Responsibilities:

Business strategy, planning, and performance ownership

Set and own the B2C strategy and annual operating plan aligned to Group objectives and the BU process flow design (handoffs, approvals, controls, SLAs).
Translate strategy into clear targets and KPIs for revenue, margin, contribution, customer experience, service levels, and working capital.
Run disciplined weekly and monthly business reviews; diagnose performance drivers, agree corrective actions, and track delivery to closure.
Build business cases for new locations, capacity expansion, major campaigns, and key initiatives; secure approvals and track benefits realisation.
Commercial leadership assortment, pricing, promotions, and revenue management
Oversee B2C category and commercial planning to deliver a compelling, profitable assortment and clear pack-price architecture.
Approve promotional calendars, discount rules, and price moves within authority limits and margin guardrails; ensure pre- and post-promo evaluation discipline.
Lead supplier and partner performance management to improve availability, landed cost, promotional funding, and service outcomes where applicable
Ensure commercial decisions are data-led using customer insight, elasticity, basket drivers, and cohort performance.

Customer experience and brand performance:

Own the end-to-end customer journey across e-commerce, customer service, fulfilment, and retail locations, with clear service standards and escalation paths.
Ensure customer issues (refunds, missing items, late deliveries, product quality concerns) are resolved promptly and fairly and that systemic root causes are removed.
Partner with e-commerce growth to deliver strong merchandising, communications, and retention programmes that increase conversion and repeat purchase.

Retail operations excellence and network management:

Ensure retail locations meet defined operating standards for store operations, visual merchandising, service quality, and cash/inventory controls.
Own network performance (store productivity, labour efficiency, shrink, compliance) and maintain a cadence for store reviews, audits, and corrective actions.
Oversee store expansion and operational readiness for new locations, including staffing, training, stock readiness, systems setup, and go-live controls.\
Manage franchise/landlord relationships where applicable, ensuring service standards and brand integrity are maintained.

Fulfilment, last-mile, and inventory integrity:

Ensure fulfilment is executed from the appropriate warehouse/store location serving the customer’s area, with delivery windows aligned to order type (on-demand and scheduled). •
Own service performance (order accuracy, on-time delivery, cancellation rate) and drive continuous improvement with the Fulfilment & Last-mile team.
Ensure robust inventory governance across locations: replenishment discipline, cycle counts, expiry management (FEFO), and shrink prevention.
Ensure returns, damages, and write-offs follow documented controls with evidence and approvals, protecting margin and compliance.

Financial management, controls, and governance:

Own the B2C P&L and working capital outcomes, partnering with finance to manage margin, opex, capex, and cash discipline.
Ensure adherence to authority levels for spend, pricing/promotions, write-offs, refunds, and contractual commitments, with evidence-based approvals and audit trails.
Maintain strong controls over cash handling, refunds, inventory adjustments, and system access rights; partner with Internal Control on audits and remediation.
Maintain risk registers (operational, fraud, compliance, reputation) and ensure risks are escalated and addressed promptly.

People leadership and organisational capability:

Build, lead, and develop the B2C leadership team; set clear expectations, coaching routines, and succession plans.
Ensure workforce plans, shift rosters, training, and performance management are implemented across retail and fulfilment operations.
Promote a culture of customer focus, accountability, safety, and ethical conduct; set the tone for disciplined execution.
Partner with people/HR to recruit, onboard, and retain talent and to maintain healthy employee relations.

Data, technology, and continuous improvement:

Partner with Tech & Data to ensure systems (e-commerce platform, CRM, inventory, POS/OMS/WMS, as applicable) are reliable and fit-for-purpose.
Drive data-driven decision-making through dashboards, experimentation, and disciplined post-initiative reviews.
Sponsor improvement initiatives that reduce cost-to-serve, improve availability, and increase conversion and retention.

Requirements:

Bachelor’s degree in business, engineering, economics, or a related discipline; an MBA/MSc is an advantage.
10–15+ years’ experience in consumer retail, e-commerce, FMCG, or last-mile operations, including senior leadership responsibility for a P&L.
Proven track record of scaling a consumer business with strong operational execution and commercial discipline.
Strong P&;L ownership and financial acumen (margin management, cost-to-serve, and working capital).
Proven commercial capability in category management, pricing, promotions, and supplier negotiation.
Strong understanding of e-commerce growth levers (performance marketing, CRM/retention, merchandising, conversion rate optimisation).
Operational leadership across retail execution, fulfilment, and last-mile performance management.
Strong governance and control mindset, including authority limits, approvals, and audit readiness.

Behavioural competencies:

Customer-obsessed and high-integrity leader; protects customer trust and business sustainability.
Structured and outcomes-driven; sets priorities and holds teams accountable with disciplined routines.
Calm under pressure and decisive; escalates risks early and drives resolution.
Collaborative communicator; aligns cross-functional teams and manages stakeholders effectively.
Coaching-oriented leader who builds capability and a strong performance culture.

Working Conditions:

This role requires frequent interaction with retail locations and operational teams across cities, alongside leadership presence at HQ.
Travel within operating cities is expected.
Work intensity increases during peak trading periods, major campaigns, and incident management.
The role handles commercially sensitive information and must maintain confidentiality and strict adherence to governance and control processes.

Benefits:

Remuneration is competitive and aligned with the role level and market.
Health coverage, statutory benefits, paid leave, and role-related support. Additional benefits may apply

General Manager (B2C)

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