Country Manager

If you are looking for a Country Manager job role or would like to find out how to become a Country Manager, what skills you need, and what salaries are on offer, you will find a complete guide below.

If you’re an employer looking to recruit a Country Manager, please see our Executive Search recruitment page, and the full overview of our services to employers. If you need to hire and would like our services, contact us today.

What is a Country Manager?

A Country Manager is a key leadership role within a multinational corporation responsible for overseeing all operations and activities within a specific country or region.

This position is vital for ensuring the company’s strategic goals and objectives are effectively implemented, and that the brand maintains a strong presence and achieves success in the local market. A Country Manager acts as the face of the company, representing its interests and managing relationships with various stakeholders, including government agencies, clients, suppliers, and local partners.

The role of a Country Manager involves a diverse range of responsibilities and requires a combination of business acumen, leadership skills, cultural sensitivity, and strategic thinking.

The primary objective is to drive business growth and profitability by developing and executing effective strategies that align with the company’s overall vision and objectives. This includes conducting market analysis, identifying opportunities for expansion, establishing and maintaining partnerships, managing the local workforce, and ensuring compliance with local regulations and laws. The Country Manager serves as a bridge between the corporate headquarters and the local operations, working closely with both internal teams and external partners to achieve optimal performance and results.

Country Manager responsibilities

The main responsibilities of a Country Manager can vary depending on many factors including industry. However, here are eight common responsibilities that are often associated with this role:

Business development

The objective of business development is to identify and pursue growth opportunities in the local market. This includes expanding the customer base, forging partnerships, and exploring new business channels.

One way to measure business development success is through the increase in sales revenue or market share. Tools that can be used include customer relationship management (CRM) software, such as Salesforce or HubSpot.

Market analysis

Conducting market analysis helps the Country Manager understand the local market dynamics, competition, customer preferences, and trends. The objective is to gather valuable insights to make informed business decisions.

Measuring market analysis can be subjective, but it can involve monitoring key performance indicators (KPIs) such as market share, customer satisfaction, or brand awareness. Tools like Google Analytics or market research platforms like Statista can be useful for data collection and analysis.

Strategic planning

Developing and executing strategic plans is crucial for achieving long-term objectives. The Country Manager is responsible for aligning local strategies with the overall goals of the business. The objective is to create a roadmap that guides the company’s activities and ensures its competitive advantage.

Measuring strategic planning success can involve tracking progress against key milestones, financial targets, or customer retention rates. Tools like Trello or Asana can aid in project management and task tracking.

Team management

The Country Manager is responsible for building and managing a high-performing local team. This involves recruitment, training, and performance evaluation. The objective is to create a cohesive and motivated workforce that can drive business success.

Measuring team management can include tracking employee satisfaction, retention rates, or team productivity. Tools like Slack or can facilitate effective communication and collaboration among team members.

Relationship management

Building and maintaining relationships with various stakeholders, including clients, suppliers, government agencies, and local partners, is essential for business success. The objective is to foster strong partnerships that support the business objectives.

Relationship management can be measured through customer satisfaction surveys, feedback from partners, or successful negotiation of contracts. Customer relationship management (CRM) tools like Salesforce or Zoho CRM can help in managing and tracking these relationships.

Financial management

The Country Manager is responsible for financial planning, budgeting, and cost control. The objective is to ensure profitability and financial stability.

Measuring financial management success can involve tracking key financial metrics such as revenue growth, profit margins, or return on investment (ROI). 

Compliance and legal matters

Ensuring compliance with local laws, regulations, and corporate policies is a critical responsibility. The objective is to mitigate legal risks and maintain a good reputation. Compliance can be measured by conducting internal audits, monitoring adherence to regulations, or tracking the number of legal disputes. Tools like Compliance 360 or ZenGRC can help in managing compliance and regulatory requirements.

Reporting and performance

The Country Manager is responsible for providing regular reports on key performance indicators and overall business performance to the corporate headquarters. The objective is to provide transparency and insights for decision-making.

Measuring reporting and performance analysis success can involve accuracy and timeliness of reports, alignment with strategic goals, or the ability to identify trends and opportunities. Tools like Microsoft Power BI or Tableau can assist in data visualisation and performance analysis.

Country Manager salary

There are many factors used to determine the Country Manager salary and package expectations – size of business, industry, growth stage, product pipeline, success of the Country, number of employees, strategic responsibility level and company turnover – just to name a few.

We’d expect a salary between £100,000 – £300,000 with additional benefits such as private medical insurance, performance related bonuses and pension contributions as standard for this level of role. The salary is largely determined by the organisation type, i.e., a large global listed business will be closer to the top range, with an early-stage scale-up towards the lower end of the scale, potentially with an equity package to enhance the overall package.

Equally, if an employer requires a Country Manager with specific niche experience and knowledge, the candidate will often be able to negotiate a salary at the higher end of this scale.

Read our guide:
Equity 2024

Country Manager job description

A typical Country Manager job description will read something like the below:

This role is being hired to build the commercial strategy for our business based in Germany and own the delivery of results in the country against that plan. We are hiring for this role to have a clear owner for the customer experience who can help us scale from pre-launch to launch to growth.

The Country Manager will

  • Develop and own the product and service offering in partnership with International and the DACH team
    • Create a prioritised list of product feature rollouts, development and initiatives for DE users
    • Ultimately own the local product experience across product features (including translation) and making sure the DE experience keeps up with the growth and pivots of the EN product
    • In conjunction with International and domestic teams, identify and craft local service features such as local methods, monitoring the quality of customer service, analysing GTKOU research and drive DE Marketing with the Director of DE Marketing
    • Ensure we comply with local legislation and regulatory requirements across DACH
  • Develop the country strategy and translate into operating plans
    • Conduct in-market research to understand consumers and competitor set
    • Develop an initial strategy for brand positioning in market
    • Create a prioritised list of initiatives which tie back to clear impacts on top and bottom line for the country
  • Stand up a voice of the market feedback loop with HQ teams
    • Translate these initiatives into requirements for cross-functional partners and work with S&P to prioritise
    • Develop a standard format to provide feedback to HQ teams on where gaps exist on the local customer experience
  • Build and lead the local operations
    • Hire local roles to enable partnerships and activations which can drive organic growth for the business
    • Build and manage local coaching operations in partnership with the DE coaching lead
    • Be the in-market face of the brand, handling PR and gov’t relations responsibilities in conjunction with Comms and Legal teams/agencies


  • 6Y of experience – ideally has prior start up or lean company experience
  • Min 2Y in a Country or Regional GM role
  • Fluent in German and English
  • Right to work in Germany


  • Consumer business experience preferred.
  • Data affinity preferred, especially Looker & SQL skills
  • Product intuition or previous exposure – not necessarily a PM but a management function where s/he influenced, tested, and made strategic decisions on product features

Country Manager career

To become a Country Manager, there are several key factors to consider, including education, previous experience, required skills, and the traditional career path. Here’s a breakdown of these elements:

A bachelor’s degree in business administration, international business, management, or a related field is typically preferred for a Country Manager role. Some businesses may require a master’s degree, especially for senior-level positions. It is advisable to pursue coursework that covers subjects such as strategic management, international business, marketing, finance, and cross-cultural communication.

Previous experience:
Prior experience in relevant roles is crucial for aspiring Country Managers. This experience helps develop a strong understanding of business operations, market dynamics, and customer needs. Typically, professionals gain experience in areas such as business development, sales, marketing, operations, or general management. Working in cross-cultural or international environments is highly advantageous for developing the necessary skills.

Skills required:
Country Managers require a diverse skill set to effectively lead operations and achieve business goals. Some key skills include:

  1. Leadership: Strong leadership skills are vital for guiding teams and driving results.
  2. Strategic thinking: The ability to think strategically and develop actionable plans is essential.
  3. Business acumen: A deep understanding of business principles, financial management, and market dynamics is necessary.
  4. Cross-cultural competence: Cultural sensitivity and adaptability are crucial for success in diverse international markets.
  5. Communication and negotiation: Excellent communication and negotiation skills are essential for managing relationships with stakeholders.
  6. Problem-solving: The capability to identify and solve complex problems is highly valued.
  7. Decision-making: Effective decision-making skills are required to make sound judgments in diverse situations.
  8. Analytical skills: The ability to analyse data, identify trends, and make data-driven decisions is important.
    Team management:
  9. Strong team management skills, including recruitment, development, and motivation, are necessary.

Traditional career path 

The career path to becoming a Country Manager can vary based on individual circumstances and industry, but it generally involves progressive growth in responsibilities and experience. Here is a potential career path with common job titles:

  1. Start in roles such as Sales Representative, Marketing Coordinator, or Business Development Associate to gain foundational experience and industry knowledge.
  2. Progress to positions such as Regional Manager, Area Manager, or Business Unit Manager, where you gain experience in managing larger teams and overseeing specific regions or divisions.
  3. Advance to roles such as Regional Director, General Manager, or Director of Operations, where you have broader responsibilities and oversee multiple locations or business units.
  4. Country Manager: As you gain extensive experience and showcase leadership capabilities, you can transition into a Country Manager role, responsible for managing all operations within a specific country or region.


Country Manager FAQs

What does a Country Manager do?
A Country Manager is responsible for business in a specific country, including the set up of the business in a new country, development of Country plans, and analysis of performance. Country Managers often work for companies that are expanding into new areas, focusing on the launch of the product or service and localising the product offering, marketing and sales strategies to suit the market.
What is a salary of a Country Manager?
We’d expect a salary between £120,000 – £300,000 with additional benefits such as private medical insurance, performance related bonuses and pension contributions as standard for this level of role.
Who does a Country Manager report into?
In most business structures, a Country Manager would report into a Chief Commercial Officer, the Commercial Director or a Regional Vice President.