Nutthakrita Jaroenyos
AVP Commercial Sales Director
Nakornsri-thammarath
Summary
Dynamic professional with extensive experience in strategic leadership and operational management, skilled in driving team collaboration and achieving exceptional results through adaptive strategies and clear communication. Expertise includes project management, financial analysis, and process optimization, consistently delivering impactful outcomes. Renowned for reliability, flexibility, and a strong commitment to excellence, with a proven track record of enhancing organizational performance. Dedicated to fostering innovation and continuous improvement in fast-paced environments.
Overview
34
34
years of professional experience
1
1
Language
Work History
AVP Commercial
Rare Beberage Co.,Ltd.
06.2025 - Current
- Analyzed data to identify areas of improvement, implementing changes that resulted in greater operational efficiency.
- Successfully managed change within the organization, ensuring smooth transitions during periods of restructuring or process improvements.
- Established policies and procedures that improved operational efficiency within the organization.
- Maintained compliance with industry regulations by implementing risk mitigation measures and maintaining accurate documentation.
- Managed projects efficiently, ensuring timely delivery and high-quality results.
- Developed and maintained strong relationships with clients, resulting in increased business opportunities.
- Increased revenue by developing targeted sales strategies tailored to specific customer segments.
- Enhanced team productivity by providing training and mentorship to junior staff members.
- Promoted and led performance enhancement culture by actively coaching and mentoring direct reports.
- Improved customer satisfaction by streamlining processes and implementing new strategies.
- Streamlined communication channels between departments, facilitating better collaboration on projects across the organization.
- Boosted team member productivity by enhancing performance monitoring and instituting motivational approaches.
- Implemented business strategies, increasing revenue, and effectively targeting new markets.
- Reported issues to higher management with great detail.
- Handled problematic customers and clients to assist lower-level employees and maintain excellent customer service.
Asean Non-Traditional Manager (Modern Trade, Export Sales, Tele sales & Border Trade and OEM Manger)
Kola Real Trading Co.,Ltd.
11.2018 - Current
- Sales management covered the above positions at AJE ASEAN 3 countries (THAILAND, INDONESIA AND VIETNAM)
- Developing, planning and implementing strategies that align with business goals to promote growth. Conducting market research and analysis to inform business plans on commercial opportunities and understand future threats
- Manages and oversees the sales operations in an organization. Their main duties include designing plans to meet sales targets, developing and cultivating relationships with clients and evaluating costs to determine their products' pricing when selling to customers
- Handle all marketing and sales of products for export. Research and create a strategy to saturate all relevant export markets. Prepare for launching of new brands into the export market. Develop and implement a sales strategy to achieve company targets.
- Managing the telesales team within a company. To train the junior staff, set sales targets, implement sales strategies, monitor performance, and handle customer complaints.
- Manages the sales teams and supporting operations required to implement the organizational sales strategy, drive revenue growth, and accomplish financial objectives. Implements processes, tools, and structures to support the sales organization's operations.
- Integrated work between sales & supporting functions (Merchandising, Sales support, Trade Marketing, F&C) to ensure in field execution in term of promotion activities, sell-in distribution, merchandising, sales call effectiveness and correction.
- Manage Demand Planning Accuracy (DPA) for Modern Trade Channel as agreed KPI (not less than 70%)
- Manufacturer and Supplier of Beverage products
- Income: Basic Salary Baht 154,500.- plus variable salary around 58,247 per month and guarantee bonus 2.5 Months.
- Reason for wanting to leave: Open for new challenging job and grow in the new career opportunity
Modern Trade Manager
Fonterra Brands (Thailand) Ltd.
11.2017 - 10.2018
- Preparing volume forecasts and plan
- Initiate & develop annual marketing plan/s as per the strategy & guidelines set and agreed with direct management and marketing team; follow-up on implementation; and report back progress & any recommendations to change or amend.
- Prepare the Modern Trade sales strategy & growth plans in line with business strategy
- Align and execute trade marketing and trade promotions interventions with the modern trade sales strategy and overall business strategy.
- Lead resource for planning portfolio growth initiatives with accounts, assortment planning, launch planning and execution, development and execution of Joint Business Plans.
- Category management and Promotion planning.
- Work within allocated promotional cost and ensure effective spending in driving sales and brand building.
- Negotiate favourable annual trading and logistic contract with chain
- Work closely with Key Account Managers in achieving company's objective and vision.
- Manufacturer and Supplier of Dairy products
Sales Director
Equator Pure Nature Ltd.
02.2016 - 11.2017
- Conceptualize, develop and manage effective Go-to-Market strategy for total business
- Manage the deployment of effective sales processes & development of the overall Distributor Sales team capability in line with Company direction
- Work closely with National Distributor to deliver the agreed yearly Sales & Distribution targets and contribute towards sustainable market share growth for the Company.
- Manage overall sales budget deployment in conjunction with Customer Marketing, deploy effective Trade investment initiatives with good ROI.
- Ensure the internalization, implementation of the Commercial Selling Principles & Customer Marketing 5P best practices by every member of the Distributor Sales team.
- Drive the execution of MT & TT Retail Environment Plans as developed by Customer Marketing, in line with best practices from H&H.
- Uplift KA management and Customer Engagement capability within Distributor KA team
- Maintain a satisfactory Distributor P&L as identified by corporate pre-set standards
- Establish professional customer relationships with appropriate customer personnel.
- Conduct all business transactions in a manner that upholds the high ethical standards of the Corporation.
- Handles ad hoc project(s) as assigned by immediate superior from time to time
- Manufacturer and Supplier of Home Care products
- Reason for wanting to leave: Would like to explore more on the Global MNC with bigger challenge and business portfolio
Channel Sales Manager - Retail
Lixil (Thailand) Public Company Limited
06.2014 - 11.2015
- Achieved Retail Sales & margin amount per annum
- Deliver retail growth at 10% or 2 times of market growth rate (use GDP% to represent market growth (%))
- Initiate effective Traditional Trade(TT) sell-in program (push).
- Fix supply issue in key MT accounts, work with CS to effectively review and eliminate no. of backlogging and pending order.
- Improve sales call – install new Traditional sales calling pattern.
- Revamp wholesalers program.
- Focus on key promotions and NPD launches.
- Follow-up on outlets expansion and renovation.
- Review key spending for On/Off invoices and Rebate payment.
- Conduct VIP trip for top dealers (yearly basis)
- New showroom launch/renovation to key TT customers.
- Support new product launch and ensure the quality of execution of key coming promotions (YCYS and new COOL SALES).
- Execute PC/Shop sales incentive program as well as conduct annual training for PCs team.
- Ensure the quality of CS call has improved.
- Improve quality of KAM quarterly review program.
- Fill all vacancy positions.
- Enhance sales team capability
- Grow ability to conduct cross-selling.
- Grow ability to conduct effective account management
- Drive PFP(Pay for performance program) to improve merchandising score at all key dealers
- Manage Demand Planning Accuracy (DPA) for all customers as agreed KPI.
- Manufacturer and Supplier of Sanitary ware products
Modern Trade Manager
AJE Big Cola (Kola Real Trading Ltd.)
02.2012 - 05.2014
- Deliver sales and budget spending according to the agreeable with management covered Hyper market, Supermarket , 7-Eleven , Others CVS and G-Stores.
- Work closely with KAM & KAE in Trading Term negotiation with customer and ensure that the update trading agreement activities and sales planning will be under control within the approval budget from management
- Strengthen key account management team by improve negotiation skill and knowhow of right assortment via each key customer
- Effective field visit expertise among Modern team by focusing on operation excellence ,reduce out of stock and make sure that all confirmed promotion with customer will be execute as agreed dateline
- Integrated work between sales & supporting functions (Merchandising , Sales support, Trade Marketing, F&C) to ensure in field execution in term of promotion activities, sell-in distribution, merchandising, sales call effectiveness and correction.
- Define sales forecast for every product (baseline + promotion uplift sales) for Modern Trade channel and review sales performance every month with demand planning & production team during monthly sales forecast review meeting.
- Manage Demand Planning Accuracy (DPA) for Modern Trade Channel as agreed KPI.
- Manufacturer and Supplier of Beverage products
Marketing & Sales Manager – Timex Brand (Division head)
IDS Marketing Ltd.
11.2009 - 04.2011
- Deliver sales and control budget spending according to the agreeable with brand owner covering all channels nationwide i.e. department stores (Robinson ,Central ,The Mall), Sport world , standalone shops and Timex own Kiosks
- Present Business review with principle (Timex-Hong Kong) Bi-quarterly and monitor KAM to do regular business review with key department stores quarterly basis.
- Monitoring & control sales team ( KAM & PC ) to implement tactical promotion and achieve sales target as marketing’s plan
- Prepare & review monthly order forecasting with principle and control stock cover day at IDS warehouse to be as agreed KPI ( inventory not over 6 months) .
- Monitoring & control ABL activities in accordance with principle’s approval.
- Prepare NPD launch plan both Timex and seek for opportunity of new brands from other principle to strengthen company portfolio
- Leading marketing team to fully support sales in every marketing essences i.e. NPD launch plan, assortment review , tactical promotion ,premium and POP , event and sponsorship i.e. Laguna Phuket marathon, mobile sales at office building, commission and incentive scheme for sales
- Distributor of Food & Non Food products
National Sales Manager – Modern Trade
IDS Marketing Ltd.
02.2009 - 10.2009
- Deliver sales and budget spending according to the agreeable with each principle covering Hypermarket, Supermarket , CVS and G-Stores.
- Work closely with KAM & KAE in trading term negotiation with customer and ensure that the update trading agreement activity and spending will be under control within the approval budget from each principle
- Strengthen key account management by improve negotiation skill and knowhow of right assortment via each key account
- Effective field visit among MT team by focusing on operation excellence ,reduce out of stock and make sure that all confirmed promotion with customer will be execute as agreed dateline
- Co-ordinate with the sales team ( Merchandising, Sales support, Trade Marketing, F&C) to ensure in field execution in term of promotion activities, sell-in distribution, merchandising, sales call effectiveness and correction.
- Define sales forecast for every product (baseline + promotion uplift sales) for the channel and review sales performance every month with supply chain during monthly sales forecast review meeting.
- Manage Demand Planning Accuracy (DPA) for Modern Trade Channel as agreed KPI.
- Distributor of Food & Non Food products
Sales Operation Manager– Pet Care (Nestle Purina Pet Care)
Nestle (Thai) Limited
07.2007 - 01.2009
- Manage the in-store implementation of all national agreements between Nestle and Customer: products range and distribution, normal shelf and off shelf display, in store promotion, price policy, evaluation of activities
- Set the route plan to cover regional areas for the operations team to visit customers to ensure POP activities are executed correctly
- Ensure the development of Nestle business in MT stores up-country and in BKK : co-operate with the key account team to build up sales in stores level; improve relationship and help solving problems at the store level
- Coordinate with Sales manager, Category Manager and Marketing team, in order to share information( sales circular, issues and opportunities from the market) from Category manager to Sales Manager and AE and vice versa; develop, improve and ensure proper use of market visit tools( market visit checklist and software)
- Manage the performance of Merchandising team(MG) : coaching and coordinating the needs for training; check and audit monthly sales report form, budget and incentive
- Plan and execute in field visiting schedule to develop and coach MG Supervisor in customer handling and time management to improve team performance
- Coordinate and manage in developing and training the Merchandising task force through MG/AE team to ensure the best and optimum use of this additional resource
- Develop and maintain an effective organization through selection, training, development, compensation, and motivation of assigned personnel. Conduct merit review on a timely basis. Discipline employee in accordance with company policy and procedure
- Develop the distribution plan & coverage model for all trade channel to ensure achievement of NPP route-to-market strategy
- Develop the operations guideline (working standard of process) based on field sales execution best practices for internal Nestle Purina Pet Care(NPP) and external NPP (e.g. NPP-Distributor, MT-customer, Direct Accounts-Customer)
- Develop KPI for both NPP-Sales and NPP –Distributor
- Manufacturer and Supplier of Food Products
Channel Sales Manager – MT – Pet Care (Nestle Purina Pet Care)
Nestle (Thai) Limited
11.2003 - 06.2007
- Manage the development of the channel plan for Modern Trade covering Hypermarkets, Supermarkets and CVS, in line with the company directions(category and brand plans).
- Manage the development of customer plans to be in line with the company objectives and strategy such as the category and channel strategies , as well as customer business strategy.
- Achieve OPL objectives per channel/customer in terms of total value as well as developing every brand.
- Support AE for trading terms negotiation with customers based on Channel Customer Statement (CCS) analysis to ensure company profits.
- Efficiency management of Total Trade spending(TTS). TTS is a key element in the brand communication (path to purchase) as long as this investment gets tangible returns (must be performance investment).
- Manage CCS in order to improve Net Channel Customer Statement (NCC), whatever value to percentage as long as it increase the Earning before interest and tax (EBITA) of company.
- Apply Customer management best practice (CMBP) in Modern Trade.
- Develop good relationships with retailer to maintain the sound business relationship such as via regular meeting with the customers’ top management, co-ordinate meeting between Nestle-Grocery and the customers’ top management
- Co-ordinate internally with other concerned functions (i.e. National Account Manager(NAM)- Grocery, Supply Chain, Trade Marketing, Marketing, Accounting, F&C, etc.) to ensure and unify the best customer management.
- Mange Modern Trade department as the flexible organization across all business units in order to ensure the proper co-operation with Nestle-grocery(MT will play the role of the BU’s representative to leverage the power of Nestle as the power of One).
- Ensure effective implementation of the channel POP drivers in both trade and consumer promotion.
- Ensure the performance of sales force in field operations in term of collection, sell-in distribution, product merchandising and sales call effectiveness and productivity.
- Build and maintain international network with Nestle-Grocery for sharing and exchanging best practices for key customer such as Tesco and Carrefour, and in line with Nestle Purina Pet Care Zone AOA directions.
- Co-ordinate with the sales team ( Merchandising , Sales support, Trade Marketing, F&C) to ensure in field execution in term of promotion activities, sell-in distribution, merchandising, sales call effectiveness and correction.
- Define sales forecast for every product (baseline + promotion uplift sales) for the channel and review sales performance every month with supply chain during monthly sales forecast review meeting.
- Manage Demand Planning Accuracy (DPA) for Modern Trade Channel as agreed KPI.
Trade Marketing Manager (Nestle Purina Pet Care)
Nestle (Thai) Limited
04.2003 - 11.2003
- Present Category management and review Space management with Tops (Quarterly Basis)
- Ensure Category Management and Space Management (Pet Care Category) for Tops .
- Prepare sales analysis and present key finding to sales
- Coordinate with Sales & Marketing team during new product launch and promotional period
- Get alignment and feedback from Sales team by providing ended result to resolve the problem
- Allocate quota allocation to sales in each channel
- Organize POP Blitz to support new product launch and increase in store visibility
- Provide Ad-Hoc promotion to accelerate sales or clear all aging stock
- Ensure smooth implementation at store level via merchandising team
- Control annual operating expense from both Sales & Marketing Budget
- Being involve in pre-activity meeting and integrate brand & customer plan into one corporate plan
- Establish and monitoring event and sponsorship programs
- Reason for wanting to leave: Promoted to be Channel Sales Manager – Modern Trade – Pet Care
Assistant Category Manager
Colgate-Palmolive (Thailand) Limited
02.2001 - 04.2003
- Do Category Management Project (Talcum Cat.) for Tops and Category review for others Local Supermarkets.
- Provide Space management for retail business such as Tops, Makro and others Local Supermarkets Nationwide.
- Manufacturer and Supplier of Dry Grocery Products
- Income: Basic Salary Baht36,894.- plus guarantee bonus 40 days.
- Reason for wanting to leave: Would like to work more in detail for other consumer products.
Supervisor of Plan-o-gram Department (General Merchandise Division)
Big C Supercenter Public Co., Ltd.
04.1997 - 01.2001
- Set up SKUs Standard Planogram (POG) for 4 departments such as TV/Audio, Tape/CD, Baby Accessories and Kitchenware and establish POG Manual for other existing stores.
- Manage schematic guideline for seasonal items
- Provide adjacencies of department and category lay out for each prototype of store in order to maximize return on space.
- Plan and manage planogram process both major and minor change for all departments in Home line and Hard line Divisions.
- Order fixture in each department for new and renovate stores.
- Cooperate with merchandisers and Project department in creating new fixture.
- Generate suitable standard format of reports in order to maintain and develop POG like open-to-buy report for Buyer in open P/O for new stores and try to develop Category Management Report for POG team.
- Coordinate with AC Nielsen (Thailand) in setting up Training, Business Review and Work Session for merchandisers.
- Retail Business
Head of Database Team (JDA Project)
Big C Supercenter Public Co., Ltd.
07.1997 - 04.1998
- Prepared new types of merchandises database (70,000 SKUs) for using in new system of stores.
- Created Manual of Database Functions and trained all of Buyers and Operation staffs.
Management Trainee
Big C Supercenter Public Co., Ltd.
04.1997 - 07.1997
- Practiced like Duty Chief of Fruit & Vegetable Department in every kind of jobs like settle and displayed merchandises on shelfs in normal and promotion areas.
- Opened P/O for ordering product everyday.
- Studied financial and movement of product report daily.
- Recommended for staffs and tried to lead every staff in doing effectively to achieve monthly target.
- Practiced in Customer Service Department like supervisor of cashier and take care of customers when they have any problems.
- Income: Basic Salary Baht16,400.- plus guarantee bonus 2 months
- Reason for wanting to leave: Would like to work in consumer company
Sales Manager
Spick & Span Co., Ltd.
03.1993 - 10.1994
- Deal with domestic and foreign customers in selling Brass and leather belts.
- Contacted with publisher in making brochure and magazine advertising like Fashion wai-na-ruk, Fashion review.
- Retailer & Wholesaler Shop (Entrepreneur)
- Reason for Leaving: Further Education
Marketing Trainee
Fat-Bear Tech Co., Ltd.
04.1992 - 05.1992
- Survey and set up marketing strategy and tactic for new target group of customers.
- Was responsible for marketing activities such as Trade Show at Bangkok Motor Show and Furniture Show, found new group of customer panel.
- Acted as sales representative in giving product knowledge for clients in Hi-Technical product like Mobile Phone, Office Automations and Satellite.
- Retail Shop
- Reason for Leaving: Ended of Training
Education
Master Degree - Monetary Economics, Agricultural Economics
National Institute Development Administration (NIDA)
01-1997
Bachelor of Business Administration - Marketing
Assumption University
01-1992
Skills
Channel management
Internal communications
Crisis management
Operations management
Partnership development
Distribution strategy
Strategic planning
Reporting management
Troubleshooting and problem resolution
Market analysis
Cross-functional communication
Sales channel analytics
Interests
Cycling, Reading, Travel to Upcountry and Abroad
TRAININGS
- Nestle (Thai) Limited
- Customer Management Best Practice1 [CMBP1] (Programme 1&2):
- Customer Management Best Practice1 [CMBP1] (Programme 3 )
- Customer Management Best Practice2 [CMBP2] (Programme 2 – Zone AOA)
- The 7 Habits of Highly Effective People : Franklin Covey Thai Version 2.3
- Highly Performance Culture [HiperC] Leadership Program
- Interaction Management Work Shop by Development Dimensions International Organization
- Problem Solving & Decision Making
- Introduction to Marketing & Sales at KL ,Malaysia
- Colgate-Palmolive (Thailand) Limited
- Supply Chain Management in Retail Business (Retail Business Association [Thailand]).
- Category Management (AC Nielsen [Thailand], Unilever Thai Holding).
- Software Spaceman Professional V.5 &V.6(Shelf & Space Management by AC Nielsen).
- Infact (Information Action Program by AC Nielsen).
- Category Management Framework (PRICE WATERHOUSE COOPERS)
- Money Matter (Colgate-Palmolive (Thailand) Limited )
ADDITIONAL INFORMATION
- Driving License: Yes
- Own Vehicle: Yes
- Languages Spoken: Thai & English
- Computer Literacy: Microsoft Word, Excel, PowerPoint, Spaceman Professional Version 6, Internet, E-mail
- Notice Period: 2 month
- Salary Expected: To be negotiable
SPECIAL AWARDS
“Effective Supervisor” of Big C Supercenter Public Co., Ltd., Best Supplier Growth Award (CSD Category) to AJE (Big Cola) Co.,Ltd. from 7-Eleven Celebration of the 25th Year Anniversary Event on Y2014, Award Trophy of “The 3rd Running Up” Best sales achievement from AJE (Big Cola) Co.,Ltd. :- No. 4th ranking of top sales manager from over 2,000 sales managers of AJE Worldwide.
Timeline
AVP Commercial
Rare Beberage Co.,Ltd.
06.2025 - Current
Asean Non-Traditional Manager (Modern Trade, Export Sales, Tele sales & Border Trade and OEM Manger)
Kola Real Trading Co.,Ltd.
11.2018 - Current
Modern Trade Manager
Fonterra Brands (Thailand) Ltd.
11.2017 - 10.2018
Sales Director
Equator Pure Nature Ltd.
02.2016 - 11.2017
Channel Sales Manager - Retail
Lixil (Thailand) Public Company Limited
06.2014 - 11.2015
Modern Trade Manager
AJE Big Cola (Kola Real Trading Ltd.)
02.2012 - 05.2014
Marketing & Sales Manager – Timex Brand (Division head)
IDS Marketing Ltd.
11.2009 - 04.2011
National Sales Manager – Modern Trade
IDS Marketing Ltd.
02.2009 - 10.2009
Sales Operation Manager– Pet Care (Nestle Purina Pet Care)
Nestle (Thai) Limited
07.2007 - 01.2009
Channel Sales Manager – MT – Pet Care (Nestle Purina Pet Care)
Nestle (Thai) Limited
11.2003 - 06.2007
Trade Marketing Manager (Nestle Purina Pet Care)
Nestle (Thai) Limited
04.2003 - 11.2003
Assistant Category Manager
Colgate-Palmolive (Thailand) Limited
02.2001 - 04.2003
Head of Database Team (JDA Project)
Big C Supercenter Public Co., Ltd.
07.1997 - 04.1998
Supervisor of Plan-o-gram Department (General Merchandise Division)
Big C Supercenter Public Co., Ltd.
04.1997 - 01.2001
Management Trainee
Big C Supercenter Public Co., Ltd.
04.1997 - 07.1997
Sales Manager
Spick & Span Co., Ltd.
03.1993 - 10.1994
Marketing Trainee
Fat-Bear Tech Co., Ltd.
04.1992 - 05.1992
Bachelor of Business Administration - Marketing
Assumption University
Master Degree - Monetary Economics, Agricultural Economics
National Institute Development Administration (NIDA)