Mark Roughley

  • Beachheads Advisor, South East Asia

Mark brings a depth of experience in retail and building brands to the Beachheads team, having spent over 20 years working for a large retail group in the UK and Asia.

Based in Bangkok, he works as an expert independent advisor to Bain and Co. Management Consultants, helping retailers across Asia to grow their business.

Mark can advise New Zealand companies on the retail and food and beverage markets in Thailand, from market entry to brand building and strategic leadership. With a broad network across Asia, he is well placed to help businesses navigate successfully in the market.

Mark worked for retail giant Tesco for 25 years, across markets in the UK and Asia. He helped to establish a strong brand presence for Tesco both in developed and new markets for the business.

He was the Chief Customer Officer for Tesco Lotus in Thailand for eight years till mid-2019, and as a member of the local board he was responsible for leading the business through strategic decisions that helped establish Tesco as one of Thailand’s most loved brands.

Prior to Thailand, Mark was Tesco’s first employee in Japan, spending seven years working from business start-up to growth. 

Mark is keen to share his experience leading business growth in new markets and building on existing strengths with New Zealand companies in Thailand.

Advisory Areas

Brand marketing, market and customer insight, customer loyalty, customer experience, digital marketing, leadership & organisational design, strategic & operational planning, business development, new market entry, M&A execution and integration

Sector Areas

Advertising, communication & technology, data/analytics, fruit & vegetables and dairy, FMCG, beverages


Thailand, Japan and United Kingdom