General Manager, Singapore

The Role

We are looking for people who bring something unique to Suntory Global Spirits - themselves. We value differences, and we appreciate what each of us can contribute. We inspire each other, and challenge ourselves to innovate, improve, advance new ideas and try new things. We create endless opportunities to Unleash Your Spirit every day in a culture that is charged, creative, challenging and fun.

Position Overview

The General Manager– Singapore is a key member of the Southeast Asia leadership team and is responsible for brand building, commercial and Trade Marketing leadership, and delivery of the full end-to-end ownership of the market P&L in own RTM - Singapore. This is a senior, hands-on leadership role with accountability for developing and executing commercial and trade marketing strategy, optimizing the route to market, building premium brands, and leading the local team ensuring sustainable profitable growth.

Singapore is a strategically important market within Southeast Asia and operates in own route-to-market environment. The General Manager will be responsible for driving performance through strong internal leadership, close partnership with customers, wholesalers, on-trade and e-commerce accounts, and effective alignment with regional and global stakeholders.

Mission of the Role 

To lead the Singapore business with full P&L ownership, clear commercial and brand agenda, delivering NSV, market share and brand equity growth through strong market leadership, effective route-to-market management, disciplined execution, a high-performing team culture and cross-functional collaboration.

Role Responsibilities

People Leadership

• Lead the Singapore country organization with solid-line responsibility for Commercial, Trade Marketing and in‑market Brand Marketing roles.
• Ensure the organization design, roles and ways of working support the GM‑led model and SEA growth ambition from 50M to 100M NSV.
• Build and sustain a strong, inclusive, and high-performing team culture aligned to the values and ambitions of Suntory Global Spirits.
• Inspire, coach, and develop the local team to deliver against business objectives and create a strong sense of ownership and accountability.
• Foster a One Team culture that encourages collaboration, curiosity, and outperformance.
• Provide clear direction, support, and constructive feedback to team members and ensure the organization is structured effectively to deliver the market plan.
• Support talent development and succession planning within the Singapore organization and across key market-facing roles.

Commercial Leadership

• Develop and execute the strategic direction for Singapore, including the market plan, commercial plan, brand plans, budget, and forecast.
• Own the delivery of the market P&L and financial performance, including NSV growth, profitability, A&P deployment and operating expenses within agreed SEA guardrails.
• Lead monthly, quarterly, and annual business performance reviews, with strong understanding of the key drivers of market performance, including depletions, stock levels, activation plans, promotions, pricing, and competitor dynamics.
• Build and align annual brand and commercial plans, setting clear KPIs across distribution, market share, rate of sale, pricing, promotional activity, and execution standards.
• Drive the innovation agenda in close partnership with regional and global brand teams.
• Own pricing and profitability decisions within regional guardrails
• Ensure route-to-market effectiveness and build strong, trust-based relationships with wholesalers, customers, and other key external partners.
• Establish and maintain strong working relationships with enabling functions including Finance, Operations, Supply Chain, Legal, Human Resources, and Marketing.
• Champion compliance, professionalism, and good governance, ensuring the market operates in line with all legal, regulatory, and policy requirements.
• Lead confidently through change, ensuring business priorities remain clear and the organization remains agile and responsive.

Market and Stakeholder Leadership

• Represent the Singapore market effectively within the Southeast Asia and broader APAC leadership forums.
• Lead in‑market Brand Managers and Marketing activation, ensuring local execution is on strategy, premium, and consistent with SEA campaign platforms and brand guardrails.
• Lead in‑market Trade Marketing and activation planning, ensuring alignment to SEA TM standards, playbooks and ways of working. Partner with regional and global stakeholders to ensure Singapore’s needs are understood and reflected in business planning.
• Build effective external relationships with customers, wholesalers, trade partners, and relevant industry stakeholders.
• Work closely with commercial excellence teams to strengthen execution, analytics, capability building, and performance discipline.
• Work closely with regional and global marketing teams to strengthen innovation agenda
• Support crisis management and issues management as required, ensuring timely escalation, clear communication, and effective action.

Qualifications

• Minimum 12years experience, strong people leadership and coaching capability. 
• Strong general management mindset, able to balance growth, margin, brand equity and culture in one coherent plan.
• Comfortable with end‑to‑end accountability and making clear investment trade‑offs across brands, channels and customers.
• Ability to create an environment where people can perform at their best.
• Excellent financial and commercial acumen.
• Strong stakeholder management and influencing skills in a matrixed organization.
• Clear and compelling communication skills, both written and verbal.
• Ability to navigate complexity and drive alignment across multiple priorities.
• Customer-focused, commercially aware, and action-oriented.
• High degree of agility, resilience, and adaptability.
• Strong attention to detail and commitment to quality.
• Ability to challenge the status quo and lead change effectively.
• Inclusive leadership style with the ability to engage, motivate, and inspire others.
• Experience in spirits, beverage, FMCG, or premium consumer goods.
• Experience managing joint business planning and performance management with key customers, distributors and wholesalers..
• Experience working across Southeast Asia and/or other multi-market environments.
• Experience in market development and premium brand building in competitive, high‑growth markets..