General Manager (Europe)

About the role

Join Fi, a leading pet technology company, as the General Manager for Europe. In this role, you will lead our expansion across the region, focusing on the UK and Germany. You will own the regional P&L and go-to-market strategy, partner with central marketing teams, and develop and execute marketing campaigns. You will also work with product, ops, and customer experience teams to ensure a seamless experience for local markets. This is a hands-on role for a strategic leader with a strong marketing background and experience in launching or scaling consumer brands in the UK and/or Germany. Key missions: Lead the expansion of Fi's presence in Europe, focusing on the UK and Germany, by developing and executing a comprehensive go-to-market strategy.. Manage the regional P&L and marketing budget, ensuring alignment with overall business objectives and reporting progress to leadership.. Collaborate with cross-functional teams to localize marketing efforts, build partnerships, and ensure compliance with local regulations. Profile: - Prior experience opening a new international market for a US based or global consumer brand - Understanding of subscription based business models - Strong cross functional collaborator who can influence and align remote, centralized teams without direct authority over them - A builder's mindset, comfortable operating with ambiguity, limited resources, and evolving priorities in early stage regional expansion - 8+ years in marketing, with meaningful experience in a general manager, country manager, or regional marketing lead role - A track record of launching or scaling a consumer brand in the UK and/or Germany, ideally via DTC and Amazon - Comfort owning a budget and being accountable for regional growth metrics and ROI, not just brand output - Experience building integrated marketing plans across paid, social, PR, lifecycle, and partnerships, and knowing when to drive strategy yourself versus lean on channel specialists - Existing relationships with UK or German retail, PR, or pet industry partners - Experience in pet, animal health, wearables, or connected hardware - Willingness to travel regularly within Europe, with occasional travel to the US headquarters - Deep familiarity with the UK and German consumer, media, and retail landscape