Objectives

• Take full commercial responsibility for the Home Care business in ASEAN and ANZ (ASEANA), delivering sustainable and profitable growth.
• Own the regional commercial P&L, including sales volume, pricing strategy, profitability, working capital, discretionary costs, inventory management (DIV), and receivables management (DSO).
• Develop and execute regional business strategies aligned with global and Asia Pacific growth ambitions.
• Strengthen BASF's market leadership position through strategic account management, customer partnership development, and new business acquisition.
• Lead and develop a high-performing sales organization, fostering a customer-centric, performance-driven, and compliant culture.
• Establish strong cross-functional collaboration to ensure execution excellence across the value chain.
• Ensure full compliance with BASF standards, local regulations, trade controls, and chemical industry requirements across ASEAN and ANZ.

Main responsibilities 

1. Commercial Leadership & P&L Management

• Own and deliver regional commercial targets covering sales volume, revenue, contribution margin, profitability, working capital, and cash-flow related KPIs.
• Define and implement pricing strategies to optimize market share, profitability, and value capture.
• Drive rigorous management of discretionary spending, inventory levels, and accounts receivable to achieve financial targets.
• Establish robust forecasting processes and monitor business performance through regular reviews and corrective actions.
• Identify business risks and develop mitigation plans to ensure sustainable performance delivery.

2. Business Strategy & Market Development

• Develop and implement the ASEANA Home Care commercial strategy in alignment with global business objectives.
• Drive market expansion initiatives across priority countries, market segments, and customer groups.
• Lead commercialization of new product launches and innovations in collaboration with Product Management, Marketing, Technical Service, and R&D teams.
• Evaluate and optimize go-to-market models, distribution networks, and sales channels to maximize business effectiveness.
• Develop strategic growth plans for key markets and customer segments.

3. Strategic Account Management

• Build, maintain, and strengthen relationships with Local, Regional, and Global Key Accounts.
• Act as executive sponsor for strategic customers and lead engagement with senior customer stakeholders.
• Drive account planning processes and establish multi-year growth partnerships.
• Lead complex commercial negotiations, contract discussions, and strategic supply agreements to defend and expand BASF's supply share.
• Ensure high levels of customer satisfaction through proactive issue resolution and value-added partnership development.

4. Market Intelligence & Business Insights

• Monitor and analyze market trends, customer requirements, competitive activity, regulatory developments, and macro-economic conditions.
• Translate market intelligence into actionable commercial strategies and growth initiatives.
• Identify emerging business opportunities and potential threats to support proactive decision-making.
• Provide regular market updates and strategic recommendations to regional and global leadership teams.

5. Cross-functional Collaboration

• Foster strong collaboration and alignment between Sales, Marketing, Product Management, Technical, R&D, Supply Chain Management, Operations, and other business units.
• Ensure customer strategies are fully supported through effective cross-functional execution.
• Lead resolution of supply, product, service, and operational challenges impacting business performance.
• Promote knowledge sharing and best-practice exchange across countries and functions.

6. People Leadership & Talent Development

• Lead, coach, and inspire the regional sales organization to achieve ambitious commercial objectives.
• Establish annual targets, performance objectives, and development plans for team members.
• Conduct regular performance reviews and provide ongoing coaching and feedback.
• Develop succession plans for critical positions and strengthen organizational capabilities.
• Attract, retain, and develop top talent while fostering an inclusive and high-performance culture.

7. Compliance, Governance & Risk Management

• Ensure full compliance with BASF Code of Conduct, EHS standards, trade compliance requirements, product stewardship requirements, and local regulations.
• Oversee import/export activities and commercial transactions in accordance with applicable laws and company policies.
• Ensure compliance with chemical-specific regulations across all countries within the ASEANA region.
• Implement preventive measures to achieve zero non-compliance incidents and safeguard BASF's reputation.
• Promote a strong culture of safety, ethics, and operational excellence.

Qualifications

• Bachelor's degree in Chemistry, Chemical Engineering, Business Administration, Marketing, or a related field.
• 10+ years of sales and commercial leadership experience in Home Care, specialty chemicals, ingredients, or related industries.
• Proven track record in driving profitable business growth, managing regional P&L, and delivering commercial results.
• Experience leading regional sales teams and managing business operations across multiple ASEAN countries.
• Strong expertise in strategic account management, business development, and complex customer negotiations.
• Solid understanding of pricing strategy, profitability management, and market expansion.
• Experience working in matrix organizations and collaborating with cross-functional teams including Marketing, Technical, Supply Chain, and Operations.
• Strong leadership, stakeholder management, and influencing skills with the ability to develop high-performing teams.
• Excellent written and verbal English communication skills; proficiency in Thai, Bahasa Indonesia, or another ASEAN language is an advantage.
• Willingness to travel frequently across ASEAN and ANZ markets.

Work location

• Emporium office, Bangkok