GENERAL MANAGER

The Ideal Profile
Mandatory Experience:

• FMCG Pedigree: 8–15 years of experience in a blue-chip Consumer Goods company (e.g., Unilever, P&G, Nestlé, Mars), with at least 2–3 years in a business head/commercial director role handling a full P&L.
• Pet Food/Health Passion: Prior experience in the pet food, pet care, or adjacent health/wellness FMCG category is a strong advantage.
• Startup Agility: Experience working in a startup, SME, or a turnaround business where resources were limited, but ambition was infinite. You are comfortable operating without a massive support staff.

Key Responsibilities

1. Strategic Leadership & P&L Ownership

• Full ownership of the company’s profit and loss statement, balance sheet, and cash flow.
• Develop and execute the annual business plan, OKRs, and growth targets aligned with investor/founder expectations.
• Define the company’s North Star Metric and ensure all departmental goals (Sales, Marketing, Operations) are synchronized toward revenue growth and market share gain.

2. Sales & Route-to-Market

• Architect a multi-channel go-to-market strategy encompassing Modern Trade (supermarkets/pet superstores), General Trade (independent pet shops/vet clinics), and Direct-to-Consumer (D2C) e-commerce.
• Personally negotiate key listing agreements, trading terms, and business plans with major distributors and key accounts.
• Oversee distributor management, trade spend efficiency, and secondary sales visibility to prevent stock-outs and optimize shelf life.

3. Brand Development & Marketing

• Build a distinct, sticky brand identity that stands out on-shelf and on-screen (packaging design, tone of voice, value proposition).
• Lead the digital acquisition strategy; optimize ROAS, CAC, and LTV through performance marketing and retention flows (email/SMS).
• Cultivate a community of "pet parent" advocates through social media engagement, influencer/vet partnerships, and founder-led storytelling.

4. Logistics & Supply Chain

• Oversee end-to-end supply chain (procurement, manufacturing partnerships, warehousing, and last-mile delivery) to ensure product freshness and cost efficiency.
• Negotiate contracts with co-packers/third-party manufacturers and raw material suppliers to maintain COGS below target thresholds.
• Implement an IMS (Inventory Management System) that provides real-time visibility on stock levels, expiry date management, and demand forecasting.

5. Finance & Governance

• Manage the financial levers of the business: unit economics, gross margins, EBITDA, and working capital.
• Lead the demand planning cycle (S&OP) to ensure the company never overstocks on inventory but never misses a sales opportunity.
• Ensure strict compliance with local pet food regulations, labeling laws, and tax/financial governance.