General Manager(New FMCG brand)

Our client is a leading gloabl Food and Beverage brand

About the Role

My client is looking for an experienced General Manager to lead and scale a newly launched FMCG brand in Hong Kong. This is a full P&L ownership role with end-to-end responsibility for commercial strategy, operations, and brand growth. The ideal candidate will have a proven track record of building or growing consumer brands in the FMCG space and is comfortable operating in a fast-paced, entrepreneurial environment.

Key Responsibilities

• Own the overall P&L and drive profitable growth of the brand in Hong Kong
• Develop and execute the commercial strategy, including distribution, pricing, trade marketing, and channel management (modern trade, traditional trade, e-commerce, and key accounts)
• Build and lead a high-performing team across sales, marketing, and operations
• Establish and strengthen relationships with key distributors, retailers, and business partners
• Oversee brand marketing and activation plans to build brand awareness and drive trial/repeat purchase
• Monitor market trends, competitor activity, and consumer insights to refine the go-to-market approach
• Manage operational excellence, including supply chain coordination, inventory, and service levels
• Report regularly to senior stakeholders on performance, risks, and opportunities
• [Add any specific areas such as: new product launches, regional expansion, multi-brand management, etc.]

Requirements

• Minimum 12–15 years of experience in FMCG, with at least 5 years in a senior commercial or general management role
• Proven track record of growing a brand or business unit with full P&L responsibility
• Strong understanding of the Hong Kong retail and distribution landscape
• Experience in building and leading teams in a matrix or entrepreneurial environment
• Excellent stakeholder management and negotiation skills
• Fluent in English and Cantonese (Mandarin is a plus)