General Manager (F&B)

Our client, a growing F&B brand, is seeking a General Manager to lead its new market launch and expansion strategy. This role will be responsible for overseeing the end-to-end market entry, from developing market and business strategies to establishing operations, driving outlet expansion, and ensuring commercial and financial performance. The position will work closely with Commercial, Marketing, Operations, Finance, HR, Supply Chain, and Business Development teams to ensure successful market entry, build a strong local presence, and establish a scalable foundation for sustainable business growth.Job Descriptions:Lead end-to-end market entry and launch strategy, including market assessment, location strategy, business feasibility, go-to-market planning, and commercial readiness for entering new markets.Oversee the full P&L and business performance of the new market, setting revenue, profitability, cost, and operational targets while ensuring the business achieves sustainable growth post-launch.Drive new outlet openings and operational setup, covering site selection, pre-opening activities, supply chain readiness, manpower planning, SOP implementation, and ensuring each outlet is fully prepared for launch.Build and execute local commercial and marketing strategies, including brand positioning, customer acquisition, partnerships, promotional campaigns, and localized initiatives to establish the brand in the new market.Lead cross-functional and local teams, working closely with Operations, Marketing, Finance, HR, Supply Chain, and Business Development to ensure smooth market entry, operational excellence, and scalable expansion.Requirements:Proven track record in F&B operations and business development, ideally with 10–15+ years of experience across multi-unit and large-scale F&B businesses.Strong leadership and people management capabilities, with extensive experience overseeing large-scale outlet networks, multi-city operations, and high-performing cross-functional teams.Strong commercial and financial acumen, with proven ownership of P&L, budgeting, forecasting, cost control, and financial performance across a sizable F&B operation.Proven track record in F&B expansion and new market launches, including market entry strategy, site development, outlet openings, operational setup, and post-launch business growth.Strategic, entrepreneurial, and results-driven, with the ability to translate business objectives into actionable strategies, lead complex execution, and deliver sustainable revenue and profitability growth.