General Manager

About the role

The General Manager is responsible for leading Mali's overall business growth and owning the company P&L across sales and e-commerce. This hands-on role sets the commercial direction and drives the media business and direct-to-consumer brand. The General Manager owns the company P&L and leads Mali's growth across three revenue engines: B2B partnerships and lead generation with leading family brands, the app audience and community, and the direct-to-consumer brand on Shopee, Lazada, TikTok Shop and brand.com. This is a hands-on role for someone commercially sharp and entrepreneurial, with the ambition to build and scale a business for modern Thai families.

Key responsibilities

• Own the overall business P&L, set annual and quarterly targets and translate them into clear plans and KPIs, monitor performance and make decisions based on commercial and financial data, and present business performance, priorities, and plans to senior management.
• Develop and execute the commercial strategy across B2B partnerships, media and B2C brand.
• Grow B2B partnership and lead generation revenue with infant nutrition, FMCG and family brands and their agencies, and widen the client base.
• Identify new revenue opportunities, sales channels, and growth markets.
• Connect marketing activity to measurable sales outcomes and build sustainable, long-term growth rather than one-off spikes.
• Lead the overall marketing direction across brand, performance, content, media, community, and KOLs/influencers.
• Grow brand awareness, customer acquisition, engagement, and retention.
• Ensure marketing investment is commercially effective and delivers clear returns.
• Lead the e-commerce business of the in-house brand across Shopee, Lazada, TikTok Shop, and brand.com, set channel strategy and targets for GMV, margin, and ROAS, and drive improvements in traffic, conversion, retention, pricing, promotions, and marketplace economics.
• Lead, coach, and develop direct reports, including Brand Manager and Business Development Executive.

About you

• Minimum 8 years of experience in marketing, sales, e-commerce, or commercial leadership roles, including at least 3 years owning a P&L or business unit.
• Proven track record of growing revenue for a consumer brand, with measurable results.
• Strong marketing background, with experience turning marketing activity into sales.
• Experience selling to or managing brand partners in B2B, media, agency or key account roles, ideally with FMCG, infant nutrition or health brands.
• Hands-on experience with B2C e-commerce platforms (Shopee, Lazada, TikTok Shop) and marketplace economics.
• Working knowledge of Thai advertising rules for infant and young child food, health claims and PDPA, or the ability to learn them fast.
• Strong commercial and financial acumen across revenue, margin, cost, budgets, and profitability.
• Experience leading cross-functional teams and managing senior stakeholders and partners.
• Entrepreneurial, hands-on, and comfortable in a fast-moving environment with changing priorities.
• Fluent Thai with professional communication skills in English.

Benefits

• Working hours: Monday to Friday 9:00 - 17:00 (3 days on site)
• Public holiday: Not less than 13 Days/Year
• Paid vacation leaves: 10 Days, increasing after 3 years
• Bonus: Annual, based on company performance and Quarterly bonus, based on team performance
• Social Security: According to the Thai Government Regulations
• Health Insurance: Company Group Insurance Package
• Allowance: 1,000 THB/month for device (unless provided by the company)
• Provident Fund: 2% company contribution for the first 2 years, increasing to 5% thereafter
• Vision support: Special privileges for frames and lenses at Niche Nation Eyewear
• Childcare support: Special privileges at Sprouts International Kindergarten

About us

Mali Family Health is a premium platform dedicated to the well-being of families, with a focus on fertility, pregnancy, and parenting. The app has over 1,000,000 downloads with a rating of 4.9 stars. The mission is to provide support, resources, and knowledge to modern families, helping them thrive on their journey through parenthood. Mali facilitates engagement between premium brands and the user base, offering valuable solutions and products that enhance the motherhood journey.