General Manager - USA (Apparel)

Are you ready to lead the next phase of global growth for a high-performance consumer brand entering the United States market? 

Our client is a rapidly growing international brand operating at the intersection of performance apparel, lifestyle and community. As the business accelerates its global expansion, they are seeking a General Manager – USA to take full ownership of growth, brand presence and commercial performance across the United States. 

This is not a traditional “maintenance” leadership role. It is an opportunity to build and scale a brand in one of the most competitive consumer markets in the world. 

You will be responsible for leading the US business across strategy, retail, eCommerce, marketing, operations and partnerships, ensuring the brand’s global vision is successfully executed within the local market. 

Working closely with the global leadership team, you will play a pivotal role in translating international strategy into regional impact while maintaining the integrity of the brand. 

The Opportunity 

This role will lead the US business with clarity and accountability — establishing the strategic direction, building a high-performing team and delivering strong commercial outcomes. 

Reporting to a senior global growth leader and based in Austin, Texas, the position acts as a key link between global headquarters and the US market. 

You will be responsible for bringing global strategy to life locally, adapting where required while ensuring the brand remains consistent and authentic. 

From retail expansion and digital growth to customer engagement and operational excellence, you will oversee the performance and development of the US region. 

The organisation values leaders who are hands-on, adaptable and comfortable operating in fast-moving environments. Success in this role requires someone who embraces ownership, builds strong teams and thrives in a growth-oriented culture. 

What You’ll Bring 

Leadership Experience 

Significant senior leadership experience within retail, fashion, activewear, lifestyle or other high-growth consumer brands. You may have led regional operations, scaled a market entry or driven expansion into new territories. 

Strategic Capability 

An ability to think both strategically and operationally. You can see the broader commercial opportunity while also ensuring effective execution on the ground. 

Market Understanding 

Strong knowledge of the US consumer landscape, including retail trends, digital commerce and the competitive dynamics of performance or lifestyle brands. 

Commercial Expertise 

Confidence in managing budgets, forecasting performance, controlling costs and delivering revenue growth. You combine commercial instincts with data-driven decision making. 

Brand Stewardship 

A strong appreciation for brand positioning and consistency across marketing, retail, partnerships and digital channels while ensuring relevance to the local audience. 

Team Leadership 

A track record of building, mentoring and aligning high-performing teams. You foster clarity, accountability and momentum within fast-paced environments. 

Customer & Community Focus 

An understanding that strong brands are built through meaningful connections with customers. You prioritise experiences that strengthen loyalty and engagement. 

Operational Capability 

Experience navigating cross-functional collaboration, regulatory requirements and operational complexity while maintaining speed and agility. 

Key Responsibilities 

You will be responsible for scaling the US business by defining and executing regional strategy while delivering strong commercial outcomes. 

This includes driving revenue growth, retail expansion, eCommerce performance, partnerships, marketing initiatives and operational efficiency across the region. 

Working closely with global teams across product, marketing, finance and operations, you will ensure alignment while building local momentum. 

Success in this role will be measured by sustainable revenue growth, operational excellence and the long-term strength of the brand within the US market. 

What’s on Offer 

• Opportunity to join a founder-led organisation with significant global growth ambitions 
• A genuine leadership seat in shaping international expansion 
• Autonomy to build and scale a key strategic market 
• Competitive employee product benefits 
• Access to professional development and leadership programs 
• A high-performance culture that supports bold ideas and innovation 
• The chance to build a brand that positively impacts people through movement, sport and lifestyle 

About the Company 

Our client is a rapidly growing international brand known for its strong culture, loyal customer base and ambitious global growth plans. With a focus on performance, lifestyle and meaningful customer engagement, the organisation is entering an exciting new phase of international expansion. 

This role offers the opportunity to play a defining part in building the next chapter of that journey. 

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