General Manager — Southeast Asia

Job Overview

Our client is a F&B brand expanding its presence across Southeast Asia. The company is now opening a General Manager position based in Jakarta to take full ownership of the Southeast Asia market and to drive the next stage of commercial growth.

This is a market-leading role. The General Manager will be accountable for sales performance, distribution development, and local team leadership, working closely with headquarters to translate regional strategy into measurable results. The role suits a decisive, hands-on commercial leader who is comfortable building momentum in a developing market rather than maintaining an existing one.

Job Responsibilities

• Own the P&L, sales targets, and overall business performance for the Southeast Asia market.

• Build and execute the go-to-market strategy for the company's food and seasoning portfolio, with Indonesia as the primary market.

• Develop and manage distributor and channel partner networks, including modern trade, general trade, and emerging e-commerce channels.

• Lead pricing, trade terms, and promotional planning to grow volume and protect margin.

• Recruit, lead, and develop the local commercial team, setting clear targets and performance standards.

• Identify new customers, categories, and channel opportunities to accelerate revenue growth.

• Work with headquarters on product localization, portfolio planning, and supply coordination for the region.

• Ensure business operations comply with local regulatory, food safety, labeling, and import requirements.

• Provide headquarters with regular market intelligence, competitor analysis, and performance reporting.

• Represent the company with key customers, partners, and industry stakeholders across the region.

Expectations

Required

• Proven sales and commercial leadership experience in the FMCG sector, ideally in food, seasoning, condiments, or related consumer categories.

• Track record of delivering sales growth in Southeast Asia, with direct experience in the Indonesian market strongly preferred.

• Solid distributor and channel management capability, covering both traditional and modern trade.

• Experience leading and building local commercial teams.

• Fluent in both Mandarin Chinese and English, with the ability to work effectively between local teams and Chinese headquarters.

• Willing to be based in Jakarta with regular travel across Southeast Asia.

Preferred

• Prior General Manager, Country Manager, or Regional Sales Director experience with full P&L ownership.

• Experience in a Chinese-invested or multinational company operating in Southeast Asia.

• Familiarity with food import, distribution, and regulatory processes in Indonesia.