Summary
Overview
Work History
Education
Timeline
Generic

Chidchanok Amornmanus

Brand Director
Bangkok,10

Summary

With a strong and consistent track record of orchestrating successful marketing campaigns and new product launches for renowned brands like Tide, Downy, Pantene, and Head & Shoulders, I’ve spearheaded growth and delivered tangible results as a Brand Director at Procter & Gamble. Bringing over 6 years of brand-building experience to the table, my expertise lies in business acumen, strategic planning, and visionary creative direction, aimed at making a lasting impact on people’s lives through the power of marketing.

Overview

6
6
years of professional experience

Work History

Brand Director

Procter & Gamble Thailand
10.2022 - Current
  • Achieved a remarkable 3X sales vs target with the launch of Head & Shoulders 2 in 1, utilizing a comprehensive 360-degree campaign to overcome key consumer trial barriers for anti-dandruff shampoo usage.
  • Led a team of 8 and collaborated with cross-functional teams to achieve unprecedented growth for P&G Haircare Thailand, marking the first growth in 5 years with double-digit sales growth at an impressive 11%.
  • Led groundbreaking Pantene x Jackson Wang campaign, igniting the most buzz in Haircare APAC. Most notably, post-campaign, Pantene’s equity score for best-in-damaged repair soared by 20%, its highest ever score.
  • Drove Pantene Conditioner to its highest share ever across all channels, achieving stellar sales growth at 25%. Identified consumer trial barriers and crafted communication strategies, media plans, and new go-to-market s-curves to ensure success.
  • Increased conditioner penetration by leveraging retailer CMR data to target shampoo-only and damaged hair-prone shoppers. Communicated essentiality of conditioner in their hair routine, resulting in unprecedented 10% penetration growth.

Senior Brand Manager - Regional Brand Innovation Design

Procter & Gamble Singapore
07.2021 - 09.2022
  • Teamed up with cross-functional, multinational teams of 24 colleagues from various departments, including market research, R&D, and local sales, to pioneer 3 innovative products.
  • Achieved remarkable 6% sales growth and 10% profit growth despite significant challenges posed by commodity price fluctuations and supply inconsistencies during COVID-19.
  • Designed and successfully launched new innovation, Tide Odor Defense, surpassing sales targets by 4% and addressing emerging consumer needs for stain clean and odor protection.
  • Revitalized Tide’s market share with robust communication strategy highlighting ‘Tide 4-in-1 Power’, achieving purchase interest score of +10.3%, showcasing brand innovation.

Senior Brand Manager

Procter & Gamble Thailand
10.2019 - 06.2021
  • Achieved remarkable growth, delivering 15% net sales and 10% profit growth through strategic, consumer-centric marketing plans, regionalization campaign, and innovative go-to-market strategies.
  • Boosted Downy’s market share to +5% share (10% growth) and earned external acclaim as Thailand’s ‘No. 1 Brand’ by Marketeer in 2020.
  • Spearheaded all marketing campaigns and new product launches for Downy Fabric Enhancer, notably orchestrating the region’s most successful launch with Downy Flower Bouquet, serving as a model for ASEAN expansion.
  • Awarded AD STARS Crystal for Downy Scent of Love campaign, driving brand love through emotive storytelling, garnering nearly 4M organic views and over 55k engagements.
  • Led optimization of promotion bundle pack customization process, achieving 14% reduction in lead time (3 weeks) and annual savings of $50K.

Brand Manager

Procter & Gamble Thailand
01.2018 - 09.2019
  • Successfully launched Downy on E-commerce platforms, drove it to become the best-selling fabric care brand in both Shopee and Lazada in 2019.
  • Achieved remarkable 2X increase in off-take on E-commerce business compared to previous year.
  • Led Ambi Pur to achieve double-digit growth in total brand market share and off-take for the first time in 2 years through strategic brand-building campaigns and filling product portfolio with unique benefits.

Education

Bachelor of Business Administration - Marketing

Chulalongkorn University
Bangkok, Thailand

Timeline

Brand Director

Procter & Gamble Thailand
10.2022 - Current

Senior Brand Manager - Regional Brand Innovation Design

Procter & Gamble Singapore
07.2021 - 09.2022

Senior Brand Manager

Procter & Gamble Thailand
10.2019 - 06.2021

Brand Manager

Procter & Gamble Thailand
01.2018 - 09.2019

Bachelor of Business Administration - Marketing

Chulalongkorn University

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Chidchanok AmornmanusBrand Director