Panita Sriyabhand

• Developed comprehensive marketing plans, leading to successful product/service launches for Thai government’s Memorandum of Understanding (MOU) projects in collaboration with Krungthai Bank (excepts projects from the Ministry of Transportation).
• Supported segment's RM team in organized successful showcasing products/services effectively while building relationships with potential clients and partners.
• Mentored junior team members on best practices in marketing strategy development, contributing to their professional growth and the overall success of the team.

• Oversaw mutual fund marketing team, advertising/ media/ PR and Market research agencies related to mutual fund projects. Ensuring comprehensive market studies and tailored offerings, promotional campaigns based on customer needs VS suitable investment market's situation analysis.
• Collaborated and work closely with senior management and members from cross-functional teams with in Mutual Fund Product Value Chain and 11 Asset Management partners to develop strategic initiatives to achieve mutual product's KPIs, long term goals; which resulted in total increase of +38% in bank's Assets Under Management (AUM) and significant growth in the collection of mutual funds transactional fees, comparing QoQ and YoY metrics across all function channels. From here strengthened bank's brand positioning as “the premier open-architecture bank that offering world-class funds to investors”.
• Successfully launched “ttbSmart Port” – bank's flagship investment service that tailoring different asset allocation portfolio choices based on customer's investment risk appetite to the market. Also, promoted over best performance 40 IPO funds, hundreds of existing high-fee and tax- reduction funds from various asset classes from 11 asset management partners to the market; which has driven average increase of +5% to +8% from across selling channels: targeted in-app purchases, and tele-sales; and a remarkable increase of +12% from branch and/or wealth relationship managers.
• 1 of the team champions to successfully re-brand and transform from"TMB Bank" to "ttb bank" during the 18 months bank mergers.
• Managed budget planning and actual budgeting ensuring cost savings and maximizing return on spending VS KPIs.

• Worked closely and collaborated with VPs and SVPs across functional teams to extract marketing initiatives and strategies from Krungsri and MUFG's Group merger to retain and expand Commercial segment's customer base, increase segment's revenue, increase product/service utilization and increase stickiness to the bank (From the merger, existing customer can possibly switch to use competitors as main bank).
• Identified segment's customer needs, developed and tailored Value Added Activities (VAS) with MUFG's know-how to retain and acquire customers.
• Initiated, led and managed VAS activities as follows to ensure bank's brand

1) "Krungsri Business Matching" activities in Laos, Myanmar and Cambodia (market that has strong MUFG's presence) resulted to successful 10 offshore-business matching cases.

2) "Krungsri Business Trip" a door opener activities for Thai business owners to Japan Market.

3) "Krungsri Business Talk/Forum" knowledge based activities to enhanced Thai business owners ways of transforming their businesses successfully.

• Co-worked and supported Global/ Regional MUFG teams to organize "Annual MUFG Business Matching" events in Thailand.
• Managed budget planning and actual budgeting ensuring effective cost savings.

• Implemented business strategies for "SCB First" (1st tier wealth segment with asset from 10 Million - 50 Million Baht) to expand customer base & segment's revenue, and effectively targeting new (market) acquisition from new segment (i.e. existing bank's SME and Securities customers).
• Established and implemented additional loyalty program: policies and operational procedures to increase new acquisition from new segment (existing bank's SME and Securities customers).
• Improved customer satisfaction and loyalty through "Value added Activity" (VAS) by collaborated with Bank's International Business team in organizing "SCB First: Cambodia Business Matching" activity, an door opener activity that allow existing customer to explore business expansion to neighboring country. - managed projects efficiently, ensuring timely delivery, maintained strong relationships with existing customers, and high-quality results in increased business opportunities.
• guided team members to maintain high productivity and monitor performance achievements.

• Worked closely with VPs, SVPs across functional teams to extract marketing plan for new product launch "MEbyTMB", Thailand's 1st digital high-yield savings account. Liaised and worked closely with supporting parties: advertising, media, PR agencies.
• Researched, identified target audiences and crafted marketing strategies to support internal & external marketing programs.
• Build new-sub banking brand & market positioning of "MEbyTMB" to the market; the "self-service banking that customers will GET MORE"; to differentiate and avoid confusion among targeted customers from TMB Bank's brand & brand images.
• Enhanced customer engagement of "GET MORE" through various marketing campaigns that captured events & navigated to search to create customer's trials/ account openings; resulted to an impressive 110% growth in bank's savings portfolio (successful switch bank phenomenon); alongside with annual deposit average growth exceeding 80%.
• Studied market trends and market reaction to promotional activities to propose strategic adjustments. Also, researched and evaluated potential new products launch under MEbyTMB sub-brand.
• Planned and executed promotional materials to drive brand consistency. (make sure not to overlap with TMB Bank - the mother brand)
• Managed above-the-line budget planning and actual budgeting ensuring cost savings and maximizing return on spending VS KPIs.

• Managed FMCG-Top Clean global & regional projects while maintaining a keen attention to detail, meeting strict deadlines without compromising quality or accuracy.
• Worked closely with assigned research agencies to stay up-to-date on industry trends, competitive landscape analysis, and emerging consumer behaviors impacting client campaigns.
• Provide information for strategy development sessions with clients to define clear objectives and RTBs that guided successful advertising campaigns.
• collaborated with creative and account executive teams to produce high-quality advertisements that met client objectives and exceeded expectations. Also, ensuring "Dirt is Good" has been translated to every angle of the communication campaigns to align global & regional client's business objectives.

• Managed multiple FMCG's Top Clean regional "Dirt is Good" researches across South-east Asian and South Asian markets.
• Collaborated with interdisciplinary teams to conduct comprehensive studies and generate valuable insights.
• Utilized statistical packages to analyze data and create visualizations.
• Enhanced client satisfaction by addressing inquiries and resolving issues promptly.
• Ensured timely execution of client requests by coordinating effectively with internal departments and external partners.
• Built a reputation as a trusted advisor to clients by consistently providing insightful analysis and actionable recommendations.

• Pitched innovative story ideas to editors and aligned story ideas with publication goals, resulting in increased coverage of trending topics.
• Collaborated with editors to refine article content, resulting in improved readability and audience retention.