Country General Manager
COUNTRY GENERAL MANAGER - THAILAND A fast-growing Chinese restaurant chain catering brand with over 2,500 locations across 360 cities globally, operating via a direct franchise model with an integrated supply chain and digital operations infrastructure. The brand has been expanding aggressively into Southeast Asia since 2022, with its first Thailand location already operational and profitable.
ROLE PURPOSE This is a newly created, top-leadership role with full P&L and operational authority for Thailand. The Country General Manager will build and scale the franchise network from the ground up, driving store expansion, franchisee performance, localized brand operations, and team development across all functions. The role is the primary interface between headquarters and the Thailand market, responsible for delivering regional profitability and sustainable growth.
RESPONSIBILITIES
Franchise Strategy & Development
Mandatory submission requirement:
Please submit your CV when applying.
ROLE PURPOSE This is a newly created, top-leadership role with full P&L and operational authority for Thailand. The Country General Manager will build and scale the franchise network from the ground up, driving store expansion, franchisee performance, localized brand operations, and team development across all functions. The role is the primary interface between headquarters and the Thailand market, responsible for delivering regional profitability and sustainable growth.
RESPONSIBILITIES
Franchise Strategy & Development
- Develop Thailand's 3–5 year franchise strategy, including differentiated market entry plans and annual franchise acquisition targets
- Build a localized franchise network; lead franchisee recruitment, qualification review, and contract signing
- Optimize franchise policies to strengthen brand appeal and improve franchisee retention
- Establish a franchisee grading management system and organize regular summits to resolve recurring operational issues
- Oversee site selection, renovation standard implementation, and pre-opening preparation to ensure single-store ROI targets are met
- Monitor SOP compliance across the store network; improve operational efficiency through structured training programs, store visits, and data tracking
- Manage construction and fit-out processes in line with brand standards
- Drive localized brand building and collaborate with product teams on menu adaptation to local tastes and dietary requirements
- Develop regional marketing strategies; plan brand promotions and manage social media and KOL/influencer partnerships
- Establish a crisis response mechanism to handle major customer complaints and reputational risks
- Recruit and lead local teams across franchise development, operations, construction, and marketing functions (team of ~20)
- Set performance KPIs across all direct-report functions and ensure full regulatory and business compliance
- Coordinate effectively between China headquarters and Thailand-based teams
- Education: Bachelor's degree or above; MBA or Master's in Business Administration preferred
- Experience: 10 years in restaurant chain catering; minimum 5 years in senior cross-border franchise management; prior Country GM or Regional Director role required; demonstrated 0–1 franchise system build experience in Southeast Asia strongly preferred
- Technical: Proficiency in data-driven decision-making and business analytics; familiarity with integrated supply chain systems and digital operations platforms (e.g. smart site selection tools, POS/operation management systems)
- Leadership: Outstanding cross-cultural management skills; proven ability to coordinate between HQ and local teams; full oversight experience across site selection, development, operations, franchise, and construction
- Certifications: None specified
- Industry: Chain catering; familiarity with Thailand's commercial real estate landscape, franchise channels, trade associations, and government-business networks strongly preferred
- Languages: Fluent Mandarin and English required
Mandatory submission requirement:
Please submit your CV when applying.
