Anchalee Siri-angkanakul

• Own category strategy and business agenda, setting strategic priorities, growth platforms and key initiatives to deliver sustainable sales and profitability growth.
• Lead portfolio and innovation strategy, shaping product positioning, 4Ps and NPD pipeline from opportunity identification and concept development through commercialization and launch.
• Translate market, consumer and competitive advantage into actionable growth strategies, identifying whitespace opportunities and defining clear business priorities.
• Drive integrated go-to-market strategies across brand, channel and commercial touchpoints, partnering with Sales and Trade Marketing to maximize market penetration, distribution and sales performance.
• Manage category P&L and marketing effectiveness, overseeing revenue, margin/contribution, A&P investment and key business KPIs; identify performance gaps and unlock opportunities for profitable growth.
• Lead and develop team capability, providing strategic direction, coaching and cross-functional leadership to ensure effective execution and delivery of business objectives

Achievements:

• Delivered double-digit category growth for two consecutive years, driven by strategic innovation, portfolio expansion and tactical initiatives despite a highly competitive market.
• Successfully penetrated a new product segment through the strategic launch of Dewberry Fruit Pie, delivering 226% of sales target.
• Created and led the Dewberry x Cocomax collaboration, leveraging partnership and innovation to generate strong sales momentum and achieve target.
• Improved category profitability through cross-functional cost optimization with R&D and Procurement, delivering THB 1M in Q3-Q4 cost savings during significant cost inflation.

• Developed short- and long-term brand strategies and managed portfolio priorities across Discontinuation, Sustain and Build-up to drive sustainable brand growth.
• Translated brand strategies into integrated marketing plans and led ATL, BTL and Online activations, managing A&P investment within budget.
• Led strategic and tactical NPDs from concept and 4Ps development through launch, partnering with R&D and cross-functional teams to deliver consumer-relevant products and profitable growth.
• Leveraged consumer research, market trends, competitive intelligence and brand performance to identify growth opportunities and develop action plans with Sales and Trade Marketing to drive business performance.

Achievements:

• Ranked #6 among YouGov BrandIndex Top 10 Improvers 2022, improving the brand score from 13.8 to 16.6 (+2.8) despite limited marketing investment and among high-spending Thai brands.
• Increased brand penetration and gained +2 points in BUMO (Brand Used Most Often), strengthening consumer preference and usage.
• Initiated and led the Tivoli x Ovaltine collaboration, generating 38MB sales and achieving 102% of launch target, with the product continuing in market to date.
• Selected for the company’s Leadership Development Program, leading a cross-functional team to successfully deliver and roll out a strategic project.

• Develop short- and long-term brand strategies to strengthen market competitiveness and support business growth.
• Lead end-to-end new product development and launch planning with R&D, Sales, Trade Marketing, and key stakeholders.
• Run integrated ATL, BTL, and online campaigns, adjusting activity based on performance data and business objectives.
• Use market, consumer, and competitive insights to identify growth opportunities and shape actionable plans.
• Coordinate with internal teams to execute brand plans, manage priorities, and communicate campaign direction clearly.

Achievements:
• Successfully launched marketing campaigns to achieve brand KPIs and objectives
• Stopped the leakage of penetration loss as well as upliftted key brand attributes

• Defined long-term brand essence, vision, and architecture, incorporating functional/emotional benefits to establish a strong market positioning and strategic roadmap for sustainable growth.
• Partnered with R&D and consumer research teams to turn market insights into successful product launches, determining positioning, target profiles, and packaging strategy.
• Executed full-funnel ATL and BTL marketing activations based on brand strategies, while optimizing and controlling A&P spending within budget.
• Analyzed competitive landscapes and brand performance to manage product portfolios, collaborating with sales teams and distributors to achieve business goals.

Achievements:

• Delivered sales targets for two consecutive years with average annual growth of 10%
• Developed licensed-character SKUs for 7-Eleven to achieve sales target
• Expanded customer base through J-Festival activation and channel-specific variants

• Supported end-to-end product marketing management, working closely with the principal and Sales team to develop and execute marketing plans.
• Developed trade, consumer and sales incentive programs for OTC and Cash Van channels, ensuring effective execution with the Sales team.
• Analyzed sales performance and managed marketing budgets, identifying opportunities and actions to support sales target achievement.

Achievements: Increased sales to achieve target with 10% growth; improved in-store visibility and distribution through targeted sales initiatives.

• Managed product marketing and regional communication, adapting international marketing strategies and products to suit the Thai market.
• Coordinated product importation and inventory management, while managing marketing communication activities and A&P budget.
• Developed and executed channel-specific promotions, POS/display and events across MT, TT and Office channels to support sales and brand awareness.

Achievements: Increased sales through new product displays; drove low-season sales via trade/consumer promotions; led integrated consumer campaign with GMM.

• Managed convenience store and small retail accounts for Frozen Food and Dim Sum, including key accounts such as Jiffy, Exxon Mobil and CP Freshmart.
• Developed and executed channel promotions, merchandising, POS materials, product sampling and events to drive sales
• Built relationships with customers and coordinated with R&D to develop products, meet customer requirements and identify new business opportunities.

Achievements: Increased sales through new-store openings/account relationships; improved item placement and supported sales with incentive and promotion programs.