GTM Strategy & Ops Lead

Connect with us to connect the world.

12Go, being a part of  Travelier group, is the leading multimodal online travel agency based in Bangkok, Thailand. Founded in 2012, we offer train, flight, bus, and ferry tickets, as well as transfers, insurance, and other travel products globally.

Own 12Go’s multi-market GTM engine across Thailand, Vietnam, and beyond. You set portfolio strategy and quarterly sequencing, hold cross-country decision rights on trade-offs, and turn plans into revenue, tickets, CVR, and margin. 

Act as a mini-GM across markets: define and continuously validate product–market fit, choose the customers we win and the supply we activate, and institutionalize mechanisms—one GTM roadmap standard, multi-market GTM forums, monthly country reviews, and a sharp weekly country digest—so teams execute with speed and clarity. 

Partner with Supply on tier-1 deals (inventory commitments/allocation and premium visibility), align co-marketing and pricing plays with ROI guardrails, and de-risk operations to protect continuity during peaks. 

This is a bar-raising, non-people-manager role: you don’t line-manage the Manager, but you set standards, coach peers, and make portfolio-level calls.

Responsibilities

Strategic Coordination & Governance

• Market Discovery & Commercial Strategy: Identify customer–market mismatches and opportunities; own the country growth narrative (who we serve, how we win, which supply–demand levers to prioritize) and validate fit through data, behavior, and conversion signals.
• Set quarterly multi-market GTM strategy and 6–8-week sequencing; define what ships/launches, where, and in what order across markets.
• Maintain the portfolio GTM roadmap standard (owners, dependencies, critical path, risks, decision checkpoints); co-run multi-market GTM forums; the Manager runs country stand-ups.
• Mediate Product/Marketing/Supply/CS trade-offs using DACI/RACI; make final cross-country calls when data is ambiguous; escalate with options and impact ranges.

Commercial & Partnerships Execution

• Collaborate with the Supply team on tier-1 partners (bus/ferry/train/cars) with clear throughput and margin theses (e.g., inventory allocation/commitments, priority availability, premium visibility placement, take-rate).
• Align co-marketing and pricing/offer constructs with measurable targets and ROI guardrails; ensure launch sequencing creates portfolio lift.
• Ensure curated assortments and visibility deliver conversion and margin improvements on portfolio priority routes.

Operations & Continuity

• Anticipate and neutralize portfolio-level operational risks (SLAs, refunds) with Supply/CS/Product; protect revenue continuity during peaks and cross-market surges.
• Lead cross-team performance improvement programs to close systemic gaps (e.g., checkout friction, partner reliability), embedding fixes into mechanisms.

Intelligence & Reporting

• Feedback Loop: Translate local signals (conversion barriers, price sensitivity, partner behavior) into product, marketing, and pricing changes; assign owners/timelines and track impact in the weekly country digest and dashboards.
• Institutionalize the weekly country digest template and definitions; ensure signal-to-noise stays high (clean metrics, consistent taxonomy).
• Partner with Biz Ops Data on portfolio readouts and decision-ready dashboards; prioritize accuracy where it changes decisions.

Outcomes/KPIs

• Revenue & Tickets (portfolio): Meet/exceed portfolio targets across TH, VN, and others, with quarterly recovery/acceleration plans.
• Conversion & Margin (portfolio): Route-level CVR ↑, net margin ↑; refund/cancel hotspots ↓ with durable fixes across markets.
• Execution Health (portfolio): ≥90% on-time delivery for GTM roadmap items across markets; critical risks surfaced ≥2 weeks early with mitigations.
• Partner Impact: Tier-1 partnerships with measurable lift (throughput via inventory commitments/allocation, improved take-rate, premium visibility).
• Mechanisms Adopted: Single GTM roadmap standard, multi-market GTM forum, monthly reviews, and digest template consistently used by SLT and regions.

• 7–10+ years in GTM/Commercial Ops/Strategy within OTA/marketplace/e-commerce; must have Asian market exposure with Thailand and/or Vietnam depth.

• Scope: Proven multi-market ownership or national P&L with cross-functional leadership and decision rights (without needing line management).
• Commercial: Advanced partner negotiation (inventory allocation/commitments, priority availability, visibility placement, take-rate, SLAs) and ability to structure growth-for-margin trade-offs.
• Analytical: Strong decision math (uplift ranges, sensitivity, funnel mechanics); comfortable specifying dashboards; SQL a plus.
• Communication: Executive-grade writing and facilitation; simplifies complexity; runs crisp decision forums.
• Location: Bangkok preferred; remote APAC possible.