Regional Business Unit Leader

Regional Business Unit Leader 

The Opportunity:

The Regional Business Unit Leader role is an experienced and visionary leader in driving the brand's commercial success, shaping long-term business strategy, and managing cross-functional execution across product, marketing, retail, and operations. As BU Head, you will be accountable for both launching new growth initiatives and maximizing performance of existing businesses within US region.

• 1. Strategic Planning & Innovation (10%) > Link to China 
• Lead long-term (3-year) regional business planning to support company vision as well as brand vision.
• Develop and evolve the business model and consumer-centric value propositions 
• Translate long-term goals into actionable strategies, yearly.

• Own P&L. Develop and execute strategies to achieve revenue, profit, market share targets. 
• Lead strategy and execution for omni-channels, including portfolio management, national promo calendar, bridging the potential conflicts between different channels, etc
• Oversee GTM strategy and implementation from end to end, including but not limited to product positioning, pricing, placement, and promotion.
• Lead and manage the success of brand website (DTC) business
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• Lead the creation of brand mission, vision, target audience, positioning and statement which aligns with the company vision. 
• Lead the strategy of delivering the brand value and resonate with our target audience and establishing brand awareness and equity.
• Collaborate with relevant MKT function teams to increase brand user base, engagement, loyalty, and emotional connections with the brand. 
• Oversee the Integrated Marketing Strategy and execution to ensure the success of new launches. 

• Develop and maintain any needed tools, systems, and processes to collaborate with product, marketing, sales channels, to ensure regional success.
• Build and lead a high-performing regional team, fostering collaboration and innovation.
• Manage partnerships with external vendors, agencies, and developers as needed.
• Cultivate a culture of ownership, proactiveness, and result-driven performance.
• Define KPIs for the teams and roles within the Regional BU, and manage the team performance. 

• Business results:
• GMV, profit, profit margin, and growth rate
• New product/service contribution to regional revenue
• Retail share to regional revenue
• Marketshare

• Brand awareness, branded keywords search volume
• Brand user base and subscribers
• Marketing campaign effectiveness & ROI
• DTC website SEO and traffic structure
• Customer Retention and Lifetime Value (CLTV)

• The completeness of team structure
• Quality of team goal setting, capability evaluation standards, growth path

• 15+ years of experience in health, wellness, consumer electronics brands or technology-driven businesses, ideally in a general management, marketing, or commercial leadership role.
• Proven track record of business success and P&L ownership.
• Strong experience with omnichannel retail.
• Comfortable navigating matrixed organizations and cross-functional teams.
• Background in product launches, GTM planning, and business operations.
• Strategic and tactical skills to combine strategic vision with hands-on execution to deliver measurable results.
• Data-driven and result-driven mindset with strong analytical and problem-solving skills.

• Entrepreneurial spirit, grit, resilience, and find a way to get things done.
• Proactive, results-driven with high ownership and commitment.
• Growth mindset with a desire to innovate and continuously improve.
• Collaborate with a global leadership team and talented professionals across multiple functions.
• Work in a fast-paced, dynamic environment focused on innovation and customer-centric strategies.
• High integrity and humility, with a proactive and ownership-driven approach.
• Comfortable managing multiple projects at once.

Perks and Benefits:

100% covered Medical/Dental/Vision for employee AND spouse + dependents!

401K with 4% employer match and immediate vesting

Generous PTO policy + Paid holidays

Life Insurance

Voluntary Life Insurance

Disability Insurance

Critical Illness Coverage

Accident Insurance

Healthcare FSA

Dependent Care FSA

Travel Assistance Program

Employee Assistance Program (EAP)

Gym/ Wellness Membership

Pet Insurance

Fully stocked kitchen