ASEAN Head of Consumer at Substack

Singapore

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Not SpecifiedCompensation

Expert & Leadership (9+ years)Experience Level

Full TimeJob Type

UnknownVisa

Beauty, Personal Care, RetailIndustries

Requirements

10+ years in commercial or GM roles — ideally across beauty, lifestyle, retail, or FMCG
OR proven track record in market expansions within ASEAN market
Proven P&L leadership, team building, and omnichannel execution across at least 2 ASEAN markets
Deep understanding of how Southeast Asian consumers shop, engage, and switch
Strong operator instincts — paired with strategic chops to influence boardroom decisions
Clear, confident communicator — able to galvanize cross-functional teams, partners, and internal stakeholders
Fluent in English

Responsibilities

Lead the Indonesia business while preparing market entries across ASEAN
Own full commercial performance: retail, e-commerce, marketplace, and distribution
Build country-level strategies grounded in data, shopper insight, and retail conditions
Drive consistency across all consumer touchpoints: from offline retail to marketplaces to DTC
Ensure merchandising, pricing, stock, visibility, and campaigns hit market-by-market benchmarks
Collaborate closely with marketing and product to deliver standout, localized brand moments
Manage global and regional brand partnerships, owning commercial terms and trade outcomes
Shape portfolio expansion — from third-party to private label — while protecting brand integrity
Stay one step ahead of consumer shifts, market trends, and competitive moves
Recruit and lead high-performing teams across the region, developing future country GMs and commercial leads
Work closely with founders and C-levels to define go-to-market strategies for new countries and channels
Identify whitespace — new retail formats, channels, and monetization opportunities

Skills

Key technologies and capabilities for this role

P&L OwnershipOmnichannel StrategyE-commerceRetail ManagementMarketplace ManagementData AnalysisShopper InsightsMerchandisingPricing StrategyCampaign ManagementBrand PartnershipsPortfolio ExpansionTeam LeadershipMarket ExpansionGo-to-Market Strategy

Questions & Answers

Common questions about this position

What experience is required for the ASEAN Head of Consumer role?

Candidates need 10+ years in commercial or GM roles, ideally in beauty, lifestyle, retail, or FMCG, or a proven track record in ASEAN market expansions, plus P&L leadership, team building, and omnichannel execution across at least 2 ASEAN markets.

Is this position remote or on-site?

The position is on-site.

What salary or compensation is offered for this role?

This information is not specified in the job description.

What will I be responsible for in terms of team and expansion?

You will recruit and lead high-performing teams across the region, develop future country GMs and commercial leads, and work with founders and C-levels on go-to-market strategies for new ASEAN countries.

What makes a strong candidate for this position?

A strong candidate has deep understanding of Southeast Asian consumers, strong operator instincts with strategic skills, and is a clear, confident communicator fluent in English, with proven leadership in ASEAN markets.

Substack

Digital publishing platform for subscription-based content

About Substack

Substack is a digital publishing platform that connects writers and readers. It allows creators, such as authors, journalists, and chefs, to share their work through newsletters, blogs, podcasts, and videos. Creators can set their own subscription fees, ranging from $5 to $27 per month, enabling them to earn money directly from their content without relying on traditional publishing or advertising. Substack handles administrative tasks, billing, and technical support, allowing creators to focus on their writing. The platform also helps creators grow their audience, as a significant portion of new subscriptions comes from within the Substack network. Substack earns revenue by taking a percentage of the subscription fees, aligning its success with that of its creators. The goal of Substack is to empower creators to monetize their work while providing the necessary tools for managing and expanding their subscriber base.

San Francisco, CaliforniaHeadquarters

2017Year Founded

$97.5MTotal Funding

ANGELCompany Stage

Consumer Software, EntertainmentIndustries

1,001-5,000Employees

Risks

Enterprise offering may lead to competition with established solutions, straining resources.

Elon Musk's acquisition interest could cause market speculation and investor instability.

Integration with Polymarket may expose Substack to reputational risks and regulatory scrutiny.

Differentiation

Substack empowers creators with a subscription-based model, bypassing traditional revenue streams.

The platform offers built-in marketing, aiding creators in growing their subscriber base.

Substack's tools support diverse content, including newsletters, blogs, podcasts, and videos.

Upsides

Spotify integration broadens podcasters' reach, potentially boosting subscribers and revenue.

Mobile editor launch enhances accessibility, increasing content output and engagement.

Enterprise offering partnership with The Free Press opens new revenue streams for Substack.

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