Cooking, Digital and New technology
Daranee Boonsuk
Marketing Director
Bangkok,Thailand
Summary
Over 20years experience in FMCG business (online and offline) B2B and B2C. Strong background in digital strategy, home care, health food, food and non-food markets. Excellent interpersonal skills. Can-do Attitude. Performance-driven Vice President with 5 years of experience aligning systems with business requirements, policies, and regulatory requirements. Passionate about applying excellent organization and communication skills to manage and lead teams. Results-oriented individual well-versed in interfacing and consulting on business processes to drive results based on sound overall business judgment.
Overview
20
20
years of professional experience
2
2
Certifications
2
2
Languages
Work History
VP Marketing (Paper and Homecare)
Berli Jucker Public Company Limited
6 2023 - 6 2024
- Successfully increased sales value of Maxmo Multipurpose Tissue with 20% growth and expand portfolio of Cellox Facial Tissue to upper & innovation segment (Cellox Acne Care & 3 ply Facial Tissue) achieved 30% growth
- Development and implementation of the Brand strategy Paper and Homecare (Cellox, Zilk, Maxmo, Belle, Maxa)
- Pioneer and implement measurable strategies that profitably increase revenue and grow the brand
- Monitor all marketing campaigns and improve them when necessary
- Prioritize marketing projects and allocate resources accordingly
- Prepare regular reports and presentations on marketing metrics for the CEO
- Conduct market analysis to identify challenges and opportunities for growth
VP Marketing Strategy
Nautilus Food (Thailand) Co., Ltd
08.2021 - 12.2022
- Successfully increased sales value of Canned Tuna Recipe (Namprik Tuna) with 45% growth in CVS and expand portfolio to RTE launched new Nautilus Japanese Style Sukiyaki and good performance of Regalos Pet Food with 100% growth
- Development and implementation of the Brand strategy (Nautilus, Mongkut Talay, Regalos Pet Food, Titan Snack Food)
- Overseeing implementation of the Marketing strategy - including campaigns, events, online and off-line marketing
- Responsibility for 3 departments: Brand, Trade marketing and Digital Department
- Implemented a hand-on approach with staff to ensure efficient service, product consistency and consumer satisfactions
- Provide a comprehensive coordination of all product development activities, from research to market fulfill the ultimate objective of a commercially marketable product
- Control budget and achieve to target
Assistant Vice President Marketing Biscuit
KCG Corporation Co., Ltd
06.2017 - 12.2019
- Successfully increased sales value of Imperial cookies & Biscuit with 30% growth and to be number one in plain cookies segment and launched new Imperial biscuit platform for younger consumers (mini butter cookies, cube wafers, sandwich cookies, New Festive 2018-2019)
- Evaluating and optimizing marketing and pricing strategies
- Analyzing market trends and preparing forecasts
- Generating new business leads
- Increasing brand awareness and market share
- Coordinating marketing strategies with the sales, financial, public relations, and production departments
- Developing and managing the marketing department's budget
- Overseeing branding, advertising, and promotional campaigns
- Managing the marketing department's staff
- Preparing and presenting monthly, quarterly and annual reports to senior management
- Promoting our brand at trade shows and major industry-related events
- Keeping informed of marketing strategies and trends
Marketing Manager
Bio Consumer Co., Ltd/Neo Corporate Co., Ltd
03.2005 - 08.2016
- Successfully increased sales value of Fineline regular fabric softener and to be number one in regular fabric softener segment and launched new Fineline fabric softener (night wash fabric softener, new concentrated fabric softener anti-bacteria, new concentrated fabric softener for sensitive skins and one rinse fabric softener)
- Establishes marketing goals based on past performance and market forecasts
- Oversees current offerings and comes up with initiatives for new products or services
- Researches and analyses market trends, demographics, pricing schedules, competitor products, and other relevant information to form marketing strategies
- Works with marketing staff to develop detailed marketing plans for all media channels and sales teams
- Approves and oversees the creative development of promotional materials, website & Facebook content, advertisements, and other marketing-related projects
- Communicates with various media buyers, advertising agencies, printers, and other services to help marketing projects come to fruition
- Works within the department budget to develop cost-effective marketing plans for each product or service
- Tracks all marketing and sales data and creates detailed written reports and verbal presentations to bring to senior executives
- Adjusts marketing campaigns and strategies as needed in response to collected data and other feedback
Products Manager
Prairie Marketing Co., Ltd.
10.2002 - 03.2005
- Successfully launched extruded snack with Thai traditional flavour and Japanese food flavour
- Gain a deep understanding of customer experience, identify and fill product gaps and generate new ideas that grow market share, improve customer experience and drive growth
- Develop product pricing and positioning strategies
- Translate product strategy into detailed requirements and prototypes
- Scope and prioritize activities based on business and customer impact
- Work closely with R&D teams to deliver with quick time-to-market and optimal resources
- Drive product launches including working with public relations team, executives, and other product management team members
- Evaluate promotional plans to ensure that they are consistent with product line strategy and that the message is effectively conveyed
- Act as a product evangelist to build awareness and understanding
- Represent the company by visiting customers to solicit feedback on company products and services
Products Manager
Cambert 1993 (Thailand) Co., Ltd.
03.2002 - 10.2002
- Successfully launched new calcium citrate for dietary supplement and expanded distribution in drug stores
- Preparation and implementation of marketing plan
- Coordinate with Cambert in Australia and Singapore for import dietary supplement to initial market in Thailand as Kordel’s brand licensing from Australia
- Provide the document for Thai FDA to registration of new dietary supplement products that imported from Australia and Singapore
- Provide product knowledge of dietary supplement and training for sales and PC team
Promotion Executive
Mega Products Co., Ltd.
02.1999 - 11.1999
- Coordinate with sales team to do promotion plan and implementation for potential drug store account
- Provide product knowledge of dietary supplement & health food and training for drug store
Public Relations and Advertising Manager
General Doctor Co., Ltd.
03.1997 - 11.1999
- Successfully launched dietary supplement in the General Doctor clinic and educated people to use both of skin care products and dietary supplement for beauty inside out
- Preparation and implementation of advertising plan
- Planned for media of TVC, radio spots, and print advertising
- Coordinate with agency to production of TVC campaign for new product launching
- Provide point of purchase for the General Doctor clinic and drugstores
- Coordinate with outsource suppliers of dietary supplement and health food for sales in the General Doctor clinic
- Provide product knowledge of dietary Supplement and health food and training for staff of the General Doctor clinic and sales team
Education
MBA - Marketing
Srinakharinwirot University
Bangkok, Thailand 05.2000 - 03.2002
Bachelor of Science - Food Science and Nutrition
Srinakharinwirot University
Bangkok, Thailand 05.1993 - 02.1997
Skills
Business growth and marketing strategies
Certification
Leadership
Interests
Timeline
VP Marketing Strategy
Nautilus Food (Thailand) Co., Ltd
08.2021 - 12.2022
Assistant Vice President Marketing Biscuit
KCG Corporation Co., Ltd
06.2017 - 12.2019
Leadership
03-2013
Super Brand Manager
09-2012
Marketing Manager
Bio Consumer Co., Ltd/Neo Corporate Co., Ltd
03.2005 - 08.2016
Products Manager
Prairie Marketing Co., Ltd.
10.2002 - 03.2005
Products Manager
Cambert 1993 (Thailand) Co., Ltd.
03.2002 - 10.2002
MBA - Marketing
Srinakharinwirot University
05.2000 - 03.2002
Promotion Executive
Mega Products Co., Ltd.
02.1999 - 11.1999
Public Relations and Advertising Manager
General Doctor Co., Ltd.
03.1997 - 11.1999
Bachelor of Science - Food Science and Nutrition
Srinakharinwirot University
05.1993 - 02.1997
VP Marketing (Paper and Homecare)
Berli Jucker Public Company Limited
6 2023 - 6 2024
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