The changing role of the country general manager in CPG multinationals
Frank Birkel, Jonathan Harper and Edward Speed
July 2008
How attractive is a stint as a country general manager to the ambitious CPG professional? We asked executives at major multinationals in the consumer packaged goods sector about the role, its influence and the skills needed for success in today’s environment.
Our survey underlined the change in emphasis — but not in importance – of the general manager role. While there are those who maintain that general managers are no more than “glorified salesmen” the survey results contradict this.
Companies are giving equal primacy to the in-country general manager role and global or regional category heads. CPG professionals with an eye on the top position will need to embrace the newly defined general manager roles and the different skills and behaviours required of them.
For most, the general manager role remains an attractive — and essential — career stepping stone for the ambitious CPG executive — and the primary testing ground for future CEOs.