are not opposing priorities but can be achieved simultaneously.