Client Snapshot
Industry: FMCG
Location: Southeast Asia
Assignment: Sales & Marketing Manager, Southeast Asia
Service: Executive Search
Client: European confectionery company
With 90 years of history, our client is a leading European company specializing in chocolate and pastry products. The company has established a strong international presence currently exporting to over 110 countries, with an overall turnover of more than €400mio.
Specifically in the region, the company operates across 10 Southeast Asian markets. With Thailand representing its largest market, the company has built a well-established presence across modern trade and convenience channels, while continuing to develop opportunities across other markets in the region.
To support the next phase of its regional growth, the company partnered with Consea to identify a Sales & Marketing Manager responsible for Southeast Asia.
The Business Challenge
The company was looking for an entrepreneurial commercial leader capable of driving growth across a diverse and highly fragmented regional market.
The role would initially be designed as an individual contributor position, working closely with the Asia Business Director, who is based in Shanghai, and the European headquarters. The successful candidate would be responsible for developing and executing the regional sales and marketing strategy, managing relationships with local distribution partners, identifying new business opportunities, and strengthening the company’s route-to-market strategy.
A key priority was finding someone with a strong understanding of the Southeast Asian markets, particularly Indonesia, Malaysia, the Philippines, and Thailand, and with proven experience in distributor management and market expansion within the FMCG or food industry.
The position also required significant autonomy, an entrepreneurial mindset, and a willingness to travel extensively across the region.
Search Complexity
The assignment presented an additional layer of complexity due to its confidential nature. The company’s identity could not be disclosed to potential candidates at the initial stage of the process. The client name and detailed company information were shared only once a candidate had confirmed genuine interest in the opportunity and the client had agreed to proceed with an initial interview.
This required a highly targeted and discreet approach to candidate engagement, ensuring that the right level of information was provided at each stage while maintaining confidentiality throughout the search.
From a talent perspective, the challenge was to identify commercial leaders who combined relevant industry experience with a genuine understanding of Southeast Asian markets and the ability to work effectively through local distribution networks.
Rather than focusing on a single market, we targeted talent across three strategic locations: Singapore, Thailand, and Indonesia to identify professionals with broader regional exposure.
Consea’s Approach
Consea conducted a focused Executive Search combining direct market mapping, targeted outreach, and referrals to identify relevant professionals across Southeast Asia.
Our consultants specifically targeted professionals with experience in:
- FMCG, food, and confectionery markets
- Route-to-market strategy and market expansion
- Distributor and partner management
- Commercial development across multiple Southeast Asian markets
- Working within international and multicultural organizations
The search generated a strong pipeline of relevant candidates from all three target markets (Singapore, Thailand, Indonesia), including professionals with direct industry experience and proven track records in developing markets and managing distribution networks.
Throughout the search, Consea worked closely with the client to manage the assessment and selection process. Shortlisted candidates met online with the Asia Business Director before progressing to interviews with senior stakeholders at the European headquarters, including the VP of Sales & Marketing.
As part of the final assessment, Consea also conducted confidential reference checks to provide the client with additional insight into the candidate’s professional track record, leadership style, commercial capabilities, and approach to managing relationships with internal and external stakeholders. This additional step helped further validate the candidate’s suitability for a role requiring significant autonomy, regional responsibility, and close collaboration with distributors and headquarters.
The Outcome
After approximately three months of search and assessment, the client successfully identified and selected a candidate with the right combination of industry knowledge, regional market experience, and commercial leadership capabilities.
Following the candidate’s notice period, the onboarding took place approximately three months after the conclusion of the search.
The successful appointment provided the company with a dedicated commercial leader to strengthen its presence across Southeast Asia, support distributor partnerships, and identify new opportunities for market development.
Business Impact
- Successfully appointed a Sales & Marketing Manager responsible for Southeast Asia.
- Identified qualified talent across three strategic markets: Singapore, Thailand, and Indonesia.
- Strengthened the company’s commercial capabilities across a diverse network of Southeast Asian markets.
- Supported the company’s route-to-market and market expansion strategy through dedicated regional leadership.
- Conducted reference checks to provide additional validation of the selected candidate’s track record and suitability.
- Successfully managed a confidential, cross-border Executive Search involving stakeholders across Asia and Europe.
Why Consea
Building commercial leadership across Southeast Asia requires more than knowledge of individual markets. It requires an understanding of how different consumer environments, distribution models, cultures, and business practices interact across the region.
Consea combines local market knowledge with an international perspective to help companies identify leaders capable of navigating this complexity and translating regional opportunities into sustainable business growth.
Our experience across Asia enables us to access talent in key markets while understanding the cultural and commercial nuances that can make the difference in a successful executive appointment.
Whether entering a new market, expanding an existing footprint, strengthening distributor networks, or building regional commercial capabilities, Consea partners with organizations to identify and attract leaders who can turn strategy into business results.
Contact our consultants to discuss how we can support your next Executive Search.