EDWARD MORALES

• Responsible for Go Live of business in Thailand
• Responsible for Operations, Cloud store CAPEX, Delivery, Order management, Customer Care, Inventory management, Funding, Commercial Partnerships and Marketing.
• Press Release on Grand Opening Day

1.https://positioningmag.com/1382264

2.https://www.gqthailand.com/toys/article/apricot-groceries-application

3.https://www.marketingoops.com/news/ecommerce/quick-commerce/

4.https://www.thestorythailand.com/21/04/2022/62554/

5.https://www.avtechguide.com/apricot-groceries-delivery-app/

Key Accomplishments:

• Completed fully functional and ready to operate Cloud Store in Wathana area with 15own fleet riders/packers/CC agents and 2500SKUs
• Sucessfully launched the app/picker app/delivery module within 3 months
• Completed 18k downloads/15USD AOV
• Successfully raised 500k USD in angel investments

• Responsible for online business P&L, day to day business operations, identifying and implementing short, medium and long term key business growth strategies and key drivers to ensure breakeven and sustainable profitability
• Building and grooming a streamline online department focusing on channel management performance marketing, operations, production and merchandising
• Modernizing and updating tech stack updates and new ecommerce platform to improve overall user and purchasing journey

Key accomplishments:

• Increased topline revenue by 300%
• Increased bottom profitability by 11%, achieved breakeven for business in Q3 of FY2020
• Over hauled working team and reorg to improve productivity
• Lead team of IT, Operations and 3rd party developers in building a new ecommerce tech ecosystem and platform.

• Business Development for Dash (blockchain and crypto currency)
• Creating and matching potential business partners to Dash payment within banking, retail, insurance, manufacturing, education, real estate, FMCG, booking portals (booking.com, traveloka) hospitality and entertainment sectors
• Business Start Up Planning and overview for Thailand market penetration
• Hiip (influencer marketing platform focusing on client/brand acquisition and micro and macro influencer retention on platform
• 4moles.com media sales and golf course purchase of facility management softwar
• E-commerce omnichannel and digital transformation for retail business consultant for Star Fashion Group Co
• Ltd
• E-commerce and omni-channel consultancy for Bata SEA regional office
• Built strategy and conceptualize omnichannel app while customizing CRM software to legacy system to give seamless journey for its customers
• Digital transformation (digital marketing, customer experience and CRM side) help created 3YR plan to turn all digital channel of bank into a self-service or sales channel
• Started with data architecture creation to merge all data entry points, use customized version of SalesForce for segmentation and integrate with other legacy tools (marketing cloud, audience , interactive studio, campaign management, social media tools) to give better understanding of customer needs for further upsell, cross sell opportunities while driving down ROI.

• Responsible for starting up e-commerce for the group
• (RFP creation for business, financials, forecast and pilot project test cases with other online commerce strategies s-commerce and instant messaging app for local and international markets)
• Responsible for omni channel strategy and planning
• Responsible for digital marketing strategies planning and implementation for all brands local and international Member of digital transformation committee for Jaspal Group
• E

• Digitizing Minor Retail Group (Retail, Minor Education and Minor Manufacturing)
• Database cleansing and merging into single login (food, hotel and retail)
• Conceptualizing and implementing e-commerce for Minor Retail overall organization
• Planning, pitching and implementing Minor Corp 5 years business plan for e-commerce, m-commerce and ommichannel Laying down all essential growth and revenue generators for e-commerce partners and
• Stakeholders
• Merging online to offline via a CRM/m-commerce app/in-store app
• Big Data analytics implementation
• Launched www.bemynt.com
• Responsible for ending 2016 with net profit of 9.5MB after 3 months of operations
• Responsible for O2O merge strategic plans (omnichannel) for 2017- 2021 and tactical plans for Minor’s strength of investment thru JVs and M&As with both startups and foreign based e-commerce partners.

• Conceptualizing, implement and managing all online and offline marketing plans for TH, MY, ID, PH, PT and ESP to acquire as much new subscribers, revenue and traffic to site
• Preparing business plans for all markets
• Setting- up new markets and operations (recruiting the right people and starting up the business units in various markets) Managing overall site mood and tone
• Managing all promotions and giving direction to sales and online business development

• Managing all e-commerce marketing functions (brand building, increasing subscribers, member and revenue thru deals Ensuring that our consumer journey is memorable and guaranteeing repeat purchase
• Strategic marketing plans/ marketing plan for daily deal business
• Managing a team of 16 strong personalities
• Achieved 94% market share for Daily deal site in Thailand

• Managing all aspects of start-up business
• Creating, planning and implementing sports marketing plans for client base (Nok Air, Unilever, KFC, Thailand Premier League Co., Ltd., TTM FC Phichit, Chonburi FC, Kon Kean FC)
• Managing company P&L
• Working with media and advertising agencies as their supplier
• Securing 6 years commercializing rights contract with TPL (Thailand Premier League Co., Ltd.)
• Developed marketing master plan for various TPL football clubs in Thailand’s top tier league
• Developed professional organization master plan for various TPL/ Provincial league football clubs in accordance to AFC (Asian Football Confederation) rules and regulations
• Securing first year profits of more than THB2MB

• Creating, planning and implementing advertising plans, while utilizing all consumer touch points
• Managing all marketing campaigns from planning until roll-out with focus on football, Athletic Training and Running Managing marketing budget with focus on advertising and sports marketing
• Managing all Nike owned football sites within region with focus on content planning and site management (SEA role) Managing all retailer relations on marketing functions
• Signed the Thai National Team (Football, FAT)
• Signed the Thai Amateur Boxing Team (ABAT)
• Increased Brand awareness and Brand desirability to No
• 1 in SEA region
• Increased website traffic, membership and unique visitors to site by more than 100%
• Won various awards for online campaigns and utilizing traditional media from advertising communities within Thailand Relaunched the Thai Football team kits with the highest sell-thru of 98%
• Managing retail space productivity
• Managing and implemented all retail campaigns
• Managing visual merchandising and product training for all retailers
• Increased retail productivity and P&L by 2% within 3 months
• Increased premium product promotions for retailers

• Managing, creating and implementing campaigns aimed at increasing ANR
• Managing and implementing anti-attrition campaigns
• Managing campaigns aimed at converting transacting card members to revolving members Cross Sell campaigns to other unsecured products
• Balance transfer campaigns
• Launched new fee structure in line with BOT regulations

• Creating, developing and implementing marketing plans for retail financial products (increasing usage, spending and acquisitions)
• Managing network of strategic partners for bank loyalty program
• Integrating financial products with other consumer products/services for customer incentive program Managing promotional event at retail level
• Preparing marketing analysis and research for new card products and segmentation
• Successful launching of TFB Double points campaign
• Successful launching of TFB value choice campaign
• Instrumental in negotiating and acquiring more than 30% of card partners (retail partners) Increasing in-store promotions revenue

• Starting up and developing technical marketing in Thailand
• Training all employees and retail partners on technical aspect of products Creating and implementing retail and trade marketing campaigns Assisted in sports marketing functions
• First Thai Technical Trainer
• First Annual Technical Training seminar
• Assisted in signing local athletes
• Published first tech manual

• Assisted in retail relations functions
• Assisted store managers in dealing with foreign customers Assisted in acquiring new card members at point of purchase Established first team store relations officers