General Manager, Europe

This is a fully remote position, open to applicants in United Kingdom, +1 more country.

📋 Description

• Take charge of the strategy for European expansion and the marketing roadmap, focusing primarily on the UK and Germany.

• Develop and oversee the regional marketing budget and P&L in collaboration with Finance, while updating leadership on progress.

• Determine and prioritize the sequence for market entry, positioning, and investment in additional European markets.

• Create and implement targeted marketing campaigns within the pet, outdoor, and lifestyle sectors.

• Customize Fi’s brand, messaging, and positioning for audiences in the UK and Germany.

• Identify and manage partnerships with the broader commercial team.

• Modify global campaigns and establish region-specific initiatives in collaboration with lifecycle, social, PR, and paid media teams.

• Ensure that product, fulfillment, and customer support align with local market standards.

• Act as the primary representative of the European market within Fi.

• Build the regional team by recruiting, onboarding, and managing local talent as well as agency or contractor relationships.

• Oversee regional agencies, freelancers, and vendors.

• Ensure adherence to local advertising, data privacy, and consumer protection laws, including GDPR.

• Report directly to the Chief Growth and Marketing Officer.

⛳️ Requirements

• Minimum of 8 years of experience in marketing.

• Significant experience in roles such as general manager, country manager, or regional marketing lead.

• Proven success in launching or scaling a consumer brand in the UK and/or Germany, preferably through DTC and Amazon channels.

• Experience in developing integrated marketing strategies across paid, social, PR, lifecycle, and partnerships.

• Proven track record of budget management and accountability for regional growth metrics and ROI.

• Strong skills in cross-functional collaboration and the ability to influence remote, centralized teams without direct authority.

• Proficiency in both English and German.

• Extensive knowledge of the UK and German consumer, media, and retail environments.

• Comfortable navigating ambiguity, limited resources, and shifting priorities.

• Willingness to travel regularly within Europe and occasionally to the US headquarters.

• Experience in the pet, animal health, wearables, or connected hardware sectors.

• Previous experience in launching a new international market for a US-based or global consumer brand.

• Established relationships with UK or German retail, PR, or pet industry partners.

• Understanding of subscription-based business models.

🏝️ Benefits

• Flexible PTO.

• Comprehensive medical, dental, and vision insurance.

• Complimentary access to One Medical, Kindbody, and Talkspace.

• Dog-friendly workplace.

• An annual $500 donation to a dog charity of choice through the BarkBack Program.

• Free Fi membership and benefits for pets with Fi collars.

• Gifting program available for friends and family.