Head of Commercial - Sales & Marketing

Lead the commercial planning and analysis of sales & marketing initiatives for KFC Thailand. Role of this job is to support and drive commercial decisions on the big key business drivers of Value, Innovation, eCommerce, Menu optimisation & the benefits of linking consumer insights to financial implications to the business. The role also serves as a key bridge between Finance and Marketing department in supporting their planning and sales forecasting requirements. Critically, this role is expected to actively drive sales through effective marketing initiatives, own and manage the Marketing Calendar end-to-end, and ensure full commercial alignment across Sales, Marketing and Finance - while taking ownership of the commercial and FP&A aspects of the business. Responsibilities: Partner with Marketing teams to deliver financial business cases on both the short & the long-term pipelines. Provide post-campaign financial analysis. Analyze trends and reach of historic campaigns across different marketing channels to create framework for marketing budgeting and to model expected results. Create reporting measures for the ROI on all present and future projects (25%) Drive sales performance by translating marketing initiatives into commercial action; own and manage the end-to-end Marketing Calendar (LTO/promotion timing, product launches, campaign sequencing) to ensure commercial readiness. Act as the key point of alignment between Sales, Marketing and Finance so that marketing activity, commercial plans and financial targets are consistently synchronized (20%) Prepare & analyse with insight driven commentary - weekly and periodic sales report and mix analysis for BYA/LT/Council meetings (25%) Review and evaluate accuracy of weekly sales plans in partnership with the Planning/Marketing teams and develop robust accurate sales forecasting for Market Growth Plan, AOP and Quarterly forecasts (15%) Co-manage Coop Budget/Spending with Marketing Lead to ensure the effectiveness and accuracy in spending (10%). Ad hoc project work (5%) Qualifications: Bachelor’s degree in business, Finance, Accounting, Financial Analysis, Economics, or a related field required; MBA or postgraduate qualification highly regarded. Minimum 10 years of experience in commercial planning, financial planning & analysis (FP&A), performance evaluation, forecasting, and statistical analysis of financial data. Proven ability to drive sales performance through marketing initiatives, including ownership of a Marketing Calendar and alignment of Sales, Marketing, and Finance, while managing budgeting, forecasting, and financial analysis. Experience in the QSR industry and multi-unit retail environments is advantageous, with a strong track record of leading cross-functional projects, building relationships, and influencing stakeholders. Strong analytical and commercial acumen, with the ability to provide insight-driven recommendations, prepare concise reports, review high-volume data for accuracy, and quickly identify and resolve anomalies. Excellent verbal and written communication skills, including the ability to present to senior leadership, franchisees, and business partners. High-energy, detail-oriented, and inquisitive professional with strong problem-solving abilities, a creative mindset that challenges the status quo, and proficiency in Power BI.