General Manager, Consumer

ABOUT APPLY DIGITAL   Apply Digital is a global agentic customer experience partner, client-obsessed and built for a new era of client services. We bring together consumer and entertainment industry expertise and elite talent to connect strategy, agentic experiences, technology, and data for the world's most ambitious organizations. With the agility to move fast and the experience to deliver with precision, Apply Digital works with clients like Arc'teryx, NFL, NBA, Lululemon, and Kraft Heinz.

For more information, visit applydigital.com   LOCATION: Apply Digital is hybrid/remote friendly. The preferred candidate should be based in North America and able to collaborate with teams across ET, PT and GMT time zones.   THE ROLE:

Apply Digital is investing in deep industry leadership to drive the next phase of growth. As General Manager, Consumer, you will be a CEO-reporting executive with full accountability for revenue performance in the Consumer vertical globally — spanning retail, CPG, direct-to-consumer, and adjacent segments.

This is a rare combination of commercial leadership and market authority. You will own the global revenue number, shape go-to-market strategy, and serve as Apply Digital's most visible voice in the Consumer space. Critically, you will bring an advanced, practitioner-level perspective on the impact of AI — and guide both clients and internal teams on how autonomous, agentic customer experiences are reshaping the Consumer industry.

You will work in close partnership with regional Managing Directors (NA, EMEA and LatAm) who own local market execution, providing strategic direction, deal support, and arena-level coordination. 

What You'll Own

Revenue & Commercial Leadership
• Own and drive global revenue growth targets for the Consumer verticals.
  Develop and execute go-to-market strategy for the Consumer market in partnership with regional Managing Directors.
• Set annual and multi-year revenue plans presented to the CEO; maintain transparent progress reporting.
• Identify and prioritize high-value opportunities across consumer segments, channels, and geographies.
• Build and sustain C-suite client relationships that generate pipeline, deepen partnerships, and position Apply Digital as the trusted transformation partner of choice.
• Act as executive sponsor for marquee Consumer client engagements.
• Engage and strengthen relationships with Apply’s partners, specifically our Google Cloud alliance.
  Organizational Leadership
• Lead the Consumer market operating model — defining how commercial, delivery, and capability teams work together.
• Partner with regional Managing Directors to align strategy with local execution, removing barriers and amplifying success.
• Influence resource allocation and investment decisions to prioritize Consumer growth initiatives.
• Develop, mentor, and inspire a high-performing team culture oriented around client value, growth, and continuous innovation.
• Represent Consumer in executive leadership forums, shaping organizational priorities and investment.
  Industry Expertise & Thought Leadership
• Serve as Apply Digital's recognized external voice in the Consumer industry — sought after for speaking engagements, panels, and media commentary (CES, Cannes Lions, Google Cloud Next, Shoptalk, NRF, etc).
• Maintain deep command of Consumer trends, competitive dynamics, regulatory environment, and emerging business models.
• Translate market signals into clear strategic direction for internal teams and clients.
• Author or contribute to point-of-view materials, whitepapers, and market perspectives that build Apply Digital's credibility.
• Maintain ongoing relationships with industry analysts, associations, and ecosystem partners.
  Agentic AI Leadership
• Champion Agentic AI adoption across Consumer client engagements — educating clients on the strategic and operational implications of autonomous, AI-driven systems.
• Guide Apply Digital's delivery organization in building Agentic Experience capabilities relevant to Consumer use cases: personalization at scale, autonomous customer journey orchestration, AI-powered retail and CPG operations.
• Shape Apply Digital's external narrative on Agentic Experience within Consumer, establishing a differentiated market position.
• Stay at the frontier of how agentic systems are reshaping consumer business models and proactively bring these insights to clients and internal stakeholders.

Who You Are

Experience
• 15+ years of progressive le