Head of Digital Business and Commercial - "Hungry App"

RMA Group, headquartered in Bangkok, Thailand, is a multi-sector group with over 8000 employees and an operational presence in 14 countries. For over 30 years, we have developed enduring partnerships to support the needs of our clients, underpinned by the core values of Innovation, Integrity and Endurance. Through its various businesses included RMA Automotive, Global Fleet Sales, Comin Asia and Express Food Group (EFG), RMA Group has established itself as the partner of choice for leading automotive, equipment, services, and food brands in Southeast Asia and beyond.

Overview of the role

Hungry is a fast growth, multi country, e-commerce and delivery business and is a key strategic pillar of the EFG business. Launched in late 2020, Hungry now has a database of over 270,000 subscribers delivering multi brand F&B products throughout Cambodia and Laos. The brand also operates a pilot Hungry Kitchen (Cloud Kitchen), So Bento (Virtual Brand) and launching soon Hungry Rewards (CRM Loyalty Program).

It is now time to evolve the leadership and organizational structure for our third year of growth to ensure we have the right resource, with the right skill set, focused in the right areas. We are eager to bring in an experienced dynamic, talented, inspirational leader from the fast growth more established Food Delivery Aggregator businesses here in Southeast Asia who would have transferable skills to assist us grow faster and smarter.

Key objectives

1. Devise, develop and deliver a differentiated vision and strategy for "Hungry" building on our initial-year successes, our core assets - a unique portfolio of exclusive international F&B brands and significant market presence (over 150 stores, market leader in Cambodia, Laos, and Myanmar).
2. Act as Guardian and Franchiser for the "Hungry" brand, setting the brand marketing requirements, processes, and SOPs to be followed, developing a CSR and Public Relations position.
   
3. Corporate account relationship management of third-party aggregators ensuring acceptable commercial terms, complementary positioned consumer offering to "Hungry" and constructive competitive shared learning partnership. If the customers purchase is planned, EFG will always ensure that this happens via a Hungry platform. If the customer is searching third party platforms for F&B, EFGs presence on their platform will also capture the unplanned customer purchase.

Opportunities for Hungry over the next five years come from ensuring Hungry has the best partner brands covering every consumer purchase need, plus:

• Increasing purchase frequency assisted by the launch of the Hungry Rewards Program.
• Reducing discount dependency via a focus on brand awareness and BUMO. The focus is on building the Hungry brand measured by unprompted brand awareness and brand used most often (BUMO).
• Exploring event catering and low-cost high impact brand building awareness opportunities. Hungry Event Catering is utilizing the brand's delivery (mobility), brands and kitchen as a brand extension that also will assist with building brand awareness. For some events Hungry could provide full catering service, for others it could be more about brand promotion and sampling.

Team leadership

The successful candidate will be able to recruit their own team and will assist with devising the appropriate support organizational structure. Existing resources reporting to this role include Technology Adviser, Sales & Operations Managers based in Phnom Penh and Vientiane, Call Centre Manager, Driver Manager and Marketing Manager.

Background and experience

• Demonstrated experience in running or leading a digital Startup through the various lifecycle stages, including leading the evolution through both top line and bottom line growth.
• Business savviness, including demonstrating an entrepreneurial mindset to invest with short-term ROI in mind, whilst keeping sight of the longer-term strategic objectives.
  
• Key insights, ideally with established sector relationships, and hands-on operating experience within the Southeast Asian delivery F&B business.
  
• Ideally Strategic Marketing and Brand Building experience. Marketing and Brand Development will be a key focus of this role.
  

Interpersonal behaviors expected for the role

High energy, enthusiasm, passion, dynamism, results driven, action orientated, prepared to take risks (step out of comfort zone), team player, influencer, strong cross-cultural communication skills

RMA Group is an equal opportunity employer, with a diverse group of colleagues globally representing different cultures, backgrounds, and beliefs. Our values of Innovation, Integrity, and Endurance is embedded in what we do, and we welcome applicants who are committed to respecting diversity of thought, and in living our values on a day-to-day basis.

The selected candidates will be provided with more information and invited for an interview.

Please update and attach your CV. It will be helpful if you provide a brief summary why you are interested and where your skills and experience would be useful in the role.

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