Role Summary:
Leads the country marketing agenda for Thailand as the core market, driving brand growth, penetration, equity and conversion across channels. Supports adjacent developing markets through partnership with Commercial Managers, enabling them with toolkits, comms adaptation, activation guidance and innovation launch readiness. Owns consumer marketing campaigns, brand positioning, media and A&P effectiveness, ensuring strong conversion from awareness to trial to repeat. Coaches and develops a direct report, building future marketing capability through ongoing feedback, stretch assignments and skill development.
Responsibilities:
- Lead the full marketing agenda for Thailand (biggest market), delivering brand growth, penetration and relevance through strong ATL/BTL/digital campaigns. Support adjacent markets (e.g. Vietnam & Cambodia) via Commercial Managers by providing regional toolkits, adapting comms where needed and aligning on activation plans.
- Drive execution excellence in market through close collaboration with Trade Marketing & Commercial teams; ensure visibility & conversion at POS. Develop tailored growth initiatives that drive visibility, trial, and conversion across Modern Trade, General Trade, E-commerce, and Food Service.
- Ensure in-market success of core growth sustaining initiatives and innovation launches, maintaining a healthy mix contribution and scale-up readiness.
- Drive Marketing Efficiency and ROI: Improve marketing process effectiveness by optimizing A&P spend, establishing clear KPIs for awareness, trial, and conversion, and tracking campaign ROI. Provide marketing inputs into IBP to support demand-driven planning and improve forecast accuracy.
- Enable Market Expansion and Category Growth Identify white-space opportunities, emerging trends, and category adjacencies across developing SEA markets. Partner with Sales/Commercial and Consumer Insights to translate these opportunities into clear growth strategies and execution roadmaps.
- Build Capability and Collaboration Strengthen marketing capability and collaboration across cross-functional and distributor teams. Build a culture of creativity, accountability, and operational excellence to ensure consistent and high-quality execution. Manage, coach and grow one direct report, building capability, autonomy and leadership skills.
Education and Discipline:
- Bachelor's Degree in Marketing, Business Administration, or related field. Master's Degree preferred.
Desired Candidate Profile:
- Minimum 6 years of marketing experience in FMCG or consumer goods, with proven success in brand management, innovation launch management, and multi-channel campaign execution.
- Exposure to multi-market environments preferred.
- Thai-speaking preferred.
