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Bangkok · Chief Marketing Officer

Fractional CMO in Bangkok

The second most-bought fractional role after CFO, and the one with the widest quality spread in the market. A fractional CMO is not an agency and not a campaign manager. The job is positioning, pricing, channel strategy and holding the agencies and juniors to a standard.

Severance runs to 400 days of uncapped wages while employer social cost is capped at THB 10,500 a year. A bad executive hire is cheap to carry and ruinous to exit.

Find a CMO in Bangkok

What they deliver

  • Positioning, messaging and competitive differentiation
  • Pricing and packaging strategy
  • Channel strategy and budget allocation with real attribution
  • Agency and freelancer selection and management
  • Brand architecture for multi-product or multi-market businesses
  • Building the in-house marketing function and hiring its first lead

Signals you need one

  • You are spending on marketing without knowing what works
  • Your agencies report activity rather than outcomes
  • You are entering a new market or launching a second product
  • Pricing has not been revisited since the business was half its size
  • Sales says the leads are poor and marketing says the follow-up is poor

The Bangkok numbers

Fractional, per monthTHB 120,000–350,000/month (USD 3,700–10,700), typically THB 150,000–250,000 at two days a week. Advisory-only mandates — a monthly board pack and a call — run THB 50,000–90,000.
Full-time, all-inBase THB 250,000–450,000/month for a Bangkok CFO or COO. All-in with 13th month, bonus, medical and car allowance: THB 4.5m–8.0m a year, roughly USD 138,000–245,000.
Employer on-costsSocial Security Fund 5% employer, but the contribution base is capped at THB 15,000/month — a maximum of THB 875/month, or THB 10,500 a year, per employee. Workmen’s Compensation adds 0.2–1.0% on a capped base. At CFO salaries the employer load is effectively nil.
SeveranceLabour Protection Act s.118: 30 days’ wages at 120 days’ service, 90 at one year, 180 at three, 240 at six, 300 at ten, and 400 days — about 13.3 months — at twenty years. No wage cap. Payment in lieu of notice on top, and restructuring terminations can reach 360 days.
Work permitsA foreign executive physically working in Thailand needs a Non-Immigrant B visa and a work permit, backed by THB 2m of registered capital and four Thai employees per foreigner. The practical structures are an offshore company-to-company consultancy delivered from outside Thailand (15% withholding, reducible by treaty), an LTR or SMART visa, or the fifteen-day notification for discrete on-site work.

The full Bangkok picture — tax, regulation and market context →

What governs this in Thailand

Foreign Business Act B.E. 2542

A company more than 49% foreign-held is a "foreigner". List 3 item 21 captures consulting, so a foreign-owned advisory entity billing a Thai client from inside Thailand needs a Foreign Business Licence. Nominee shareholding is criminal — up to three years and THB 1m.

BOI promotion

Exempts from FBA licensing and eases work permits, but since 1 October 2025 imposes minimum salaries: THB 150,000/month for executives, THB 75,000 for managers, plus a 70% Thai-staff rule for larger manufacturers.

International Business Centre (IBC)

Corporate tax of 8%, 5% or 3% depending on local spend, THB 10m paid-up capital and ten skilled employees. Expatriate employees get a flat 15% personal income tax instead of the 35% top rate.

Mandatory statutory audit

Every Thai limited company must file audited financial statements regardless of size or dormancy. Directors are personally liable for fines, and three consecutive years of non-filing triggers strike-off. Even five-person firms already buy external finance expertise.

Other roles in Bangkok

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Find a CMO in Bangkok

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