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Compliance, Quality & Risk

• Ensure compliance with local rules and regulations, and the Company's Code of Conduct, HSEQ, and HACCP requirements.
• Implement mechanisms to maintain compliance across all sites and reduce operational risks.

SFS Strategy, Brand & Growth

• Define and execute SFS roadmap to realise high turnover growth and strengthen Bonjour brand positioning.
• Shape future store layouts, shop/café concepts, and customer experience.
• Build a strong and differentiated SFS brand, ensuring consistent identity, service standards, and customer perception.
• Lead high‑impact marketing and promotional campaigns to increase traffic, conversion, basket size, customer engagement and loyalty
• Identify and scale new revenue streams.

Commercial & Operational Excellence

• Ensure effective category management across shop and café
• Improve profitability through product/menu innovation, margin management, and disciplined cost controls.
• Implement standard operating procedures ensuring service quality, food safety, operational consistency, and customer satisfaction across stations.
• Driven network performance

Team & Capability Building

• Develop the SFS team to strengthen functional capabilities.
• Develop training and professionalization programs to raise operational and service standards.
• Foster a culture of accountability, innovation, and continuous improvement.

Partner & Dealer Management

• Strengthen supplier, service‑provider, and strategic partnerships to enhance offers and commercial terms.
• Engage dealers to ensure effective execution and improvements in store performance.
• Engage dealers to drive mindset change towards higher emphasis on non‑fuel business and performance.

• Education: Bachelor’s degree or equivalent
• Experience: 10+ years in retail/FMCG leadership with P&L responsibility
• Technical Skills: Leadership, negotiation, retail operations, P&L management, business analytics, modern trade & foodservice knowledge
• Soft Skills: Strategic yet hands-on, proactive, adaptable, strong interpersonal skills, team-oriented, entrepreneurial mindset
• Knowledge: Market trends, consumer behavior, retail models
• Language: Fluent in English; Khmer is a plus