Pornnapat Bangnark
Product Group Manager
Bangkok
Summary
Dynamic Product Group Manager with a proven track record at CP AXTRA, excelling in strategic planning and innovation management. Achieved over 20% sales growth through effective merchandising strategies and strong supplier relationships. Adept at performance monitoring and fostering customer relations, driving profitability while ensuring product quality and market alignment.
Overview
14
14
years of professional experience
Work History
Product Group Manager (Bakery)
CP AXTRA PUBLIC COMPANY LIMITED
09.2023 - Current
- Oversee the planning, development, and implementation of merchandising strategies to maximize sales and profitability through effective merchandise planning and allocation.
- Oversee of Assortment Planning, determining the product mix based on market trends, customer preferences, and sales data, ensuring a balance between customer demand, profitability, and brand image. Give an insight recommendation to team if need.
- Promote the initiative new product assortment implementation and ensure it’s meet with customer expectation and Promoting product
- Collaborate with Supply Chain to ensure overall inventory levels to minimize stockouts and overstock situations, optimizing turnover and profitability.
- Collaborate with Marketing to develop pricing and promotional strategies to drive sales and meet business objectives.
- Work closely with other functions such as Customer, Trade Plan, Supply Chain, and Store Operations to ensure alignment and support for the merchandising strategies implementation.
- Analyze sales data, market trends, and customer feedback to identify opportunities for product assortment improvements.
- Lead and develop a team of merchandising professionals capabilities to achieve departmental goals and objectives.
- Develop and manage the departmental budget, ensuring financial goals are met.
- Delivered sales performance of Bakery bought-in and bakery ingredient achieve the target by generating sales growth from last year over +20% and Profit over +15%
- Delivered NPD weekly plan and additional key success driving as a collaborate branding.
Merchandise Manager
CP AXTRA PUBLIC COMPANY LIMITED
12.2019 - 09.2023
- Supplier Management and Development Identifies suppliers who can co-develop products
- Cooperates and maintains good relationship with suppliers who are reliable in providing products.
- Commits to all agreements made with the suppliers (i.e. invoice control arrangements, price differences), all of which are subject to a written contract or confirmation
- Visit suppliers and producers
- Product Management and Development
- Conducts market research and analysis to identify products that can be developed and adopted as Dry Food Products
- Coordinates with concerned Director, Sr. Buyer and Buyers to identify existing shelf-products that are sellable and can generate desired sales and profits if developed and marketed as Bakery Products
- Monitors the performance of Bakery Products, identify route causes of shortfall and plan actions to improve performance Sales Target
- Work with Marketing team to develop new launch activity in stores to drive sales Pricing and Makro Mail Promotional Program
- Ensures that products being developed match or better quality than benchmarks and priced lower than the benchmark according to brand positioning.
- Work with Marketing team to produce an effective Makro Mail Program, to achieve sales budget and profit targets.
- Team Management Feeds back market information, competition information, projects, sales and profit results to line manager and supported team
- Gives all necessary information and documents (i.e. article, supplier, ordering, promotions) to the stores
- Makes regular store visits to detect operational problems and follows-up on product quality and presentation.
- Gives all the necessary information to the Commercial Director and concerned Sr Buyer.
Senior Associate, Brand Key Account Management
Shopee (Thailand) Co., Ltd.
06.2019 - 12.2019
- Responsibility to ensure the success of key merchants on Shopee platform including driving revenue and smooth operation.
- Educating sellers on Shopee features, Shopee promotional campaign and market insights.
- Building long lasting relationships and trust with merchants to understand more about their business and their key success factors.
- Negotiating deals with sellers and work with marketing to develop matching initiatives to boost revenues.
Buying Manager
Ek-Chai Distribution System Co. Ltd (Tesco Lotus)
07.2017 - 05.2019
- Develops and implement the Buying Plan for a defined product area within the Category Plan.
- Constructs and implements the Supplier and Range plans to meet customer needs and exceed sales and Profit targets.
- Delivers Sales, Promotion plans to deliver good price for customers.
- Product development knowledge.
- Implements the corporate promotions calendar and policies.
- Manage the pricing plan for product range in line with corporate guidelines.
- Manage existing supply base and develop new suppliers.
- Ensure all products are ethically approved and accredited.
- Negotiate and agree all financial agreements with my suppliers.
- Integrate sourcing plans with consolidation plans, and the logistics, commodities and packaging functions.
- Extensive buying and procurement experience.
- Demonstrated negotiation, supplier and stakeholder management skills.
Food Merchandiser
Aeon Topvalu (Thailand)
04.2015 - 06.2017
- Responsible for Own brand (Topvalu brand) selling at Maxvalu store: develop new product and sourcing supplier develop product in grocery category.
- Generate sale, profit and operating income to achieve company’s budget.
- Investigate the market price, market trend and dealing with potential supplier.
- Product, price and market compared and presentation for supermarket. Preparation of the quires and request of proposals to the potential supplier.
- Discussion and negotiation of the product details, contracts and issue of orders.
- Request of the order approved from the suppliers.
- Follow up the performance evaluation of the suppliers in terms of prices, delivery, conformity of the products with the orders, quality of the products.
- Forecasting demand of product to meet sales volume and stock follow up and monitoring.
- Work with teams across the organization to launch new product expansions and promotions.
- Building and maintaining good relationships between suppliers, relevant internal department and supermarket.
RD Supervisor
CPRAM COMPANY LIMITED
10.2011 - 03.2015
- Develop ready-to-eat frozen food products based on customer requirements, ensuring high quality, cost-effectiveness, and on-time delivery.
- Research and innovate new product concepts; present product proposals and samples to customers to meet market demand and consumer expectations.
- Analyze and resolve production and quality issues.
- Coordinate effectively with factories and related departments to ensure smooth operations and timely support.
- Design and control the research and development process for new products, including the creation and optimization of manufacturing processes.
- Ensure product quality and consistency from laboratory trials to full-scale production, meeting customer specifications and maintaining production feasibility.
- Provide technical documentation such as shelf life studies and nutritional information to support customer requirements and regulatory compliance.
- Conduct sensory evaluations to ensure product taste, texture, appearance, and overall acceptance meet quality standards.
- Collaborate with internal and external stakeholders, including relevant authorities, to ensure successful product development, regulatory approval, and market readiness.
Education
MBA - Business Administration
Srinakharinwirot University
Bangkok, Thailand 04.2001 -
Bachelor of Science - Agro-industry Major, Product Development Technolog
Chiang Mai University
Chiang Mai, Thailand 04.2001 -
Skills
Strategic planning
Business development
Production management
Performance monitoring
Problem-solving aptitude
Computer skills
Timeline
Product Group Manager (Bakery)
CP AXTRA PUBLIC COMPANY LIMITED
09.2023 - Current
Merchandise Manager
CP AXTRA PUBLIC COMPANY LIMITED
12.2019 - 09.2023
Senior Associate, Brand Key Account Management
Shopee (Thailand) Co., Ltd.
06.2019 - 12.2019
Buying Manager
Ek-Chai Distribution System Co. Ltd (Tesco Lotus)
07.2017 - 05.2019
Food Merchandiser
Aeon Topvalu (Thailand)
04.2015 - 06.2017
RD Supervisor
CPRAM COMPANY LIMITED
10.2011 - 03.2015
MBA - Business Administration
Srinakharinwirot University
04.2001 -
Bachelor of Science - Agro-industry Major, Product Development Technolog
Chiang Mai University
04.2001 -
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