APAC GTM Director

About this role

APAC GTM Director

At Blue Bottle, we believe great coffee is about more than the cup. It is about craft, hospitality, thoughtful design, and creating meaningful experiences for our guests.

We are looking for an APAC GTM Director to lead how Blue Bottle brings products, stories, and experiences to market across Asia Pacific.

This role will shape and execute our regional go-to-market strategy, with an initial focus on key markets including China, Japan, and Korea. You will work across product, brand, operations, e-commerce, supply chain, and local market teams to ensure that every launch is not only well executed, but also feels unmistakably Blue Bottle.

What You’ll Do

• Shape the APAC go-to-market strategy

Build and lead the regional GTM roadmap in line with Blue Bottle’s brand and business priorities, translating growth ambitions into clear market plans, launch calendars, and commercial priorities.

• Lead new product commercialization

Own the end-to-end GTM strategy for new and limited-time products across APAC, from market positioning and launch planning to channel activation, execution, and post-launch review.

• Create integrated market activation

Develop thoughtful, locally relevant launch and marketing plans across online and offline channels, balancing regional consistency with market-specific consumer needs.

• Connect strategy with execution

Partner closely with Product, R&D, Operations, Supply Chain, E-commerce, Brand, and local market teams to bring ideas to life in a way that is commercially effective and operationally executable.

• Drive performance through insight

Build a clear regional performance framework across launches, campaigns, and markets. Use consumer, sales, and execution data to continuously refine strategy and improve impact.

• Stay close to consumers and culture

Track evolving trends across coffee, hospitality, premium food and beverage, lifestyle, and consumer culture, and translate those insights into opportunities for Blue Bottle.

What We’re Looking For

• 8–12 years of experience across go-to-market, brand marketing, commercial strategy, or market leadership within premium consumer-facing industries such as food & beverage, hospitality, lifestyle, beauty, fashion, or luxury.
• 3+ years of experience leading market strategy and teams across Greater China and/or the broader APAC region.
• Strong experience in new product launches, integrated marketing, channel activation, and commercial growth.
• A strong balance of strategic thinking and hands-on execution.
• Commercial and analytical mindset, with the ability to connect brand building to business results.
• Strong cross-functional leadership skills and the ability to influence across regional and global teams.
• Fluent written and spoken English and Chinese.

Nice to Have

• Experience in premium food & beverage, specialty coffee, hospitality, or high-end consumer brands.
• Experience building or scaling GTM models across multiple APAC markets.
• A strong understanding of premium consumer experience, brand storytelling, and local market activation.