General Manager, Europe in London

Welcome to Fi. We’re a passionate team from Square, Google, Oura, Peloton, Uber, and more working to transform the human-pet relationship. Our mission? Develop cutting-edge technology to revolutionise what it means to be a pet parent. The pet industry remains firmly stuck in the past and we are here to change that. Fi is leveraging our team's talent and expertise to improve the lives of millions of pets in the U.S. Real-time location tracking, activity, sleep and behaviour monitoring – and that's just the beginning. The most exciting aspect of our work? Bridging the communication gap between pets and humans. Imagine a world where everyone knows how their pet feels in real time and how to keep their best friend in good shape. That's the future we're building at Fi.

If you're someone who thrives in innovative, collaborative work environments and feels strongly about helping pets live longer, better lives, Fi could be the perfect fit. Join us in our pursuit of the “impossible,” or as we call it here “let me find a way,” to redefine the future of pet ownership together.

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 localise their channels for European pet owners. This is a hands-on role for someone who operates as both strategic leader and execution focused marketer.

What You'll Do:

• 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 prioritise 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.
• Localise 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 programmes where needed.
• Work with product, ops, and customer experience teams to make sure the product, fulfilment, 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).

What You'll Bring:

• 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, centralised teams without direct authority over them.
• Fluent in English and German.
• 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.

Why You'll Love Us:

• Time to Recharge: Enjoy flexible PTO to take the breaks you need.
• Top-Notch Health Coverage: We’ve got your back (and teeth and eyes) with full medical, dental, and vision insurance.
• Wellness Perks: Free access to One Medical, Kindbody, and Talkspace to keep you feeling your best.
• Dog-Friendly Office: Bring your pup to work — they’re part of the team, too.
• Give Back to the Pups: Make tails wag with a $500 annual donation to a dog charity of your choice through our BarkBack Program.
• Free Fi Membership: Your furry best friend(s) get all the benefits of a Fi collar, on us!
• Love for Friends + Family: Share the Fi magic with loved ones through our gifting program.

The anticipated base salary range for this position is $100,000–$300,000. Actual compensation will vary based on multiple factors, including skills, experience, market conditions, and role scope, which may evolve during the hiring process. As a fast-growing Series B startup, Fi evaluates compensation opportunistically to align with the right candidate. This role is also eligible for equity compensation.

Fi is an equal opportunity employer that is committed to diversity and inclusion in the workplace. We prohibit discrimination and harassment of any kind based on race, colour, sex, religion, sexual orientation, national origin, disability, genetic information, pregnancy, or any other protected characteristic as outlined by federal, state, or local laws. This policy applies to all employment practices within our organization, including hiring, promotion, termination, layoff, recall, leave of absence, compensation, benefits, training, and apprenticeship. Fi makes hiring decisions based solely on qualifications, merit, and our needs at the time.