Country Manager - Home Appliance

Confidential; Barcelona; On-site; EUR 120,000 - 160,000; Full time

Job summary

Confidential is seeking a Country Manager to establish the Spanish operation, including legal entity creation, go-to-market, and distribution network build. You will drive compliance with EU and Spanish regulations and scale the business from launch to profitability.

This role requires deep experience in home appliances and air conditioning, with a track record of launching brands in Spain or Europe, and the ability to lead cross-functional teams across sales, marketing, and operations.

Qualifications

• 10+ years in home appliances or air conditioning with senior management experience.
• Proven track record launching or scaling a brand in Spain or Europe.
• Deep knowledge of Spanish distribution structures and EU product regulations.
• P&L ownership and building teams from scratch.

Responsibilities

• Lead market entry, strategy, and go-to-market model for Spain with a 3-year plan.
• Build multi-channel distribution including distributors, installers, and e-commerce.
• Ensure regulatory compliance, CE marking, Ecodesign, and WEEE obligations.
• Set up local team and manage forecasting, inventory, and supply chain with HQ.
• Represent the brand with customers, associations, and regulators.

Skills

Senior team management

P&L ownership

EU/Spain regulatory knowledge

Market entry & strategy

Education

Engineering/Business degree

MBA or equivalent

Job description

About the Role

As Country Manager, you will be the founding leader of our Spanish operation. You will establish the legal entity and go-to-market model, build the distribution network, ensure full regulatory compliance, and grow the business from launch to profitable scale.

This is a start-up-within-a-corporation role for a commercially sharp, hands-on leader who understands the Spanish appliance and air conditioning landscape.

Key Responsibilities

Market entry and strategy

• Develop and execute the Spain market entry plan, including positioning, pricing, product range, and a 3-year business plan with P&L accountability.
• Conduct market and competitor analysis (Daikin, Mitsubishi Electric, Fujitsu, Panasonic, Samsung, LG, Midea, Haier, and local brands) and adapt the range to Spanish and European needs, including heat pumps, inverter technology, and low-GWP refrigerants.
• Advise HQ on product localization, packaging, labeling, and after-sales requirements.

Distribution and channel development

• Build a multi-channel network: national and regional distributors, HVAC wholesalers, installer networks, electrical and DIY retail, large electronics chains, and e‑commerce (including marketplaces).
• Negotiate distribution agreements, trade terms, and rebate structures in line with Spanish and EU competition law.
• Establish logistics, warehousing, and last‑mile solutions, plus a spare parts and service network.
• Drive installer loyalty through training, certification, and incentive programs.

Regulatory and compliance

• Ensure all products comply with EU and Spanish regulations, including CE marking, Ecodesign and Energy Labelling
• Manage WEEE and packaging producer obligations, including registration and membership of collective compliance schemes.
• Monitor developments such as RITE, building energy codes, and subsidy and energy‑efficiency programs that affect demand.
• Oversee product liability, warranty (Spanish consumer law), and market surveillance obligations.

Commercial and operations

• Set up and lead the local team (sales, key accounts, marketing, technical support, customer service, finance/admin).
• Manage forecasting, inventory planning, and supply chain coordination with HQ and manufacturing.
• Own local marketing: brand launch, trade shows (e.g., Climatización y Refrigeración), digital campaigns, and retail activation.
• Report KPIs regularly to regional leadership: sales, margin, market share, working capital, and service levels.

Stakeholder management

• Represent the brand with key customers, industry associations, and regulators.
• Act as the bridge between the Spanish market and HQ, translating local insight into product and commercial decisions.

Requirements

Experience

• 10+ years in the home appliance and air conditioning, with at least 5 in senior team management and business management roles.
• Proven track record in air conditioning plus experience in other home appliances (small and/or large domestic appliances).
• Demonstrated success launching or scaling a brand, ideally a new market entry or challenger brand in Spain or other parts of Europe.
• Deep knowledge of Spanish distribution structures: wholesalers, installers, retail chains, buying groups, and online channels.
• Strong working knowledge of EU/Spanish product regulations and compliance processes.
• P&L ownership and experience building teams from scratch.

Skills and attributes

• Strong technical product understanding, able to engage credibly with installers, engineers, and buyers.
• Excellent negotiation and relationship‑building skills, with an existing network in the Spanish market being a strong advantage.
• Entrepreneurial, resourceful, and comfortable with ambiguity.
• Cross‑cultural agility, able to work effectively with a Gulf‑based HQ and Spanish stakeholders.
• Data‑driven, with commercial discipline on pricing, margins, and credit risk.

Education and languages

• Bachelor's degree in Engineering, Business, or a related field; MBA or equivalent is a plus.
• Native or fluent Spanish and fluent English required. Arabic or other European languages are an advantage.

Success Measures (First 12 - 18 Months)

• Legal entity, compliance, and logistics fully operational within the agreed timeline.
• Distribution coverage across key regions and channels
• Achievement of sales, margin, and market share targets in the business plan.
• Established service and warranty network with strong customer satisfaction scores.