ASEAN Head of Consumer

Lead commercial growth. Shape omnichannel strategy. Redefine regional consumer connection.

We work with brands that don’t just follow markets — they move them. We’re now leading the search for an ASEAN Head of Consumer on behalf of a fast-growing consumer business group anchored in Indonesia, with ambitions across the region.

This is a pivotal commercial leadership role — driving end-to-end P&L ownership, omnichannel strategy, and ASEAN market expansion, starting with Indonesia and scaling into Singapore, Malaysia, the Philippines, and Thailand.

If you’ve run country or regional businesses, understand what it takes to localize consumer playbooks, and can lead teams across both brick and click, this is your next move.

What You’ll Own

Regional Consumer & P&L Leadership

• Lead the Indonesia business while preparing market entries across ASEAN.
• Own full commercial performance: retail, e-commerce, marketplace, and distribution.
• Build country-level strategies grounded in data, shopper insight, and retail conditions.

Omnichannel Execution & Consumer Experience

• Drive consistency across all consumer touchpoints: from offline retail to marketplaces to DTC.
• Ensure merchandising, pricing, stock, visibility, and campaigns hit market-by-market benchmarks.
• Collaborate closely with marketing and product to deliver standout, localized brand moments.

Brand & Partner Development

• Manage global and regional brand partnerships, owning commercial terms and trade outcomes.
• Shape portfolio expansion — from third-party to private label — while protecting brand integrity.
• Stay one step ahead of consumer shifts, market trends, and competitive moves.

Team Building & ASEAN Expansion

• Recruit and lead high-performing teams across the region, developing future country GMs and commercial leads.
• Work closely with founders and C-levels to define go-to-market strategies for new countries and channels.
• Identify whitespace — new retail formats, channels, and monetization opportunities.

Requirements

WHAT YOU BRING

• 10+ years in commercial or GM roles — ideally across beauty, lifestyle, retail, or FMCG.
• OR you have proven track record in market expansions within ASEAN market
• Proven P&L leadership, team building, and omnichannel execution across at least 2 ASEAN markets.
• Deep understanding of how Southeast Asian consumers shop, engage, and switch.
• Strong operator instincts — paired with strategic chops to influence boardroom decisions.
• Clear, confident communicator — able to galvanize cross-functional teams, partners, and internal stakeholders.
• Fluent in English.
• Willing to relocate to Jakarta Indonesia

This is not just a market role — it’s a mandate to scale consumer connection across borders. If you're ready to shape what beauty retail looks like in ASEAN, we’d like to hear from you. Apply 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.

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