General Manager, Fi
Europe
$100-300k
Salary in US currency, may vary in other locations + Equity
More information about location
Smart dog collars
Be an early applicant
Smart dog collars
501-1000 employees
Be an early applicant
$100-300k
Salary in US currency, may vary in other locations + Equity
More information about location
501-1000 employees
Company mission
To translate everything we've always wished our dogs could tell us, so we have peace of mind knowing they're as safe and healthy as possible.
Role
Who you are
- 8+ years in marketing, with meaningful experience in a general manager, country manager, or regional marketing lead role
- A track record of launching or scaling a consumer brand in the UK and/or Germany, ideally via DTC and Amazon
- Experience building integrated marketing plans across paid, social, PR, lifecycle, and partnerships, and knowing when to drive strategy yourself versus lean on channel specialists
- Comfort owning a budget and being accountable for regional growth metrics and ROI, not just brand output
- Strong cross functional collaborator who can influence and align remote, centralized teams without direct authority over them
- Deep familiarity with the UK and German consumer, media, and retail landscape
- A builder's mindset, comfortable operating with ambiguity, limited resources, and evolving priorities in early stage regional expansion
- Willingness to travel regularly within Europe, with occasional travel to the US headquarters
- Experience in pet, animal health, wearables, or connected hardware
- Prior experience opening a new international market for a US based or global consumer brand
- Existing relationships with UK or German retail, PR, or pet industry partners
- Understanding of subscription based business models
What the job involves
- Fi is looking for a General Manager, Europe to lead our expansion across the region, with a key focus on the UK and Germany as our top markets
- You'll own the regional P&L and go to market strategy, reporting to our Chief Growth and Marketing Officer, and act as Fi's on the ground leader across Europe
- You'll partner closely with our central marketing teams to localize their channels for European pet owners. This is a hands-on role for someone who operates as both strategic leader and execution focused marketer
- Own the European expansion strategy and marketing roadmap, with the UK and Germany as priority markets
- Partner with Finance to build and manage the regional marketing budget and P&L, and report progress to leadership
- Identify and prioritize market entry sequence, positioning, and investment across additional European markets beyond the UK and Germany
- Develop and execute endemic marketing campaigns (partnerships, content, placements) within pet, outdoor, and lifestyle ecosystems that build authentic awareness and credibility with European pet owners
- Localize Fi's brand, messaging, and positioning for UK and German audiences, accounting for cultural, linguistic, and competitive differences
- Identify and manage partner relationships in coordination with the broader commercial team
- Partner with lifecycle, social, PR, and paid media leads to adapt global campaigns for European markets, and build region specific programs where needed
- Work with product, ops, and customer experience teams to make sure the product, fulfillment, and support experience meet local market expectations
- Serve as the primary voice of the European market inside Fi, feeding local insights back into company strategy
- Build out the regional team over time, hiring, onboarding, and managing local talent and agency or contractor relationships as the market scales
- Manage relationships with regional agencies, freelancers, and vendors (creative, PR, media buying)
- Ensure regional marketing activity is compliant with local advertising, data privacy, and consumer protection regulations (GDPR)
Salary benchmarks
Our take
For a long time, dog collars and leashes have remained largely unchanged. Fi was set up by a product team drawn from the ranks of Uber, Square, and Google to disrupt the stagnant dog collar space.
Fi's smart collars include tracking and monitoring features that give owners peace-of-mind. They can monitor, for example, the sleep and health of their furry friends. Plus, real-time escape notifications have already saved the lives of dogs.
With a tracking range that far exceeds that of its competitors, the company has seen promising levels of adoption for its collars. Fi continues to innovate, for example with the launch of the Fi Series 3+ which is the world's first AI-powered smart dog collar.
Freddie
Company Specialist at Welcome to the Jungle
Insights
30% employee growth in 12 months
Company
Funding (last 2 of 4 rounds)
Feb 2021
$30m
SERIES B
Oct 2019
$7.1m
SERIES A
Total funding: $41.9m
Company benefits
- Flexible PTO
- Full medical, dental, and vision insurance
- Free access to One Medical, Kindbody, and Talkspace
- BarkBack Program ($500 annual donation to a dog charity of your choice)
- Free Fi Membership for your furry best friend(s)
- Gifting program to share the Fi magic with loved ones
Company HQ
NoHo, New York, NY
Leadership
Jonathan Bensamoun
(CEO & Co-founder)Previously worked as VP Product & Engineering at ShopKeep, and was a Product Manager at Square.
Loren Kirkby
(CTO & Co-founder)Previously worked as Lead Engineer at DivX, and was Chief Architect at Dropcam (acquired by Google's Nest Labs).
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