General Manager

Who you are

• 8+ years in marketing, with meaningful experience in a general manager, country manager, or regional marketing lead role
• A track record of launching or scaling a consumer brand in the UK and/or Germany, ideally via DTC and Amazon
• Experience building integrated marketing plans across paid, social, PR, lifecycle, and partnerships, and knowing when to drive strategy yourself versus lean on channel specialists
• Comfort owning a budget and being accountable for regional growth metrics and ROI, not just brand output
• Strong cross functional collaborator who can influence and align remote, centralized teams without direct authority over them
• Deep familiarity with the UK and German consumer, media, and retail landscape
• A builder's mindset, comfortable operating with ambiguity, limited resources, and evolving priorities in early stage regional expansion
• Willingness to travel regularly within Europe, with occasional travel to the US headquarters
• Experience in pet, animal health, wearables, or connected hardware
• Prior experience opening a new international market for a US based or global consumer brand
• Existing relationships with UK or German retail, PR, or pet industry partners
• Understanding of subscription based business models

What the job involves

• Fi is looking for a General Manager, Europe to lead our expansion across the region, with a key focus on the UK and Germany as our top markets
• You'll own the regional P&L and go to market strategy, reporting to our Chief Growth and Marketing Officer, and act as Fi's on the ground leader across Europe
• You'll partner closely with our central marketing teams to localize their channels for European pet owners. This is a hands-on role for someone who operates as both strategic leader and execution focused marketer
• Own the European expansion strategy and marketing roadmap, with the UK and Germany as priority markets
• Partner with Finance to build and manage the regional marketing budget and P&L, and report progress to leadership
• Identify and prioritize market entry sequence, positioning, and investment across additional European markets beyond the UK and Germany
• Develop and execute endemic marketing campaigns (partnerships, content, placements) within pet, outdoor, and lifestyle ecosystems that build authentic awareness and credibility with European pet owners
• Localize Fi's brand, messaging, and positioning for UK and German audiences, accounting for cultural, linguistic, and competitive differences
• Identify and manage partner relationships in coordination with the broader commercial team
• Partner with lifecycle, social, PR, and paid media leads to adapt global campaigns for European markets, and build region specific programs where needed
• Work with product, ops, and customer experience teams to make sure the product, fulfillment, and support experience meet local market expectations
• Serve as the primary voice of the European market inside Fi, feeding local insights back into company strategy
• Build out the regional team over time, hiring, onboarding, and managing local talent and agency or contractor relationships as the market scales
• Manage relationships with regional agencies, freelancers, and vendors (creative, PR, media buying)
• Ensure regional marketing activity is compliant with local advertising, data privacy, and consumer protection regulations (GDPR)

Benefits

• Flexible PTO
• Full medical, dental, and vision insurance
• Free access to One Medical, Kindbody, and Talkspace
• BarkBack Program ($500 annual donation to a dog charity of your choice)
• Free Fi Membership for your furry best friend(s)
• Gifting program to share the Fi magic with loved ones