Omnichannel Senior Manager

Position

The Omnichannel Senior Manager leads the development, implementation, and optimization of the omnichannel strategy for Thailand, ensuring seamless integration between physical boutiques, e-commerce, CRM, customer care, and digital touchpoints. The role is responsible for building the relevant operating model for the market, driving omnichannel transformation, and ensuring coherent execution of local initiatives in alignment with global direction and local business priorities. This position combines strategic planning, project delivery, commercial performance management, and cross-functional coordination to enhance customer experience, support retail transformation, and drive sustainable business growth across all channels.

Key Responsibilities

Omnichannel Strategy & Business Development

• Define, develop, and implement the omnichannel business strategy for Thailand in alignment with the Country Director and global direction.
• Build and optimize the local omnichannel operating model, including processes, governance, and ways of working to ensure effective implementation and continuous improvement.
• Identify market opportunities and business priorities to strengthen omnichannel performance, customer engagement, and channel integration.
• Initiate local innovation roadmaps for new digital capabilities through close collaboration with relevant stakeholders.
• Ensure omnichannel initiatives support both commercial objectives and long-term client development.
  
  

Project Implementation & Platform Management

• Lead the implementation of omnichannel projects and solutions in Thailand, ensuring alignment between local business requirements and global standards.
• Support the setup, rollout, and optimization of e-commerce and related digital platforms in the local market.
• Establish and maintain the customer care operating model in line with corporate guidelines and service standards.
• Partner with IT to plan, prioritize, and execute omnichannel projects and activities while optimizing resources and budget allocation.
• Ensure project governance, stakeholder alignment, and timely execution across all omnichannel initiatives.
  
  

Job responsibilities

(cont.)

Customer Journey & Experience Optimization

• Ensure a seamless and consistent client experience across all touchpoints, including boutiques, website, customer care, and digital tools.
• Work closely with retail teams and store managers to support the implementation of the omnichannel client experience in-store.
• Assess and improve store operations related to e-commerce user experience, in-store app integration, and digital process adoption.
• Translate customer behavior, feedback, and usage data into actionable recommendations to improve service quality and reduce friction across channels.
• Support the development of retail digital competencies and omnichannel ways of working.
  
  

E-Commerce & Commercial Performance Management

• Lead the local e-commerce strategy and performance management, identifying opportunities to grow sales, traffic, and profitability.
• Conduct sales, traffic, and performance analysis to proactively identify business opportunities and corrective actions.
• Define and implement local SEO and SEM strategies in collaboration with Marketing and Communications teams.
• Monitor omnichannel KPIs and business indicators to assess performance, optimize initiatives, and support decision-making.
• Manage omnichannel costs, supplier performance, contracts, and budget control to ensure efficiency and ROI.
  
  

CRM, Client Development & Operational Integration

• Implement local CRM strategy to support lead, prospect, and customer management in coordination with relevant teams.
• Collaborate with Marketing, Sales, and CRM teams to define and develop the omnichannel user experience across boutiques and digital channels.
• Work with Supply Chain and Logistics teams on planning and allocation strategies aligned with omnichannel objectives.
• Partner with Merchandising teams to ensure e-commerce and omnichannel needs are reflected in assortment planning and product priorities.
• Ensure operational integration across functions to support a coherent omnichannel ecosystem.
  
  

Team Leadership & Cross-Functional Collaboration

• Lead and coordinate local omnichannel resources, setting priorities and ensuring strong execution discipline.
• Foster collaboration across retail, marketing, CRM, IT, supply chain, merchandising, and customer care teams.
• Support change management and capability building to embed an omnichannel mindset across the organization.
• Act as a key local interface between Thailand teams and regional/global stakeholders to ensure alignment and effective execution.
  
  

Any ad-hoc duties and support as needed.

Profile

Academic / Professional Qualifications

• At least 15 years of experience in Omnichannel, with at least 3 years in relevant role.
• Bachelor's degree in Business Management, Marketing, Digital, or a related field.
• Strong experience in project management and leadership roles, ideally in omnichannel, e-commerce, digital, or retail transformation.
• Solid experience in e-commerce and digital channel management.
• Experience in developing future-state customer experiences and integrating digital and physical channels.
• Experience in digital sales, client acquisition, and CRM-related initiatives.
• Strong business awareness and agility, with an entrepreneurial mindset.
• Strong leadership and project management capabilities.
• Ability to work under pressure and manage unpredictable tasks effectively.
• Expertise in marketing, media, merchandising, and retail operations.
• Strong IT literacy and data-driven mindset.
• Fluent written and spoken Thai and English.
  
  

Key Interactions (Internal & External)

• All internal stakeholders (local, regional, central)
• External agencies, suppliers, and technology partners
  
  

Required Competencies/ Traits Required For The Role

• Hard skills: Budget Planning & Management, CRM & Customer Lifecycle Management, Data Analysis & Performance Tracking, Digital Media Strategy (SEO/SEM), E-Commerce Management, Omnichannel Operations, Operating Model Design, Project Management, Retail & Store Operations Integration, Supply Chain & Merchandising Coordination, Website and User Experience Optimization.
• Soft skills: Budget Planning & Management, CRM & Customer Lifecycle Management, Data Analysis & Performance Tracking, Digital Media Strategy (SEO/SEM), E-Commerce Management, Omnichannel Operations, Operating Model Design, Project Management, Retail & Store Operations Integration, Supply Chain & Merchandising Coordination, Website and User Experience Optimization.