Adithep Deawpanich
Senior Brand Manager
Bangkok
Summary
Dynamic marketing executive with over 15 years of expertise in brand management and strategic marketing within top beverage brands at Boonrawd Trading. Proven success in building market-leading brands such as Purra and maintaining category leadership for LEO and Singha. Skilled in strategic planning, P&L management, and new product development, consistently driving growth, profitability, and brand equity. Recognized for leadership excellence and innovative, consumer-focused strategies that yield measurable results.
Overview
17
17
years of professional experience
Work History
Senior Brand Manager (LEO Brand)
Boonrawd Trading Co., Ltd.
04.2024 - Current
- Sustained LEO Beer’s position as the No.1 market leader despite intense competition and shifting post-COVID consumer behaviors.
- Successfully launched LEO Supreme, achieving rapid growth to become the company’s 3rd best-selling beer within tight budget and time constraints.
- Optimized and controlled large-scale marketing budgets (P&L responsibility) to drive profitability and maximize ROI.
Senior Brand Manager (Singha Water Brand)
Boonrawd Trading Co., Ltd.
01.2024 - 04.2024
- Strengthened Singha Water’s leadership in the highly competitive bottled water market by executing integrated brand strategies that enhanced both visibility and consumer preference.
- Develop and Launch Singha Water Label-free.
- Launch Singha Water X Care bare.
- Executed integrated marketing campaigns nationwide.
Senior Brand Manager (Singha Soda Brand)
Boonrawd Trading Co., Ltd.
01.2022 - 12.2023
- Drove brand growth strategy in the soda category, reinforcing Singha Soda’s strong market position.
- Planned and executed integrated ATL/BTL/Digital campaigns to sustain and expand market share.
- Leveraged the iconic Singha Soda logo to create lifestyle brand extensions such as fashion collections and merchandise, successfully enhancing youth engagement and expanding brand relevance among younger demographics.
Brand Manager (Purra Mineral Water Brand)
Boonrawd Trading Co., Ltd.
05.2015 - 12.2021
- Spearheaded the end-to-end brand building of Purra Mineral Water, transforming it from zero awareness into the No.1 mineral water brand in Thailand, achieving over 30% market share.
- Differentiated Purra from the traditionally function-focused mineral water market by pioneering emotional benefit positioning, resonating strongly with the target audience and becoming the key driver of its market leadership.
- Successfully established Purra as the leading premium mineral water brand, strengthening brand equity and driving sustainable growth.
Assistant Strategic Marketing Manager
Boonrawd Trading Co., Ltd.
01.2013 - 04.2015
- Defined portfolio-wide marketing strategies.
- Aligned brand plans with corporate objectives.
Assistant NPD Manager
Boonrawd Trading Co., Ltd.
01.2010 - 12.2012
- Led beverage NPD projects.
- Identified new product opportunities via consumer trend analysis.
R&D
Charoen Pokphand Foods (CPF)
05.2008 - 12.2009
- Researched and developed new food products.
Education
Master of Management - Marketing
College of Management, Mahidol University
Bangkok, Thailand 04.2001 -
Bachelor of Science - Food Science
Kasetsart University
Bangkok, Thailand 04.2001 -
Skills
Consumer insights
Marketing communications
Competitor analysis
Product management
Brand strategy
Team leadership
Accomplishments
- Built Purra Mineral Water into No.1 brand with 30%+ share.
- Sustained LEO Beer as No.1 despite intense competition.
- Launched LEO Supreme → Top 3 beer for the company.
- Maintained leadership for Singha Soda and Singha Water.
- Managed large-scale marketing budgets (P&L responsibility).
Timeline
Senior Brand Manager (LEO Brand)
Boonrawd Trading Co., Ltd.
04.2024 - Current
Senior Brand Manager (Singha Water Brand)
Boonrawd Trading Co., Ltd.
01.2024 - 04.2024
Senior Brand Manager (Singha Soda Brand)
Boonrawd Trading Co., Ltd.
01.2022 - 12.2023
Brand Manager (Purra Mineral Water Brand)
Boonrawd Trading Co., Ltd.
05.2015 - 12.2021
Assistant Strategic Marketing Manager
Boonrawd Trading Co., Ltd.
01.2013 - 04.2015
Assistant NPD Manager
Boonrawd Trading Co., Ltd.
01.2010 - 12.2012
R&D
Charoen Pokphand Foods (CPF)
05.2008 - 12.2009
Master of Management - Marketing
College of Management, Mahidol University
04.2001 -
Bachelor of Science - Food Science
Kasetsart University
04.2001 -