ASEAN General Manager (Consumer)

About the Role

Drive commercial growth. Orchestrate market entry. Shape the future of consumer growth in Southeast Asia.

We work with brands that don’t just grow, they shape the future. We’re now leading the search for an ASEAN General Manager (Consumer) on behalf of a leading omnichannel consumer business group anchored in Indonesia with a strong foundation and bold ambitions across Southeast Asia.

This is a pivotal commercial leadership role — driving P&L ownership , shaping market strategy , and leading regional expansion . You’ll anchor current performance while building the roadmap for entry into new Southeast Asian markets, adapting a proven consumer model to local behaviors, channels, and retail dynamics.

If you’ve led regional market expansions, Understand go-to-market strategies from the ground up , and know how to scale teams and channels across Southeast Asia, this is your next move.

Key Responsibilities

Regional P&L & Market Growth

• Lead the Indonesian business while mapping and executing new market entries across ASEAN.
• Own full commercial outcomes across retail, e-commerce, marketplace, and distribution.
• Build localized strategies rooted in shopper behavior, operational readiness, and channel potential.

Omnichannel Execution & Consumer Experience

Brand & Partner Development

Team Building & Regional Structure

Requirements

What You Bring

This is more than a leadership role — it’s your chance to lead market expansion at scale . If you’re ready to shape how consumer brands grow across Southeast Asia, we’d love to hear from you. Apply now or connect with the team at Substance .

Benefits

At Substance, we’re all about action, not just talk. If your profile aligns with what we need, you’ll hear from us within 1-2 weeks. If not, no fluff—just know we value your interest and will keep you in mind for future roles where your skills can make an impact. We focus on real connections and meaningful matches, so when the right opportunity comes, we’ll be ready to make it happen.

Getsubstance.co Pte. Ltd. | EA License No : 24C2398