Senior Own Channel Manager

At **KFC,**we pride ourselves on being original. We even named our recipe after it. But for us, the answer to the question is simple. Be You. Everyone at KFC is different. Unique. It’s what makes us special - our people,The Originals. And we welcome you to join us. Bring your individuality. Bring your grit and energy. Bring your spirit. Your story. Your drive and your passion. Every piece of you. Bring it. Even the parts you don’t like. Because we value our people no matter what. That’s just how our inclusive culture works – everyone has a seat at our table. We’ll feed your potential and we’ll support you to be your best self, to make a difference, and have fun. Together, we can be part of something truly extraordinary. All you have to do is Bring It.
This role requires you to lead the growth and performance of KFC Thailand’s own channel e-commerce platforms (website & mobile app), driving digital transactions, customer experience, and profitability. This role focuses on building a strong direct-to-consumer ecosystem, increasing owned channel contribution, and strengthening customer data and loyalty .KFC Thailand operates 1,000+ restaurants across 3 franchise partners.
Own channel e-commerce is a critical pillar to: Grow digital sales mix, strengthen customer ownership (data & CRM), Improve margin vs aggregator platforms
Scope includes : Website ordering platform, Mobile app, Delivery & click-and-collect journeys

BRING YOUR BEST SELF ... with your top-notch qualifications

• 7–10 years of experience in e-commerce / digital / performance marketing / online business
• Strong expertise in: E-commerce funnel optimization, Website / app performance ,Customer lifecycle & CRM basics
• Proven track record in driving online sales and conversion
• Strong analytical and data-driven mindset
• Ability to influence and execute across cross-functional teams
• Experience in QSR, retail, or high-volume consumer business is a plus
• Fluent in Thai and English

**Ready to Join? Click Apply to start your Original journey!MAKE A DIFFERENCE... with your role's responsibilities.Own Channel Growth & Commercial Performance

• Own end-to-end KPIs for website & app performance:
• Sales, transactions, AOV, conversion rate
• Drive penetration and growth of own channels vs aggregators
• Identify opportunities to scale traffic, conversion, and repeat purchase

Customer Journey & Experience Optimization

• Lead optimization of the end-to-end ordering journey (browse → checkout → payment → fulfilment)
• Improve UX/UI and reduce friction across the funnel
• Ensure seamless and reliable customer experience across all devices

Campaign & Content Integration

• Ensure all marketing campaigns are fully optimized for own channels
• Drive visibility, merchandising, and in-platform promotions
• Partner with Brand & Campaign teams to maximize owned channel impact

CRM & Personalization (in partnership with CRM team)
Leverage customer data to:

• Drive repeat purchases
• Increase frequency and CLV
• Support personalization initiatives (offers, targeting, journey triggers) on web/app

Platform & Product Development
Work closely with Digital/Product teams to:

• Prioritize roadmap based on business needs
• Enhance key features (bundling, upsell, payment, loyalty integration)
• Ensure strong alignment between business, tech, and user experience

Data & Performance Management
Monitor and analyze key metrics:

• Traffic, funnel conversion, drop-offs
• Channel mix (owned vs aggregator)
• Drive test-and-learn initiatives (A/B testing, feature optimization)
• Translate data into actionable insights to improve performance

Cross-functional Leadership
Act as key integrator across:

• Marketing (Brand, Media, CRM)
• Digital & Technology
• Operations & Supply Chain
• Ensure strong execution and readiness across all initiatives