Summary
Overview
Work History
Education
Skills
Timeline
Hi, I’m

Chumpicha Pattanahirun

Marketing Director
Bangkok
Chumpicha Pattanahirun

Summary

Seasoned marketing leader with over 20 years of experience driving marketing planning and strategy, UO and O2O initiatives, research and data analysis, and retail operations. Strong expertise in integrated marketing communication (IMC) 360, covering advertising, PR, and brand communications across both offline and online media.

Over the past 10+ years, I have specialized in digital marketing and e-commerce, leading performance-driven campaigns through SEO, SEM, paid/owned/earned media, CRM, and social platforms to deliver measurable growth and ROI. Skilled at connecting consumer insights with strategic execution, I combine data-driven decision making with creative innovation to build impactful brand narratives and sustainable business results.

Adept at aligning cross-functional teams and retail operations to ensure seamless online-to-offline (O2O) and unified online (UO) customer experiences.

Throughout my career, I have successfully partnered with and managed marketing communications for a wide range of high-profile clients and brands including TrueMoveH, AIS One-2-Call!, Dutchmill, GMM Grammy, DR.Jart+, Singha Beer, SCB Banking, YOU! Mobile, Nescafé and CHAGEE. Recognized for strong leadership, adaptability, and the ability to inspire teams while maintaining precision in execution and long-term brand vision.

Overview

25
years of professional experience
2
Languages

Work History

CHAGEE Thailand

Marketing Director
03.2025 - Current

Job overview

  • Develop and execute the annual marketing strategy aligned with business objectives and regional guidelines.
  • Lead and strengthen brand positioning to ensure consistency across all communication channels and customer touchpoints.
  • Oversee integrated marketing communications including advertising, PR, influencer/KOL campaigns, sponsorships, and partnerships.
  • Drive digital growth through SEO, SEM, CRM, social media, and paid/owned/earned media.
  • Implement UO and O2O strategies to integrate online and offline experiences, enhancing acquisition, retention, and customer lifetime value.
  • Lead retail marketing and activation programs, including product launches, in-store promotions, and experiential campaigns.
  • Conduct market research, data analysis, and consumer insight studies to guide strategy and decision-making.
  • Manage and optimize the marketing budget with a strong ROI focus.
  • Collaborate with cross-functional teams (operations, product development, supply chain) to ensure alignment and execution excellence.
  • Mentor, coach, and lead a high-performing marketing team, fostering innovation, collaboration, and growth.

True Corporation

Associate Director
03.2018 - 09.2024

Job overview

  • Led Digital & Intelligent Team for True Move H, True Online, and True Vision.
  • Planned and executed end-to-end digital marketing campaigns, including SEO, SEM, database marketing, email, social media, and display advertising.
  • Designed and managed A/B experiments and conversion tests to optimize campaign performance.
  • Collaborated with agencies and vendor partners to develop new growth strategies supporting campaign objectives.
  • Measured and reported performance of all digital campaigns against ROI and KPIs.
  • Identified trends and insights to optimize marketing spend and improve results. Worked with internal teams to create landing pages and enhance user experience.
  • Applied strong analytical ability to evaluate the end-to-end customer journey across multiple channels and touchpoints.

HS AD Thailand (LG)

Digital Marketing Director
01.2017 - 02.2018

Job overview

  • Developed and executed digital activities to support LG’s marketing objectives.
  • Managed LG’s owned digital media assets: Website, SEO, SEM, and SNS. Created and implemented strategic social media plans, including campaign setup, content management, measurement, and KPI tracking.
  • Provided project management leadership for all digital initiatives, overseeing timelines, key milestones, metrics, and performance analysis.
  • Collaborated with cross-functional teams (marketing, corporate functions, brand teams) to design and execute digital campaigns.
  • Built and maintained strong relationships with internal stakeholders and external partners in the digital industry.
  • Oversaw budget management, including monthly forecasting, allocation, and tracking of digital and social media activities.

Promo Tec (Thailand) (Dentsu Group)

Digital Marketing and Marketing Activation Director
10.2015 - 02.2017

Job overview

  • Developed and implemented strategies for key clients, including Morinaga, Japan National Tourism Organization, and other Japanese brands, ensuring alignment with company KPIs.
  • Created integrated marketing activation and digital campaigns that met client briefs, budgets, and business objectives.
  • Conducted consumer insight analysis, market trend evaluation, and competitive intelligence to inform strategy and campaign design.
  • Acted as a trusted advisor and front-line lead with clients, confidently presenting and convincing stakeholders of winning digital marketing strategies.
  • Delivered always-on strategies to maintain brand presence and continuous engagement.

JWT (J-Connect)

Group Account Director
12.2013 - 09.2015

Job overview

  • Led the account management team, developing a deep understanding of clients’ marketing and business objectives.
  • Drove high-level strategic plans and executed digital marketing campaigns for major clients including AIS (You Online campaign), SCB, and Cigna Insurance.
  • Ensured the team continually advanced its expertise in market knowledge, innovation, and digital strategy.
  • Acted as a strategic lead in delivering an integrated approach across affiliates, ensuring client needs were effectively communicated and executed across internal resources.

GMM Z Trading

Brand Communication Manager
01.2012 - 11.2013

Job overview

  • Created and implemented long-term communication strategies to support brand positioning and business objectives.
  • Developed and managed the yearly commercial calendar plan, ensuring alignment with corporate goals.
  • Acted as a liaison with senior management on marketing-related issues while fostering a positive and collaborative team culture.
  • Served as the brand’s spokesperson in media relations, maintaining strong press and public connections.
  • Formulated and executed public relations strategies, enhancing brand visibility and reputation.
  • Managed communications with external advertising and media agencies to deliver impactful campaigns.
  • Designed and led media marketing strategies and non-campaign activities to support continuous brand engagement.

Pacific cosmetic (Korean cosmetology product)

Brand Manager for Dr.jart+
01.2011 - 12.2011

Job overview

  • Built brand positioning and successfully managed the product launch of Dr.Jart+ in Thailand.
  • Planned and executed an integrated marketing communications strategy to strengthen brand awareness and market presence.
  • Analyzed market conditions and competitors to identify opportunities for improving brand performance.
  • Conducted market surveys to gather insights and inform strategy development.
  • Formulated and implemented sales and marketing strategies to optimize sales performance, pricing, inventory management, buying, and merchandising.
  • Worked closely with sales representatives to achieve sales targets and conducted customer visits to build relationships and strengthen sales execution.
  • Acted as the primary coordinator with Korean headquarters, ensuring brand alignment and smooth collaboration.

Boonrawd Trading Co., Ltd. at Singha Beer at Boonrawd Trading

Brand Manager for Singha Light Beer
01.2007 - 07.2009

Job overview

  • Directed overall marketing and product development activities for Singha Light Beer.
  • Implemented marketing strategies, including market research, advertising, and promotional campaigns.
  • Developed and managed the marketing plan budget, ensuring alignment with corporate objectives.
  • Worked with promotional partners, suppliers, advertising, and PR agencies to deliver impactful marketing and brand-building initiatives.
  • Designed and executed competitive brand plans in line with category strategy and corporate guidelines.
  • Oversaw brand communication, sales promotions, consumer insights, pricing strategies, and product innovation/renovation.
  • Planned, monitored, and controlled budgets for product promotions, new launches, and related marketing activities, reporting to the Marketing Manager.

SC Matchbox

Senior Account Executive
05.2000 - 12.2006

Job overview

  • Acted as primary representative for major telecom clients GSM Advance and One-2-Call! within the agency.
  • Served as a brand strategic contributor and coordinator between client and internal agency teams.
  • Assisted in the development of advertising strategies and communication plans, with a strong focus on CRM programs.
  • Conducted competitive reviews and maintained a comprehensive understanding of market movements and industry trends.
  • Managed client relationships and provided day-to-day support across campaigns and projects.
  • Oversaw internal coordination and project management to ensure smooth campaign execution.

Education

Brunel University

Master's Degree from MSc in Marketing
11.2010

University Overview

  • Master’s degree of MSc in Marketing with Merit
  • GPA: Merit

Bangkok University

Bachelor’s degree from School of Communication Arts, Public Relation
02.2000

University Overview

  • School of Communication Arts (GPA 3.57)
  • Minor: Public Relation
  • GPA: 3.57

Skills

Strategic Planning

Timeline

Marketing Director
CHAGEE Thailand
03.2025 - Current
Associate Director
True Corporation
03.2018 - 09.2024
Digital Marketing Director
HS AD Thailand (LG)
01.2017 - 02.2018
Digital Marketing and Marketing Activation Director
Promo Tec (Thailand) (Dentsu Group)
10.2015 - 02.2017
Group Account Director
JWT (J-Connect)
12.2013 - 09.2015
Brand Communication Manager
GMM Z Trading
01.2012 - 11.2013
Brand Manager for Dr.jart+
Pacific cosmetic (Korean cosmetology product)
01.2011 - 12.2011
Brand Manager for Singha Light Beer
Boonrawd Trading Co., Ltd. at Singha Beer at Boonrawd Trading
01.2007 - 07.2009
Senior Account Executive
SC Matchbox
05.2000 - 12.2006
Bangkok University
Bachelor’s degree from School of Communication Arts, Public Relation
Brunel University
Master's Degree from MSc in Marketing

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Chumpicha PattanahirunMarketing Director