Regional Business Unit Leader

Tustin, CA
Regional Business Units – Cosori BU /
Full Time /
On-site
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Regional Business Unit Leader 

The Opportunity:
The Regional Business Unit Leader role is an experienced and visionary leader in driving the brand's commercial success, shaping long-term business strategy, and managing cross-functional execution across product, marketing, retail, and operations. As BU Head, you will be accountable for both launching new growth initiatives and maximizing performance of existing businesses within US region.

Scope of Work and Key Responsibilities:

    • 1. Strategic Planning & Innovation (10%) > Link to China 
    • Lead long-term (3-year) regional business planning to support company vision as well as brand vision.
    • Develop and evolve the business model and consumer-centric value propositions 
    • Translate long-term goals into actionable strategies, yearly.

      • 2. Business Growth & Results (40%)
    • Own P&L. Develop and execute strategies to achieve revenue, profit, market share targets. 
    • Lead strategy and execution for omni-channels, including portfolio management, national promo calendar, bridging the potential conflicts between different channels, etc
    • Oversee GTM strategy and implementation from end to end, including but not limited to product positioning, pricing, placement, and promotion.
    • Lead and manage the success of brand website (DTC) business

      • 3. Branding and Integrated Marketing (20%)  
    • Lead the creation of brand mission, vision, target audience, positioning and statement which aligns with the company vision. 
    • Lead the strategy of delivering the brand value and resonate with our target audience and establishing brand awareness and equity.
    • Collaborate with relevant MKT function teams to increase brand user base, engagement, loyalty, and emotional connections with the brand. 
    • Oversee the Integrated Marketing Strategy and execution to ensure the success of new launches. 

      • 4. Team Leadership & Collaboration (30%) (managed direct reports, lead a team)
    • Develop and maintain any needed tools, systems, and processes to collaborate with product, marketing, sales channels, to ensure regional success.
    • Build and lead a high-performing regional team, fostering collaboration and innovation.
    • Manage partnerships with external vendors, agencies, and developers as needed.
    • Cultivate a culture of ownership, proactiveness, and result-driven performance.
    • Define KPIs for the teams and roles within the Regional BU, and manage the team performance. 

Key Metrics:

    • Business results:
    • GMV, profit, profit margin, and growth rate
    • New product/service contribution to regional revenue
    • Retail share to regional revenue
    • Marketshare

      • Branding and Marketing
    • Brand awareness, branded keywords search volume
    • Brand user base and subscribers
    • Marketing campaign effectiveness & ROI
    • DTC website SEO and traffic structure
    • Customer Retention and Lifetime Value (CLTV)

      • Team building
    • The completeness of team structure
    • Quality of team goal setting, capability evaluation standards, growth path

Ideal Candidate Profile:

    • 15+ years of experience in health, wellness, consumer electronics brands or technology-driven businesses, ideally in a general management, marketing, or commercial leadership role.
    • Proven track record of business success and P&L ownership.
    • Strong experience with omnichannel retail.
    • Comfortable navigating matrixed organizations and cross-functional teams.
    • Background in product launches, GTM planning, and business operations.
    • Strategic and tactical skills to combine strategic vision with hands-on execution to deliver measurable results.
    • Data-driven and result-driven mindset with strong analytical and problem-solving skills.

      • Attributes (Soft Skills):
    • Entrepreneurial spirit, grit, resilience, and find a way to get things done.
    • Proactive, results-driven with high ownership and commitment.
    • Growth mindset with a desire to innovate and continuously improve.
    • Collaborate with a global leadership team and talented professionals across multiple functions.
    • Work in a fast-paced, dynamic environment focused on innovation and customer-centric strategies.
    • High integrity and humility, with a proactive and ownership-driven approach.
    • Comfortable managing multiple projects at once.

      • Location: This is an on-site, office-based role in Tustin, CA.
      Salary: $200,000+ Annually
Perks and Benefits:
100% covered Medical/Dental/Vision for employee AND spouse + dependents!
401K with 4% employer match and immediate vesting
Generous PTO policy + Paid holidays
Life Insurance
Voluntary Life Insurance
Disability Insurance
Critical Illness Coverage
Accident Insurance
Healthcare FSA
Dependent Care FSA
Travel Assistance Program
Employee Assistance Program (EAP)
Gym/ Wellness Membership
Pet Insurance
Fully stocked kitchen
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