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Commercial Lead (HORECA B2B), Bangkok, Thailand

  • Sector: Monroe Hospitality
  • Contact: Georgia - Ananya
  • Client: Monroe Consulting Group
  • Location: Thailand
  • Salary: Negotiable
  • Expiry Date: 08 April 2026
  • Job Ref: BBBH492971_1767856754
  • Contact Email: s.ananya@monroeconsulting.co.th

Award-winning executive recruitment firm, Monroe Consulting Group is partnering with a dynamic B2B premium coffee supplier operating in the HORECA sector with a strong presence in multiple Southeast Asian markets. They are currently looking for an entrepreneurial Commercial Lead to spearhead the launch and expansion of a HORECA B2B coffee business in Thailand.

This is an exciting opportunity to take the lead in building a high-growth business from the ground up. You will own Thailand's business development and commercial execution, forge strong relationships with premium hotels, restaurants, and foodservice chains, and shape the operational and strategic foundations of a country business with massive growth potential. This is a chance to make your mark in one of Southeast Asia's most exciting markets, leading a venture that blends entrepreneurial freedom with the backing of an established, fast-growing organization.

Job Responsibilities

  • Lead the market entry and expansion strategy for Thailand, identifying key HORECA customer segments, competitive trends, and growth opportunities.

  • Develop annual business plans, market forecasts, and revenue targets, while representing the company with customers, partners, suppliers, and industry stakeholders.

  • Manage the full sales pipeline and commercial cycle, building strong relationships with hotels, restaurants, and foodservice chains.

  • Establish and oversee partnerships with distributors, integrators, and other industry players, localizing and executing the go-to-market strategy for Thailand.

  • Act as the technical point-of-contact for prospects and customers, conducting product demonstrations, solution walkthroughs, and basic troubleshooting, while collaborating with regional teams to support installation, maintenance, and integration.

  • Translate customer feedback and technical requirements into actionable insights for product and engineering teams.

  • Oversee the initial operational setup, including registration, compliance, distributor coordination, and logistics alignment, while developing SOPs, onboarding processes, and service workflows.

  • Support recruitment and team-building efforts as the business scales, ensuring alignment with regional commercial, marketing, and technical teams.

  • Prepare Thailand for rapid growth by expanding into new segments, channels, and cross-border opportunities, leading brand-building initiatives, customer events, trade shows, and partnerships.

  • Implement scalable processes, KPIs, and performance dashboards, while managing Thailand's P&L responsibility as the business grows.

Job Requirements

  • Extensive experience in business development, sales, country launches, or commercial leadership (HORECA, F&B, or hospitality experience is highly preferred)

  • Proven track record of driving high-value B2B deals and achieving commercial targets.

  • Entrepreneurial mindset with the ability to work independently, take initiative, and build processes and strategies from the ground up.

  • Strong knowledge of the HORECA and foodservice markets, with the ability to identify growth opportunities and implement effective strategies.

  • Excellent communication, negotiation, and stakeholder management skills, with the ability to collaborate across regional teams.

  • Proficient in both Thai and English, with strong verbal and written communication skills.