International Expansion Lead

You’ve watched a launch go wrong before. Six months in, the numbers stop matching the deck. The local team is asking for things London promised but cannot deliver. The trading meeting that started as a sharp ninety minutes has become a two-hour status update. The partner who was going to anchor the market has gone quiet. You did not write a memo about it. You went and started fixing it. Because the gap between the launch plan and the operating reality only ever closes when somebody refuses to let it stay open. That instinct is the one thing this role is for.

Healf is Europe’s fastest-growing company. Number one on the FT1000, number one on the Sifted 100. From £1m to over £100m in under three years, with a small, talent-dense team and an electric culture with day one founder intensity. Now we’re aiming for £1bn in the next three. We curate the world’s best wellbeing brands across The Four Pillars™: EAT, MOVE, MIND, SLEEP. That’s the first chapter. The next chapter is harder and more interesting. We are moving from one market to many, from e-commerce to a technology platform, and from curating wellbeing to defining it. We are a health company, so we think we should act like one. At its fullest expression, Healf redefines what wellbeing means for tens of millions of people.

There is no single role at Healf with more leverage than this one. Most consumer companies expand by localising. Country manager, local budget, trust them to figure it out. It works at small scale and collapses at speed. Five mediocre markets, a head office that cannot say what is happening in any of them, a company that has stopped learning from its own expansion. Healf is making a different bet. The question this role exists to answer is whether you can centralise the operating engine while keeping the credibility layer local, in a category where credibility is everything. Brand partners, performance marketing, ops, tech, finance all run from London. Local markets own brand, customer obsession, and cultural relevance. Nothing else. The operating engine industrialised. The credibility layer protected. Wellness lives or dies on local trust signals (practitioners, evidence, integration with national health norms), and Healf wins by being the operator that figures out how to scale the engine without flattening the credibility. This is not a system we already run. This is the bet this role exists to prove.

You are not running international expansion. You are building Healf in a box, the operating system that proves the bet, market after market. This is not a country manager role. The Brand Manager in Germany owns the local market. Country managers will own future launches. Your job is bigger and earlier in the chain. You build the system they all operate inside. Germany is the first market under this model. Europe, the Middle East, and Asia follow rapidly thereafter. Everything after Germany is the playbook you build the first time around.