[Hiring] General Manager @Ingenio, LLC

Role Description

The General Manager, Psíquicos is responsible for leading the regional strategy and execution for the Psíquicos brand across LATAM and Iberia. Based in Mexico, this individual will own the brand’s growth across diverse Spanish- and Portuguese-speaking markets, translating global brand vision into locally resonant initiatives that drive measurable business results.

This role requires a commercially-minded leader with deep marketing expertise, strong understanding of LATAM and Iberian consumer behavior, and a passion for building brands in culturally diverse markets. The General Manager will champion the voice of the regional customer, advocate for the interests of the business, and act as the connective tissue between local market needs and global brand strategy.

• Develop and execute a comprehensive regional strategy for Psíquicos across LATAM and Iberia, driving the brand’s vision and growth in-market.
• Own and lead the brand’s PR strategy across the region — sourcing and managing agencies, securing earned media, and shaping public narrative across multiple markets.
• Build and manage the influencer marketing program: identify, negotiate with, and cultivate long-term relationships with creators across multiple languages and cultural contexts.
• Partner closely with Ingenio’s Israel-based marketing teams to align on brand positioning, campaigns, and performance marketing, ensuring regional nuance is preserved while leveraging global scale.
• Serve as the local business owner, surfacing market insights, competitive intelligence, and growth opportunities to leadership.
• Build a network of regional partners, vendors, and talent that can scale with the brand.
• Champion the voice of the regional customer, ensuring product, marketing, and brand decisions reflect the cultural realities of each market.
• Stay abreast of regional trends, emerging platforms, and competitor activities to inform brand strategy and identify opportunities for differentiation.
• Leverage data analysis and consumer insights to drive informed commercial decisions and strategic improvements.
• Monitor performance metrics against business goals to improve outcomes.
• Take ownership of regional brand metrics, translating them into actionable goals that drive continuous growth.
• Work closely with the President of Barges and Ingenio leadership to define and manage regional budgets, allocating resources effectively to maximize return on investment.

Qualifications

• A minimum of 10 years of experience in business and marketing roles, ideally combining brand-building, growth, and commercial responsibility.
• Proven track record managing brands, regions, or business lines across LATAM and/or Iberian markets.
• Native or fully fluent Spanish; professional Portuguese strongly preferred to effectively operate across Brazilian and Portuguese markets.
• Professional-level English — daily collaboration with Israel and US based teams is core to this role.
• Deep, hands-on experience with PR and influencer marketing in Spanish-speaking markets — established relationships with agencies and creators across the region.
• Cross-cultural fluency: demonstrated experience operating across multiple LATAM markets, with a clear understanding that Mexico, Argentina, Colombia, Spain, and Brazil are not interchangeable.
• Comfortable operating as an individual contributor with C-level visibility — you build, decide, and execute without needing a team beneath you.
• Excellent communication and stakeholder management skills, with the ability to influence and inspire cross-functional teams across geographies and cultures.
• Demonstrate a data-driven approach to commercial leadership, leveraging insights to make informed decisions.
• Entrepreneurial mindset — you thrive in rapidly growing environments where the playbook is still being written.
• Flexibility, positivity, and a collaborative mindset, thriving in a fast-paced environment where challenges are viewed as opportunities for growth.

Requirements

• Experience with direct-to-consumer or app-based brands (Nice to Have).
• Background in lifestyle, wellness, spirituality, or adjacent categories (Nice to Have).
• Experience working with Israeli or US-based global headquarters (Nice to Have).

Benefits

• Our growing team of over 300 employees is powered by our diverse perspectives and company core values:
• We are humble. We believe the best result is achieved by leveraging others’ perspectives.
• We think like owners. We make decisions that optimize for the greater good of the organization.
• We challenge limiting beliefs. We are at our best when we identify and shatter status quo expectations.