Managing Director (SEA)

About the Company

Our client is a premium cookie brand originating from Hong Kong, known for artisanal quality, beautifully packaged products, and a strong reputation in both retail and gifting segments. With growing popularity across Asia, they are looking to expand their footprint in Southeast Asia and are seeking a strategic, results-driven leader to spearhead growth in the region.

Roles & Responsibilities

We are seeking a Regional Director – Southeast Asia to lead our expansion efforts across key markets including Singapore, Malaysia, and Thailand. This leadership role will be responsible for full P&L ownership, team management, strategic partnerships, and the execution of market-specific strategies to accelerate brand presence and drive sustainable revenue growth.

This is a high-impact, multi-functional role suited for someone with strong commercial acumen, proven leadership capabilities, and a deep understanding of FMCG/retail operations across SEA.

Responsibilities

• P&L Management
• Own the full P&L for the Southeast Asia region, ensuring profitability and long-term growth
• Develop and implement strategic business plans to meet revenue, margin, and cost efficiency targets
• Monitor financial performance, analyze variances, and take corrective actions proactively
• Team Leadership
• Build, lead, and mentor a high-performing regional business team
• Set clear KPIs, foster accountability, and align team efforts with corporate goals
• Promote a collaborative, agile, and performance-oriented culture across markets
• Business Development & Partnerships
• Identify and onboard distributors and partners in retail (e.g., supermarkets), corporate gifting, weddings, and the F&B sectors
• Manage and grow key partnerships, ensuring alignment with brand standards and sales objectives
• Equip distributors with sales tools, training, and ongoing support to drive success
• Market Strategy & Execution
• Conduct deep-dive market analysis to understand local consumer behaviors and competitive dynamics
• Develop and execute market-specific strategies tailored to each country's unique context
• Stay ahead of market trends, competitor activity, and emerging opportunities
• Sales Forecasting & Target Achievement
• Ensure accurate sales forecasting and achievement of quarterly and annual sales targets
• Collaborate cross-functionally with HQ teams (marketing, production, logistics) for smooth operations and fulfillment
• Brand Visibility & Promotions
• Lead promotional campaigns to enhance brand visibility across both offline and digital channels
• Develop pricing strategies and lead contract negotiations with key partners
• Ensure compliance and accuracy across all transactional and legal documentation

Requirements

• 10 - 15 years of working experience
• Proven experience in a senior commercial or regional leadership role (ideally within FMCG, premium retail, or F&B sectors)
• Strong track record in P&L management, business development, and team leadership
• Excellent negotiation, communication, and relationship management skills
• Highly strategic, analytical, and hands-on with strong execution capabilities
• Fluency in English required; Mandarin/Cantonese is a strong advantage