Director of Commercial Distribution

Location: Bangkok/Phuket, Thailand

Full-time, Hybrid-Remote with Nationwide Travel 

Our client is an investor-backed international cannabis platform, bringing capital, operational experience, and long-term growth intent to the Thailand market. They are building direct, nationwide cannabis distribution across Thailand and are seeking a senior hands-on commercial leader to design, launch, and scale distribution in a highly fragmented, relationship-led retail market.

This is a high-autonomy leadership role with full ownership of commercial distribution and sales execution across Thailand. Purchasing, product access, and financing are already in place. The focus is on route-to-market execution, revenue growth, and building a local commercial team capable of scaling nationally.

This role is hands-on and market-facing, requiring on-the-ground leadership and direct engagement with retail partners across Thailand. It is not a warehouse, logistics, or back-office operations role. The opportunity offers long-term growth as the business and retail footprint continue to scale.

The ideal candidate will have demonstrated cultural fit for Thailand, with proven ability to work effectively in relationship-driven, trust-based, and hierarchical business environments.

MUST have previous experience in a similar leadership position within the legal, adult-use cannabis industry.

MUST demonstrate strong leadership experience managing and scaling sales teams.

MUST be fluent in English; knowledge of Thai language is a strong preference.

This is a full-time permanent role, ideally based in Bangkok/Phuket to be close to the management team & board. Hybrid-remote work set up.

60%+ travel nationwide is expected, especially during the first 12-18 months.

*Visa sponsorship and relocation support will be offered to the right candidate.

Core Areas of Responsibility

Commercial Distribution & Route-to-Market

• Design and execute the commercial distribution strategy for Thailand
• Build direct distribution without intermediaries
• Sell into dispensaries and DTC retail channels (non-pharmacy model)
• Establish national coverage across multiple regions
• Adapt route-to-market to local retail structures and consumer behavior
• Implement and scale a structured CRM system to manage accounts, pipelines, sales performance, and regional execution

Revenue, Margins & Performance

• Own revenue growth, margins, and commercial KPIs
• Translate financed supply into consistent sell-through
• Define and track KPIs including sales velocity, regional performance, and margin contribution
• Work with finance on forecasting, targets, and performance reporting

Retail Relationships & Market Development

• Build long-term, trust-based relationships with locally owned cannabis retailers
• Act as the senior commercial representative in-market
• Personally engage with key accounts and regional partners
• Navigate cultural, language, and regulatory nuances in Thailand
• Represent the company with cultural sensitivity, credibility, and professionalism in all market interactions

Team Build & Leadership

• Recruit, hire, and lead a local sales and distribution team
• Build incentive structures, targets, and performance management frameworks
• ​​Establish a strong sales culture combining accountability, discipline, and respect for local working norms
• Mentor and develop local Thai talent with cultural awareness and leadership maturity
• Lead from the front in a hands-on, on-the-ground capacity

Cross-Functional & Stakeholder Collaboration

• Partner with internal teams across supply, finance, compliance, and operations
• Ensure commercial execution aligns with regulatory requirements
• Provide market feedback to inform product, pricing, and expansion strategy

Experience & Expertise

• Previous legal Cannabis industry experience in a similar leadership position is required
• 8+ years’ experience in commercial distribution, wholesale, or sales leadership
• Proven experience building or scaling distribution and sales networks
• Experience selling into independent, relationship-driven retail environments
• Strong commercial and financial acumen (pricing, margins, KPIs)
• Experience operating in regulated or emerging markets
• Background in cannabis, alcohol, spirits, tobacco, or consumer health preferred
• Fluent English required; Thai language capability a strong advantage
• Willingness to relocate and work hands-on in market

This is a full-time, permanent position with 60%+ travel required. It will require relocation to Thailand (Bangkok or Phuket preferred). Visa and relocation support are being offered to the successful candidate (if required).

Equal Opportunity Statement

Emerald Lane Recruitment is committed to advancing equity and inclusion across the global cannabis industry. We proudly support our clients in building teams that reflect the full diversity of the communities they serve. All qualified applicants will receive consideration for employment without regard to disability status, veteran status, or any other protected characteristic, in accordance with applicable federal, state, and local laws. Reasonable accommodations may be made to enable individuals with disabilities to perform essential job functions.

🌍 Please Note: At Emerald Lane Recruitment, we truly appreciate every application we receive. Due to the high volume of interest in our roles, our team will carefully review all submissions and contact candidates whose skills and experience align with the requirements of the position. We are committed to ensuring a fair, inclusive, and respectful recruitment process that adheres to global HR best practices. If you don’t hear from us this time, please know that your application will be kept on file for future opportunities that may be a better fit. Thank you for considering a role with us!

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