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Hiring in Sales and Marketing (B2B and FMCG): Businesses on the lookout for strong leadership and data-savvy sales and marketing professionals

There was active hiring of sales and marketing professionals in B2B and FMCG segments as the market recovered from the impact of the covid-19 pandemic. China’s travel restrictions forced Chinese companies to hire Thai talent to oversee businesses and manage customer bases, leading to more job opportunities for the local market.


One of the most significant impact of the pandemic observed is the increasing emphasis on hybrid work policies, says Rakchanok Tiwa, Senior Manager of Sales & Marketing (B2B and FMCG), Robert Walters Thailand.

“Multinational companies that rolled out hybrid work policies were able to attract candidates more easily, compared to those that did not,” she shares. While more candidates were open to changing jobs compared to the year before, they remained cautious when making decisions and expected higher salaries before committing to new opportunities.

Remote hiring was also commonly observed by both multinational and Thai companies, making it easier for candidates to attend interviews without having to take leave from work. Rakchanok adds that while that was an advantage, it did not guarantee candidates’ commitment to take up offers as personal touch was not as easily established in online interviews.

Read on as Rakchanok shares her expectations of the labour market and hiring trends for sales and marketing professionals in 2023, with a focus on B2B and FMCG segments.

Competition heats up in B2B and FMCG segments due to limited talent pool

In 2023, companies will be increasingly looking to hire professionals from different backgrounds to generate new ideas and increase diversity within organisations. Within the competitive market, businesses are likely to turn towards customer-centric analytics and data to ensure effective and cost-efficient marketing and business strategies. 

According to Rakchanok, this will see an increase in demand for sales and marketing professionals with data-driven mindset and ability to use analytics tools. However, competition will be high, as talent with such skill sets are limited. 

Companies will also be seeking to hire experienced professionals for leadership positions to help shape business units during tough times. “People management skills and ability to groom and develop people for the future of businesses will be in high demand,” she shares.

Skilled professionals in FMCG consumer and shopper insight, key account management, and trade marketing will be some top roles in demand, while those with experience in B2B regional sales and business development talent will be sought after. 

However, Rakchanok believes that companies will be more cautious with offers and may be more stringent in the recruitment process. “Many would prefer candidates with direct experience,” she adds.

Communication is key to employee retention

In 2023, communication will play an important role in helping businesses retain talent and keep employees motivated and engaged, as it helps companies understand employees’ needs and tackle issues before it is too late. “We encourage regular communication between different levels of command. Encourage employees to speak up and make them feel heard,” says Rakchanok. 

Companies will also have to be more creative and find ways to keep staff engaged and feel valued. She shares, “Companies that are more successful in staff retention tend to have regular catch-ups with employees and have clear short- and long-term career paths for them.”

Have regular employee catch-ups with clear short and long-term career paths laid out for better staff retention.

Salary expectations to increase in 2023

Salary ranges for sales and marketing professionals in both B2B and FMCG are expected to increase slightly compared to previous years, due to the highly competitive market and limited pool of candidates with direct experience. Professionals with B2B experience may expect increments of 20-30% when changing jobs.

FMCG companies are expected to increase salaries for middle management positions or those with multinational FMCG experience. Sales and marketing professionals in FMCG may expect salary rises of 20-30% when changing jobs, though there may be more candidates looking at a minimum of 30% increase. 

Find out more

Request access to our 2023 Salary Survey to benchmark salaries and to find out more about the latest hiring and talent trends for Sales and Marketing professionals in Thailand.

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