Pataraporn Sawamiphakdi
Summary
5 Years+ Brand Management from develops and implements successful marketing plans from planning to execution with proven strong track in brand performance. Collaborative team player with results-driven focus and adaptability to changes when needed.
Overview
9
9
years of professional experience
Work History
Brand Manager
Beiersdorf
06.2025 - Current
- NIVEA Body Core lotion: June 2025 – Present
- NIVEA Face Cleansing: Nov 2022 – May 2025
- Achievement: 2025: %MS uplift during winter campaign (Oct-Dec’25) +76bps (Extra Bright Core) / +90bps (body Milk) /+17bps(Crème tin) results in the growth in FY from O2O activation from digital to in-store.
- 2024: YTD Oct’24 +9bps Acne Care Micellar from initiative communication during Q3 (Tiktok KOLs focus driving Tiktok +413% sales higher vs non-campaign & digital promotion support).
- Communication: Development of Full new communication, adaptation from global to locally relevant content, KOL management, production, and evaluation of communication effectiveness.
- Sales Management: monitoring & analyzing business performance, market situation and competitors’ movement
- Media: Optimize media strategy and communication plan to be aligned with Marketing plan within the given budget.
- Budget Management: Overall manage given budget both Above and below the line.
- NPD/ Re-Launch: define concept and implement the effective marketing strategies and plan to achieve business objective.
Assistant Brand Manager
Glico Thailand
01.2022 - 07.2022
- Pretz Core& Pretz Harvest & Collon & Teenie
- Digital communication campaign: Pretz Relaunch &Pretz Harvest digital campaign
- Sales and Brand Management: manage and track sales to achieve KPI and increase in penetration and market share.
Brand Manager
Nestle Thailand
10.2020 - 12.2021
- Creamer (Coffee-Mate & Krematop) & Support Nescafe Red Cup
- Digital communication campaign: develop campaign idea and execution. This includes working with creative agency, media agency, kol agency to ensure efficiency and effectiveness.
- Budget Management: Manage total budget on overall spending for both brands to be effectively and efficiency.
- Sales Management: manage and track both sell-in and sell-out to achieve KPI, including promotional items given throughout the year, including the portfolio on hands.
- Manage overall packaging change: Coffee-Mate and Krematop
- NPD Launch: Nestea RTD & Nescafe Black Roast
Channel Development Manager
Nestle Thailand
07.2019 - 09.2020
- Key Account Management: Manage Sales and customers of NESCAFE Dolce Gusto machine and NESCAFE Dolce Gusto& Starbucks capsule in leading department store channel including Central, Robinson, The mall, Homepro.
- Work closely with Groupseb Thailand who imports NESCAFE Dolce Gusto machine and plans from strategy to execution in each sales channel.
- Sales Management: Reach the target of overall sales in both machines and Capsule in 2019-2020
- People Management: Leading total of 50 salesperson including sales, incentive program, salary, product knowledge training.
- Others: Manage total visibility in the store, marketing promotion, and event activity.
Senior Merchandising Manager
Central Department Store
10.2018 - 07.2019
- Manage Men’s and Unisex Shoes Catergory in a number one retail store in Thailand with an overall 42brands in men’s shoes and 30 brands in unisex shoes department in 22 branches.
- Store Renovation and New Branch Opening: Central Korat/ Central Patong/ Utapao
- Sales Management: Manage Sales and Margin Weekly, Monthly, Quarterly and Yearly to achieve targets both for brands and company.
- Supplier Management: Negotiate with brands for both company and brand profit to ensure smoothness of sales including inventory, sales promotion, GP negotiation and area negotiation.
- Area management (Brand In-Out): manage space management for sales maximization
- Work with cross-functional: Operation, Marketing for a daily operational work and sales performance improvement. Designers for store renovation design.
Management Trainee
Central Department Store
01.2017 - 01.2018
- Operation: Acting as "Store Management Manager". This includes daily operation work with sales team, sales management, new project suggestion.
- Merchandising: a buyer in "Women's shoes Category"
- Managing consignment 70 brands including Fashion, Moderate, and Young shoes in 22 branches
- Order, allocate and manage sales of credit footcare brand from Japan to all branches.
- Store renovation: Rama3 branch
- Marketing: Rotation in event & Sales promotion team
Education
Master’s Degree - Strategic Marketing
Imperial College London
Bachelor’s Degree - Advertising, Public Relations, Speech Communication
Chulalongkorn University
High School - English – French
Saint Francis Xavier Convent
Skills
- IT Skills: MS Office
- Language: Thai Native, English Fluent, French
- Communication campaign: End-to-end from planning to execution
- Budget management: Effective budget oversight and management
- People & Project management: Effective collaboration with internal and external teams
INTERNSHIP
- 2016: Marketing Assistant Internship, Peper Harow, United Kingdom
- 2014: Marketing Department, CPN, Central Group
Account Management department, JWT Bangkok
- 2013, President of Student Committee, Faculty of Communication Arts
Timeline
Brand Manager
Beiersdorf
06.2025 - Current
Assistant Brand Manager
Glico Thailand
01.2022 - 07.2022
Brand Manager
Nestle Thailand
10.2020 - 12.2021
Channel Development Manager
Nestle Thailand
07.2019 - 09.2020
Senior Merchandising Manager
Central Department Store
10.2018 - 07.2019
Management Trainee
Central Department Store
01.2017 - 01.2018
Master’s Degree - Strategic Marketing
Imperial College London
Bachelor’s Degree - Advertising, Public Relations, Speech Communication
Chulalongkorn University
High School - English – French
Saint Francis Xavier Convent