General Manager (Brand)

As the Brand and Commercial Lead, you'll act as the creative strategist who makes everything work, amplifies what's already moving, and as a final brushstroke, sees it all come together in the numbers, crowning a masterpiece. This is not a "manage the agencies and send the report" kind of role. This is a build-it, scale-it, own-it kind of role, for someone with hands-on experience building or operating a consumer brand in Mexico across multiple channels, where your fingerprints will be on every milestone that matters.

Responsibilities

• Own the P&L end to end and make the calls that move the number.
• Drive growth across DTC, Amazon, Mercado Libre, and a retail pipeline that is just getting started.
• Manage a network of external partners covering paid media, lifecycle marketing, fulfillment, UGC, and customer support, holding each one to clear performance standards.
• Track ROAS, CAC, conversion rate, and channel revenue, then turn that into something investors and partners can act on.
• Identify when a vendor or partner is not pulling their weight and move decisively.
• Navigate Mexican regulatory requirements as new distribution channels come online.
• Build out subscription, DTC, and retail activation strategies grounded in how Mexican consumers actually think and buy.
• Work directly with leadership on capital allocation and the two-year growth roadmap.

Requirements

• Fully bilingual in Spanish and English at a professional level.
• Hands-on experience building or operating a consumer brand in Mexico across multiple channels.
• Comfortable owning a P&L in a lean environment where every dollar has to work.
• Strong grasp of performance marketing metrics used to drive decisions, not decorate decks.
• Experience managing multiple agency partners at once and knowing the difference between one that delivers and one that makes excuses.
• High autonomy, low drama. The playbook here is still being written and that is the point.
• Available for weekly in-person meetings in or around Mexico City.

Benefits

• $5,000 to $7,500 USD/month base salary.
• Performance-based bonus tied to revenue milestones.
• Equity stake in the company.
• Flexible contractor structure.