Head of User Operations (Thailand)

Responsibilities

1. Strategic Leadership

Develop and lead the overall User Operations strategy, aligning O2O and DTC initiatives with broader company goals.

Translate customer and market insights into operational strategies that drive growth, efficiency, and retention.

2. Department Oversight

Supervise and mentor the O2O Manager and DTC Manager, ensuring operational targets, KPIs, and quality standards are met.

Foster synergy between the O2O and DTC functions to deliver a unified and consistent customer experience.

3. Customer Experience Optimization

Champion customer-centric thinking across all operations, ensuring a frictionless, responsive, and personalized user experience across all touchpoints.

Implement frameworks for continuous feedback, improvement, and customer satisfaction.

4. Operational Excellence

Streamline and optimize end-to-end processes within both O2O and DTC operations to improve efficiency, reduce cost, and enhance service quality.

Set and monitor key performance indicators (KPIs) across teams, using data-driven insights for decision-making.

5. Cross-functional Collaboration

Collaborate closely with Marketing, IT, Product, Store Operations, and Supply Chain to ensure operational alignment and drive initiatives forward.

Act as a central bridge between strategic planning and on-ground execution.

6. Digital & Data Enablement

Leverage technology and data analytics to identify trends, improve operations, and guide strategic direction.

Oversee the integration and scaling of digital tools that support O2O and DTC initiatives.

7. People Leadership

Build, manage, and inspire a high-performing User Ops team.

Encourage innovation, accountability, and a culture of continuous improvement.

8. Market Intelligence & Compliance

Stay informed on industry trends, customer expectations, and competitive benchmarks to keep Chagee ahead of the curve.

Ensure all user operations comply with relevant legal and regulatory requirements.

Qualifications

Minimum 710 years of experience in operations, customer experience, or eCommerce/digital roles, preferably within F&B, retail, or tech-driven environments.

Proven track record in managing cross-functional teams and implementing scalable customer experience strategies.

Strong analytical and strategic thinking skills; experience with data analytics platforms is a plus.

Excellent leadership, communication, and organizational abilities.

Hands-on experience with digital platforms, delivery operations, and DTC models.

Bachelor's degree in Business, Operations, or a related field (Master's degree is a plus).

Fluent in Thai and English.