Senior GTM Manager – Refrigeration Category (ASEAN) | Bangkok, Thailand

We are looking for an experienced Senior GTM Manager / Director to lead the Go-to-Market (GTM) strategy for the Refrigeration Category across the ASEAN region, including refrigerators, freezers, and commercial refrigeration products. This position is based in Bangkok, Thailand.

As the key bridge between Global Headquarters and ASEAN markets, you will be responsible for driving the entire product commercialization process—from product planning and localization to pricing, channel strategy, product launches, and lifecycle management. You will work closely with Product Planning, Sales, Marketing, Supply Chain, and Country Teams to maximize sales, market share, and profitability across the region.

Key Responsibilities

Product Strategy & Go-to-Market Planning

• Develop annual product roadmaps and portfolio strategies for the ASEAN Refrigeration Category based on market trends, consumer insights, competitor analysis, and price segmentation.

• Define product positioning, key selling propositions, pricing strategies, launch plans, channel strategies, promotional plans, and product lifecycle management.

• Drive successful product launches across ASEAN markets and ensure effective GTM execution.

• Collaborate with Global Headquarters to identify localization opportunities and recommend product improvements for ASEAN markets.

Pricing & Profitability Management

• Develop and manage regional pricing strategies and country-level pricing frameworks.

• Monitor product profitability, including gross margin and overall business performance.

• Optimize product mix, pricing structure, promotional investment, and cost efficiency to achieve regional profit targets.

Channel Strategy & Sales Enablement

• Develop differentiated product strategies for various sales channels, including modern trade, traditional trade, key accounts, and e-commerce.

• Partner with Marketing to develop comprehensive sales enablement materials, including product training materials, sales presentations, competitive comparison tools, demonstration videos, and sales playbooks.

• Work with local teams to establish retail display standards, merchandising strategies, demo management, and in-store promotional execution.

Marketing & Commercial Collaboration

• Collaborate with Marketing to develop integrated marketing campaigns, including new product launches, seasonal promotions, and branding initiatives.

• Review and guide localized marketing content to ensure brand consistency while adapting to local consumer preferences and cultural requirements.

• Partner with E-commerce teams to develop hero products, online promotional strategies, and traffic generation initiatives.

Business Operations & Market Intelligence

• Participate in the regional Sales & Operations Planning (S&OP) process by providing accurate sales forecasts and supporting production planning.

• Monitor inventory performance across ASEAN markets and drive inventory optimization through lifecycle management and clearance strategies.

• Establish and maintain competitive intelligence by monitoring competitor pricing, product launches, promotional activities, channel developments, and market trends.

• Provide regular market performance reports and business recommendations to regional management.

Requirements

Education

• Bachelor's degree or above in Marketing, Business Administration, International Business, Engineering, or a related discipline.

Experience

• Minimum 6 years of experience in the home appliance industry. Experience in consumer electronics or durable consumer goods is also welcome.

• At least 3 years of experience in Go-to-Market (GTM), Product Management, Product Marketing, Category Management, or Regional Sales Management.

• Experience in the Refrigeration Category (refrigerators, freezers, commercial refrigeration) or other major home appliance categories is required.

• Experience managing product portfolios, pricing strategy, product lifecycle, and regional commercialization.

• Experience working across multiple ASEAN markets or other international regions is an advantage.

Skills & Competencies

• Good business and commercial awareness.

• Strong analytical and organizational skills.

• Experience in product lifecycle management and Go-to-Market execution.

• Good understanding of retail and distribution channels; e-commerce experience is a plus.

• Effective communication and cross-functional collaboration skills.

• Comfortable working in a regional and multicultural environment.

• Fluent English is required. Chinese proficiency is a plus.