Commercial Brand Lead Head Office, Victoria - London ·

GENERAL MANAGER - LITTLE BAO BOY BRAND (Commercial Brand Lead)

DEPARTMENT: OFFICE OF THE CEO

£70-80k Base + Bonus + Share Options

Hybrid - London Based (Victoria Station) & Remote 1 or 2 days per week with some travel based duties.

WHO ARE WE?

Sessions is building the operating model for the future of restaurants, giving consumers instant access to the brands they love, wherever they live. The Sessions distribution engine runs through 400+ delivery kitchens and 16 high street restaurants across the UK. Founded in 2020 and led by ex-Deliveroo MD Dan Warne, Sessions has grown 7x in three years. Our platform has processed over 5 million orders and reaches 60% of the UK population. Our team brings experience from Deliveroo, Amazon, BrewDog, and Gousto.

We scale brands at a pace that redefines what's possible in food. Examples include Miko's Gyros, which went from launch to 100+ live sites in under two months and SoBe Burger, which is live in over 200 delivery locations and has opened 15 physical high street stores.

We are Agile - Thrive in fast-pace. We sprint, adapt, and learn.

We are Ambitious - Contribute to something big. Watch your career grow bigger.

We are Fun - High performance, high fives. Join a team you'll love.

We are Data-Driven - Turn insights into action. We lead with evidence.

We have Initiative - Anticipate problems. Drive the solution.

ABOUT THE ROLE:

As the General Manager for your assigned Brand(s), you will operate with a "mini-CEO" mindset, taking full ownership of our high-potential brands like Mikos and Little Bao Boy. This is an intensely commercial and entrepreneurial role where you define the brand's trajectory and are ultimately accountable for its success within the Sessions ecosystem.

This is a truly cross-functional mission. You will own everything from high-level marketing strategy and FMCG expansion opportunities to granular decisions on property estate quality and strategic site selection. While you lead through collaboration - influencing Growth, Ops, and Culinary teams - you carry the ultimate responsibility for the brand's P&L and market position. You are not just a manager; you are the driving force behind the brand's commercial soul.

RESPONSIBILITIES:

• Strategic & Operational Brand Ownership
• Positioning & Brand Equity: Define the target customer, core proposition, price positioning, and "occasion fit." Refine the brand positioning continuously and ensure it is reflected consistently across physical QSR sites, FMCG, and digital channels.
• Off-Platform Brand Building: Build awareness and "soul" beyond the delivery apps. Oversee the brand’s social media presence, maintain a regular cadence of content, and lead local activation campaigns to drive local demand.
• Brand Partnerships: Identify, build, and execute high-impact collaborations with influencers, Studio teams, and complementary brands—turning an underutilized area into a major growth driver.
• Visual Identity & Tone of Voice: Ensure the brand shows up consistently and distinctively across all touchpoints, including physical QSR (Quick Service Restaurant) locations.
• Demand Generation: Shape major campaigns (e.g., Seasonal Specials, limited-time offers) and lead high-level demand planning in partnership with the Growth team.
• Commercial & Business Development
• Obsessive Network Expansion: Drive expansion by relentlessly pushing the Sales team to sign more sites and the Ops team to add the brand wherever it isn't present. When needed, pick up the phone yourself to make expansion happen.
• QSR Model Proof & Rollout: Personally launch the first QSR sites—find franchisees, secure property, and prove the model. Once predictable, hand it over to the QSR team to scale.
• Founder & Strategic Relationships: Own the founder relationship and help shape the FMCG strategy so it develops in lockstep with Sessions’ wider approach. Manage tracking toward call options where applicable.
• Investments & Long-Term Exit Strategy: Assess external investment opportunities into the brand and evaluate long-term exit options to allow capital recycling into future brand development.
• Accountability & Growth
• Brand P&L Ownership: Take full accountability for driving GMV, Order Volume, Average Order Value (AOV), and Contribution Margin in close coordination with the Operations team.
• Pricing & Promotions: Work closely with the Growth team to set high-level pricing and promotional strategies that drive volume while protecting long-term brand equity.
• Cross-Functional Leadership & Influence
• Creative & Merchandising: Partner with Creative/Studio resources to ensure in-app merchandising (imagery, menu layout, copy) reflects brand strategy and maximises conversion.
• Sales & Operations Alignment: Partner with and "apply healthy pressure" to Sales, QSR, and Ops teams to define growth areas, prioritise new site expansion, and enforce consistency via playbooks.
• Culinary & Supply Chain: Influence menu development and ingredient choices to ensure the product is both "on-brand" and commercially scalable.

Disclaimer: This job description provides a summary of the main duties and responsibilities. It is not an exhaustive list, and the successful candidate will be expected to demonstrate flexibility and take on reasonable duties and projects not explicitly mentioned here as the needs of the business evolve.

DESIRED SKILLS, EXPERIENCE & QUALITIES:

We are looking for a commercial heavyweight who possesses a rare blend of creative brand-building and analytical rigour.

• The "FMCG Playbook": Experience in a sophisticated brand management environment (e.g., FMCG or retail) is highly desirable.
• Commercial Gravitas: You are comfortable owning a P&L and can speak the language of margins and data just as well as the language of design and "vibe."
• Master of Influence: You can navigate internal friction and align different departments (who have their own KPIs) toward your brand’s North Star.
• Entrepreneurial Grit: You are a "founder-minded" leader who can build a brand from the ground up without needing a massive marketing agency at your beck and call.
• Charismatic and energetic with a passion for food.
• Expert level of English language.
• Right to work in the UK.

BENEFITS & PERKS:

• Financial Share Options - Receive an amount of share options for Sessions Market Ltd.
• Pay day on demand - Access to pay whenever needed.
• Expense card - Company Card.
• Finance Platform - Access to 'Mintago', Financial Wellbeing Platform.
• Social, Mental & Physical Wellbeing:
• Hybrid Working - up to 2 days working remotely per week.
• Holidays - 25 days + bank holidays + Birthday Off.
• Healthcare - Healthcare CashPlan scheme.
• Employee Assistance Programme - Support for mental health and legal services.
• Socials - Monthly socials.
• Dog Friendly - We love our fluffy pals, they're welcome in the office!
• Wear what you like - No suits and ties please, that's so 18th century....
• Technology Perks: Laptop - Apple Mac, Phone - Apple iPhone and company sim provided.
• Progression & Development: High Growth Start Up - This is a great chance to be part of a growing company with plenty of progression opportunities, responsibility from day 1.
• Be Inspired - Learn from a team that's scaled some of the UK's biggest consumer companies.
• Membership & Qualifications - Sessions have helped support a number of our employees by providing funds for work-based qualifications and memberships.

Sessions are a living wage and equal opportunity employer. All applicants are reviewed 'anonymously' where only work experience and education will be available for the hiring manager to view - all applicants will be considered for employment without attention to ethnicity, religion, sexual orientation, gender, family or parental status, national origin, veteran, neurodiversity status or disability status.