Assistant General Manager/General Manager

About the role

An established international bakery brand is seeking an accomplished Assistant General Manager / General Manager to provide strategic leadership for its Malaysia business, with full P&L accountability and a mandate to lead business start-up activities and drive profitable growth and market expansion.

Key responsibilities

• Work with senior leadership and key stakeholders to establish the strategic direction and long-term objectives for the Malaysia business.
• Develop and execute business strategies that deliver sustainable revenue growth, profitability and competitive advantage.
• Identify new revenue streams, sales channels and growth opportunities through market research, competitor analysis and consumer insights.
• Develop and implement the Malaysia market expansion roadmap, identifying commercially viable locations and business opportunities
• Lead start-up activities from planning to launch, including site selection, lease negotiations, outlet setup, production arrangements and supply chain readiness.
• Establish the organisational structure, recruit key personnel and implement operating systems, policies and controls.
• Oversee retail operations, bakery production and supply chain performance to ensure efficiency, product availability and consistent quality.
• Take full accountability for business P&L, delivering revenue, operating profit and margin targets.
• Develop and manage annual budgets, financial forecasts and resource allocation plans aligned with business priorities.
• Build and lead a capable management team with clear responsibilities, performance targets and accountability.
• Develop workforce capabilities through coaching, training and succession planning.

About you

• Recognised Degree in Business, Hospitality Management or a related discipline.
• At least 10–15 years of progressive experience in F&B, bakery or food retail, including substantial senior leadership experience.
• Proven track record of owning a business P&L, driving revenue growth and achieving profitability in a competitive market.
• Demonstrated experience in market expansion, business start-ups and new outlet openings, preferably in Malaysia.
• Strong financial and commercial acumen, including budgeting, forecasting, cost optimisation and investment evaluation.
• Sound understanding of multi-outlet operations, bakery production, supply chain management, quality control and food safety requirements.
• Experience in brand development and marketing initiatives that translate into measurable sales growth.
• Strong leadership, negotiation and stakeholder management skills, with the ability to build teams and establish effective systems.
• Ability to manage multiple priorities and lead execution in a fast-paced, evolving business environment.