Consumer Goods Product Manager

About Us:

Be Fit Balance is the consumer health and nutrition brand under Be Fit For Life, a fast-growing nutraceuticals and fitness group headquartered in Bangkok, Thailand. Our flagship product, Plant X — a triple plant-protein blend designed — is sold D2C through online and offline platform, powered by the Be Fit with Jess influencer brand. We are now scaling from supplement powder into a full consumer goods range: protein bars, RTD drinks, functional snacks, and high-protein convenience foods.

This is a ground-floor opportunity to build a product line from scratch in one of Southeast Asia's fastest-growing nutrition markets.

Role Summary:

We are looking for an experienced Consumer Goods Product Manager to own the development, launch, and commercial success of Be Fit Balance's expanding high-protein product range. You will work directly under Head of Business Unit and sit at the intersection of product development, marketing, and retail distribution. You will be the person who takes our ideas from a spreadsheet to a shelf — and from a shelf to a TikTok trend.

Key Responsibilities:

Product Development & Pipeline

  • Own the end-to-end product development process for new high-protein SKUs — bars, RTDs, functional snacks, breakfast formats, and convenience foods

  • Brief and manage contract manufacturers (CMOs) in Thailand, coordinating formulation, sampling, and production timelines

  • Develop product specifications, nutritional profiles, and ingredient briefs aligned with brand positioning and Thai FDA requirements

  • Manage packaging development from concept through print-ready artwork

Go-to-Market & Commercial

  • Build and execute go-to-market plans for each new SKU including pricing, channel strategy, and launch timeline

  • Develop retail distribution strategy targeting modern trade (Central Retail, Villa Market, Tops), gym retail (Fitness First, Virgin Active), and convenience (7-Eleven, Lotus's)

  • Manage product P&L: COGS, margins, pricing tiers, promotional mechanics

  • Lead Shopee, Lazada, and D2C (befitbalance.com) product listings, content, and promotional calendars

Marketing & TikTok Content Collaboration

  • Work closely with the Be Fit with Jess creative team to develop product-led TikTok and social content strategies

  • Identify content angles, hooks, and campaign concepts for each product that drive organic reach and conversion

  • Brief and coordinate with content creators, food photographers, and videographers for launch assets

  • Track and report on content performance and product sales correlation

Regulatory & Compliance

  • Manage Thai FDA registration process for all new food supplement and functional food products

  • Ensure labelling compliance with MOPH Notification requirements (Thai and English)

  • Maintain product documentation, certificates, and quality standards for all SKUs

Reporting & Strategy

  • Report weekly to head of business unit on product pipeline status, commercial KPIs, and market insights

  • Conduct regular competitor benchmarking across Thai and regional markets

  • Prepare product business cases and launch presentations for leadership review

Must Have Qualification:

  • 3–6 years in consumer goods / FMCG product management

  • Proven track record launching physical retail products in Thailand

  • Experience managing contract manufacturers (formulation, sampling, production)

  • Strong commercial acumen — P&L ownership, pricing, margin management

  • Excellent written and spoken English (daily communication, presentations, briefs)

  • Highly organised — ability to manage multiple SKUs and timelines simultaneously

  • Genuine passion for health, nutrition, and fitness

Nice to Have

  • Experience in food, beverage, or nutrition specifically

  • Knowledge of Shopee / Lazada seller operations

  • Understanding of Thai FDA supplement registration process

  • Background in influencer-driven or DTC brand environments

  • Regional SEA market knowledge (Singapore, HK, Vietnam)

  • Network with Thai retail buyers or gym chain operators

  • Experience with TikTok Shop or social commerce

What We Offer

  • Competitive salary package commensurate with experience

  • Performance bonus tied to product launch milestones and sales targets

  • Full product ownership from day one — you run the pipeline, not just a piece of it

  • Work closely with an established influencer brand with a large, engaged Thai audience

  • Monthly product allowance — use everything we make

  • Dynamic, English-speaking team with flat hierarchy and direct access to leadership

  • WFH- Flexible hybrid working arrangement (Bangkok-based, Onnut area office)

Join Us