Hiring in Sales & Marketing (B2B & FMCG): Businesses raise the bar in hiring as headcounts dwindle

Sluggish economic conditions and US tariff shocks prompted consumers to tighten their waistbelts in 2025. This decreased spend trickled down to the hiring market, resulting in slower hiring and smaller teams.

“Over the past year, many businesses were engaged in mergers and acquisitions, restructuring exercises, or spinoffs to save costs and increase efficiency,” reports Rakchanok Tiwa, Senior Manager at Robert Walters Thailand.

Political pressures – both from abroad and within Thailand – aggravated the storm of uncertainties and dampened hiring sentiment. Within industrial markets, hiring for many positions were put on hold. There were also fewer openings for senior-level positions at European and American entities.

To counteract the fall in demand, businesses turned their sights elsewhere, seeking growth from domestic consumption or other nearby markets like Vietnam, China, Indonesia and the Philippines.

Read on to find out more about the labour market and hiring trends for Thailand’s Sales & Marketing professionals in 2026, specifically within the B2B and FMCG sectors.

Stricter hiring, more short-term stints

Hiring will be more selective in 2026 as rocky economic conditions continue. Headcounts will be limited, and teams will stay small. Companies will aim to find the best talent who can onboard and contribute fast, without need for extensive training. Candidates can expect stricter criteria in the recruitment process as less companies will be willing to hire people based on their potential.

Candidate motivation will make up one of the biggest deciding factors in hiring, however. Skills aside, companies will prioritise candidates who are deeply motivated to develop themselves and meet goals.

While there may be fewer headcounts, Rakchanok expects to see a rise in contract-based or interim roles. Businesses will still need talent to support short-term goals or projects that require a quick turnaround. They will tap on contract talent for these needs, especially if niche skills are required. 

Top skills and positions in demand

In 2026, professionals with strong communication and people development skills have a winning advantage in the labour market. These attributes are especially important for leaders, who are expected to guide and inspire employees towards achieving the same goal amidst a shaky economic climate.

Within the B2B space, roles that companies will prioritise are sales managers, regional sales managers for South East Asia, and business development managers. The FMCG sector will seek out heads of channels, sales directors, commercial directors, and heads of marketing with over ten years of experience.

Speaking on the progression of AI within the Thai market, Rakchanok notes that sales and marketing roles at middle to senior management levels were largely unaffected in 2025, largely because lean management had already been implemented since the pandemic. However, candidates should be aware that there is now a need to learn how to leverage AI in daily workflows, as businesses see the technology as a way to improve performance and profitability.

Enhance employer branding and rewards system

Rakchanok notes that talent at the middle management level tends to exhibit more cautiousness around switching jobs. They enter most discussions looking for backup plans they could turn to if their existing positions are affected by layoffs or restructuring.

On the other hand, senior-level candidates in the FMCG sector with over 25 years of experience have shown to be more open to new roles. These candidates are keen on meeting their personal career aspirations, and are willing to explore positions in smaller or local companies.

Compensation and benefits remain one of the most important factors for talent attraction and retention, but employer branding and company reputation now hold more weight than ever too. Based on Rakchanok’s observations, the companies that fare the best at appealing to top talent tend to demonstrate care towards their employees, stakeholders and the environment, as well as invest in innovation and technology.

A strong rewards system is also instrumental in retention. Rakchanok advises,

Have a good system to identify the most valuable players in a team. Then, ensure they are recognised and rewarded. Even more importantly, make sure they continue to feel challenged as this keeps them engaged and excited to show up for work.

Salaries remain flat

Now that companies are focused on cost savings, there is unlikely to be any significant increments to salaries in 2026.

Find out more

Request access to our 2026 Salary Survey to benchmark salaries and to find out more about key hiring trends in the Sales & Marketing industry in Thailand.