General Manager – Retail Business Unit (Toys)

Job Summary:

As the General Manager for the Retail Business Unit (Toys) at Chaw Management Co., Ltd., you will take full ownership of the business performance and strategic direction of our toy retail operations in Thailand. This role requires end-to-end leadership of retail operations, sales management, people development, and financial performance. You will serve as the key decision-maker for the Thailand team while aligning with the regional direction from Singapore. Your mission is to drive business growth, optimize store performance, strengthen team capabilities, and lead strategic collaboration with internal and regional stakeholders.

• Business Leadership & Strategic Direction

  • Lead the development and execution of strategic plans for the toys retail business in Thailand.

  • Align business priorities with the CEO (Thailand HQ) and coordinate with the regional director (Singapore HQ).

  • Set and manage annual business targets including sales, profitability, and customer experience.

  • Analyze market trends, customer behavior, and competitive insights to identify growth opportunities.

• Retail Operations & Store Management

  • Oversee nationwide retail operations including merchandising, inventory, visual standards, and store execution.

  • Ensure consistent delivery of excellent customer service, product availability, and operational efficiency across all branches.

  • Track store KPIs (e.g., sales, footfall, conversion rate, customer satisfaction) and take data-driven actions to improve performance key issues or risks for CPO and executive review.

• Sales Strategy & Performance Management

  • Define monthly, quarterly, and annual sales targets across all sales channels and product categories.

  • Lead sales strategy planning and promotional execution to achieve revenue goals.

  • Monitor sales performance vs forecast and implement corrective actions as needed.

  • Collaborate with marketing and merchandising teams to design campaigns and pricing tactics.

• People Leadership & Team Development

  • Manage, coach, and develop cross-functional teams including retail, operations, and office staff.

  • Build a high-performance and customer-centric culture throughout the organization.

  • Oversee recruitment, onboarding, training, and performance reviews.

• Financial Management & Reporting

  • Manage P&L, budgeting, cost control, and forecasting with support from the finance team.

  • Ensure accurate reporting and transparent communication with the CEO and regional stakeholders.

  • Identify efficiency opportunities and drive sustainable profitability.

• Cross-Border Coordination & Regional Alignment

  • Serve as the main liaison between the Thailand business unit and the Singapore regional office.

  • Provide regular reports, insights, and proposals to regional leadership.

  • Collaborate with merchandising, marketing, supply chain, and finance functions across countries.

• Education: Bachelor’s degree or higher in Business Administration, Retail Management, Supply Chain, Marketing, or a related field.

• Experience: 

  • Minimum 7–10 years of experience in retail operations, business unit leadership, or general management roles.

  • Proven track record of managing multi-location retail operations and full P&L ownership.

  • Background in toys, lifestyle, or consumer product retail is a strong advantage.

  • Experience working with both local and regional stakeholders, including C-Level leadership.

• Technical Skills:

  • Strong understanding of retail metrics, POS systems, and operational KPIs.

  • Proficient in business planning, sales forecasting, and performance dashboards.

  • Ability to analyze financial data and translate into actionable insights.

  • Familiarity with retail ERP, inventory management, and CRM platforms is preferred.

  • Proficiency in MS Office and Google Workspace (Sheets, Slides, Docs).

• Soft Skills:

  • Strong leadership, decision-making, and communication skills.

  • Strategic thinking combined with hands-on execution.

  • High adaptability, problem-solving mindset, and customer focus.

  • High attention to detail and accuracy in both documentation and reporting.

  • Proactive, service-minded, and solution-oriented mindset.

  • Ability to lead diverse teams and drive cross-functional alignment.

  • Strong interpersonal skills and cultural sensitivity when working with regional partners.

• Language: Proficiency in English and Thai (both written and spoken) is required.