Anatta Chotipanjarat
Chief Marketing Officer
Bangkok
Summary
Anything is possible with a cup of coffee and the right mindset. It's evident that my tenacious GROWTH MINDSET allows me to enhance an organization’s vision and strategic plan. I thrive on new challenges and projects by exceeding expectations towards a common goal. Building and sustaining personal and professional relationships is my passion and HEART WORK. Besides, I’m enjoy working in team environments and works well under pressure. Commitment and passionate is my distinct point.
Overview
25
25
years of professional experience
7
7
Certifications
Work History
CMO, Marketing
AM International Hospital
06.2024 - Current
- Market Insight: Leveraged in-depth analysis of market trends, consumer insights, and competitive activities to identify strategic growth opportunities and maintain a sustainable competitive advantage within the Thai aesthetic market. Maintained a deep understanding of industry advancements and emerging marketing technologies, proactively integrating innovative solutions to enhance marketing effectiveness.
- Strategic Leadership: Developed and implemented marketing strategies aligned with business objectives and result. Collaborated strategically with executive leadership and cross-functional teams (including Product Owner, Sales, and Operations) to ensure seamless alignment of marketing initiatives with broader organizational objectives.
- Brand Transformation: Drove significant improvements in brand positioning, differentiation, and market share within the Thai aesthetic & Surgery market. Served as a key brand presenter Bow Maylada & Pei Panward consistently representing the company's values and ensuring a cohesive and impactful brand identity across all internal and external touchpoints.
- Campaign Impactful: Led the execution of impactful multi-channel marketing campaigns that effectively engaged target customers. Oversaw the creation and execution of impactful multi-channel marketing campaigns (social, web, print, out-of-home, etc.) optimizing strategies to effectively reach and engage target customers.
- External Partnership: Led and directed strategic partnerships and collaborations with external agencies, key business partners, vendors, and media partnership and influencers, leveraging these alliances to amplifying brand reach and market awareness within the Thai context and enhance brand influence.
- Team Development: Built, mentored, and empowered a high-caliber marketing team, fostering professional growth and driving excellence in all aspects of marketing execution.
- Financial Performance: Effectively managed and optimized significant marketing budgets, ensuring strategic allocation of resources and delivering a demonstrable return on investment and accelerate sales performance (deliver record breaking sales performance level approximate six year prior).
CEO (Partnership) – Taro Platform by Wisesight
Wisesight Co., LTD
03.2024 - 12.2024
- Strategic Leadership: Develop and implement a robust strategic plan to advance the company’s mission and objectives, leading to sustainable growth.
- Market Expansion: Identify and capitalize on new business opportunities, expanding market presence and customer base.
- Sales Management: Drive sales revenue (B2C & SME Partnership) and accelerated the new revenue streams to covering top to bottom line.
- Innovation and Product Development: Drive the development of cutting-edge products and services from customer insight, ensuring the company stays at the forefront of consumer centric & technological advancements.
- Financial Management: Direct the fiscal activities of the business unit, including budgeting, reporting, ensuring financial strength and viability.
- Team Leadership and Development: Build and maintain a high-performing sales & after-sales team; foster a culture of agility, innovation, and continuous improvement.
Hybrid Business Consultant – Business & Digital Consultant
Business: Surgery Clinic & Hospital, Retail and Restaurant Sectors, etc.
11.2023 - 12.2024
- Optimize organizational design for agility and alignment with future business growth.
- Drive revenue growth through the development and execution of impactful marketing strategies.
- Identify and capture new market opportunities through continuous market analysis and strategic planning.
- Foster and manage strategic partnerships to drive mutual growth.
- Serve as a strategic advisor to clients by providing competitors insights tool on social trends, tracking content effectiveness and delivering insightful reports and benchmarking.
- Provide & track regular, data-driven sales performance reports to the management team.
- Lead, motivate, and mentor marketing team members through targeted coaching, performance evaluations, and development programs, including strategic recruitment.
Business Leader - True Digital Vending Machine
True Digital Group
04.2020 - 10.2023
- Building a new-age start up retail business ‘vending machine’ from the scratch that tend to exponential growth and prosperity.
- Drive 1st True O2O Vending Machine in Thailand (from traditional vending to be innovation commerce vending).
- Design and implement business plans and strategies to promote and attainment of business goal.
- Drive sales revenue (B2C & B2B) and find out the new revenue streams to cover both top and bottom line.
- Ignite the boundary-breaking product & marketing with expanding product mix and related services, in collaborate of O2O business partners to accomplish the goals and driving success across both short- and long-term business strategies.
- Build across skilled organization of sales, product, supply chain, operation and technology to integrated end to end value proposition both internal & external partners.
- Streamline the operation process and framework to ensure the cost optimization and business growth.
- Financial achievement: Product Margin Growth 130% (3 Years) /EBITDA Growth (3 Years) increases by +200% / NI +40%
Digital Marketing Director
The Minor Food Group PCL
10.2018 - 08.2019
- Responsible for the identifying and management of the relevant brand content and digital product platforms/ products across customer journey from awareness to loyalty.
- In line with overall annual plan develop and maintain clear master brand content and product road maps and milestone plans to ensure we are engaging with customers across their journey.
- Work with various digital agencies / KOL to develop and execute TPC brand story / content throughout the year with optimal media execution to ensure strong brand share of voice in the market.
- Identify and work with cross functional team to launch product road maps and launch enhancements to TPC assets in line with latest customer behaviors / trends such as – Line BC, CRM, easy order features, payments, and rewards program.
- Work with Digital IT and external agencies to develop business analytics tools & social monitoring to complement the VOC program and get feedback and constant improvement of the customer experience.
- Providing guidance and feedback through social media and analytics to Digital IT team on product development, customer experience in order to improve the conversion rates.
- Manage the overall digital marketing spending to ensure best ROI.
- Closely monitor competitive movement in the digital landscape as well as benchmarking best in class global competitor in terms of brand communications / activities / products and regularly review TPC strategy and plan to ensure competitiveness in market place.
Vice President, Digital Marketing
Big C Supercenter Public Company Limited
06.2015 - 09.2018
- Lead, develop and also execute digital marketing strategy plans to drive awareness & purchase intention and footfall to store
- Leadership and management: recruit, build, manage and motivate a team of experts responsible for managing our day-to-day operations to meet KPIs and also developing winning digital team
- Work closely with marketing team and collaborate with other departments to ensure alignment with price & promotion and brand marketing messaging
- Increase 'Big C' digital customer engagement across multiple channels and customer touch point’s focusing on social channel ex. Line &Facebook and E-newsletter
- Initiate new and creative growth strategies and campaign ideas for the upcoming season/special project
- Re-vamp and re-design privilege website for improved user friendly and readability and also create the new digital idea of the loyalty campaign
- Collaborate with one of the largest social network to deploy CRM program (Personalized marketing) and also leverage third party agencies to initiate innovative campaign to increase no.of conversion and drive incremental sales
- Develop continuing customer engagement strategies collaborating with marketing leadership to grow preference and loyalty to the brand
- Drive testing, reporting, optimization and analysis on channel performance to identify key driver and opportunities for improvements
- Experience in planning and managing budgets across channels while find out opportunity to leverage win-win strategy with supplier to save budget and also create more impactful campaign
Digital Manager
Thai Samsung Electronics Co., Ltd.
11.2009 - 05.2015
- Develop and deploy the online strategy, define priorities, online plans and manage the substantial digital budget along the year according to defined business objectives /marketing
- Identify business opportunities to be materialized through digital programs/budgets to grow the business, online presence and further enhance the overall brand, product experience and conversion
- Work with corporate director & MARCOM and business director to develop and deploy an overall strategic digital framework for all business units base on online touch points and consumer needs
- Integrated communication &campaign set up, ongoing communication platforms with updated online media trends
- Utilize Samsung. Com/th as #1 touch point. Ensure “Fresh”, “interesting” & “user-friendly contents” & “web design” for both B2B & B2C i.e. product launch, online campaign, PR and CRM, etc. and also manage category pages (creation, update, and maintenance)
- Recommending and implementing SEO processes under Samsung.com/th
- Create online product content &seeding and assisting in the development of compelling videos for different platforms ex.Samsung.com & Social website & YouTube and websites, etc.
- Manage a blogger outreach program and build an active brand ambassador network to build positive review and spread the word about the product
- Implement the social media strategy, coordinating with stakeholders across the company & product launch to ensure its effectiveness which is aligned with Global Standard and Corporate brand guideline
- Work with agency to set up all social networking sites including Facebook, YouTube and monitor effective benchmarks for measuring the impact of social media programs, and analyze, review, and report on effectiveness of content &campaigns in an effort to maximize results by using social monitoring tool ex. Sprinklr &Crimson
- Develop and implement online application ex. define &Acquire content partner& developers, arrange developer workshop & build local app contest to increase application both quantity and quality that enrich consumer’s experience under SMARTTV
- Liaise between MARCOM Team, product manager Team, media Agencies and creative agencies to support all of business unit
- Measure and track online visitor activity &all campaign and communication results, adhering to set the targets and the KPIs & predefined ROI goals by using omiture analytics
Director of Branded Content Solutions
IMPAQ INTERACTIVE CO., LTD.
05.2006 - 11.2009
- Providing leadership and guidance in all aspects of Project Management and Online Creative & Production Management
- Leading teams of campaign managers and creative production teams (8 persons) plus external outsourcing companies and/or freelancers on existing projects
- Ensuring engagement reviews and quality assurance procedures are taking place
- Reporting the overall profits, revenues and loss figures to accounting department
- Involving, where appropriate, and working closely with sales Directors, partnership directors and marketing directors in order to achieve the sales & marketing missions and goals
- Ensuring each practice is well informed, at all time, of any changes and updates that are important to the company and applying it to all regional offices (PH and VN)
- Understanding the implication of different techniques and implementations (e.g. online execution, programming & database etc.) and able to guide and explain the existing clients the best solution for each situation
- Champion of changes and effectively managing the implementation of new ideas by creating new concepts for online media channel, new Project Management tools and new online marketing and communication strategies
- Communicating effectively with clients in order to identify their needs and evaluate alternatives business solutions and strategies for the client (by focusing on their annual plan and budget from 10-50 million baht)
- Maintaining long-term relationships with existing clients
- Reporting directly to Managing Director
Campaign Manager
NEW MEDIA CO., LTD.
05.2005 - 04.2006
- Work with Account Manager to define client’s needs and advertising campaign strategies
- Conference and brainstorm with creative and media teams to develop the campaign strategy, select applicable media placements, determine an ad’s timing and placement position(s), and estimate all costing for each campaign
- Submit advertising/marketing proposals, suggest creative concepts, and estimated budgets to client for approval
- Conferred with existing clients, utilize product knowledge and researches to determine advertising goals and budget limitations
- Provide clear and timely direction to all other agency’s departments regarding the campaign management through team meetings, working orders and revisions, creative/media briefs, task/status reports and other similar communication vehicles
- Enhance creative quality of all client programs by serving as the creative lead, working with the Creative Director and Media Manager, and providing creative solutions to design team
- Supervise creative and technical development for interactive projects including online advertising campaigns, Flash demos, websites, mini-sites, email campaigns, advertising games, video ads, online surveys
- Manage the project team by providing clear direction and overseeing all deadlines, delivery dates. Provide day-to-day leadership for all team members
- Co-ordinate client/brand team meetings, including project kick-off meetings, weekly update meetings and periodic update meetings with the client
- Manage and lead projects throughout the concept, definition, planning, execution, and closeout phases
- Maintain a focus on short-term campaign’s deliverables, concurrent with concrete understanding of client’s long-term goals
- Maintain confidentiality while working closely with client regarding all aspects of campaign
Account Manager
Atman Co., Ltd.
01.2002 - 05.2005
- Managed portfolio of 10+ key accounts, including major retail and corporate clients
- Prospected and acquired new accounts through cold calling, direct mail campaigns, and targeted outreach, growing client base from 10 to 30 within the first year
- Built and sustained long-term client relationships in a highly competitive market
- Determined pricing, credit terms, prepared proposals, and negotiated sales contracts
- Coordinated production and delivery schedules in collaboration with internal production and graphic design teams
- Served as primary client liaison throughout project lifecycle, maintaining daily communication to address concerns, ensure alignment, and guarantee satisfaction
- Developed tailored marketing strategies to support sales team, driving uptake of premium retail media products (e.g., Roll-up Banners, LCD Displays, 3D Motion Displays)
- Conducted in-depth needs analysis, recommended optimal solutions, and matched products to client objectives and budgets
- Defined clear project objectives, timelines, and budgets; mediated differing viewpoints to achieve consensus and delivered all projects on schedule
- Consistently analyzed client requirements and proposed high-impact, cost-effective advertising solutions
Sales Executive
Brainstorm Instore-Specialist Co., Ltd.
07.2001 - 12.2001
- Managed in-store media solutions (Shelf Vision, Floor Vision, Cart Vision, Booth Demonstration) for leading retail chains: Tops Supermarket, Emporium, and The Mall Group
- Developed new client accounts while maintaining and expanding relationships with existing customers
- Prepared sales reports and tracked progress for submission to Sales Manager
- Collaborated with team to consistently achieve and exceed monthly sales targets
- Maintained detailed client profiles and conducted regular follow-ups to ensure repeat business
- Successfully negotiated and closed contracts with major corporate clients
- Executed full-cycle sales process: cold calling, appointment setting, client visits, presentations, and deal closing
- Delivered professional presentations and secured commitments from prospective clients
- Built and maintained strong client relationships, monitoring satisfaction and providing ongoing support
- Offered expert consultation on optimal media placement based on client needs and budget
- Consistently met and surpassed sales quotas, achieving over 100% of monthly targets
Sales Executive
International Engineering Co., Ltd.
10.2000 - 06.2001
- Designed, developed, and delivered high-impact sales presentations and product demonstrations to prospective enterprise clients
- Created and executed strategic account plans for key target accounts
- Conducted structured account planning, prospecting, and sales meetings with professionally prepared presentations and live demonstrations
- Provided in-depth product knowledge and consulting on IEC Smart Card systems and related services
- Gathered and analyzed client requirements to prepare customized proposals and sales documentation
- Managed and expanded relationships with large corporate clients, driving adoption and long-term partnerships
- Coordinated seamless installation of terminal equipment and delivered comprehensive training to client teams and personal consultants on system usage and optimization
Education
Bachelor of Business Administration -
Assumption University
10.2000
Skills
Word,Excel,Powerpoint
Certification
Sales House Summit Microsoft Digital advertising solution (twice per year) - updating new trends of Product and Online Marketing Solutions
References
Available Upon Request.
Accomplishments
- 2006 promoted to MSN Project Director (1 year)
- Representative of Microsoft’s Digital Award Y2006 (on behalf of Microsoft)
- 2008 Guest Speaker of Digital marketing to TOP universities
- 2011 promoted to Samsung Digital Manager (1.3 years)
- 1H & 2H 2016 YouTube Leaderboard Award from Stamp collection campaign
- 2016 Festival of Media Asia Pacific “Shortlist” Award of 2 categories (Best use of video & Best use of an influencer) from CSR Heart campaign
- 2017 promoted to be Digital Marketing Vice president (1.5 years)
- 2022-2023 Ryounoi100lan (อายุน้อยร้อยล้าน) broadcast TV channel (this channel is known for successful entrepreneurs & SME business to share stories that inspired by secret of success).
PERSONAL DATA:
- Age: 47 Health: Excellent Marital Status: Single
- Height: 158 cm. Weight: 45 kg.
Timeline
CMO, Marketing
AM International Hospital
06.2024 - Current
CEO (Partnership) – Taro Platform by Wisesight
Wisesight Co., LTD
03.2024 - 12.2024
Hybrid Business Consultant – Business & Digital Consultant
Business: Surgery Clinic & Hospital, Retail and Restaurant Sectors, etc.
11.2023 - 12.2024
Business Leader - True Digital Vending Machine
True Digital Group
04.2020 - 10.2023
Digital Marketing Director
The Minor Food Group PCL
10.2018 - 08.2019
Vice President, Digital Marketing
Big C Supercenter Public Company Limited
06.2015 - 09.2018
Digital Manager
Thai Samsung Electronics Co., Ltd.
11.2009 - 05.2015
Director of Branded Content Solutions
IMPAQ INTERACTIVE CO., LTD.
05.2006 - 11.2009
Campaign Manager
NEW MEDIA CO., LTD.
05.2005 - 04.2006
Account Manager
Atman Co., Ltd.
01.2002 - 05.2005
Sales Executive
Brainstorm Instore-Specialist Co., Ltd.
07.2001 - 12.2001
Sales Executive
International Engineering Co., Ltd.
10.2000 - 06.2001
Bachelor of Business Administration -
Assumption University