General Trade CBD Lead Ice Cream

Job Title: General Trade CBD Lead – Ice Cream

Location: Bangkok, Thailand

About The Magnum Ice Cream Company

The Magnum Ice Cream Company is redefining indulgence in the FMCG landscape—bringing iconic ice cream experiences to consumers across Thailand. Our General Trade (GT) business is the heartbeat of our retail presence, reaching millions through traditional trade outlets and emerging micro-distribution channels.

We operate with the agility of a startup and the strength of a global brand. Our ambition is bold: to become the most loved ice cream brand in every neighborhood, every cabinet, and every moment of indulgence.

We take pride in our culture — one that values innovation, speed, and ownership. It’s a place where bold ideas are welcomed, and every action is driven by a desire to make a meaningful impact.

Role Overview

As the General Trade CBD Lead, you will lead the commercial strategy and execution for Thailand’s General Trade channel. This is a high-impact leadership role that blends strategic thinking with frontline execution. You’ll be responsible for driving volume, expanding reach, and building a winning sales organization that thrives in a fast-paced, competitive market.

You will shape how our products show up in traditional trade—from mom-and-pop stores to our distributors nationwide — ensuring that every bite of our ice cream delivers delight and drives growth. Beyond execution, you will play a pivotal role in strengthening partnerships with distributor owners, working hand-in-hand to unlock new business opportunities and build sustainable, profitable growth together.

You will also lead the transformation of our route-to-market model and elevate field capability to future-proof our GT operations — ensuring our teams and partners are equipped to win today and tomorrow.

Key Responsibilities

Strategic Leadership

Develop and execute the GT sales strategy aligned with TMICC’s growth ambition

Lead annual business planning, including volume targets, trade investment, and channel priorities

Identify white space opportunities and build scalable go-to-market models for underserved regions

Commercial & Execution Excellence

Drive profitable growth through disciplined investment and strategic trade programs

Monitor performance across sales value, volume, coverage, and distributor profitability

Optimize field force effectiveness and execution standards

Leverage data and cross-functional collaboration to maximize ROI and resolve performance gaps

Route-to-Market Transformation

Lead distributor management, and distribution expansion deployment along with RTM transformation which include Digital Selling, RTM – Cost to serve optimization and full proofing DT Model

Distributor segmentation, territory planning, and channel mix optimization

Team Leadership & Capability Development

Lead and manage regional sales managers and field sales teams to achieve sales and execution targets

Build a future-ready field force through structured training, coaching, and performance management

Embed execution standards and capability frameworks across regions

Foster a culture of agility, accountability, and customer obsession

Cross-Functional Collaboration

Partner with marketing, supply chain, finance, and demand planning to ensure seamless execution

Align with HORECA and Modern Trade teams to drive integrated channel strategies

Represent GT sales in leadership forums and strategic reviews

Qualifications & Experience

Bachelor’s or Master’s degree in Business, Sales, or related field

Minimum 10 years of experience in FMCG sales, with at least 5 years in a senior GT leadership role

Proven track record in driving commercial success and managing large field teams

Deep understanding of Thailand’s GT landscape, distributor dynamics, and consumer behavior

Strong analytical, negotiation, and communication skills

Fluent in Thai and English

Operates with high autonomy and strategic influence

Drives transformation and innovation across commercial operations

Why Join The Magnum Ice Cream Company?

Lead a bold, purpose-driven business redefining indulgence in everyday retail

Work with iconic brands and passionate professionals

Accelerate your growth in an empowered, end-to-end leadership role

Thrive in a culture built on speed, simplicity, and ownership

Shape the future of ice cream in Thailand

Unilever is an organisation committed to equity, inclusion and diversity to drive our business results and create a better future, every day, for our diverse employees, global consumers, partners, and communities. We believe a diverse workforce allows us to match our growth ambitions and drive inclusion across the business. At Unilever we are interested in every individual bringing their ‘Whole Self’ to work and this includes you! Thus if you require any support or access requirements, we encourage you to advise us at the time of your application so that we can support you through your recruitment journey.

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