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General Manager, Europe

Fi Smart Dog Collar· Marketing
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Hybrid (London)$100k - $300kFull Time / On site or RemotePosted 1mo ago

About the role

Fi is seeking a General Manager, Europe to lead expansion across Europe (focus UK and Germany), own regional P&L and go-to-market strategy, and act as Fi's on-the-ground leader in Europe. This role blends strategic leadership with hands-on marketing execution and requires building local teams, tailoring brand messaging, and coordinating with central marketing and cross-functional partners.

Responsibilities

  • Own the European expansion strategy and marketing roadmap, with the UK and Germany as priority markets
  • Partner with Finance to build and manage the regional marketing budget and P&L, and report progress to leadership
  • Identify and prioritize market entry sequence, positioning, and investment across additional European markets beyond the UK and Germany
  • Develop and execute endemic marketing campaigns (partnerships, content, placements) within pet, outdoor, and lifestyle ecosystems that build authentic awareness and credibility with European pet owners
  • Localize Fi's brand, messaging, and positioning for UK and German audiences, accounting for cultural, linguistic, and competitive differences
  • Identify and manage partner relationships in coordination with the broader commercial team
  • Partner with lifecycle, social, PR, and paid media leads to adapt global campaigns for European markets, and build region specific programs where needed
  • Work with product, ops, and customer experience teams to ensure product, fulfillment, and support meet local market expectations
  • Serve as the primary voice of the European market inside Fi, feeding local insights back into company strategy
  • Build out the regional team over time, hiring, onboarding, and managing local talent and agency/contractor relationships as the market scales
  • Manage relationships with regional agencies, freelancers, and vendors (creative, PR, media buying)
  • Ensure regional marketing activity complies with local advertising, data privacy, and consumer protection regulations (GDPR)

Qualifications

  • 8+ years in marketing, with meaningful experience in a general manager, country manager, or regional marketing lead role
  • Track record of launching or scaling a consumer brand in the UK and/or Germany, ideally via DTC and Amazon
  • Experience building integrated marketing plans across paid, social, PR, lifecycle, and partnerships, and knowing when to drive strategy yourself versus lean on channel specialists
  • Comfort owning a budget and being accountable for regional growth metrics and ROI, not just brand output
  • Strong cross functional collaborator who can influence and align remote, centralized teams without direct authority over them
  • Deep familiarity with the UK and German consumer, media, and retail landscape
  • Builder's mindset, comfortable operating with ambiguity, limited resources, and evolving priorities in early stage regional expansion
  • Willingness to travel regularly within Europe, with occasional travel to the US headquarters
  • Experience in pet, animal health, wearables, or connected hardware
  • Prior experience opening a new international market for a US based or global consumer brand
  • Existing relationships with UK or German retail, PR, or pet industry partners
  • Understanding of subscription based business models

Skills

Required:Marketing leadershipBrand localizationBudgeting and ROI analysis

Benefits

  • Flexible PTO
  • Full medical, dental, and vision insurance
  • Free access to wellness services (One Medical, Kindbody, Talkspace)
  • Dog-friendly office
  • $500 annual dog charity donation via BarkBack Program
  • Free Fi Membership for you and your pet
  • Gifting program for friends and family
Last updated Sep 9, 2026. Interested? Apply on the company site.

About Fi Smart Dog Collar

Dog GPS & Health tracking | $19/month | Fi Smart Dog Collar

Fetch the most advanced GPS, behavior, and activity tracking technology for your pet.

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