General Manager

Job Description : INTERNATIONAL GM International FMCG company is seeking a visionary and execution driven International General Manager to lead our Commercial and Marketing operations across all international markets outside the U.S. and Canada. Reporting directly to the President & Chief Commercial Officer (CCO), this role is responsible for shaping and executing the company's global growth strategy, driving revenue, building brand equity, and leading top-tier market teams and distribution partners. This senior leadership position will oversee international go-to-market strategies, manage in-market teams across Commercial and Marketing Disciplines, and be the key architect of expansion innovation, and brand success worldwide. To Note: Salary range (250,000 - 300,000) is in Euros* Responsibilities: Lead and integrate Commercial and Marketing functions across all international markets (excluding North America), aligning local execution with global brand direction Deliver revenue, gross profit, and EBITDA targets across diverse geographies Develop and execute international go-to-market strategies, including: pricing, trade marketing, and customer/channel planning Own the international brand strategy and ensure consistent deployment of marketing campaigns and activations in partnership with global marketing team Lead the successful launch of new products and drive innovation across markets Manage and develop high-performing cross-functional teams, building local capability and leadership succession Serve as the primary executive liaison with international Distribution Partners; lead JBP (Joint Business Planning), commercial negotiations, and performance reviews Oversee budgeting, forecasting, and YTG (year-to-go) planning for both Commercial and Marketing functions Represent international markets as a senior leader in global strategic discussions; collaborate with executive leadership, regional stakeholders, and HQ teams Drive operational excellence and process harmonization across international markets while respecting local nuances Key Success Metrics: Net Revenue, Volume, Gross Profit, and EBITDA Market share and brand equity performance Marketing effectiveness (brand awareness, campaign ROI, NPD success) Distributor execution and performance benchmarks Team development and organizational health across markets Qualifications & Experience 15+ years of progressive leadership in international Commercial, Marketing, or General Management roles Proven track record in global market development, especially within EMEA, APAC, and LATAM Extensive experience in beverage, FMCG, or wellness/lifestyle brands Strong background in both brand marketing and commercial execution across cultures Demonstrated experience managing international distributors, retail partners, and joint ventures P&L ownership and budgeting/forecasting accountability across multiple countries Experience leading and developing cross-border teams in matrixed organizations Bachelor’s degree required; MBA or equivalent preferred Fluent in English; additional languages a strong asset Key Competencies: Global Commercial Strategy & Brand Leadership Market Execution & Route-to-Market Expertise Cross-Cultural Team Leadership Distributor Management & Joint Business Planning Strategic Thinking & Operational Excellence Executive Communication & Stakeholder Management Agility in High-Growth, Entrepreneurial Environments Critical skill sets required: For the International General Manager covering both Commercial and Marketing Leadership across global markets and reporting to the President & CCO, the ideal candidate should possess a broad and deep skill set across leadership, strategy, execution, and cross-functional collaboration. Strategic & Commercial Acumen: Proven ability to develop and execute commercial strategies in both emerging and mature international markets Strong understanding of revenue management, pricing, trade promotion, and profit optimization Experience managing P&L, forecasting, budgeting, and financial KPIs (Revenue, GP, EBITDA) Brand & Marketing Leadership: Deep knowledge of brand strategy, consumer insights, and marketing activation (media, experiential, digital) Experience localizing global campaigns while maintaining brand integrity Capability to drive product innovation and successful market launches Strong command of trade marketing, shopper behavior, and customer segmentation Distributor & Partner Management: Experience leading and influencing 3rd-party distributor relationships Strong negotiation and joint business planning skills Ability to drive distributor performance through KPIs and accountability frameworks Track record of unlocking value through strategic partnerships Team Leadership & Organizational Capability: Proven ability to lead and develop cross-functional teams (Commercial + Marketing) Culturally fluent and able to motivate teams across diverse markets Strong people leadership, talent development, and succession planning experience Ability to create a high-performance culture and lead through change Global Mindset & Market Experience: International experience, preferably across Europe, LATAM, or APAC Understanding of local regulatory environments, consumer trends, and retail dynamics Fluency in working across matrix organizations and collaborating with global HQ teams Executional Excellence & Agility: Track record of delivering results through disciplined planning and flawless execution Ability to balance strategic thinking with hands-on operational agility Highly organized with strong project management capabilities Comfort in fast-paced, high-growth environments and entrepreneurial settings Communication & Stakeholder Management: Executive presence and ability to communicate effectively with C-suite and global stakeholders Skilled in presenting complex strategies in a clear and compelling manner Ability to align internal teams and external partners around shared goals

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