ASEAN General Manager (Consumer)

About the Role

Drive commercial growth. Orchestrate market entry. Shape the future of consumer growth in Southeast Asia.

We work with brands that don’t just grow, they shape the future. We’re now leading the search for an ASEAN General Manager (Consumer) on behalf of a leading omnichannel consumer business group anchored in Indonesia with a strong foundation and bold ambitions across Southeast Asia.

This is a pivotal commercial leadership role — driving P&L ownership, shaping market strategy, and leading regional expansion. You’ll anchor current performance while building the roadmap for entry into new Southeast Asian markets, adapting a proven consumer model to local behaviors, channels, and retail dynamics.

If you’ve led regional market expansions, Understand go-to-market strategies from the ground up, and know how to scale teams and channels across Southeast Asia, this is your next move.

Key Responsibilities

Regional P&L & Market Growth

• Lead the Indonesian business while mapping and executing new market entries across ASEAN.
• Own full commercial outcomes across retail, e-commerce, marketplace, and distribution.
• Build localized strategies rooted in shopper behavior, operational readiness, and channel potential.

Omnichannel Execution & Consumer Experience

• Ensure consistent brand and consumer experiences across all touchpoints: physical store, e-commerce, and retail partners.
• Optimize country-specific execution across stock, pricing, trade promotions, and visibility.
• Partner with marketing, product, and CX teams to shape market-right activation and experience strategies.

Brand & Partner Development

• Manage regional and global brand partnerships, owning trade terms and growth outcomes.
• Expand the product portfolio in line with local demand and consumer trends.
• Stay ahead of emerging categories, consumer behavior shifts, and retail innovation.

Team Building & Regional Structure

• Recruit and develop commercial leaders across key markets, building local execution muscle.
• Work closely with founders and senior leadership to shape go-to-market playbooks for future ASEAN countries.
• Identify whitespace for new formats, channels, and revenue models that accelerate expansion.

What You Bring

• 10+ years of commercial, general management, or expansion leadership—ideally across beauty, lifestyle, retail, or FMCG.

• Proven Track record of launching and scaling businesses across multiple ASEAN markets, with strong P&L ownership and commercial accountability.

• Expert in adapting go-to-market strategies to local consumer behavior, retail conditions, and channel dynamics both online and offline.
• Strong Operator Mindset, strategic yet execution-focused, highly adaptable, and able to move fast in new environments.
• Clear, confident communicator — equip with the cultural fluency and executive presence to align diverse teams and stakeholders.
• Experience building teams and infrastructure from the ground up in new countries is a major advantage.
• Fluent in English

This is more than a leadership role — it’s your chance to lead market expansion at scale. If you’re ready to shape how consumer brands grow across Southeast Asia, we’d love to hear from you. Apply now or connect with the team at Substance.

At Substance, we’re all about action, not just talk. If your profile aligns with what we need, you’ll hear from us within 1-2 weeks. If not, no fluff—just know we value your interest and will keep you in mind for future roles where your skills can make an impact. We focus on real connections and meaningful matches, so when the right opportunity comes, we’ll be ready to make it happen.

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