Director of Commercial & Operations

Araksa Tea | Tea room

Role Overview:
The Commercial – Operations Director is responsible for driving revenue growth, expanding market presence, and developing strategic partnerships for Araksa Tea.
The role oversees sales, commercial strategy, brand positioning, and channel development across hospitality, retail, and e-commerce.

This position ensures that Araksa Tea’s commercial activities align with the company’s brand values, both operational and production capabilities, and long-term
growth objectives.

The ideal candidate is passionate about sustainability and responsible business practices. They have a strong commercial mindset and are able to identify creative
opportunities for growth. The candidate is analytical, detail-oriented, and comfortable working with numbers and sales data. They are proactive and willing to think beyond traditional approaches to expand the brand. The role requires someone who is hands-on and able to manage and execute a variety of projects when needed, and who is willing to travel regularly between Bangkok and Chiang Mai.

Key Responsibilities:

• Commercial Strategy
  • Develop and execute the overall commercial strategy for Araksa Tea.
  • Identify and develop new revenue channels and growth opportunities.
  • Set sales targets and revenue goals across different channels.
  • Monitor sales performance and adjust strategies accordingly.
  • Develop long-term partnerships that strengthen the brand’s market positioning.
• Operation Management
  • a. Keep track of sales and which SKU are being sold on a weekly, monthly, and yearly basis and where they are being sold.
  • b. Communicate with the Chiangmai team to help plan tea production based on sales data and projected consumption.
  • c. Ensure there are enough stocks of souvenirs and all raw materials to fulfill orders.
  • d. Anticipate future orders based on projected consumptions and work with the Factory to ensure that there is sufficient tea in the required format.
  • e. Work with the different departments in Chiangmai to ensure an appropriate number of daily hires are hired each week and that they are working efficiently.
• Hospitality & B2B Partnerships
  • Develop relationships with hotels, restaurants, cafés, and hospitality groups.
  • Secure tea supply partnerships for:
    • In-room amenities
    • Breakfast service
    • Afternoon tea programs
    • Restaurants and cafés
  • Negotiate pricing, supply terms, and collaboration opportunities.
  • Manage bespoke tea blend projects and hospitality collaborations.
• Retail & Distribution
  • Expand Araksa Tea’s presence in premium retailers and specialty stores.
  • Manage relationships with retailers and distributors.
  • Develop retail strategies to increase product visibility and sales.
  • Identify new retail partners and market opportunities.
  • Manage the sales and growth of Araksa Tea at our own physical
  • locations in Bangkok and Chiangmai and explore new opportunities for more stores.
• Brand Development & Marketing
  • Ensure consistent communication of Araksa Tea’s brand story and positioning.
  • Work closely with marketing teams and agencies on brand campaigns.
  • Develop promotional strategies to increase brand awareness and sales.
  • Oversee brand collaborations with hotels and also external partners for special product launches or marketing events.
  • Align the marketing content with the overall brand strategy and focus on both a yearly and monthly basis.
  • Plan the marketing budget on a monthly and annual basis and ensure that they are followed or adjust it based on the strategy.
• Product & Commercial Development
  • Identify opportunities for new products and blends.
  • Understand what the current beverage and tea trends are and if Araksa should take advantage of them.
  • Develop commercial concepts such as:
    • Gift sets
    • Corporate gifting programs
    • Seasonal product launches
    • Experience-based products
  • Work with purchasing, operations and production teams to ensure feasibility and quality.
• Sales & Revenue Management
  • Oversee all sales channels and ensure their growth.
    • Wholesale
      • Hotels
      • Restaurants
      • Cafes
    • Retail
    • Online
    • Araksa physical stores
    • Modern Trade
    • Consignment
    • Events
  • Manage key accounts and strategic customers.
  • Prepare pricing structures and commercial proposals.
  • Monitor margins and profitability across sales channels.
• Cross-Functional Coordination
  • Coordinate with production, logistics, and purchasing teams to ensure smooth order fulfillment.
  • Ensure product availability aligns with sales commitments.
  • Work with finance to create monthly & annual budgets, revenue, and cost structures.
  • Make sure that the monthly budget is followed upon.
  • Understand the various costs and expenses and keep track of them.
  • Look at the costs of the products and their selling prices.
• Events & Brand Representation
  • Represent Araksa Tea at events, exhibitions, and industry functions.
  • Develop partnerships through networking and brand exposure.
  • Support product tastings, presentations, and brand storytelling.

Skills and Qualifications

• Bachelor’s degree in Business Administration, Finance, or Marketing.
• Strong commercial and analytical mindset, with the ability to work confidently with sales data, financial reports, and pricing strategies.
• Excellent command of English, both written and spoken.
• Comfortable presenting ideas, strategies, and reports to customers, partners, and company leadership.
• Strong leadership, negotiation, and communication skills, with experience managing partnerships and cross-functional teams.
• Strategic thinker with experience in market analysis, financial planning, budgeting, and revenue management.
• Highly organized and detail-oriented, with the ability to manage multiple projects and priorities simultaneously.
• Hands-on and proactive, with the ability to execute initiatives while also thinking strategically about long-term growth.
• Comfortable traveling regularly between Bangkok and Chiang Mai, as well as to other locations when required.
• Passion for sustainability, environmental stewardship, and ethical business practices aligned with Araksa Tea’s values.

Details:
Office Location: KPI Tower 1122 New Petchaburi Rd, Makkasan, Ratchathewi, Bangkok 10400
Travel Requirement: 10-20% (Between Bangkok & Chiangmai)
Working hours: 08:00-17:00 flex time, Mon-Fri
More details contact: trin.s@araksatea.com

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