International Expansion Lead

About Gently

Gently is a personal care brand for babies and kids, committed to gentle formulas, real efficacy, and supporting a health-conscious lifestyle for families. We move fast because the needs of millions of Indonesian children can't wait. Join a mission-driven, fast-growing company where your work creates real impact every day.

As an International Expansion Lead you're responsible to fully accountable for end-to-end market entry, growth, and profitability in assigned countries. This role operates as a country founder / General Manager, owning strategy, brand & marketing, commercial execution, operations, and total country P&L.

This role requires a leader who can build from zero, scale responsibly, and drive sustainable profitability, not just topline growth.

What We're Looking For

• Bachelor's degree from a reputable university; Master's degree is a plus
• Fluent in professional English (business negotiation, presentation, and reporting)
• Proven experience launching and scaling businesses or brands in international markets, preferably from zero or early stage
• Strong understanding of Southeast Asia markets, including consumer behavior, trade regulations, and cultural nuances
• Demonstrated ability to operate with high ownership, managing cross-functional execution across marketing, commercial, and operations
• Willingness to travel internationally as required

What You Will Do

1. Market Entry & Country Strategy

Conduct deep market assessment: market size, category dynamics, consumer behavior, price sensitivity, competitors, regulation.

Define entry model and phasing (D2C, marketplace, distributor, hybrid).

Build and own a country business plan & financial model (revenue, cost structure, breakeven, cash needs).

Set clear revenue, margin, and profitability targets per country.

2. Full Country P&L Ownership

Own end-to-end country P&L, including: Net Revenue, CM1, CM2, and EBITDA at country level

Optimize pricing, promotion, channel mix, and cost structure to achieve profitability.

Control budgeting, forecasting, and variance analysis.

Ensure responsible cash flow and working capital management.

3. Brand, Marketing & Growth (Country Level)

Own country brand strategy and localization, aligned with global brand DNA.

Lead full-funnel marketing execution:

• Performance marketing
• Influencer & KOL ecosystem
• Community & brand activation
• PR and partnerships

Ensure marketing efficiency (CAC, MER, LTV).

Decide hero SKUs, launch cadence, and local assortments.

4. Commercial & Channel Execution

Own country sales targets and channel strategy:

Negotiate and manage local commercial partners.

Drive promo mechanics, bundling, and pricing governance.

Balance growth vs margin vs inventory health.

5. Operations & Business Setup

Set up and oversee local operations, including:

• Importation & regulatory coordination
• Logistics & fulfillment
• Customer service standards

Work closely with HQ on supply planning, demand forecasting, and compliance.

Ensure scalable operations with cost discipline.

6. Team, Partner & Culture Building

Build and manage a local country team.

Manage agencies, vendors, and distributors.

Instill HQ execution standards, governance, and culture.

Act as a single point of accountability for country performance.

7. Reporting & Governance

Deliver monthly country P&L reviews to HQ.

Track and report key KPIs:

• Revenue growth
• Margin & EBITDA
• Marketing ROI
• Cash burn & working capital

Proactively flag risks and propose corrective actions.

Why Join Us

• Opportunity to play a key role in driving business growth in a dynamic FMCG environment.
• Strong cross-functional exposure and collaboration.
• Competitive compensation and opportunities for career growth.