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Work Background
ThinkSpace EducationProfessional Media/Film & Video Game Composition (Double Master Degrees)
Jan. 2024London Area, United Kingdom
ElectroluxHead Of Brand APAC & MEA
Aug. 2022 - Sep. 2023Bangkok, Bangkok City, ThailandLeader of Business Area Brand team, Brand portfolio, campaigns, PR, social media, and purpose-related
communications for all A-Brand content and media investment across 19 markets in the region. Lead and collaborate with markets on Consumer Marketing Activation Plan (CMAP) and Go-To-Market strategy and activation on Global campaigns, product launches, promotional campaigns, and events. ACHIEVEMENTS o Successfully rolled out a broad-reach Global Brand Move initiative, Break The Pattern campaign across all 19 markets within APAC & MEA with performance exceeding set targets on key digital KPIs and Brand Health for Electrolux. o Developed product launch campaigns and assets across all experience areas (Taste, Care, and Wellbeing) to successfully drive awareness and conversion, thus driving sales of all categories. o Be part of the team lead to develop, deploy and drive the growth of “Sustainability Squad”, consisting of 13 key influencers across 19 markets to drive Electrolux’s and AEG’s message of the brands’ commitment to sustainability, tapping into the big follower base to maximize reach and engagement on social media platforms.
The Cookware CompanyRegional Sales Director, Asia
Aug. 2021 - Jul. 2022Hong Kong SARThe Cookware Company (CWC) stands for leading expertise in innovative, high-quality houseware categories. The company conducts businesses across all key channels including retail, e-commerce, loyalty and home shopping . A pioneer and leader in the houseware and kitchenware categories with high-end, high-quality, eco-friendly brands and products. The company’s portfolio include own and partnership brands including GreenPan, Royal van Kempen & Begeer, SMEG, KitchenAid, Mauviel, AEG, Electrolux and many more ACHIEVEMENTS o Winning long-term loyalty partnership with DFI HK for the first time for CWC and was awarded a 3-year partnership contract. o Successfully sold the first loyalty campaign with one of the biggest retailer in Taiwan, Carrefour Taiwan, with SMEG knife campaign. o Successfully landed multiple deals with 7-Eleven Taiwan for the first time for CWC. o Opened doors to leading retailers within SEA including DFI SEA for the first time for CWC
J. Walter Thompson WorldwideShopper & Retail Marketing Consultant
Jan. 2019 - Aug. 2021Bangkok Metropolitan Area, Thailand
TCCMarketing Director, South East Asia
Oct. 2016 - Sep. 2018Hong KongA leading global retail marketing service provider operating in more than 50 countries worldwide. TCC Global designs marketing campaigns that increase total store sales by improving traffic, number of transactions, basket size and frequency while strengthening brand equities for all clients. The company works with over 250 retailers, predominantly in the modern grocery retail, department store, petroleum, and drugstore sectors.
TCCSenior Regional Marketing Manager, Asia Pacific
Sep. 2014 - Oct. 2016Hong Kong
TCCBusiness Development Manager / Consultant
Aug. 2013 - Sep. 2014Hong Kong / BangkokACHIEVEMENTS o Responsible for managing the first stamp collection loyalty program, Doraemon World Tour, for Tesco Express Thailand and achieving +4.2% like-for-like sales turnover growth o Responsible for managing Tesco Express Heroes and Friends stamp collection loyalty program and achieving +6.8% like-for-like sales turnover growth o Led All-Star Soccer League loyalty program with Esso Thailand and contribute to the achievement of +3.9% like-for-like sales volume turnover increase
Mars IncorporatedSenior Brand Manager
Sep. 2012 - Aug. 2013One of the largest privately held companies in food and pet care industries worldwide. MARS, Inc. Thailand is the largest division in Southeast Asia and has long been established as a market leader in pet care business behind world-renowned brands such as Pedigree, Whiskas and Cesar, as well as confectionary Power brands such as M&M, Mars, Snickers, Maltesers, Twix etc. ACHIEVEMENTS o Responsible for managing Pedigree dry portfolio, the largest portfolio of MARS Inc., with an outstanding 2012 and 2013 (YTD June) NSV growth of +17% (vs YA) o Responsible for securing the market share leadership of Pedigree with the highest share in dry dog food segments over the past 3 years o Awarded "Best Campaign" for 2013 Mars AsiaPac
Mars IncorporatedBrand Manager
Jan. 2011 - Sep. 2012ACHIEVEMENTS o Responsible for the impressive 2012 NSV growth of total Whiskas brand by +34% and Whiskas dry cat food segment by +36% (vs YA) o Responsible for the witnessed 2011 NSV growth of total Whiskas brand by +13% and Whiskas dry cat food segment by +17% (vs YA) o Responsible for the accelerated share gain and the witnessed highest share position over the past 3 years for total Whiskas brand and Whiskas dry cat food segment in 2011 and 2012.
Ogilvy & Mather AdvertisingStrategic Planner
Feb. 2009 - Jan. 2011A division of Thailand's leading and most reputable advertising company. OgilvyAction serves as a creative and business consulting agency with the primary objective to help clients and retailers close the sale. It is highly reputable for its shopper, promotional, experiential, and trade marketing work. ACHIEVEMENTS o Worked with Coca Cola client on Fanta “cap for cash” loyalty campaign resulting in +6.5% cap redemption growth rate in 2010 (vs ’09) totaling more than 3M caps collected from redemption tier alone o Worked with Nestle client in Infant Nutrition and Growing Up Milk category development project with Carrefour resulting in +2.8% share during implementation period with +27% value growth of IFFO category witnessed in participated Carrefour stores o Worked with Colgate Palmolive client on Protex health soap category demand creation project with Tesco Lotus, Carrefour and BigC resulting +39.5% brand value growth in only 2 months of the implementation o Won TATA Motors account by presenting showroom sales acceleration program to standardize and improve dealer, sales personnel and showroom environment in order to maximize sales potential
UnileverAssistant Brand Manager/ Management Trainee
Apr. 2007 - Jan. 2009Thailand’s leading multinational company in the fast moving consumer goods industry. ACHIEVEMENTS Sunsilk (South East Asia Region) o Led South East Asia activation of Sunsilk Hair Styling range by coordinating with Andrew Barton (world-renowned UK hair stylist), global Sunsilk team and Operating Countries (Malaysia, Thailand, Singapore, Philippines, Indonesia, India) to ensure operation excellence and successful launch events for the range o Led and managed hair care innovation projects on hair fall and hair damage range for India & Sri Lanka Vaseline (South East Asia Region) o Led and managed Vaseline Body Wash and Vaseline Men innovation for SEA regions and ensure successful launch and activation of NPDs in corresponding markets Wall's (Thailand Market) o Led business development for Wall’s Scooping portfolio with strategically sound recommendations on relevant marketing mix resulting in accelerated growth for Wall’s scooping business
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