General Manager - Europe

About the role

The General Manager for the Europe region will own the full P&L of ANTA Sports’ European business, driving sales growth, profitability and market expansion across retail, wholesale and online channels. Reporting to headquarters, you will shape and execute the regional strategy while ensuring compliance with EU regulations.

Key responsibilities

• Deliver annual business objectives set by headquarters, including sales targets, gross margin, profitability and inventory management.
• Develop and implement strategic plans that ensure healthy operations and sustainable growth.
• Manage daily business operations and foster a culture aligned with organisational goals.
• Lead business development across retail, wholesale and e‑commerce to meet regional targets.
• Build and continuously improve full‑function infrastructure covering Marketing, Retail Merchandising, Sales & Operations, Finance, HR and IT.
• Communicate and align business goals with internal stakeholders and external partners.
• Conduct forecasting, data analysis and prepare operational reports for regional and China headquarters.
• Develop, empower and motivate department heads to achieve team‑level targets.
• Evaluate operational and financial performance and drive continuous improvement initiatives.
• Manage the regional budget and take full ownership of the P&L.
• Provide market trend analysis and competitive intelligence to the regional team.

Required profile

• Proven experience managing a regional business with full P&L responsibility.
• Ability to develop and execute strategic plans that deliver sustainable growth.
• Strong leadership skills with a track record of building high‑performing teams.
• Excellent communication and stakeholder‑management capabilities.
• Experience in retail, wholesale and online channel development.
• Familiarity with EU regulatory requirements.

Required skills