Regional Business Manager Southeast Asia & Hong Kong

Location: Singapore (regional hub)

Markets: Singapore, Hong Kong, Malaysia, Thailand

Channels: All channels excluding eCommerce - grocery, convenience, pharmacy, gym and specialty wholesale

About EHPlabs

EHPlabs is an Australian sports nutrition and FMCG business, best known for OxyShred, one of the fastest- growing thermogenic and energy brands globally. We are moving from a distributor-led model in Asia to holding direct relationships with retailers across Singapore, Hong Kong, Malaysia and Thailand. This role is the person who builds that.

The opportunity

This is a build role, not a maintenance role. You will be the first commercial hire on the ground in the region, standing up our direct-to-retail model from a standing start with the backing of an established brand and an existing beachhead in 7-Eleven Singapore.

You will own the retailer relationships, the numbers, and the route to market across four markets. Where we get this right, you are building the platform for the next phase of EHPlabs international growth.

What you'll own

Revenue and commercial performance

. Full P&L accountability for net revenue, gross margin and trade spend across the four markets

. Build and own the annual commercial plan by market, by channel, by customer

. Monthly forecasting, demand planning inputs and performance reporting to the executive team

Retailer relationships

. Own senior relationships with buying teams across grocery, convenience, pharmacy and specialty retail

. Negotiate trading terms, listing agreements, range reviews and promotional programs

. Build joint business plans with priority retailers, moving relationships from transactional to strategic

Distribution and range

. Grow numeric and weighted distribution across the portfolio: OxyShred and OxyShred Energy, RTD Protein,

Lean Shakes, protein bars and gummies

. Drive the sequencing of portfolio expansion market by market

. Own range architecture and pack/price decisions in market, with consumer price and velocity as the guiding principle

Route to market

. Establish and manage the operational route to market in each country - importer of record, regulatory and

labelling compliance, logistics, warehousing and order-to-cash

. Where a distributor or agent is the right answer for a given market, select, negotiate and manage them under our terms rather than theirs

Gym and specialty wholesale

. Build the gym and specialty wholesale channel across the region, including chain accounts and independent operators

Team

. Lead, coach and develop the Regional Trade Marketing Executive

. Build the case for further headcount as the region scales

What you'll bring

Essential

. 6+ years in FMCG or consumer health commercial roles, with at least 3 years in a multi-market Southeast Asian remit

. Demonstrated experience selling directly to modern trade retailers in the region - convenience, grocery or pharmacy - with named accounts you have personally won or grown

. Proven negotiation capability: trading terms, promotional programs and range reviews

. Strong commercial literacy - you can build a market P&L, model a pricing ladder and defend a trade spend investment

. Experience standing something up rather than inheriting it: new market entry, new channel or new customer base

. Right to work in Singapore, or eligibility to be sponsored

. Willingness to travel across the region regularly (expect 30-40%)

Highly regarded

. Sports nutrition, functional beverage, energy or supplements category experience

. Experience with 7-Eleven or comparable convenience retailers in Asia

. Experience managing third-party distributors or importers

. Working knowledge of regulatory and labelling requirements for supplements and functional beverages in ASEAN markets

. Additional regional language capability (Mandarin, Cantonese, Bahasa Malaysia or Thai)

How we'll measure success

First 90 days

. Route to market established or contracted in Singapore, with a clear recommendation for Hong Kong, Malaysia and Thailand

. Full account and channel mapping across all four markets, with a prioritised target list

. Commercial plan and 12-month forecast built and signed off

First 12 months

. Portfolio expansion live with the anchor convenience and grocery accounts in Singapore

. Direct trading relationships established in at least two additional markets

. Distribution, revenue and margin targets delivered against plan

. Trade marketing function operating to a regional calendar

Who you'll work with

You will report to Dee Davenport and work closely with the Global Sales Director, along with the trade marketing, supply chain, finance and brand teams. EHPlabs moves fast and pushes decisions to the people closest to the customer - this role carries real autonomy and is expected to use it.