Commercial Director (South East Asia)

Liberte HR is partnered with an exciting and fast growing consumer electronics and product design global Company. The Company is on a strong growth trajectory with a strong performance across the APAC region. The Company is looking for a Commercial Director (South East Asia region focus) to lead and accelerate the growth of a premium small domestic appliances brand, with an ambition to become the category leader across multiple South East Asian (SEA) markets.

Reporting to the General Manager, APAC, the role will serve as a key link between the organization and local distributor partners, ensuring strong sales execution and achievement of commercial goals. In this role, you'll work closely with regional marketing, operations, and global strategy teams to build effective market plans and scale business performance.

Key Responsibilities:

• Partner with local distributors and stakeholders to identify high-impact sales initiatives.
• Develop and implement commercial strategies tailored to regional objectives and growth plans.
• Oversee end-to-end operations including sales, logistics, distribution, and service delivery.
• Analyze market needs, consumer behaviors, and competitive activity to shape product decisions.
• Provide detailed input on product assortment, pricing, channel strategy, and feature configuration.
• Act as a product expert, supporting both internal teams and external partners.
• Participate in consumer research and apply insights to refine product and assortment strategies.
• Ensure compliance with local regulatory requirements impacting product strategy.
• Guide distributors in monitoring retailer performance and identifying areas for improvement.
• Support the implementation of joint business planning with key retailers.
• Collaborate with distributors to build strong, strategic relationships with retail partners.
• Optimize in-store execution, inventory levels, and merchandising effectiveness.
• Deliver sales, profit, and market share goals across SEA markets.
• Lead reporting on performance metrics, identifying gaps and opportunities for growth.
• Facilitate regular reviews with cross-functional teams to track KPIs and implement solutions.
• Align inventory and supply plans with distributors and supply chain teams.
• Drive excellence in retail merchandising through close collaboration with distributor teams.
• Ensure impactful, consumer-focused in-store experiences and promotional strategies.
• Evaluate and improve trade marketing effectiveness and ROI.
• Align commercial and marketing plans to ensure consistent messaging and execution.
• Oversee the go-to-market process to ensure timely and successful product launches.

Ideal Candidate:

• Bachelor's degree in Business, Marketing, or related field (MBA preferred).
• 8-10 years in senior commercial or sales leadership, preferably in FMCG, consumer electronics, or a similar category.
• Strong understanding of retail operations, trade marketing, and merchandising within the SEA region, with a strong proven track record in Thailand specifically.
• Experience working with distributors in FMCG/Consumer Electronics/e-Commercein Thailand is essential as the role focus has a heavy focus on this market.
• Fluent in English and Thai is necessary and will be ideal for an additional SEA language proficiency (e.g. Tagalog or Bahasa Melayu).
• Exceptional in stakeholder engagement, negotiation, and cross-functional leadership.
• Ability to translate data into actionable business strategies.
• Able to travel extensively within the SEA region as required for the role.