General Manager - Thailand Market

About the role

Cesna Recruitment is recruiting a General Manager for the Thailand market. The role takes full responsibility for business operations, team management and long-term development in Thailand, with accountability for sales growth, profitability and cash flow safety.

Key responsibilities

• Analyze the Thai consumer market deeply and formulate localized channel strategies, building sales networks across modern trade, traditional trade, convenience stores, restaurant chains and e-commerce platforms.
• Optimize and integrate supply chain, cold chain logistics and local resources while balancing growth, profitability and compliance risks.
• Lead key client acquisition, set up localized operational frameworks and build a high-performance execution team.

Required profile

• Bachelor's degree or above; Business Administration, Marketing, Food Science, Supply Chain or related fields preferred.
• 8+ years of experience in FMCG, food, frozen food, cold chain, retail or catering, including 3+ years in GM, Deputy GM, Business Unit Head or equivalent roles.
• Proven track record of expanding a market from zero to one in Thailand.
• Practical operational experience and network resources in modern trade, traditional trade, convenience stores, catering chains or e-commerce.
• Strong results orientation, negotiation skills, leadership and cross-cultural management abilities.
• Thai as a working language is required; Chinese or English business proficiency is preferred (bilingual Chinese-Thai preferred).

What we offer

• Base salary, performance pay, project incentives, annual performance bonus and business growth incentives (uncapped for HQ roles).
• Social security under Thai law, commercial medical insurance and flexible allowances.
• Long-term incentives or partnership equity for core management and key positions.
• Flat organization with broad promotion opportunities, 6 days of paid annual leave plus Thai public holidays and extra Chinese holidays for foreign staff, and home-visit leave with flight reimbursement.
• Local housing for foreign employees, lunch allowance, weekly afternoon tea, monthly team dinners, annual health checkups, birthday parties and festival gifts.