Senior Director Commercial APAC

About the Role:

The Senior Director, Commercial APAC is a pivotal leadership role at Emma, responsible for shaping and executing our commercial strategy across one of our most strategically important growth regions. This leader combines strategic and entrepreneurial drive with disciplined execution, building Emma into the most trusted and profitable sleep brand across Asia-Pacific.

With full accountability for revenue, margin, customer trust, and sales strategy, the Senior Director drives Emma’s countries through the growth phases from early to mature phases, ensuring that every step is profitable, structured, and scalable.

What Youll Do

Strategic Growth & Market Leadership

• Own the end-to-end commercial growth strategy for APAC (online and scaling offline) in line with Emma’s global objectives, advancing best practices and balancing synergies, complexity, local adaptation, growth and profitability.
• Scale pioneering and emerging markets into sustainable growth engines while continuously improving our more mature markets in the region.
• Grow offline (wholesale, Emma-branded stores) and build omnichannel presence to capture premium profit pools while strengthening online synergy.
• Ensure Emma develops towards the most trusted sleep brand in APAC, generating and using customer insights and data to craft the strategy with adjacent teams.
• Deliver a great, regionally tailored, and reliable customer experience in close collaboration with Product, Marketing and Operations, which delights consumers and pays off in growth and profitability.
• Drive EBIT, top-line growth and NPS as primary success metrics.
  
  
  

• Build and mentor a high-performing regional commercial team, ensuring succession depth and cross-country synergies.
• Empower country managers as entrepreneurial leaders, holding them accountable to phase-appropriate KPIs.
• Foster a co-owner culture: cost-conscious, customer-centric, and execution-driven.
• Form a strong regional leadership team with fellow senior regional leaders of other departments.
• Act as a visible regional leader and role model for the office in Manila and out various hubs across the region (Tokyo, Delhi, Shanghai, Seoul)
  
  
  

• 15+ years of commercial leadership experience across APAC markets, with proven P&L ownership.
• Track record in profitable scaling across multiple markets and channels.
• Strong business acumen and strategic thought leadership
• High openness to learn and adapt fast to new best practices.
• Exceptional talent leadership skills, with experience in developing senior leaders and building succession pipelines.
• Fluent in English; additional regional language skills a plus.