Country General Manager

Accounting / Audit • Full Time • Hong Kong, HK • 23h ago

Join the Bacha Coffee team

Great ideas start with coffee, Bacha Coffee starts with you. We are headquartered in Singapore with coffee rooms and boutiques in Europe and Asia currently. We are expanding aggressively to achieve a worldwide presence in the upcoming months...

Bacha Coffee specialises in 100% Arabica coffees and provides customers with a unique opportunity to travel the world through their cup by exploring harvests from over 30 of the most well-reputed coffee producing countries. Even our distinctive fine blended, fine-flavoured and naturally decaffeinated coffees are produced using only 100% Arabica beans to give coffee lovers the widest choice, without ever sacrificing quality or flavour.

The qualities that have made Bacha Coffee a legendary brand around the world also make us a great place to work: innovation, creativity, passion, and excellence.

Role Overview

The Country General Manager will be responsible for establishing and leading the Hong Kong business, driving brand presence, operational excellence, and commercial performance. This role requires a strategic business leader who can build and scale a high-performing organization through expansion.

As the country head, you will drive growth and brand equity across retail and F&B operations, leading end-to-end brand planning, merchandising, and marketing initiatives. Leveraging market analysis and performance insights, you will steer the business toward achieving ambitious revenue and profitability targets while maintaining the highest standards of luxury positioning for Bacha Coffee.

You will oversee cross-functional teams—including but not limited to retail, F&B, corporate sales, corporate communications, learning & development, finance, HR, and operations—ensuring alignment and execution excellence across all functions. The role also requires strong stakeholder management, including building and maintaining relationships with luxury mall landlords, government authorities, and HQ partners, to support market expansion and long-term business development.

Responsibilities

Strategy, Growth & Market Development

Formulate and execute country-level business strategies to maximize revenue growth and long-term brand equity for Bacha Coffee
Lead market expansion planning and a 3–5 year growth roadmap for Hong Kong
Conduct ongoing market and competitive analysis to identify opportunities, risks, and positioning strategies

Commercial Performance & P&L Management

Own full country P&L, including revenue growth, profitability, budgeting, and forecasting
Monitor, analyze, and report on sales performance and key business metrics to drive continuous improvement
Develop and implement initiatives to optimize financial performance and operational efficiency

Brand, Merchandising & Marketing

Lead end-to-end brand planning, ensuring alignment with global luxury positioning
Formulate and execute merchandising strategies, including product mix, pricing, distribution, and in-store experience
Direct and oversee PR and marketing campaigns to maximize brand visibility, customer engagement, and ROI
Develop, monitor, and review all sales and marketing activities and performance outcomes

Operations & Execution Excellence

Oversee end-to-end operations across Coffee Rooms, boutiques, corporate sales, warehouse, and central kitchen functions
Ensure consistent execution of SOPs, service excellence, and compliance with local regulations
Drive operational scalability and readiness for multi-unit expansion

Leadership & Organisational Development

Provide leadership and vision across all functions, including Retail (Coffee Rooms & Boutiques), Corporate Business, PR & Marketing, Finance, HR, Supply Chain, and Production
Build, develop, and retain a high-performing leadership team and workforce
Foster a culture of excellence rooted in luxury service and operational discipline

Stakeholder & Partnership Management

Liaise and negotiate with luxury mall landlords to secure prime retail locations and support brand presence
Build strong relationships with local partners, authorities, and industry stakeholders
Work closely with Singapore HQ to ensure alignment on brand standards, strategy, and execution across all business areas

Requirements

Bachelor’s degree in Business, Marketing or related discipline
Minimum 8 years' of leadership experience in luxury retail, premium F&B, or hospitality
Proven track record of launching or scaling a brand in Hong Kong or North Asia
Strong P&L management experience with multi-site operations
Fluent in English; Cantonese and Mandarin strongly preferred

Skills & Competencies

Strategic thinker with strong execution capabilities
Deep understanding of Hong Kong consumer behavior, retail landscape and luxury service standards
Exceptional leadership and people management skills
Strong commercial acumen and negotiation skills
High attention to detail and commitment to luxury service standards

Bacha Coffee is an equal opportunity employer. Only shortlisted candidates will be notified.

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