The Head of Retail Automotive and Equipment is accountable for the overall growth, profitability, and operational excellence of a multi-site automotive and equipment retail/distribution business operating within South-East Asia.
The portfolio includes commercial vehicles (retail and fleet), electric vehicles (EVs), agricultural machinery and vehicles, and power generation equipment from East Asia (including China, Korea, and Japan). The role carries P&L ownership and leads end-to-end operations across sales, aftersales/service, parts, customer experience, finance governance, supply chain, and people leadership. The mandate is to deliver sustainable growth while maintaining high standards of governance, compliance, and safety.
Location & Mobility
This role may be based in any location within South-East Asia, depending on business requirements and candidate suitability. As such, the successful candidate must be flexible and willing to relocate within the region based on requirements.
In addition, proficiency in a second language (preferably Chinese) whilst not being essential, is desired for this role.
Key Accountabilities
1) Strategy, Growth & Market Development
- Develop and execute annual and long-range business strategies across commercial vehicles, EVs, agricultural machinery/vehicles, and power generation equipment.
- Drive market share growth through channel development (retail, fleet, agribusiness, and enterprise), segment expansion, and route-to-market optimisation.
- Identify and evaluate new business opportunities, including EV and new-energy products, agricultural and industrial equipment expansion, service-led growth, and partnerships.
- Establish disciplined performance management rhythms, including business reviews, sales pipelines, and corrective action planning.
2) Sales Leadership (Retail, Fleet, Agribusiness & Key Accounts)
- Lead sales execution across all outlets and segments, including retail, SME, agribusiness, contractors, corporate/fleet, and institutional customers.
- Own commercial strategy across ICE vehicles, EVs, agricultural vehicles/equipment, and power generators, including pricing, volume planning, and go-to-market execution.
- Build and maintain senior relationships with key customers such as agricultural operators, contractors, logistics firms, energy users, utilities, and government or NGO buyers where relevant.
- Implement robust pricing, discount, and deal-approval governance to protect margins and improve win-quality.
- Strengthen financing and credit enablement through partner banks and leasing providers to support vehicle, equipment, and generator sales.
3) Aftersales, Service, Parts & Technical Capability
- Ensure high-performing aftersales operations across workshops and field service, covering vehicles, agricultural equipment, and power generators.
- Build EV aftersales readiness, including technician certification, tooling, safety, and battery-handling standards.
- Drive parts availability and supply performance across all product lines, including lifecycle planning and obsolescence management.
- Implement customer experience improvements covering service standards, uptime, reliability, complaint resolution, and retention programmes.
- Scale field-service and mobile-service capability to support remote agricultural, industrial, and energy customers.
4) Operations, Supply Chain & Working Capital
- Oversee end-to-end operational effectiveness across forecasting, inventory, logistics, facilities, and asset utilisation.
- Optimise working capital through improved inventory turns for vehicles, agricultural equipment, generators, and spare parts.
- Ensure outlet and workshop readiness, including specialised tools, equipment, and safety standards for EVs and heavy equipment.
5) Financial Leadership, Governance & Compliance
- Full ownership of P&L performance across all product lines.
- Lead budgeting, forecasting, and reporting with strong analytical rigour.
- Ensure strong governance, internal controls, and compliance across operating markets.
- Oversee vehicle and equipment importation, homologation, and regulatory processes, including those relevant to EVs, agricultural machinery, and power generators.
6) People Leadership, Culture & Safety
- Build and retain a strong multi-country leadership team with clear succession and capability pathways.
- Embed a performance-driven, customer-centric culture across sales, service, and operations.
- Champion Health, Safety & Environment (HSE) standards across workshops, yards, field service operations, charging infrastructure, and customer sites.
- Ensure consistent application of HR policies and adherence to local labour regulations across markets.
7) Stakeholder & Partner Management
- Maintain strong relationships with OEMs, principals, equipment manufacturers, energy solution providers, and ecosystem partners.
- Represent the business externally with professionalism, protecting brand reputation and long-term partner trust.
Success Measures (KPIs)
- Revenue growth and gross margin improvement across vehicles, EVs, agricultural equipment, and power generation
- Net profit delivery vs. budget and cash conversion performance
- Inventory turns and reduction of aged stock (equipment, vehicles, and parts)
- Aftersales performance, uptime, and service absorption across product categories
- Customer experience improvement (NPS/CSI, contract renewals, repeat business)
- Leadership capability, engagement, training, and retention
- Safety performance and audit compliance
Experience
- 12+ years in automotive, agricultural equipment, heavy equipment, or power generation distribution, with at least 5 years in a senior leadership role (GM, Dealer Principal, Country or Business Unit Lead).
- Proven P&L ownership with multi-function leadership responsibility.
- Experience operating across South East Asia or other emerging markets.
- Exposure to EVs, new-energy mobility, agricultural machinery, or power solutions is strongly preferred.
- Strong track record in commercial discipline, pricing governance, inventory management, and service-led growth.
Technical & Commercial Strengths
- Deep understanding of multi-product dealership or distribution economics.
- Strong capability in fleet, agribusiness, and enterprise selling.
- Experience managing OEM and multi-principal portfolios.
Leadership & Behaviours
- Commercially sharp, hands-on, and resilient.
- High integrity with a strong governance mindset.
- Effective cross-cultural leader who develops local talent.
- Balances growth ambition with operational discipline.
Qualifications
- Bachelor's degree in Business, Engineering, or related field (MBA advantageous).
- English proficiency required; Chinese proficiency desired
- Willingness to relocate within South East Asia based upon the role requirements
