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Hiring in Sales & Marketing (B2B & FMCG): Guide and Trends in 2024

Senior sales candidates in high demand as companies reach for growth 

Companies In 2023, Rakchanok Tiwa, Senior Manager at Robert Walters Thailand, observed that demand for hiring has dipped within industrial segments. Hiring demand also fell sharply within the chemical sectors.

“There weren’t many new headcounts; the focus was large on backfilling key positions in sales leadership with ambitious, driven individuals who can help grow or turn around the business,” notes the consultant, who specialises in Sales & Marketing roles in the B2B and FMCG sectors.

The FMCG and automotive segments present a starkly different picture. More new automotive car makers have entered the Thai market, making for a dynamic hiring landscape with strong demand for experienced talent in sales, marketing, product management and electric vehicles.

“Hiring in FMCG sales and marketing remains as competitive as ever, especially as the candidate pool gets smaller each year. Mid-level, managerial candidates tend to have more than one offer at a time, and 90% of the candidates we’ve worked with have received counteroffers,” recounts Rakchanok.

Read on to find out more about Rakchanok’s expectations of the labour market and hiring trends for Thailand’s Sales & Marketing professionals in 2024, with an emphasis on B2B and FMCG sectors.

Key trends for the sector in 2024

Already, flexible work arrangements are a key point of consideration for candidates, and this will continue to be the case in 2024. Companies will look at ways they can create a vibrant, inclusive workforce by focusing more on equity, diversity and inclusion (ED&I) initiatives.

More Chinese companies are making headways into the Thai market, so Rakchanok foresees that there will be an increased need for candidates who can speak Chinese.

Within the FMCG realm, candidates with proven experience in data analysis and people management have been in high demand.

Senior sales and branding candidates in demand

In 2024, candidates who are familiar with AI and analytics tools will have an advantage as these technologies become more mainstream. In particular, companies are after talents who can use these tools to optimise sales and improve work processes.

Given the current global economic climate, companies are placing an emphasis on revenue and profitability. Thus, senior sales and marketing candidates with a track record of turning around a business, and who have experiences leading transformation and innovation will be in great demand in the coming year.

Roles that will be the most highly sought after are sales leaders, channel sales heads and senior brand managers.

Get prospective hires excited about the opportunity

Across all industries, candidates are most drawn to companies that display a competitive direction and strategy, an innovative spirit and those that are pioneering new technologies. They also look at the company’s culture, work environment and processes before deciding on taking up an offer. “If these are not met, then companies must compensate with a great salary and benefits package to entice a candidate to come onboard,” relates Rakchanok.

Thus, Rakchanok recommends that companies communicate the company’s value proposition and set out compelling career development pathways for potential candidates.

“Create a positive impression for both the company and their hiring manager, and help them see the bigger picture of what they stand to gain aside from monetary compensation,” she says. “Industrial sector candidates, in particular, want to know how they can make an impact to the business, so be sure to address those points during the interview process.”

Salaries to spike in FMCG

In 2024, salary increments for the industrial sector will be consistent with existing rates, particularly for middle and senior management positions.

“For the FMCG space, we’ve seen companies put out intense counteroffers, so it’s likely that the upper range for mid-level positions will jump,” says Rakchanok.

Find out more

Request access to our 2024 Salary Survey to benchmark salaries and to find out more about key hiring trends in the Sales & Marketing industry in Thailand.

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Rakchanok  Tiwa

Rakchanok Tiwa

Sales & Marketing, Thailand

Rakchanok joined Robert Walters in 2015 and is dedicated to assisting clients and candidates with their needs across the B2B and FMCG sectors.

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