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.