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Job Function:
Sales Enablement
Job Sub Function:
Sales Effectiveness
Job Category:
People Leader
All Job Posting Locations:
Bangkok, Bangkok, Thailand
Job Description:
Lead the Commercial Excellence function for Thailand and Vietnam, ensuring disciplined commercial operations while accelerating the shift from reporting what happened to identifying what is likely to happen and recommending what the business should do next. The role will partner with commercial leaders to convert external market signals, competitive intelligence and internal data into clear choices that improve growth, field productivity and execution quality.
What success looks like
- Commercial leaders use trusted dashboards and decision-ready insights as part of routine business reviews and planning.
- Thailand and Vietnam maintain reliable sales, customer, product, territory and activity data, with clear ownership and controls.
- SFE, incentives, segmentation, targeting and territory decisions are consistent, compliant and linked to business priorities.
- The analytics agenda progresses from descriptive to diagnostic, predictive and prescriptive use cases with measurable adoption.
- The distributor operates as an effective data partner, with agreed standards, timely submissions and transparent issue resolution.
- The local Commercial Excellence team is focused, capable and increasingly automated rather than trapped in manual reporting.
Key responsibilities
1. Commercial Excellence leadership and business partnering
- Own the Commercial Excellence agenda for Thailand and Vietnam, translating SEA priorities and market needs into a practical roadmap, governance cadence and execution plan.
- Act as a strategic thought partner to market and business unit leaders, bringing an independent, evidence-based perspective to growth choices, resource allocation and performance interventions.
- Lead, coach and prioritize the work of direct reports; build capability in analytics, commercial operations, stakeholder management and business storytelling.
- Create strong cross-market ways of working while recognizing differences in customer models, distributor arrangements and data maturity.
2. Business intelligence, advanced analytics and decision support
- Own the end-to-end BI roadmap for Thailand and Vietnam, including data requirements, model design, dashboard development, adoption and continuous improvement.
- Develop and maintain executive-ready Power BI dashboards that integrate internal sales, CRM, customer, product, territory, incentive and activity data with relevant external market and competitor information.
- Move beyond descriptive reporting by applying diagnostic analysis to explain performance drivers, predictive methods to anticipate outcomes, and prescriptive approaches to recommend actions.
- Frame ambiguous commercial questions, test hypotheses, quantify opportunities and risks, and translate analysis into clear choices for non-technical stakeholders.
- Build repeatable analytics for use cases such as demand and performance forecasting, account opportunity prioritization, territory optimization, incentive effectiveness, tender or pipeline intelligence, and next-best-action, where data readiness supports them.
- Establish transparent assumptions, confidence ranges and model monitoring; avoid false precision and clearly communicate limitations.
3. Sales force effectiveness and commercial operations
- Design and govern sales force deployment, territory alignment, segmentation and targeting based on business potential and SEA SFE guidance.
- Define and monitor SFE KPIs, link customer potential, commercial activity and results, and facilitate regular performance and productivity reviews with commercial teams.
- Lead annual and in-year target setting support, incentive scheme design, modelling, budgeting, calculation governance and performance tracking in line with approved guidance and the Code of Conduct.
- Own CRM governance and adoption, including data standards, role or territory mapping, customer classification, user enablement and actionable reporting.
- Partner with Marketing and Sales leadership on onboarding, CRM, KPI and SFE capability building.
4. Data governance, distributor partnership and automation
- Establish clear ownership, definitions and quality controls for customer, product, sales, territory and hierarchy master data across Thailand and Vietnam.
- Partner closely with the distributor to align data specifications, submission timelines, reconciliation routines and issue-resolution mechanisms; drive shared accountability for clean, complete and decision-useful data.
- Lead root-cause resolution of recurring data issues rather than relying on downstream manual corrections.
- Automate recurring data preparation, reconciliation and reporting workflows using appropriate governed tools, reducing manual effort and increasing reliability, auditability and scalability.
- Maintain documentation, version control and traceability for key datasets, calculations, dashboards and models.
5. External market, competition and strategic insight
- Create a structured approach to monitoring market trends, competitors, customer dynamics, technology adoption and other signals relevant to strategic and commercial decisions.
- Synthesize primary and secondary research with internal evidence to identify growth pockets, risks, white-space opportunities and changes in competitive position.
- Partner with regional SI&A and cross-functional stakeholders on forecasts, market assessments, business planning and strategy projects.
- Present focused recommendations to leadership, separating facts, assumptions and implications.
6. Governance and cross-functional execution
- Ensure commercial processes, analytics and incentive operations follow relevant policies, approval requirements and audit standards.
- Collaborate with Commercial, Marketing, Finance, HR, IT, Supply Chain and SEA Commercial Excellence to resolve dependencies and deliver integrated solutions.
- Prioritize work based on business value, risk and feasibility; manage trade-offs transparently in a fast-paced environment.
Qualifications and experience
- Bachelor's degree in Business, Economics, Finance, Statistics, Data Science, Computer Science, Engineering or a related discipline; a relevant postgraduate degree is an advantage.
- Minimum 6 years of relevant experience in Commercial Excellence, SFE, business intelligence, analytics, strategy, consulting or a related commercial role.
- Demonstrated experience leading people, setting priorities and delivering through direct reports.
- Hands-on experience developing and maintaining Power BI solutions, including data modelling, Power Query and DAX; ability to build effective, decision-oriented visualizations is essential.
- Experience working with complex commercial datasets and translating analysis into business recommendations for senior stakeholders.
- Experience with CRM and commercial data governance; exposure to Veeva, Salesforce, Microsoft Dynamics or similar platforms is advantageous.
- Working knowledge of SQL, statistics, forecasting, experimentation or predictive modelling is strongly preferred. Python or R experience is an advantage.
- Experience in medical devices, pharmaceuticals, healthcare, hospital specialty or a distributor-led business model is preferred.
- Prior consulting, strategy, advanced analyst or market intelligence experience is an advantage.
- Professional fluency in English and Thai; ability to work effectively across Thailand, Vietnam and the wider SEA organization.
Leadership interfaces
- Internal: Thailand and Vietnam commercial leaders, business unit leaders, Sales, Marketing, Finance, HR, IT, Supply Chain, regional SI&A and SEA Commercial Excellence.
- External: Distributor counterparts and, where relevant, selected research, data or analytics partners.
Required Skills:
Preferred Skills:
Business Development, Collaboration, Customer Centricity, Developing Others, Efficiency Analysis, Inclusive Leadership, Leadership, Operational Excellence, Process Optimization, Relationship Building, Sales, Sales Enablement, Sales Support, Solutions Selling, Strategic Thinking, System Integration, Team Management
