Country Manager

6 days ago

Indonesia Malaysia Vietnam Sunrise & Co Pte Ltd Full time 1,500,000 - 3,000,000 per year
  1. Role Overview

The Country Manager will be responsible for leading and expanding the companys Sports & Lifestyle business, covering equipment, apparel, footwear, and accessories across multiple channels distribution, wholesale, retail, and e-commerce. This role requires a self-driven leader with strong commercial acumen, operational depth, and the ability to establish a scalable business structure aligned with the Groups regional growth strategy.

  1. Key Responsibilities

  2. A. Strategic Leadership

  3. Develop and implement business strategy in alignment with group objectives.
  4. Build annual and long-term business plans covering sales, profitability, market share, and operational excellence.
  5. Identify emerging market trends, category opportunities, and competitive positioning in the sports and lifestyle sectors.
  6. B. Sales & Channel Management
  7. Lead and manage B2B distribution, key account management, retail operations, and e-commerce channels.
  8. Build strong relationships with distributors, franchisees, and major retail partners.
  9. Drive revenue growth through new product introductions, pricing strategy, and promotional planning.
  10. C. Financial & Commercial Control
  11. Oversee full P&L, working capital, and budget management.
  12. Ensure cost optimization and adherence to financial KPIs.
  13. Work closely with finance and audit teams to maintain transparency, compliance, and accuracy in reporting.
  14. D. Operations & Supply Chain
  15. Streamline logistics, warehousing, and inventory control to ensure timely availability of goods.
  16. Oversee local repacking, quality control, and regulatory compliance (BIS, import duties, GST, etc.).
  17. Implement efficient systems for forecasting, procurement, and stock management.
  18. E. Marketing & Brand Development
  19. Coordinate with regional marketing teams to localize brand campaigns for the market.
  20. Drive influencer marketing, social media, and event-based activations to enhance brand visibility.
  21. Build partnerships with sports associations, academies, and key opinion leaders.
  22. F. People Leadership
  23. Build, mentor, and manage cross-functional teams across sales, operations, finance, and marketing.
  24. Foster a culture of performance, accountability, and innovation.

  25. Ensure HR and compliance policies are effectively implemented at the country level.

  26. Desired Candidate Profile

  27. Proven leadership experience in sports, lifestyle, footwear, or FMCG industries.

    • Strong understanding of multi-channel distribution models and retail operations.

    • Entrepreneurial mindset with the ability to operate independently and build from ground up.

    • Excellent interpersonal, analytical, and negotiation skills.

    • Experience managing a full P&L, including budgeting and forecasting.

    • Exposure to ERP and digital commerce platforms preferred (e.g., SAP, Microsoft Dynamics, Shopify).

    • Willingness to travel within and internationally when required.

  28. Key Performance Indicators (KPIs)

  29. Revenue growth vs. target

    • Gross margin improvement

    • Channel expansion (distribution + retail + e-commerce)

    • Inventory and working capital efficiency

    • Brand visibility & market share metrics

    • Employee engagement and retention

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