Senior Commercial Service Manager - Thailand

Bangkok | Thailand

ROLE Summary

The Senior Commercial Service Manager – Bangkok Cluster is responsible for leading the commercial performance of all in-attraction revenue streams across the Bangkok Cluster. This includes Retail, Food & Beverage, Photo, and Guest Experiences, ensuring these commercial functions collectively maximise guest spending, revenue growth, and profitability while maintaining exceptional guest experience standards.
Working closely with the General Manager and cross-functional teams, the role develops and implements commercial strategies that enhance revenue per capita, optimise product and service offerings, and strengthen commercial partnerships. The role oversees merchandising, retail operations, food and beverage offerings, and experiential products to ensure they are aligned with the overall business strategy and guest expectations.
The position provides leadership to the Commercial team, driving a high-performance culture focused on revenue growth, operational excellence, and outstanding guest engagement. The Senior Commercial Service Manager ensures commercial initiatives are supported by strong operational processes, effective inventory management, and collaboration with Marketing, Finance, and Operations teams.
Ultimately, the role ensures that all commercial activities across the cluster deliver sustainable profitability while supporting the overall brand experience and strategic objectives of the Bangkok Cluster attractions.

Key Accountabilities
Commercial Strategy & Revenue Growth

• Develop and implement the commercial strategy for the Bangkok Cluster in alignment with the overall business objectives and direction set by the General Manager.
• Drive revenue growth across all in-attraction commercial streams including Retail, Food & Beverage, Photo, and Experiences/Activities.
• Identify opportunities to increase guest spending through effective pricing, product bundling, promotions, and experiential offerings.
• Analyse guest behaviour, spending patterns, and market trends to identify opportunities for commercial growth and innovation.
• Support the development and delivery of annual revenue targets and commercial plans for the cluster.

Retail, F&B & Experience Portfolio Management

• Lead and oversee the performance and profitability of all commercial outlets including retail stores, food and beverage operations, photo services, and paid guest experiences.
• Ensure all commercial areas deliver efficient operations, high-quality service, and a compelling retail and product offering.
• Drive revenue optimisation through effective product assortment, merchandising strategies, pricing, and operational efficiency.
• Work closely with F&B and Experience Lead to ensure food and beverage outlets and experiential offerings deliver strong revenue performance and guest satisfaction.
• Monitor commercial KPIs including revenue, margin, average transaction value, and revenue per capita, ensuring corrective actions are taken where necessary.

Merchandising, Product & Guest Experience

• Lead the development and implementation of effective retail merchandising strategies that enhance guest engagement and maximise sales performance.
• Ensure product ranges and commercial offerings align with guest demographics, seasonal trends, and attraction themes.
• Maintain visually appealing and engaging retail and commercial environments that encourage impulse purchases and enhance the overall guest experience.
• Collaborate with suppliers and partners to develop innovative retail products and experiences that strengthen the commercial offering.

Partnerships & Incremental Revenue Opportunities

• Identify and develop strategic partnerships that enhance guest experiences while generating incremental revenue.
• Work with internal and external partners to introduce new commercial experiences, events, and product offerings.
• Support collaboration with Marketing and Sales teams to create bundled offers, promotions, and commercial campaigns that drive guest spending.
• Ensure all third-party commercial partnerships operate in line with company standards, contractual agreements, and commercial objectives.

Commercial Performance & Financial Management

• Take accountability for the overall commercial P&L performance of the cluster’s commercial functions.
• Monitor financial performance including revenue growth, margins, stock levels, cost of sales, and operating expenses.
• Work closely with Finance to analyse financial performance, prepare forecasts, and identify opportunities to improve profitability.
• Ensure effective stock control, purchasing processes, and inventory management practices are implemented across all commercial operations.
• Work closely with Operations to support effectively manage resourcing, manpower planning, equipment and tools to balance delivery of customer KPIs, operational effectiveness, and cost targets.

People Leadership & Team Development

• Lead, coach, and develop the Commercial team to ensure high levels of engagement, accountability, and performance.
• Provide leadership to the F&B & Experience Lead and Commercial Assistant, ensuring alignment with commercial goals and operational priorities.
• Foster a strong sales culture focused on upselling, cross-selling, and delivering exceptional guest service.
• Ensure team members receive appropriate training, development opportunities, and performance feedback aligned with the company’s PDP process.
• Promote a positive workplace culture that reflects company values and encourages collaboration and continuous improvement.

Governance, Health & Safety & Risk Management

• Ensure all commercial operations comply with company policies, operational standards, and health and safety regulations.
• Maintain strict compliance with stock management, purchasing procedures, and financial controls.
• Ensure safe working practices across all commercial areas and support risk management processes in accordance with company safety policies.
• Ensure all commercial operations, particularly Food & Beverage and guest-facing areas, operate in line with company Health, Safety & Security (HSS) standards and maintain readiness for internal and external audits relating to commercial operations, inventory management, financial controls, and operational compliance.
• Address operational or compliance issues promptly and ensure corrective actions are implemented where necessary.
• Address HR and employee relations matters in partnership with HR, ensuring the company’s interests are protected and processes are followed.

Critical Interfaces (WHO DO you work with)

Experience and Qualifications

• Minimum 5–10 years of experience in commercial management, retail, food and beverage, or revenue-generating operations within the attractions, tourism, hospitality, or leisure industries.
• Demonstrated experience in managing multiple commercial revenue streams including retail, food and beverage, and experiential services.
• Proven track record of delivering revenue growth, improving commercial performance, and managing operational profitability.
• Experience in leading and developing teams within fast-paced, guest-facing environments.
• Demonstrated ability to work effectively with cross-functional teams including marketing, finance, and operations, HR, and HSS/technical teams.
• Good command of Thai and English to communicate effectively.

Skills and Competencies

• Strong strategic thinking with the ability to translate long-term vision into actionable plans and clear priorities.
• Strong commercial and financial acumen with the ability to drive revenue growth and profitability.
• Strategic thinking combined with the ability to translate strategy into operational execution.
• Strong leadership and people management skills with the ability to motivate high-performing teams.
• Excellent stakeholder management and communication skills across internal teams and external partners.
• Strong analytical and problem-solving skills with a data-driven approach to decision-making.
• Ability to manage multiple priorities in a dynamic and fast-paced operational environment.
• Strong commitment to delivering exceptional guest experiences while maintaining operational efficiency.
• Deep commitment to Health & Safety, guest experience, and brand standards.