General Manager

Job Purpose

The General Manager is responsible for driving all aspects of the business, including P&L management, strategy development, execution, business growth, and product portfolio oversight. This role requires strong leadership to align cross‑functional teams with Emirates Bustanica’s strategy, values, and culture, while fostering people development and ensuring the overall success of the business.

• Team Leadership – Oversee functions such as precision indoor farming, product packing, logistics, plant science, hygiene, quality assurance, marketing, and sales.
• Annual Planning & Execution – Guide teams in executing annual plans while addressing immediate challenges proactively.
• Talent Development – Foster growth and performance through clear objectives, targeted development plans, and alignment with organizational values.
• Strategic Growth – Identify and pursue opportunities for business expansion through innovative partnerships and strategies, driving sustainable growth.
• Pricing & Negotiation – Develop and implement pricing and negotiation strategies to optimise revenue and profitability.
• Market Analysis – Leverage insights from market analysis to drive strategic decisions, product development, and sales channel growth.
• Brand & Market Positioning – Implement marketing strategies to enhance the Emirates Bustanica brand and increase visibility and sales across HORECA and retail sectors.
• Online Sales Strategy – Expand market reach, improve customer experience, and increase revenue through online channels.
• Product Alignment – Deliver the right products at the right time through optimized facility utilisation.
• Customer & Stakeholder Engagement – Build and maintain strong customer relationships, ensuring alignment with SLAs and SOPs, and drive customer satisfaction and loyalty.
• Cross‑Functional Collaboration – Work with Legal, Finance, IT, HR to negotiate contracts and ensure compliance with governance standards.
• Market Analysis & Innovation – Explore current and adjacent markets to identify trends, opportunities, and areas for growth, including brand extensions and new sales channels.
• New Revenue Streams – Continuously identify new revenue streams and areas for value creation.
• Operational Excellence – Design and execute a comprehensive commercial strategy to achieve growth targets in HORECA and retail produce segments, ensuring operational efficiency, enhanced profitability, and a strong market presence.

• Bachelor’s degree or equivalent professional experience preferred.
• At least 9 years of leadership experience managing premium product portfolios in quality‑driven, competitive markets.
• Proven expertise in the Dubai commercial market, especially retail and FMCG, with a sales‑oriented approach.
• Experience in the local and regional food service market is advantageous.
• Skilled in leading and inspiring teams to deliver business growth and achieve strategic goals.
• Extensive experience in customer engagement, contract negotiation, and relationship management locally and internationally.
• Demonstrated ability to implement and manage technology solutions to optimise operations and improve efficiency across the value chain.
• Familiarity with ESG market trends and ability to report progress against relevant goals and targets.
• Knowledge of controlled environment agriculture is a plus, with an understanding of engineering and horticultural concepts.

• Business Acumen – Expertise in customer negotiations and building long‑term partnerships.
• Financial Management – Strong budgeting, reporting, and forecasting skills.
• Leadership & Communication – Exceptional leadership, coaching, and team‑building abilities; effective communicator with strong organisational skills; proficiency in conflict resolution and problem‑solving.
• Technical Proficiency – Advanced knowledge of Microsoft Office tools.