Country Manager - Thailand

Country Manager - Thailand

• Location: Bangkok, Thailand (In-person / Local Office)
• Job Type: Full-time
• Team Size: Lean core team of approx. 3–5 people
• Salary: ฿100,000 – ฿140,000 / month + Attractive Performance Bonus tied to Revenue & EBITDA targets

About Poly Lulu

Poly Lulu is a leading plus-size women's fashion brand from Taiwan, serving customers across Taiwan, Hong Kong, Malaysia, Singapore, and Thailand. As part of our Southeast Asia expansion, we have launched our Thailand e-commerce business (https://th.polylulu.com/) and are establishing a local office in Bangkok.

We are looking for a business-minded Country Manager - Thailand to build and lead our local operation, with direct responsibility for revenue growth, EBITDA, team performance, and market development.

As our first employee in Thailand, you will build the local operation from the ground up, starting with no existing team or office. This is a hands-on role requiring both strategic leadership and a willingness to manage day-to-day setup tasks.

Key Responsibilities

1. Lead the initial setup of our Bangkok operation, including office sourcing, recruitment, and establishing local accounting, HR, logistics, and other essential service partnerships.

2.P&L & Business Growth

• Own the Thailand business revenue, budget, EBITDA, and overall operational profitability.

• Develop sales plans, forecasts, budgets, and growth strategies based on financial targets.

• Monitor key metrics including revenue, margin, CAC, ROAS, conversion, and operating expenses.

• Identify Thai consumer trends, competitors, pricing, and product opportunities, working with HQs in Taiwan & Malaysia on local market strategy.

3. E-Commerce & Customer Growth

• Lead sales strategies across Shopify, TikTok Shop, and Shopee, including promotions, pricing, traffic, and conversion optimization.

• Improve customer acquisition efficiency, repeat purchase rate, and customer lifetime value (LTV).

• Use sales and customer data to continuously improve channel performance and channel profitability.

4. Agency & Partner Management

• Select, negotiate, and manage external performance marketing, PR, media, KOC/KOL, content, and live-commerce agencies/partners.

• Set clear budgets and KPIs; evaluate partners based on ROAS, CAC, conversion, engagement, and attributable revenue.

• Maintain a lean internal organization by strategically outsourcing specialized marketing execution.

5. Team & Local Operations

• Recruit and lead a high-efficiency local team of approximately 3–5 people, covering essential E-Commerce, CS, Social Media/Content Coordination, and Admin/Finance functions.

• Set clear team KPIs and ensure productivity aligns with business targets.

• Coordinate with HQs on inventory, supply chain, finance, and overall cross-border business operations.

• Oversee local accounting, tax, payroll, labor compliance, and administrative matters with internal staff and external professional partners.

Requirements

• 5+ years of relevant experience in e-commerce, consumer brands, retail, or related fields, including 2+ years in a team management or leadership role (Experience in fashion, apparel, or lifestyle brands is highly preferred).

• Strong P&L and commercial mindset, with proven experience managing budgets, revenue, or EBITDA profitability targets.

• Deep understanding of Thailand e-commerce ecosystem, specifically Shopify, TikTok Shop, and Shopee.

• Proven track record of managing external marketing, media, or KOL/KOC agencies with measurable KPIs.

• Strong analytical, negotiation, problem-solving, and team leadership skills.

• Native/fluent Thai + professional business English (both written and spoken) required.

• Experience launching or scaling an international brand in Thailand is a strong plus.

• Proficiency in Mandarin Chinese is a plus.

Why Join Us

• High Autonomy: Lead Poly Lulu's Thailand business, local team, agency ecosystem, and operating budget.
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• Entrepreneurial Opportunity: Build and scale a new market backed by the resources of an established Asian fashion brand.
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• Lean & Performance-Driven: High-impact role directing agile internal talent and external agency specialists.
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• Performance Upside: Competitive base salary + bonus directly tied to Revenue & EBITDA performance.