Country Manager – Ecommerce/ Fashion
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Job Description
Position Overview
We are seeking a highly driven and entrepreneurial Country Manager to lead and scale our Thailand market operations. This role is responsible for building the business locally, driving commercial performance, leading cross-functional teams, and acting as the key bridge between Thailand operations and HQ.
The ideal candidate is a hands-on business builder with strong experience in fashion, FMCG, beauty, or lifestyle industries, combined with deep understanding of e-commerce and social commerce platforms. This position requires full relocation to Bangkok, Thailand
Key Responsibilities
Business Leadership
- Lead overall Thailand business operations and market expansion strategy.
Commercial Management
- Own revenue targets, business performance, and market growth initiatives.
Market Development
- Build and scale the Thailand market from early-stage development to sustainable growth.
E-commerce & Social Commerce
- Drive online sales performance across Shopee, TikTok Shop, and other digital commerce channels.
Team Leadership
- Recruit, coach, and develop local and multicultural teams while maintaining strong team morale.
Cross-functional Coordination
- Collaborate closely with HQ and local teams to align business priorities and execution.
Brand & Operations
- Ensure high operational standards, brand consistency, and execution quality in the local market.
Partnership Management
- Manage relationships with local partners, agencies, suppliers, and key stakeholders.
Strategic Decision-Making
- Operate independently, make decisions under ambiguity, and proactively solve market challenges.
Candidate Requirements
Experience
- 5–8 years of experience in fashion, FMCG, beauty, or lifestyle industries across brand and commercial functions.
Commercial Exposure
- Experience owning P&L or managing business units with clear revenue accountability.
Digital Commerce
- Strong understanding of e-commerce and social commerce ecosystems.
Leadership
- Proven ability to lead, coach, and develop teams independently.
International Exposure
- Experience working abroad or managing multicultural teams is highly preferred.
Language
- Fluent Vietnamese and strong English communication skills.
Cultural Fit
- Open-minded, culturally adaptable, and respectful toward Thai culture and local working styles.
Mobility
- Willing to fully relocate and live in Bangkok long-term.
Preferred Personal Traits
- Entrepreneurial and highly proactive mindset
- Comfortable operating in fast-changing and ambiguous environments
- Strong resilience and adaptability
- Action-oriented with continuous improvement mindset
- Independent decision-maker with strong ownership
- Intrinsically motivated to build new markets and businesses
Success Indicators
- Achieve revenue and market growth targets
- Build a stable and high-performing Thailand team
- Successfully localize brand and operations for the Thai market
- Drive sustainable growth across online and offline channels
- Establish strong collaboration between Thailand operations and HQ
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