Country General Manager

Country General Manager

On-site, Based in Bangkok, Thailand

The Company: Chronos Consulting is part of the Coberon Chronos Group, an award-winning global leader in permanent and temporary staffing, RPO, and business process automation solutions for global multinationals. The Group owns and operates 52 offices worldwide.

Our Client: A leading restaurant has revolutionized the fast-casual dining scene. In almost 10 years, it has become a dominant force in the Chinese market and is rapidly expanding internationally.

Key Responsibilities:

• Develop Strategic Franchise Plans: Design a 3–5-year franchise development roadmap for the target country, including differentiated market entry strategies and clear annual franchise acquisition targets.
• Establish Local Investment Channels: Build a localized franchisee acquisition network by partnering with industry associations, agencies, and other key stakeholders. Lead franchisee recruitment, due diligence, qualification review, and contract signing.
• Optimize Franchise Policies: Refine investment models and profit-sharing mechanisms to boost brand appeal and improve franchisee retention rates.
• Oversee Site Selection & Store Launch: Coordinate the evaluation of store locations, enforce brand design and decor standards, and ensure new stores meet expected return-on-investment (ROI) benchmarks.
• Ensure Operational Excellence: Supervise the execution of Standard Operating Procedures (SOPs), and drive operational efficiency through training, on-site inspections, and data-driven performance monitoring.
• Manage Franchise Relations: Build a hierarchical franchisee management framework. Regularly host franchisee summits to address operational challenges and share best practices.
• Drive Local Brand Adaptation: Guide the localization of products and services to accommodate local tastes, cultural norms, and religious considerations. Collaborate with R&D to adjust the menu accordingly.
• Execute Regional Marketing Strategy: Develop and manage regional marketing campaigns, including social media initiatives and collaborations with Key Opinion Leaders (KOLs) and local influencers.
• Crisis Management: Establish and maintain a crisis response mechanism to swiftly manage serious customer complaints and public relations issues.
• Build & Lead Local Teams: Recruit, structure, and manage in-country teams (franchise development, operations, construction). Implement performance evaluation systems and ensure full compliance with local regulations related to food safety, labor, and taxation.

Qualifications:

• Education: Bachelor&aposs degree required; MBA or Master’s in Business Administration or a related field is highly preferred.
• Industry Experience: 10+ years in the chain restaurant or foodservice industry, with at least 7 years in senior leadership roles within a multinational franchise operation.
• Franchise Expertise: Deep understanding of the end-to-end franchise lifecycle, including franchise recruitment, store development, operational oversight, and franchisee support systems.
• Market Knowledge: Familiarity with the target country’s business environment, regulatory framework, and industry ecosystem. Strong network and proven ability to leverage local resources.
• Analytical & Strategic Thinking: Data-driven decision-maker with a strong grasp of business analytics and the ability to translate insights into strategic action.
• Cross-Cultural Leadership: Exceptional ability to manage multicultural teams, align global and local objectives, and foster collaboration between headquarters and local offices.
• Proficient in Chinese language.