Jirapatr Ketkaroonkul

A dynamic, passionate and results-driven executive with over two decades of progressive experience in strategic marketing, brand management, and business development within the FMCG and B2B sectors. A proven track record of leading cross-functional teams, driving sustainable growth strategies, and achieving revenue targets. Demonstrated expertise in portfolio management, brand activation, and talent development across multinational corporations. Seeking to leverage extensive industry knowledge and leadership skills in a senior executive role to contribute to organizational success.

• Established an optimized marketing structure, refining processes while clarifying roles and responsibilities for heightened efficiency.
• Orchestrated a comprehensive business strategy that seamlessly integrated portfolio management with focused breeding programs, driving unparalleled growth and stakeholder engagement.
• Leveraged a holistic marketing approach, melding digital innovations with traditional strategies, consistently exceeding sales targets for novel product launches and solidifying brand prominence.
• Elevated Hot Machine Solutions' market penetration within key channels, securing robust two-digit growth for two consecutive years.
• Successfully introduced a revolutionary product, onboarding over 2,000 operators within two months.
• Established a robust team foundation rooted in deep product knowledge, market insights, and customer understanding, empowering the sales team to deliver tailored solutions that drive customer success.
• Steered the Shopper Activation Team towards excellence, crafting a synergy of cutting-edge merchandising strategies, optimal visibility guidelines, and impactful training initiatives and framework.
• Orchestrated the 120-Year Nestle Trade Celebration, surpassing trade participation targets by an impressive three-digit growth through promotions, launches, and impactful in-store initiatives.
• Spearheaded a turnaround strategy for NESCAFE Red Cup, achieving the highest market share for three consecutive years since 2010.
• Attained top Ad recall for NESCAFE Red Cup in 2009, as confirmed by Synovate's Ad-Watch in AsiaBus.
• Elevated distribution to encompass key strategic customers and chains in two years, optimizing route-to-market for superior sales performance and customer satisfaction. Successfully pioneered the Waters Category Management concept, achieving broad customer collaboration and nationwide expansion.

• Readings
• Listen Podcast
• Running
• Yoga
• Cooking
• Travel

• SEAPAC Market Assessment Workshop, Singapore (2018)
• Business Introduction, Singapore (2018)
• AOA Cold Beverage Ideation Workshop, Singapore (2017)
• AOA Beverage Commercial Conference, Dubai (2016)
• AOA Beverage Commercial Conference, Singapore (2015)
• Beverage Market Visit, Philippines (2015)
• Shopper Activation Workshop, Malaysia (2013)
• Regional Channel Category Sales Development Workshop, Philippines (2012)
• Channel Category Sales Development training, Malaysia (2012)
• Region Coffee Seminar, Philippines (2010)
• Advanced Marketing, Switzerland (2009)
• Region Coffee Seminar, Singapore (2008)
• Coffee Marketing Seminar, Switzerland (2007)
• Commercial Business Planning and Management, India (2004)
• Introduction to Marketing, Egypt (2002)
• Visibility Workshop, Philippines (2002)
• Completed Skill Negotiation
• Master Leadership Training
• Integrate Commercial Planning
• Coffee Sensorial Training
• Consumer Insight & Workshop
• Consumer Communication Seminar
• Brand Building and Consumers Equity
• Path-to-Purchase Workshop
• Packaging, Production and Printing Workshop
• Customer Overview for Channel Sales Development & Marketing
• Presentation Skill
• Advanced Customer Management Best Practice (3 Modules)
• Customer Management Best Practice (3 Modules)