Country General Manager - Germany

COUNTRY GENERAL MANAGER - GERMANY

The Country General Manager is accountable for the overall commercial, financial, and operational performance of the Locke & Locke by Cove properties in Berlin and Munich. This role requires a strategic leader with strong revenue management expertise, commercial acumen, and a proven track record in driving financial performance across multiple assets.

The Country GM will work closely with the Revenue, Sales, and Operations teams to maximise profitability, enhance guest experience, and maintain brand standards while ensuring operational efficiency across both properties. This role will also play a key part in strengthening the brand’s presence in two of Germany’s most important hospitality markets.

THE STAGE IS SET

The stage is set for something different. We don’t run conventional hotels; we build places with character and intent.

What began as a small UK aparthotel portfolio has grown into a European collection recognised for design and atmosphere - and we’re now entering a new chapter. As we redefine the brand and evolve our identity, we’re focused on creating spaces that feel compelling, contemporary, and truly distinctive. Locke leads with bold expression; Cove by Locke refines that same spirit into a quieter, more streamlined approach.

Guests come to rest, work, or escape. Comfort is a given - great beds, hot showers, genuine service. But we aim to create moments that feel memorable and a little unexpected, bringing back the sense of mood hospitality often lost.

This is our backdrop. We’re on an exciting journey step on stage and play your part.

THE WORK IN YOUR HANDS

Commercial & Revenue Leadership

• Own and drive the commercial strategy across the Berlin and Munich properties, focusing on revenue growth, ADR, occupancy optimisation and Food & Beverage performance.
• Work closely with the Revenue Management team to develop and execute dynamic pricing strategies and optimise distribution channels.
• Lead sales and marketing efforts to strengthen corporate, leisure, and long-stay demand within the German market.
• Identify new revenue opportunities through partnerships, local activations, and evolving demand patterns.
• Monitor market trends, competitor performance, and demand signals across both cities.

Operational Excellence & Guest Experience

• Oversee daily operations across both properties, ensuring exceptional service, efficiency, and brand standards.
• Lead and develop department heads to foster a high-performing, guest-focused culture.
• Drive guest satisfaction through continuous improvement of service quality and operational excellence.
• Ensure operational consistency while celebrating each property's unique identity.
• Balance cost control with the delivery of a premium guest experience.

Food & Beverage Excellence

• Lead the Food & Beverage strategy across both properties, driving commercial performance, brand consistency, and exceptional guest experiences.
• Maximise F&B revenue through menu engineering, pricing, promotions, and market-led concepts.
• Take full ownership of F&B P&L performance, optimising revenue, margins, labour, and costs.
• Partner with F&B leaders to enhance operational efficiency, service standards, and profitability.
• Use key performance metrics to identify opportunities and drive continuous improvement.

Financial & P&L Accountability

• Full responsibility for the P&L performance of both properties, ensuring financial targets are met or exceeded.
• Drive cost efficiency across all departments while maintaining quality and service standards.
• Regularly review budgeting, forecasting, and financial reporting to identify risks and opportunities.
• Ensure compliance with all financial, legal, and regulatory requirements within Germany.

Stakeholder & Owner Relations

• Act as the primary point of contact for ownership groups and key stakeholders.
• Provide clear, data-driven reports on performance, strategy, and operational initiatives.
• Collaborate with corporate teams in Revenue, Marketing, Finance, and HR to align property goals with wider business objectives.

THE FIRE YOU CARRY

• Bachelor’s degree in Hospitality Management, Business Administration, or a related field.
• 10+ years of leadership experience in premium hospitality, serviced apartments, or lifestyle hotel brands.
• Proven track record in commercial strategy, revenue management, and full P&L ownership.
• Experience managing multiple properties or complex hospitality operations.
• Strong understanding of the German hospitality market, ideally with exposure to Berlin and/or Munich.
• Excellent financial acumen, including budgeting, forecasting, and cost control.
• Demonstrated ability to lead and develop high-performing teams.
• Advanced understanding of revenue management strategies and dynamic pricing models.
• Strong analytical, decision-making, and problem-solving skills.
• Excellent stakeholder management and relationship-building capabilities.
• Ability to drive operational efficiency while maintaining exceptional guest experience.
• Strong communication, leadership, and negotiation skills.

WHAT WE LOOK FOR

We’re here to rethink what a modern lifestyle hotel can be. That takes pace, creativity, and people who enjoy working with purpose.

If you’re comfortable with change, motivated by ideas, and focused on crafting meaningful guest experiences, you’ll do well here. We value individuals who can hold a vision, appreciate atmosphere, and want their work to have impact.

Skills can be taught. Mindset can’t. There’s no single template for success here - just the right approach and willingness to grow.