Country Manager – Ecommerce/ Fashion

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