Thailand Country Manager ( EXPAT ONLY)

ROLE PURPOSE

The Country Manager is the senior representative of Mouawad in Thailand and owns the commercial and brand performance of the market. The role leads the House of Mouawad boutique in Bangkok, grows sales and client relationships, and builds the brand's presence across Thailand.

Reporting to the Group General Manager, the role works closely with the Dubai head office to set and deliver the strategy for the Thai market.

This is a hands-on leadership role. It combines boutique excellence and clienteling with market

development, events, PR, and agency management, all delivered to the standards of a luxury jewelry Maison.

KEY RESPONSIBILITIES

1. Boutique leadership and performance Own the House of Mouawad Bangkok boutique P&L: sales, margin, stock, and operating costs.

• Ensure every client experience reflects the Mouawad selling ceremony and boutique standards.
• Oversee visual merchandising, stock mix, and replenishment with Merchandising, including High Jewelry (HJ) and Masterpiece (MP) presentations.
• Apply boutique policies on pricing, discounts, payments, tax refund, reservations, and after-sales service.

2. Sales growth and clienteling Build and deliver the annual sales budget and monthly targets for Thailand.

• Develop a portfolio of high-net-worth and very important clients (VICs), locally and among visiting international clients.
• Lead private appointments and the presentation of HJ and MP pieces to collectors.
• Drive CRM discipline: client data quality, follow-up cadence, and retention.

3. Market strategy, expansion and business development Work closely with the Group General Manager and the Dubai head office to define the strategy for the Thai market: positioning, client segments, collections, pricing, and investment priorities.

• Translate the agreed strategy into an annual business plan and budget, and report progress to head office monthly.
• Bring local market insight to head office, so group decisions on collections, stock, and campaigns reflect Thai client needs.
• Build a multi-year Thailand growth plan: new boutique, shop-in-shop, partner, or pop-up opportunities, with business cases for approval.
• Analyze the competitive landscape and client segments across Bangkok and key resort destinations.
• Develop partnerships with luxury hotels, private banks, concierges, family offices, and lifestyle brands.
• Represent Mouawad with landlords, partners, and industry bodies.

4. Events and activations Plan and deliver a calendar of client events, trunk shows, private viewings, and collection launches.

• Run in-boutique and off-site activations that generate measurable traffic, leads, and sales.
• Manage event budgets and measure return on every activation.

5. PR and communication Build Mouawad's brand awareness in Thailand in line with global brand guidelines.

• Develop relationships with luxury, lifestyle, and business media, and with selected influencers and ambassadors.
• Oversee local social media and content, approved by the global Marketing team.
• Protect brand reputation and handle sensitive communication with head office.

6. Agency management Select, brief, and manage PR, events, and digital agencies in Thailand.

• Set clear scopes, KPIs, and budgets; review agency performance quarterly.

7. People leadership Recruit, lead, coach, and develop a high-performing boutique and local team.

• Set objectives, run performance reviews, and manage incentive schemes with HR.
• Build a culture of excellence, integrity, and client care consistent with Mouawad values.

8. Operations, governance and compliance Ensure compliance with Thai law and Mouawad policies: employment, retail, customs, tax, anti-money-laundering, and KYC.

• Oversee security, insurance, stock counts, and loss prevention.
• Report monthly to management on sales, pipeline, market insights, and risks.

CANDIDATE PROFILE

Experience 10+ years in luxury retail, including at least 5 years in fine jewelry, high jewelry, or diamonds.

• Proven experience as Country Manager, Market Manager, or Area Manager for a luxury Maison, ideally in Thailand or Southeast Asia.
• Track record of growing sales, opening or developing points of sale, and building a VIC client base.
• Hands-on experience running events, PR campaigns, and agency partnerships.

Expertise Strong knowledge of diamonds and colored gemstones; GIA or equivalent gemological training is a strong advantage.

• Commercial and financial acumen: P&L ownership, budgeting, and stock management.
• Understanding of the Thai luxury market, its clients, and the international clients who visit it.
• Established network among Thai high-net-worth clients, media, and luxury partners.

Leadership competencies Inspires and develops retail teams; leads by example on the boutique floor.

• Entrepreneurial, results-driven, and able to build a market with limited resources.
• Excellent judgment, discretion, and integrity with clients, pieces, and confidential data.
• Works effectively with a regional and headquarters organization across time zones.

Languages Fluent English

Education University degree in business, marketing, or a related field, or equivalent experience.

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