Country General Manager Job Thailand – Lead F&B Franchise Expansion

Are you an accomplished executive ready to drive the market entry and network expansion of a top-tier chain catering brand? We are seeking a highly driven professional for this Country General Manager Job Thailand. In this executive leadership role, you will have full accountability for business performance, P&L management, and the successful scaling of our brand across Thailand.

As the Country General Manager, you will develop and execute the market growth strategy, lead franchise development initiatives, and build long-term partnerships with franchise investors.

Table of Contents

• 1. Key Responsibilities
• 2. Qualifications and Experience
• 3. Position Details and Working Environment
• 4. Why Choose This Executive Opportunity?
• 5. Application and Selection Process

Key Responsibilities for this Country General Manager Job Thailand

To succeed in this role, you will lead several critical strategic and operational areas:

• Franchise & Market Strategy: Develop Thailand’s 3–5 year franchise development strategy, design differentiated market entry plans, and set annual franchise acquisition targets.
• Network & Partner Management: Build a localized franchise network, oversee franchisee recruitment, qualify prospective partners, and manage contract signings.
• Operational Excellence: Optimize franchise policies to enhance brand appeal, monitor SOP implementation, and improve overall store efficiency through training and data tracking.
• Site Selection & Launch: Oversee store site selection, ensure renovation standards are met, and manage pre-opening preparations to maximize single-store ROI.
• Brand Building & Localization: Drive localized operations and brand-building activities, collaborating on product development customized for local Thai tastes and religious considerations.
• Marketing & Crisis Management: Develop regional marketing strategies, coordinate KOL and social media partnerships, and establish crisis response systems for customer and public relations.
• Team Leadership: Recruit and manage local teams (franchise, operations, construction), set KPIs, and ensure strict business compliance.

Qualifications and Experience

We are looking for an exceptional leader who meets the following criteria:

• Education: Bachelor’s degree or higher; an MBA or Master’s in Business Administration is highly preferred.
• Industry Experience: 10+ years of experience in the chain catering/F&B industry, with at least 5+ years of senior management experience specifically within cross-border franchise systems.
• Domain Expertise: Proficient in the entire franchise lifecycle, including development, construction support, and operational supervision.
• Local Market Knowledge: Deeply familiar with Thailand’s business environment and government-commercial networks with strong resource integration capabilities.
• Analytical Mindset: Data-driven decision-maker capable of optimizing business and operational strategies through comprehensive market analysis.
• Cross-Cultural Skills: Outstanding interpersonal and management skills, with a proven ability to bridge cooperation between international headquarters and local teams.

Position Details and Working Environment

Work Location and Schedule

• Location: Central WestGate, situated conveniently near the Talad Bang Yai Station (MRT สายสีม่วง).
• Working Hours: Monday – Friday, 9:00 – 18:30 (with a comfortable 1.5-hour lunch break).

Team Structure & Reporting Line

• Report To: Vice President of the Overseas Business Division.
• Subordinates: You will lead a dynamic, multicultural Thailand team (comprising both Chinese and Thai professionals) of over 30+ members.

Why Choose This Executive Opportunity?

This executive role offers more than just a job; it provides a platform to pioneer change in the Southeast Asian F&B landscape. By taking on the Country General Manager Job Thailand, you will be at the forefront of a major cross-border brand’s expansion journey.

We offer an environment that values innovation, autonomy, and strategic thinking. You will have the unique opportunity to establish a market-leading franchise model, work with a highly talented, multicultural team of over 30 professionals, and directly influence the company’s global footprint. For high-achieving executives, we provide a highly competitive compensation structure and a long-term executive career path.

Apply for this Country General Manager Job Thailand

Take the next step in your executive career with the most exciting Country General Manager Job Thailand available. We offer a highly competitive compensation package and a clear path for professional development.

Selection and Next Steps

Our recruitment process is designed to select the very best industry leaders. Following your CV submission, qualified candidates will be contacted for an initial screening, followed by panel interviews with key global stakeholders.

To apply, please submit your updated CV or get in touch with our recruiting experts today through the 43 Synchronize Contact Us page. Let us help you unlock your next career milestone!