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Country Manager - Thailand (FMCG)

Bangkok Permanent View Job Description
The Country Manager will lead all commercial operations in Thailand, representing the organization within the market and driving sustainable growth. This role is responsible for developing an effective route‑to‑market strategy, managing distributor partnerships, overseeing sales performance, and ensuring successful execution of commercial plans. The position reports directly to the regional commercial leadership team.
  • High-impact leadership role with full market ownership
  • Chance to build and scale a brand in a fast-growing category

About Our Client

The hiring organisation is a prominent entity in the FMCG industry, with a strong market presence and a focus on delivering quality products to its customers. The company operates on a global scale, offering a stable and supportive working environment.

Job Description

Business Leadership & Market Management

  • Serve as the primary liaison between the regional headquarters and local distributor teams, ensuring smooth communication, alignment, and issue resolution.
  • Assess category dynamics, channel trends, competitive landscape, and shopper behavior to design impactful commercial initiatives tailored to the Thai market.
  • Monitor key distribution KPIs daily, weekly, and monthly to ensure consistent performance and achievement of targets.
  • Conduct regular business reviews with internal and distributor stakeholders, generating actionable plans to drive growth and enhance profitability.



Sales & Distributor Capability Development

  • Guide, coach, and develop distributor sales teams to strengthen capabilities and improve execution standards.
  • Plan and oversee the execution of sales and marketing activities, ensuring alignment with both corporate strategy and local market requirements.
  • Address and resolve operational issues that arise during planning or execution phases.



Marketing & Channel Execution

  • Collaborate closely with distributor marketing teams to plan, execute, and evaluate below‑the‑line (BTL) activities and trade promotions.
  • Manage channel budgets to maximize return on investment and ensure profitability.
  • Develop merchandising strategies focused on increasing visibility and improving in‑store execution.



Supply Chain & Forecasting

  • Work with internal supply chain and customer management teams to maintain optimal stock levels and enhance forecast accuracy.
  • Ensure efficient replenishment processes and smooth coordination with distribution partners.

The Successful Applicant

Professional Competencies

  • Strong strategic thinking combined with a hands‑on, entrepreneurial approach.
  • Highly motivated, adaptable, and passionate about building and growing businesses.
  • Independent, proactive, flexible, and capable of managing responsibilities with minimal supervision.
  • Strong analytical skills with experience creating effective structures and workflows.
  • Excellent communication and relationship‑building skills, with the ability to work across cultures and remote teams.



Experience & Knowledge

  • Minimum 10 years of sales experience within the FMCG sector in Thailand; regional Southeast Asia exposure is an advantage.
  • Experience in trade marketing or confectionery categories is beneficial.
  • Strong understanding of FMCG distribution models and key market dynamics.
  • Deep knowledge of both modern trade and traditional trade channels in Thailand.

What's on Offer

  • Competitive salary
  • Attractive benefits package
  • Opportunity to lead and grow within the FMCG industry in Thailand.
  • Stable and supportive working environment in a globally recognised company.



If you are an ambitious and experienced professional ready to make a significant impact as a Country Manager - Thailand, we encourage you to apply now.

Contact
Pla Lertsiri
Quote job ref
JN-022026-6946298
Phone number
+662 012 5061

Job summary

Sector
Sales
Specialisation
General Management
What is your area of specialisation?
FMCG (Fast Moving Consumer Goods)
Location
Bangkok
Contract Type
Permanent
Consultant name
Pla Lertsiri
Consultant phone
+662 012 5061
Job Reference
JN-022026-6946298

Diversity & Inclusion at Michael Page

We don't just accept difference - we celebrate it. We encourage applicants from all backgrounds to apply for this role and are committed to building inclusive, diverse workplaces where everyone can thrive. If you require any support or reasonable adjustments during the recruitment process, please let us know.