Direct message the job poster from POP MART
Startup HR | Chartered MCIPD | Talent Acquisition | Employee Experience
Industry: Designer toys and collectible pieces
Location: Based in Berlin with frequent travel to Amsterdam
Job type: Full time Permanent
About POP MART
Founded in 2010, POP MART is a market-leading entertainment company and a global champion of designer toy culture. Through global artist development, IP operations, and designer toy culture evangelism, we have built an integrated platform covering the entire designer toy value chain. Besides our original and iconic IPs such as Molly, Hirono, Skullpanda, and LABUBU, POP MART collaborates with top-tier toys and lifestyle brands including Disney, Universal Studios, and Sanrio to create collectible art toys featuring their iconic characters.
POP MART has established a strong presence across key European markets, including Spain, Italy, the Netherlands, France, and the UK. As part of our strategic growth initiatives, we are expanding into Germany while continuing to strengthen our position in other Europe markets.
For more information, please visit www.popmart.com and our LinkedIn Career page.
What to Expect
POP MART is a fast-paced company with a young and multicultural team where you can expect to:
* Lead the establishment and growth of POP MART’s presence in Germany while managing the existing Netherlands operations
* Be the No.1 employee of POP MART Germany, responsible for setting up the market from the ground up
* Play a pivotal leadership role in shaping POP MART’s future in the DACH and Benelux regions
* Gain end-to-end leadership experience, overseeing everything from market strategy to P&L management
* Work with cross-functional teams across Europe and headquarters, ensuring seamless alignment with global and regional strategies
* Be part of an exciting industry, shaping the future of designer toy retail and collectibles in new markets
POP MART offers our employees:
* Selected POP MART toys as appreciation gifts every month
* A structured bonus/commission scheme in line with the company’s and the individual’s performance
* Comprehensive training and development programs
* Regular team social events
The Role and Candidate
As General Manager (GM) – Central Europe, you will be responsible for the end-to-end setup and leadership of POP MART’s operations in Germany, while also overseeing the existing Netherlands business.
This is a high-impact role where you will be the first hire in Germany, tasked with launching the business, establishing the retail network, and building a strong foundation for long-term success. You will report directly to the Head of Europe and work closely with headquarters to drive strategic execution, manage financial performance, and build the local team.
The ideal candidate is a seasoned retail leader with experience in market expansion, strategic execution, and brand building. You should be entrepreneurial, results-driven, and capable of setting up business operations from scratch.
Responsibilities
Business Strategy & Market Development
* Develop and execute the market entry strategy for Germany while overseeing business growth in the Netherlands
* Work with headquarters and regional Business Development teams to identify, assess, and secure prime retail locations
* Lead the end-to-end setup of POP MART’s operations in DACH and Benelux, establishing the corporate and retail infrastructure
* Conduct market research and competitor analysis, defining POP MART’s market positioning and growth roadmap
* Oversee the execution of store launches, ensuring seamless retail operations from day one
* Represent POP MART as the brand leader within the region, fostering partnerships and engaging with the designer toy collector community
* Take full ownership of budgeting, forecasting, and P&L management in Germany and the Netherlands
* Monitor key financial and operational metrics, identifying risks and opportunities to improve profitability
* Work closely with headquarters on financial reporting, cost control, and investment planning.
* Optimise store profitability through efficient cost management, strategic pricing, and revenue growth initiatives
Marketing & Brand Building
* Develop a localised marketing strategy to drive brand awareness, store traffic, and customer engagement
* Collaborate with headquarters to adapt global campaigns to the local German and Dutch markets
* Oversee launch events, influencer partnerships, and community activations to create excitement around POP MART’s entry into new markets
* Strengthen POP MART’s brand identity in DACH and Benelux, ensuring it resonates with local consumers
Organisational Development
* Build and lead a high-performing team, hiring key positions to support retail, marketing, and business operations
* Establish the local corporate structure, ensuring alignment with European and global policies
* Foster a culture of excellence, innovation, and customer-centricity, ensuring POP MART’s values are upheld in the new market
* Work closely with headquarters on organisational setup, compliance, and internal governance
Retail Operations & Expansion (Phase 2 Priority)
Once the initial market setup is complete, the GM will transition to focusing on operational excellence, expanding retail locations, and optimising store performance.
* Oversee daily retail operations, ensuring strong sales performance and operational efficiency
* Implement retail best practices, enhancing customer experience and store execution
* Manage supply chain and logistics relationships to ensure timely inventory replenishment
Required Qualifications
* 10+ years of senior retail management experience, preferably in designer toys, luxury retail, or fast fashion
* Proven experience in business expansion, market development, and setting up new operations
* Strong expertise in P&L management, budgeting, and financial planning
* Deep understanding of brand-building, consumer engagement, and retail marketing strategies
* Excellent ability to navigate complexity, make strategic decisions, and drive execution
* Strong negotiation and relationship management skills, particularly in real estate and retail partnerships
* Fluent in English; German or Dutch proficiency is a strong advantage
* Based in Berlin with frequent travel to DACH, Benelux, and London regional offices
* Permanent right to work in EU without visa sponsorship
Desirable but Not Essential
* Experience in managing regional teams across multiple European markets
* Knowledge of the German and Dutch retail landscape, particularly in lifestyle or collectibles retail
* Passion for designer toys, pop culture, and collectible art
Your Application
If the opportunity sounds interesting to you, please apply with your updated English CV via “Apply Now” or email to eu.hr@popmart.com.
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