Senior Brand Executive (Export - New Product Launch)

Job description 

• Maintain a 12-month plan for new products, recipe updates, and product retirements. Write simple business cases for every product (cost, price, minimum order quantity, margin, and sales estimates).
• Lead factory teams, co-packers, quality control, and designers through 3 development steps: concept, feasibility/cost, and locked recipe/packaging.
• Check and approve every new product before the first order is placed (correct product code, bill of materials, customer price list, approved artwork, and packaging).
• Review every launch 90 days after the first shipment to compare real sales and margins against the plan and improve future launches.
• Manage recipe, packaging, and price changes smoothly. Keep one clear master file for each product and market with update logs.
• Acknowledge all customer and distributor questions within 1 working day and answer within 2 days. Check all specs and labels before sending them out.
• Review active products twice a year to decide whether to keep, update, or retire them cleanly.

Qualifications:

• Over 5 years in food or FMCG product/brand management, with at least 3 successful launches from brief to shelf.
• Experience running a stage-gate process and using ERP systems (such as SAP or Odoo) for product codes, variants, BOMs, and price lists.
• Knowledge of food labeling rules for export markets (EU, Japan, US, GCC, and Halal) and ability to calculate cost per carton and product margins with finance.
• Daily user of Claude (or similar AI tools) to draft customer emails, check spec sheets, summarize food laws, and analyze data quickly and accurately.
• Fluent English to negotiate with overseas clients weekly and fluent Thai to work daily with local factories and QA teams.