Ploypailin Alice
Brand Marketing
Bangkok
Overview
10
10
years of professional experience
Work History
Head of brand / 3+Years category&up
PromomThailand (Kids’s Supplement)
Bangkok
11.2025 - Current
- Market Share Dominance (Outperforming Industry Growth): Accelerated total brand market share from 15% to 27%, outstripping the standard category growth rate of 5–7%. While competitors relied on generic claims, I established the #1 kids category in height improvement position surpass MIRRA HI SHOT, Giffarine และ Kirkland brand by marketing brand-specific clinical research for Cal D Kiiz and Cal D Protein Shake, utilizing validated millimeter height increases to create a "Trust Moat" that generic brands could not penetrate. sustain brand health and market defense.
- Portfolio Lifecycle Strategy: Managed a specialized portfolio that covered the entire lifecycle of maternal and child health. Engineered a high-retention product ecosystem consisting of Nutri Plus (Prenatal), DHA (Brain Development), and Immu 24 (Immunity). By mapping products to developmental milestones, I achieved a customer lifetime value (LTV) significantly higher than the industry norm, keeping mothers within the Promom ecosystem from pregnancy through childhood.
- Content Architecture & Funnel Intelligence: Transformed complex R&D data into a full-funnel content strategy that addressed specific parental anxieties, such as "growth plate closure" for Cal D product series (Kids’ accelerate height formula) This targeted approach drove a 25% CVR uplift, doubling the industry average conversion rate for premium supplements by moving users from curious to high-intent purchase.
- Medical Endorsement (The "Professional Anchor"): Secured 100% medical endorsement across elite hospital networks, including BDMS chain and Pharmax drugstore chain. By conducting detailing sessions and mini-workshops for doctors on the 5-Holistic Growth formula , I positioned the brand as a "Expert Recommendation," protecting our market share from the 20–30% price-discounting wars typical of the retail supplement sector. Medical Credibility + Content Architecture that didn't just sell ingredients; but sold a validated outcome that was endorsed by doctors.
- Performance Marketing Efficiency: Scaled ROAS from 4x to 8.5x, nearly triple the industry norm of 3x for the supplement category. This was achieved through iterative A/B testing on Meta and TikTok , focusing on "Scientific Storytelling" regarding ingredient absorption (Calcium L-theonate and Bonepep) which lowered acquisition costs while maintaining a premium price point.
- Innovation & Market Expansion: Led the strategic launch of Cal D Protein Shake (targeting ages 6–18) and initiated the first-ever cell-booster supplement line which help brand expand it’s coverage to senior adult segment. This diversified the revenue stream beyond the competitive kids’ niche.
- Promom is a clinical-grade functional nutrition firm that bridges the gap between pharmaceutical-standard R&D and modern FMCG marketing. The brand utilizes a "B2B2C" (Medical-to-Consumer) model, leveraging healthcare professional partnerships and proprietary clinical trials to dominate high-trust categories.
Marketing Manager/ Partnership and Retail business
CPF PUBLIC COMPANY (Food Retail)
Bangkok
03.2025 - 10.2025
- Strategic P&L Optimization (The Beverage Transition): Engineered the large-scale transition of the entire restaurant portfolio from Pepsi to Coca-Cola. While industry standard partnership shifts typically take 12 months, I executed this in 6 months, delivering a 15% reduction in COGS and securing 15% higher trade support funds compared to the previous contract.
- Data-Driven Revenue Recovery: Outperformed the flat growth industry norm by identifying underperforming customer segments through deep-dive data analytics. I implemented a targeted "Recency, Frequency, Monetary" (RFM) campaign that drove a 10% transaction uplift within the first 90 days of implementation.
- Award-Winning Product Innovation: Directed the launch of Osha Egg into the retail sector. By focusing on premium quality and "Scientific Taste" narratives, the product achieved the Superior Taste Award, allowing for a 20% price premium over standard retail egg products significantly higher than the 5% margin typical of the commodity egg market.
- Operational Synergy & Cost Control: Developed a centralized marketing toolkit for multi-brand operations, reducing creative agency spend by 12% while ensuring 100% Brand CI compliance across all physical and digital touchpoints.
- Charoen Pokphand Foods (CPF) is a leading global agro-industrial and food company from Thailand, producing high-quality, safe, and sustainable food products for consumers worldwide.
Senior Brand Manager / Food Delivery
KFC THAILAND (Food Retail)
Bangkok
01.2021 - 03.2025
- Aggregator Channel Outperformance: Delivered 15% incremental sales growth via delivery platforms, significantly outperforming the industry’s flat growth in the post-pandemic QSR sector. I moved beyond standard listings to implement a "Share of Voice (SOV) Dominance" strategy on Grab and Foodpanda, ensuring KFC maintained the #1 "Top of Feed" position during peak hunger windows (11 AM – 1 PM and 6 PM – 8 PM).
- Algorithm & Conversion Intelligence: Achieved a 12% increase in Average Order Value (AOV) by redesigning the digital menu architecture on aggregator apps. I solved the "Choice Paralysis" pain point by engineering "Smart Bundles" (e.g., Midnight Snack Packs for Premier league event) that were algorithmically optimized to appear in high-conversion "Night choice" slots, resulting in a 2x transaction night occasion uplift compared to standard menu items.
- Algorithm & Visibility Intelligence: Secured the #1 "Top of Feed" position on Grab and Lineman by gaming the "Conversion-to-Impressions" ratio. I identified that target customer in aggregators prioritize "Complete Meal" bundles over a la carte items; by restructuring the digital menu to lead with these high-conversion bundles, drove a 5% incremental sales uplift
- Strategic Aggregator Partnerships: Negotiated and secured 1200 % additional Trade Support Funds and "Power Merchant" status with Grab and LINE MAN. By aligning KFC’s marketing calendar with platform-wide "Mega Days" (e.g., 11.11, Payday Sales), I secured premium homepage banners and "exclusive brand" badges that lowered our blended Customer Acquisition Cost (CAC) by 18% versus the industry norm.
- O2O (Online-to-Offline) & Gen Z Media Funnel: Directed a "Digital-Native Sound & Sight" media strategy that bridged the gap between social discovery and delivery conversion. I utilized TikTok’s "Audio-First" trends to drive high-intent traffic directly to KFC landing restaurant page via aggregator direct links, resulting in conversion rate 23x higher than traditional TVC-led promotions.
- Delivery-First Product Innovation: Localized the APAC "One-hand menu" specifically for the "Grab-and-Go" and delivery consumer. I solved the "soggy food" pain point by collaborating with IT and operation teams to optimize transit times, sustaining a 4.8/5-star merchant rating and ensuring the brand stayed at the top of the "Highly Rated" filter on all platforms.
- Aggregator Economics & Franchisee Profitability: Managed the delivery marketing strategy for 1,100+ stores across three major franchisees (CRG, QSR of Asia, RD). I resolved the "Commission Erosion" pain point where high aggregator fees were cannibalizing franchisee net profit by developing a Strategic Bundle Architecture. Instead of a "Dynamic Pricing" (which breaks brand consistency), I engineered "Platform-Exclusive Bundles" that utilized high-margin side items and beverage attachments to offset the commission costs. This allowed franchisees to participate in aggressive platform "Flash Sales" without dipping below their required Gross Margin floors.
- Negotiated Ecosystem Dominance: Leveraged KFC’s massive transaction volume to negotiate better commission rate from the aggregators. I moved the brand from being a "taker" of platform terms to a "Strategic Partner".
- Yum! Brands, Inc. is a global leader in the quick-service restaurant industry, operating iconic brands like KFC, Pizza Hut, Taco Bell, and The Habit Burger Grill in over 150 countries.
Category Manager/ Merchandising BU B
The Mall Group (Department stores)
Bangkok
01.2018 - 01.2021
- Omnichannel Revenue Growth (O2O Strategy): Achieved 4x conversion growth by leading the O2O (Online-to-Offline) category management strategy across 10,000+ SKUs. I outperformed the declining retail industry trend by integrating digital storefronts with physical inventory, allowing for "Click & Collect" and "Ship from Store" models that captured customers who had migrated to online shopping.
- Data-Driven Inventory Optimization: Delivered a 40% sales uplift in the performance sport segment by utilizing data to analyze SKU velocity and shelf-life. I moved the category from "Intuition-based" buying to "Demand-based" stocking, reducing deadstock by 80% while ensuring high-demand "Hero SKUs" (e.g., Nike, Adidas) maintained 98% availability.
- High-Value Partnership Negotiation: Managed and optimized relationships with global sports and watch conglomerates. By leveraging The Mall Group’s "M Card" loyalty data, I negotiated exclusive launches and co-branded events that resulted in a 25% increase in high-net-worth customer traffic compared to the industry average for luxury department stores.
- Digital Engagement & Content Logic: Boosted average digital session duration by 35% and CTR by 22% through the implementation of "Shop the Look" features and curated digital catalogs. I solved the "Infinite Scroll" pain point by using data to present personalized recommendations to customers based on their previous offline purchase history.
- Partnered with Bose Thailand to launch an exclusive in-mall and online campaign for Bose Bluetooth speakers at BETREND, combining lifestyle-themed POS, sound demo zones, and homepage banners on M Online. The campaign led to a 35% sales uplift and brought in new tech-savvy customer segments to BETREND’s product mix.
- Visual Merchandising & Store Performance: Led the redesign of category "Brand Worlds" within the physical mall space. By aligning digital campaign visuals with in-store merchandising, I improved store-level footfall conversion by 18%, ensuring a seamless "Omnichannel" brand experience that protected the premium positioning of SPORTMALL.
- Collaborated with M Online’s UX and CRM teams to implement personalized homepage modules, resulting in a 12% uplift in returning customer transactions within the first two months of rollout.
- Signed the first-ever co-branded campaign between M Online and Nike, combining homepage takeovers with in-store LED promos during Nike Air Max Day drove a 22% lift in CTR and sold out key SKUs within 48 hours.
- Collaborated with AIS (Thai communication provider) to launch a Virtual Mall Shop Experience on the AIS 5G PlayVR platform, featuring curated collections from SPORTMALL and BETREND. The campaign introduced interactive 3D browsing and AR try-ons, resulting in +28% engagement rate and positioning The Mall as an early mover in immersive retail.
- The Mall Group is a leading Thai retail operator, offering premium shopping, dining, and entertainment experiences through its network of upscale malls.
Associates, Flash sales & Designs Operations/Analyst&Strategist
Shopee Thailand (Ecommerce Platform)
Bangkok
01.2016 - 02.2018
- Delivered up to 300% order uplift during Double Date campaigns (e.g. 12.12) by curating top-performing brands such as Unilever, Xiaomi, Adidas, and Oppo, tailored to Thai buyer behavior.
- Localized regional campaign playbooks into impactful Thai campaigns, generating 3–4x session traffic uplift through differentiated user journeys.
- Managed 100,000+ SKUs monthly, optimizing price levers and timing to boost conversion by 20–30% versus baseline; used platform analytics to optimize hourly sales slots, improving performance by +80%.
- Launched and managed Shop-in-Shop Flash Sales, building brand-specific traffic hubs with curated offers, hero SKUs, and exclusive voucher packages.
- Created the first-ever Flash Voucher Package, tailored by category and price tier, increasing voucher usage and accelerating time-to-checkout.
- Curated and activated five distinct Shopee seller segments: Mall Seller (MS), Preferred Seller (PS), Overseas Seller (OS), Marketplace Seller (MPS), and Managed Seller (MS), to ensure broad offer coverage and competitiveness.
- Partnered with Shopee Farm and Game teams to integrate the Water Drop retention campaign, achieving over 1M+ in-game participants, reinforcing brand stickiness and buyer return rates.
- Strategized “Midnight Crazy Deal” Spike Day, achieving 16% GMV contribution within the first 2 hours — outperforming baseline “Crazy Deal” hours by over 2x.
- Drove 40% uplift on “Baht & Body Day”, the best-performing subcategory day in beauty, by scaling assortment of hero SKUs (20% of total selection) and enhancing deal depth.
- Developed tactical voucher campaigns using seller barter codes, achieving 18% uplift in voucher redemption and reaching over 30K unique buyers.
- Designed low ABS (average basket size) vouchers to stimulate ADO (average daily orders), resulting in a 2x uplift in women’s clothing and shoes during mid-month warm-up sales.
- Shopee Thailand is a leading eCommerce platform under Sea group, offering a mobile first social-centric online shopping experience with millions of active user and a wide range of category. Connect buyers and sellers through innovative features like flash sales.
Education
Bachelor’s Degree - Sustainabilities Studies, Marketing
Srinakharinwirot University
01-2010
Skills
P&L management Market analysis Brand planning Marketing budget management ROI optimization
Timeline
Head of brand / 3+Years category&up
PromomThailand (Kids’s Supplement)
11.2025 - Current
Marketing Manager/ Partnership and Retail business
CPF PUBLIC COMPANY (Food Retail)
03.2025 - 10.2025
Senior Brand Manager / Food Delivery
KFC THAILAND (Food Retail)
01.2021 - 03.2025
Category Manager/ Merchandising BU B
The Mall Group (Department stores)
01.2018 - 01.2021
Associates, Flash sales & Designs Operations/Analyst&Strategist
Shopee Thailand (Ecommerce Platform)
01.2016 - 02.2018
Bachelor’s Degree - Sustainabilities Studies, Marketing
Srinakharinwirot University