General Manager, US – Consumer Devices (Mandarin Required)

About the role

Full ownership of the US P&L, with end-to-end accountability for growth, profitability, market share, GTM, and organizational performance. Genuine General Management mandate, not limited to sales, retail, or e-commerce leadership. Integrate Amazon, DTC, Mass Retail, and Omnichannel into a coherent US consumer and commercial strategy. Determine investment priorities, product and category focus, go-to-market strategies, and channel integration to drive market share and profitable sell-out. Connects the entire value chain: Consumer → Product → GTM → Channel → Sell-Out → Margin → P&L.

Responsibilities

• Take full ownership of the US P&L, including revenue, profitability, investment allocation, and overall business performance.
• Develop and execute the company's multi-year US growth and market-share strategy.
• Lead the evolution of the US business into a fully integrated omnichannel consumer business.
• Own the commercial strategy across Amazon, DTC, mass retail, and other key channels.
• Expand and deepen the company's presence across major US retailers, including Target and Walmart.
• Drive consumer demand and sell-out, not just retail sell-in or distribution.
• Own US GTM and product commercialization, including positioning, launching, and scaling new products and categories.
• Build the US strategy around the company's hardware + software + app + data ecosystem.
• Use consumer, commercial, and competitive insights to inform product, pricing, channel, and investment decisions.
• Balance growth with margin, inventory, forecasting, and channel economics.
• Partner closely with global Product, Marketing, Technology, Supply Chain, Finance, and Operations teams.
• Lead and develop a 100+ person US organization, building strong alignment across commercial and functional teams.
• Serve as the voice of the US market to the Founder & CEO and global leadership team, influencing product, investment, and strategic priorities.

Ideal candidate

• Exceptional consumer leader with experience building and scaling a modern US business across e-commerce, DTC, and physical retail.
• 10–15+ years of experience in consumer devices, consumer electronics, consumer technology, small appliances, health & wellness, beauty, mother & baby, FMCG, or adjacent consumer categories.
• Genuine US GM, Business Unit, or P&L ownership with end-to-end accountability for commercial performance.
• Experience managing a business across Amazon, DTC, and major US retail channels.
• Proven track record of building or transforming an omnichannel consumer business.
• Strong understanding of sell-out, consumer demand, and category growth.
• Experience owning or materially influencing GTM and product commercialization.
• Strong consumer, commercial, and analytical judgment.
• Understanding of margin, inventory, forecasting, and channel economics.
• Experience leading sizeable cross-functional organizations and senior leadership teams.
• Ability to move fluidly between CEO-level strategy and hands-on market execution.
• Exceptional Omnichannel, Commercial, Retail, or E-Commerce leaders stepping into their first GM role will also be considered, provided they demonstrate genuine end-to-end business ownership.
• Relationships with major US retailers are valuable, but the focus is on building a repeatable commercial system rather than relying on individual buyer relationships.

The opportunity

• Inherit an established US business with 100+ employees and meaningful existing scale.
• Direct reporting access to the Founder & CEO.
• Full ownership of the US P&L.
• Leadership of an established 100+ person US organization.
• Significant autonomy over market, channel, and investment strategy.
• Ownership across Amazon, DTC, retail, and omnichannel growth.
• Significant influence over GTM and product commercialization.
• Opportunity to shape the development of a hardware + software + app + data ecosystem in the US.
• Resources of an established global #1 category leader, with substantial headroom for further growth.
• Ideal for a consumer leader ready to take true end-to-end ownership of one of the company's most important global markets.