---
title: 'General Manager, Europe at Fi'
canonical: 'https://feeny.ai/job/general-manager-europe-fi-london-we9j3vp1qd4e'
type: 'job'
last_seen: '2026-09-08'
---

# General Manager, Europe at Fi

- **Company:** Fi
- **Location:** London, United Kingdom
- **Work type:** remote
- **Posted:** 2026-09-01
- **Last confirmed live:** 2026-09-08
- **Apply:** https://jobs.lever.co/fi/ad0a0afb-2689-4e02-967b-303763c293a7

## Job description

Welcome to Fi.

We’re a passionate team from Square, Google, Oura, Peloton, Uber, and more working to transform the human-pet relationship. Our mission? Develop cutting-edge technology to revolutionize what it means to be a pet parent. The pet industry remains firmly stuck in the past and we are here to change that. Fi is leveraging our team's talent and expertise to improve the lives of millions of pets in the U.S. Real-time location tracking, activity, sleep and behavior monitoring – and that's just the beginning.

The most exciting aspect of our work? Bridging the communication gap between pets and humans. Imagine a world where everyone knows how their pet feels in real time and how to keep their best friend in good shape. That's the future we're building at Fi.

If you're someone who thrives in innovative, collaborative work environments and feels strongly about helping pets live longer, better lives, Fi could be the perfect fit. Join us in our pursuit of the “impossible,” or as we call it here “let me find a way,” to redefine the future of pet ownership together. Fi is looking for a General Manager, Europe! Fi is looking for a General Manager, Europe to lead our expansion across the region, with a key focus on the UK and Germany as our top markets. You'll own the regional P&L and go to market strategy, reporting to our Chief Growth and Marketing Officer, and act as Fi's on the ground leader across Europe. You'll partner closely with our central marketing teams to localize their channels for European pet owners. This is a hands-on role for someone who operates as both strategic leader and execution focused marketer.

What You'll Do:

- Own the European expansion strategy and marketing roadmap, with the UK and Germany as priority markets
- Partner with Finance to build and manage the regional marketing budget and P&L, and report progress to leadership
- Identify and prioritize market entry sequence, positioning, and investment across additional European markets beyond the UK and Germany
- Develop and execute endemic marketing campaigns (partnerships, content, placements) within pet, outdoor, and lifestyle ecosystems that build authentic awareness and credibility with European pet owners
- Localize Fi's brand, messaging, and positioning for UK and German audiences, accounting for cultural, linguistic, and competitive differences
- Identify and manage partner relationships in coordination with the broader commercial team
- Partner with lifecycle, social, PR, and paid media leads to adapt global campaigns for European markets, and build region specific programs where needed
- Work with product, ops, and customer experience teams to make sure the product, fulfillment, and support experience meet local market expectations
- Serve as the primary voice of the European market inside Fi, feeding local insights back into company strategy
- Build out the regional team over time, hiring, onboarding, and managing local talent and agency or contractor relationships as the market scales
- Manage relationships with regional agencies, freelancers, and vendors (creative, PR, media buying)
- Ensure regional marketing activity is compliant with local advertising, data privacy, and consumer protection regulations (GDPR)

What You'll Bring:

- 8+ years in marketing, with meaningful experience in a general manager, country manager, or regional marketing lead role
- A track record of launching or scaling a consumer brand in the UK and/or Germany, ideally via DTC and Amazon
- Experience building integrated marketing plans across paid, social, PR, lifecycle, and partnerships, and knowing when to drive strategy yourself versus lean on channel specialists
- Comfort owning a budget and being accountable for regional growth metrics and ROI, not just brand output
- Strong cross functional collaborator who can influence and align remote, centralized teams without direct authority over them
- Deep familiarity with the UK and German consumer, media, and retail landscape
- A builder's mindset, comfortable operating with ambiguity, limited resources, and evolving priorities in early stage regional expansion
- Willingness to travel regularly within Europe, with occasional travel to the US headquarters
- Experience in pet, animal health, wearables, or connected hardware
- Prior experience opening a new international market for a US based or global consumer brand
- Existing relationships with UK or German retail, PR, or pet industry partners
- Understanding of subscription based business models

Why You'll Love Us:

- Time to Recharge: Enjoy flexible PTO to take the breaks you need.
- Top-Notch Health Coverage: We’ve got your back (and teeth and eyes) with full medical, dental, and vision insurance.
- Wellness Perks: Free access to One Medical, Kindbody, and Talkspace to keep you feeling your best.
- Dog-Friendly Office: Bring your pup to work — they’re part of the team, too.
- Give Back to the Pups: Make tails wag with a $500 annual donation to a dog charity of your choice through our BarkBack Program.
- Free Fi Membership: Your furry best friend(s) get all the benefits of a Fi collar, on us!
- Love for Friends + Family: Share the Fi magic with loved ones through our gifting program.

The anticipated base salary range for this position is $100,000–$300,000. Actual compensation will vary based on multiple factors, including skills, experience, market conditions, and role scope, which may evolve during the hiring process. As a fast-growing Series B startup, Fi evaluates compensation opportunistically to align with the right candidate. This role is also eligible for equity compensation.

Fi is an equal opportunity employer that is committed to diversity and inclusion in the workplace. We prohibit discrimination and harassment of any kind based on race, color, sex, religion, sexual orientation, national origin, disability, genetic information, pregnancy, or any other protected characteristic as outlined by federal, state, or local laws. This policy applies to all employment practices within our organization, including hiring, promotion, termination, layoff, recall, leave of absence, compensation, benefits, training, and apprenticeship. Fi makes hiring decisions based solely on qualifications, merit, and our needs at the time.

## About Fi

## Company Overview
- **One-liner**: Fi develops smart GPS tracking collars and AI-powered health monitoring technology to improve the safety and well-being of dogs.
- **Entity Type**: Private (Series B – last round in February 2021)
- **Headquarters**: New York, New York, United States (419 Lafayette St, 2nd Floor)
- **Founded**: 2017
- **Founders**: Jonathan Bensamoun (CEO) and Loren Kirkby (CTO)

## Core Business
- **Primary industry**: Pet technology (smart wearables for dogs)
- **Target customers**: B2C – dog owners in the US and increasingly international markets
- **Mission**: “Translate everything we’ve always wished our dogs could tell us, so we have peace of mind knowing they’re as safe and healthy as possible.”

## Products & Services
- **Fi Smart Collar (Series 3+)**: A GPS and LTE‑M enabled dog collar that provides real‑time location tracking, activity/step counting, sleep and behavior monitoring. The latest version adds AI‑powered behavior detection (barking, licking, scratching, eating, drinking) and escape alerts.
- **Fi Mobile App** (iOS / Android): Companion app for viewing location, activity history, and receiving notifications. Integrates with Apple Watch.
- **Lost Dog Mode**: A dedicated recovery feature that activates when a dog escapes, leveraging the collar’s tracking network and community alerts.
- **Satellite Connectivity (Starlink)**: In July 2026 Fi launched the “Ultra Dog Tracker,” the first consumer wearable to use T‑Satellite with Starlink for coverage in areas without cellular service.

## Market Standing
- **Valuation**: Not publicly disclosed (Tracxn reports a placeholder value of $*****)
- **Key Metric**: Total funding – conflicting reports: **$47M** (LinkedIn data) vs **$40M** (Tracxn). The last round was a Series B of $30M in February 2021 led by LongView Asset Management.
- **Notable Investors**: RRE Ventures, Lerer Hippeau, Freestyle, LCS, LongView Asset Management (lead Series B)
- **Growth Signals**:
  - Expanded to 38 countries across North America and Europe as of June 2026.
  - Launched AI‑powered collar (Series 3+) in June 2025.
  - Partnered with Wagmo and Microsoft in February 2026.
  - Headcount grew ~39% year‑over‑year (LinkedIn data shows 150 employees; other sources estimate 125–255).
  - Active job postings increased 125% year‑over‑year.

## Competitive Advantages
- **Integrated AI & GPS**: Combines real‑time GPS tracking with machine learning to detect behavior patterns (barking, scratching, escape attempts) – a differentiator from simpler trackers.
- **Satellite‑ready**: First consumer pet tracker to use Starlink satellite connectivity, extending coverage beyond cellular networks.
- **Strong brand & community**: 10,300+ LinkedIn followers, growing 30% YoY; active social media presence and partnerships with pet‑focused brands.
- **Experienced team**: Alumni from Square, Google, Peloton, Uber, Nest, and other top tech companies.

## Strategic Focus
- **International expansion**: After launching in Canada, Mexico, and the UK, Fi continues to roll out in EU markets and now supports 38 countries.
- **AI‑driven health insights**: Investing in behavior detection and health monitoring to move beyond basic tracking into proactive pet care.
- **Hardware innovation**: The Ultra Dog Tracker with satellite connectivity positions Fi as a leader in remote‑area coverage.

## Why Work Here
- **Culture**: Dog‑friendly office, passionate team of dog lovers. Emphasis on solving hard problems (“impossible” means “let me find a way”).
- **Work policy**: Hybrid environment (some roles fully remote, others on‑site). HQ in New York with additional office in Brooklyn.
- **Perks & benefits**:
  - Equity grants
  - Generous parental leave
  - Dental, vision, and medical insurance (FSA available)
  - 401(k) with company match
  - Free snacks and drinks
  - Employee discounts on Fi products
  - Customized development tracks
- **Engineering culture**: High bar for quality; team includes machine learning engineers, antenna/RF engineers, and senior software engineers. Open roles include Senior Software Engineer, Senior Product Designer, and Staff Antenna/RF Systems Engineer.
- **Growth opportunity**: Rapidly scaling company with international expansion, new product launches, and increasing headcount.

## Sources
1. [Fi Careers Page (Lever)](https://jobs.lever.co/fi)
2. [LinkedIn – Fi Smart Dog Collars](https://linkedin.com/company/fi-smart-dog-collars)
3. [Tracxn – Fi Company Profile](https://tracxn.com/d/companies/fi/__Y2Wvgjz_mPiqpPtUHiVKKrRZko7hgLPp-lFMoAWsKkY)
4. [Built In NYC – Fi](https://builtin.com/company/tryfi)
5. [Jobera – Fi Careers](https://jobera.com/employer/fi/)
6. [Business Wire – Fi International Expansion (June 2026)](https://www.businesswire.com/news/home/20260603005836/en/)
7. [Business Wire – Fi UK/EU Launch (March 2026)](https://www.businesswire.com/news/home/20260302005836/en/)
8. [FOX Business – Fi AI Dog Collar (June 2025)](https://www.foxbusiness.com/technology/fi-launches-ai-dog-collar-tracks-health-detects-escape-attempts)
9. [Pet Age – Fi Ultra Dog Tracker with Starlink (July 2026)](https://www.petage.com/fi-launches-ultra-dog-tracker-first-consumer-wearable-powered-by-t-satellite-with-starlink/)

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