Peerapong Puangpard
Key Account Manager
Bangkok
Summary
My role is Key Account Manager at Diageo, the world's leading premium drinks company, with over 15 years of experience in sales, marketing, and brand management in the beverage and FMCG sectors. Successfully held positions at multinational and local giants like Heineken, Italasia, Philip Morris, and Thai Beverage. Currently managing the South region for on-trade and off-trade channels at Diageo, responsible for achieving sales targets, fostering client relationships, and identifying growth opportunities for a diverse brand portfolio including Helix7 Vodka, ASKUR Gin, Jura, Shackleton, Fettercairn, and Icelandic Glacial. Skilled in managing A&P budgets, product assortments, and contract negotiations to align with corporate sales strategies. Also serving as a Financial Advisor at AIA since March 2020. Known for an outgoing nature and energetic approach, with an extensive network in sectors like HORECA, 5-star hotels, restaurants, bars, pubs, clubs, entertainment venues, and MT channels in Bangkok and beyond. TOEIC score of 855 demonstrating English proficiency. Holds a Bachelor of Business Administration degree from Assumption University with a focus on Marketing. Passionate about creating innovative marketing campaigns that enhance brand perception, drive sales growth, and increase profitability.
Overview
21
21
years of professional experience
10
10
years of post-secondary education
1
1
Certification
1
1
Language
Work History
Area Sales Manager
Rejuvis Co.,Ltd
09.2022 - 12.2022
- Expanded market share through effective prospecting, lead generation, and negotiation skills.
- Established strong relationships with key clients, resulting in increased customer retention and satisfaction.
- Established strong relationships with major accounts and key decision-makers to increase sales in designated territory.
- Increased sales revenue by developing and implementing strategic sales plans for the assigned territory.
- Reported sales activity, generated sales quotations, and proposals and maintained customer contact database to achieve sales objectives and quota.
- Collaborated with clients and distributors to create and promote new products.
Senior Brand Ambassador_Bangkok Vodka
Pulmentum
09.2022 - 12.2022
- Optimized social media presence by creating engaging content that resonated with target consumers, resulting in significant follower growth.
- Boosted sales revenue by building strong relationships with key clients and retailers.
- Enhanced brand visibility by implementing strategic marketing campaigns and promotional events.
- Increased customer loyalty through personalized engagement activities and product demonstrations.
- Implemented creative visual merchandising techniques to showcase products effectively at retail locations and trade shows.
- Increased sales by effectively communicating product benefits.
- Provided exceptional customer service to drive satisfaction.
- Demonstrated products to customers to illustrate features, advantages and benefits.
- Planned and organized sampling events by working hand-in-hand with retail store managers and leaders.
Key Account Manager
Diageo Moet Hennessy (Thailand) Ltd.
Pathumwan, Bangkok
01.2023 - Current
- Company Overview: the world's leading premium drinks company.
- This role will handle for SOUTH area, which is Hybrid role for On Trade (Koh Samui) / Off Trade (Koh Phangan, Koh Tao)
- This role is handling On Trade (On Premise) channel in an assigned area, responsible for the realization of sales objectives, maintain relationships with those accounts in order to achieve profitable results.
- Develop and maintain good customer relationship in an assigned area in order to deliver the accounts' growth in sales & profit base on company's budget/ target
- Identify any business opportunities in new customers
- Negotiates and acquire on trade contracts, align with overall company sales strategies
- Responsible for assign sales target volume, NSV and GP
- Manage A&P budget, product mix, and collect sales information from each accounts
- Drive and responsible for Sales Driver execution target in each assigned accounts/ area
- Work with customer marketing, use past information and learning from best practice to develop an effective activation program for customers.
- Co-work with AD team to seek opportunity and strengthen the business
- Analyze market trends, consumer preferences and provide inputs to marketing
- The world's leading premium drinks company.
Financial Advisor
AIA
03.2020 - 01.2023
- Developed comprehensive financial plans for clients to achieve short-term and long-term goals.
Executive Sales Manager
Major Cineplex Group
07.2019 - 02.2020
- Responsabile for Sponsorship & Partnership at Blu-O Rhythm & Bowl and Sales of Screen ads and out of home media in Cinead Dept.
Sales & Marketing Manager
Infinity Beverage Co.,Ltd.
07.2017 - 06.2019
- Company Overview: Wine Importer and Distributor.
- Sales and Distribution.
- Blue Wine Exclusive Importer and Distributor in Thailand and the 1st Blue Wine in Asia.
- Responsible for Brand Plan, Marketing Plan & Activities of the company and some specific products.
- Events and budget controls.
- PR , goodwills and Marketing .
- Other managerial roles.
- Wine Importer and Distributor.
HORECA Management- Assistant Sales Manager
Thai Beverage PLC
01.2017 - 06.2017
- Set up , manage and execute Route-To-Market strategies.
- Take care of HoReCa customers.
- In cooperation with Sales Force and Distributors for implementation for action plan as well as work cross functional in the organization regarding Route-ToMarket.
- Analyse data and generating conclusions and recommendations for strategic and operational Sales & Distribution choices
- Planning and Sales Management and responsible for distribution to 3-5 stars hotels and T.T.C. Group (Thai Charoen Corporation Group The Owner of Chang Beer) in Bangkok and Premium Portfolio : Old Pulteney, Phraya, Caorunn, Ancnoc and Mekhong, Federbrau , Chang's products.
- Sales Promotion and Sales Strategies and Tactics of different brands of premium ports.
- Budget Controlling of sales management and promotion.
- Build up relationships with the hotel customers and Premium Port.
- Monitoring and coaching of own team (3 senior sales supervisors) to achieve company's objectives.
- Set-up appropriate timeline for the agreed Action Plans, KPI and set Monitoring Mechanism in place
Area Manager_L.A.M.P : Legally Aged Meeting Place.
Philip Morris International
06.2016 - 10.2016
- Develop an area business plan to support profitable growth of PMTL brands.
- Implement activities incorporating adult smokers trends and current market dynamics utilizing available retail and consumer engagement platforms.
- Lead, guide, manage & coach a team of seven LAMP executives to successfully execute business building activities within their defined territories to achieve individual KPI and achieve the company's objectives and goals.
- Achievement. : Obtained "Differ and Noir " ( #1 Club in Pattaya and this group has 4 outlets in its group totally ) which were formerly JTI ; Japanese International Tobacco 's contractual outlets to be Philip Morris's contractual outlets for 2 years.
Stoli Premium Vodka Brand Manager & Brand Ambassador.
Stoli Group
09.2014 - 04.2016
- To Assist Brand Manager in overseeing the complete portfolio in Sales.
- To Assist Brand Manager Marketing event.
- To Assist Brand Manager Accounts monitoring.
- Knowledge in Spirits / Brand Management.
Sales Manager (Bangkok)
Patpong Liquor Co.Ltd.
06.2013 - 08.2014
- To develop marketing plan, inventory management , coordinating activities ,resolving issues to ensure the timely action taken, effectively manages conflicting priorities and handles multiple projects/tasks concurrently.
- Developing new projects and business opportunities by promoting company products to customers and investigating new potential markets.
- Preparing detailed market surveys to keep the company informed of the evolution of the market in terms of types of products, volume, price and competition.
- Coordinating with concerned departments and/or suppliers or customer to assure product success.
- Develop and maintain relationship with Key Account Customers.
Musketeer
Red Bull (European Version)
01.2013 - 05.2013
- "Living" the Red Bull On Premise culture
- Coverage : 5 Stars Hotels, Outlets in Thonglor, Sukhumvit area, Rajchaprasong, Silom-Bangrak area, Asiatique.
- Communication
- Key Priorities
- Ensure the implementation of all International and National On Premise guidelines and of the On Premise execution standards to achieve an increase in vertical growth.
- High 5 Execution
- Perfect Serve: Ensure a cold Red Bull can is given to the consumer when ordered as a stand-alone beverage or as part of a mixer.
- Perfect Visibility of POS material in order to optimize sales of the Red Bull brand.
- Consumption Activation: Placement of appropriate consumption activation tools and communication pieces.
- Right Price: Encourage the correct pricing of Red Bull products in all managed accounts in accordance with International guidelines.
- Menu placements: Ensure Red Bull products are listed in accordance with International guidelines on each menu as a stand-alone beverage and as part of a long drink.
- Area Management
- On Premise Marketing
- Administration and Market Research
- Event Activation
Senior Sales Executive
Thai Asia Pacific Brewery Co., Ltd.
10.2004 - 12.2011
- Reported to Area Sales Manager.
- Responsible for sales beer product of Heineken i.e., Tiger, Tiger Crystal Light and Cheers in the areas of Silom, Patpong, Sathorn, Bangrak, Suanlum Night Bazaar.
- Established and maintained good relationship with all kinds of customers, at the same time, trying to block competitors invading the market.
- Built up brand visibility is another important function that needed to perform regularly in order to be the market leader of beer.
- Provided the good services to customers regarding product, point of sales material, draught beer installation or withdrawal, promotion, sponsorship and etc.
- Responsible with Beer Park at Central World in year of 2006 and 2007.
- Set up the 1st EVER GBLT Songkran Event for 3 days consecutively (www.fridae.com) which was sponsored by Tiger Beer and Heineken and the outcome was very successful.
- Set up all kiosks and booths to sell all beer at Patpong, along Silom footpaths and Silom Soi 4 to increase sales opportunity in the peak season of 3 days Songkarn!
- Was rewarded in Long Service Award for 5 year of Service by The President in 2010.
- Responsible for Beer Park project as the Champion to search for a location to temporarily replace CTW Beer Park during its construction to be a new beer park @ United Center, Silom on 47th fl.
Education
Bachelor of Business Administration - Marketing
Assumption University (ABAC)
01.1995 - 01.2000
P. 6 Cert. - English- French
Suan Kularb Wittayalai Nonthaburi School
01.1990 - 01.1995
Skills
Direct Sales
Certification
TOEIC, 855
Publications
Tiger Beer Landmark in Silom 4
Travel ,Sport
Gym Fitness ,Travel Abroad , Pet , etc.
Timeline
Key Account Manager
Diageo Moet Hennessy (Thailand) Ltd.
01.2023 - Current
Area Sales Manager
Rejuvis Co.,Ltd
09.2022 - 12.2022
Senior Brand Ambassador_Bangkok Vodka
Pulmentum
09.2022 - 12.2022
Financial Advisor
AIA
03.2020 - 01.2023
Executive Sales Manager
Major Cineplex Group
07.2019 - 02.2020
Sales & Marketing Manager
Infinity Beverage Co.,Ltd.
07.2017 - 06.2019
HORECA Management- Assistant Sales Manager
Thai Beverage PLC
01.2017 - 06.2017
Area Manager_L.A.M.P : Legally Aged Meeting Place.
Philip Morris International
06.2016 - 10.2016
Stoli Premium Vodka Brand Manager & Brand Ambassador.
Stoli Group
09.2014 - 04.2016
Sales Manager (Bangkok)
Patpong Liquor Co.Ltd.
06.2013 - 08.2014
Musketeer
Red Bull (European Version)
01.2013 - 05.2013
Senior Sales Executive
Thai Asia Pacific Brewery Co., Ltd.
10.2004 - 12.2011
Bachelor of Business Administration - Marketing
Assumption University (ABAC)
01.1995 - 01.2000
P. 6 Cert. - English- French
Suan Kularb Wittayalai Nonthaburi School
01.1990 - 01.1995
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