W369XRW6 | COUNTRY GENERAL MANAGER – THAILAND (RESTAURANT FRANCHISE EXPANSION)

Job Title Country General Manager – Thailand (Restaurant Franchise Expansion) Location Thailand (Based in Thailand; frequent international travel required) Reporting To General Manager, Overseas Business Division Company Overview A rapidly growing international Chinese restaurant group is seeking a highly experienced Country General Manager to lead its Thailand market expansion. The brand operates over 2,600 locations across 360+ cities globally and is recognized as one of the fastest-growing players in the quick-service restaurant industry. The company manages a fully integrated business model covering franchise management, product development, supply chain, and restaurant operations. With strong international momentum, Thailand is positioned as a key strategic growth market. Position Overview The Country General Manager will be fully responsible for building and scaling the franchise system in Thailand. This role requires a strategic leader with deep franchise expertise, strong local market knowledge, and proven cross-border management experience. The successful candidate will drive market entry strategy, franchise development, operational excellence, brand localization, and team building to achieve 3–5 year growth objectives. Key Responsibilities Franchise Strategy & Development • Develop 3–5 year franchise expansion strategy for Thailand • Design differentiated market entry plans and annual development targets • Build and manage local franchise development networks • Lead franchise partner sourcing, qualification, and contract negotiation Franchise Policy & Investment Model • Optimize investment model and revenue-sharing mechanisms • Strengthen brand attractiveness and franchisee retention Store Development & ROI Management • Oversee site selection evaluation and approval • Ensure build-out standards and pre-opening execution • Monitor single-store return on investment Operations & Performance Management • Supervise SOP implementation • Improve operational efficiency via training, store audits, and data monitoring • Establish franchisee tier management system • Organize franchise summits and performance reviews Localization & Brand Development • Drive product localization (taste adaptation, religious considerations, etc.) • Collaborate with R&D on menu optimization • Develop regional marketing strategies • Oversee social media strategy and KOL partnerships Risk & Compliance • Establish crisis management protocols • Manage major customer complaints and public relations issues • Ensure compliance with local regulations (food safety, labor law, tax) Team Leadership • Build and lead local teams (franchise development, operations, construction) • Establish KPI and performance evaluation systems • Align local execution with HQ strategic objectives Requirements • Bachelors degree or above (MBA preferred) • 10+ years in chain restaurant industry • 5+ years senior leadership experience in multinational franchise systems • Deep expertise in full franchise lifecycle (development, construction, operations) • Strong knowledge of Thailands business ecosystem and regulatory environment • Data-driven decision-making capability • Proven cross-cultural leadership experience • Ability to align HQ strategy with local execution Compensation • Annual salary: Open (based on experience) • Monthly reference range: RMB 30,000 – 60,000 equivalent • Equity incentive plan • Senior international leadership career path