Head of Marketing

HEAD OF MARKETING (DOMESTIC BEVERAGE BUSINESS) Our client is seeking an experienced and strategic marketing professional to lead the Domestic Beverage Business and drive sustainable growth across multiple brands and product categories. This role is responsible for brand strategy, category management, innovation development, commercial performance, and cross-functional leadership. The successful candidate will balance long-term brand building with short-term business delivery while driving profitable growth through consumer insights and innovation excellence.

Location:
Bangkok, Thailand Position Type: Full-Time Reporting To: Marketing Director ABOUT OUR CLIENT Our client is one of Thailand's leading FMCG organizations with a strong portfolio of beverage and consumer brands. The company has established a significant presence in both domestic and international markets through continuous innovation, brand development, and deep consumer understanding. As part of its business growth strategy, the company is seeking a commercially driven marketing leader to oversee its Domestic Beverage Business, drive category growth, strengthen brand equity, and accelerate innovation initiatives within a highly competitive market environment. WHY CONSIDER THIS OPPORTUNITY? ✓ Lead established beverage brands with strong consumer recognition. ✓ Drive category growth, innovation, and portfolio expansion. ✓ Own business performance and influence strategic decisions. ✓ Work closely with Sales, Trade Marketing, Finance, Supply Chain, and R&D. ✓ Opportunity to shape future growth platforms and consumer-centric innovations. ✓ Lead and develop a high-performing marketing team within a leading FMCG organization. MANDATE SCOPE OF THE ROLE Strategic Brand & Category Leadership
- Develop and execute brand and category strategies aligned with business growth objectives.
- Lead annual business planning, portfolio prioritization, and resource allocation.
- Strengthen brand positioning and consumer relevance across all touchpoints.
- Utilize consumer insights, market trends, and competitive intelligence to identify growth opportunities.
- Drive sustainable market share growth and brand equity improvement. Business Performance & P&L Management
- Manage category performance and profitability.
- Monitor revenue, market share, margins, and overall business performance.
- Develop pricing, promotion, and portfolio strategies to maximize business results.
- Optimize marketing investments and resource deployment to improve ROI.
- Partner with Sales and Finance teams to achieve business objectives. Innovation & Portfolio Development
- Lead innovation projects from concept development through commercialization.
- Build and manage a robust innovation pipeline that addresses changing consumer needs.
- Collaborate with R&D, Supply Chain, Regulatory Affairs, and external partners to deliver projects successfully.
- Evaluate innovation opportunities with potential for expansion and scalability.
- Promote a test-and-learn culture to accelerate innovation success. Commercial Execution & Cross-Functional Collaboration
- Act as a strategic partner to Sales, Trade Marketing, Finance, Supply Chain, and R&D teams.
- Ensure excellence in product launches and go-to-market execution.
- Align marketing programs, digital initiatives, media investments, and promotional activities with commercial priorities.
- Utilize analytics and business insights to improve campaign effectiveness and business outcomes.
- Support integrated business planning processes. Consumer Insight & Market Development
- Analyze consumer behavior, category performance, and competitive activities.
- Translate insights into actionable business strategies.
- Identify new growth opportunities and emerging market trends.
- Develop initiatives that strengthen consumer engagement and brand loyalty. People Leadership & Capability Development
- Lead, coach, and develop a high-performing marketing team.
- Establish clear KPIs and performance expectations.
- Foster a culture of accountability, innovation, collaboration, and continuous improvement.
- Drive capability-building initiatives across the marketing organization.
- Support succession planning and talent development efforts. THE QUALIFICATIONS
- Bachelor's Degree in Marketing, Business Administration, Management, Economics, or related field.
- MBA or Master's Degree is preferred.
- Minimum 10 years of progressive marketing experience within FMCG, Beverage, Food & Beverage, or Consumer Goods industries.
- Proven track record in brand management, category management, and innovation leadership.
- Strong experience managing category performance, marketing budgets, and commercial results.
- Demonstrated success working within highly competitive consumer-driven environments.
- Experience leading cross-functional projects and managing multiple stakeholders. Language
- Strong communication skills in both Thai and English.
- Excellent presentation and influencing capabilities. TECHNICAL & LEADERSHIP COMPETENCIES Marketing & Commercial Excellence
- Brand Management
- Category Management
- Portfolio Strategy
- Consumer Insights
- Innovation Development
- Product Launch Management
- Marketing Communications
- Commercial Excellence Business & Financial Management
- P&L Management
- Marketing Investment Optimization
- Revenue Growth Management
- Pricing & Promotion Strategy
- Business Analytics
- Performance Management Leadership Capabilities
- Strategic Thinking
- Team Leadership & Development
- Cross-Functional Collaboration
- Stakeholder Management
- Change Management
- Influencing Skills Personal Attributes
- Consumer-Centric Mindset
- Growth-Oriented
- Innovative Thinking
- Results-Oriented
- Strong Business Acumen
- High Accountability IDEAL CANDIDATE PROFILE We are seeking a commercially astute and consumer-focused marketing leader with strong FMCG experience, particularly within the beverage, food, or consumer products sectors. The ideal candidate will have a proven ability to build brands, drive category growth, manage innovation pipelines, and lead high-performing teams while balancing strategic vision with execution excellence.