Pornnate Sathirakul

Self-initiated e-commerce business

• Developed and executed a comprehensive e-commerce strategy, focusing on branding, market insights, exploring new opportunities, and strengthening brand positioning to accelerate growth and expand market presence
• Managed end-to-end operations, encompassing product sourcing, inventory management and customer service, to deliver a smooth and satisfying online shopping experience
• Shaped marketing strategies and collaborated with agencies on SEO, SEM, and social media to boost website traffic and increase sales
• Defined feature requirements and oversaw the maintenance of the WooCommerce platform, ensuring a seamless user experience and optimal functionality for the online store
• Handled product listings, including descriptions and images, to ensure accuracy and appeal
• Oversaw inventory management, order fulfillment, and shipping logistics
• Streamlined operational processes to improve efficiency and reduce costs
• Developed and implemented customer service protocols, resolving inquiries and ensuring high customer satisfaction
• Managed budgeting, pricing strategies, and sales forecasting

Key Achievement: Led cross-functional teams and collaborated with international partners to successfully opened flagship store under new brand concept in new territory and launched campaigns

Brand: Greyhound Café / THAI HEY (Thai restaurants) / BEANHOUND by Greyhound Café (Specialty coffee)

• Spearheaded new concept Thai restaurant opening in France
• Developed brand strategies including communication and localisation approaches to introduce brand to international market
• Navigated the team based Collaborated with regional partners to launch the campaign and ensured brand consistency from theme, communication, food presentation, menu design and shop decoration guideline based on local market insight
• Led cross-functional teams including executive chefs, bar manager, creative and operations teams on all international projects, from concept and pricing strategy development, new product innovation, menu design to media planning, ensuring deliverables consistently met the expectations of global partners
• Explored new opportunities such as collaborations and festive campaign based on different local markets and competitor analysis
• Developed pricing strategies that boosted profit margins and enhanced market competitiveness by elevating product value perception

Key Achievement: Accomplished new concept business model, feasibility analysis of chained restaurant company with guidance for systematic restaurant management and effective support team structure

Established brand positioning and winning strategies for business based on competitor analysis

• Built menu structure, price strategy and %target menu food costs with owners and chef consultants
• Created guidelines of how to run a profitable restaurant company with support team at head office and efficient restaurant operations
• Formulated business model with derived investment costs, COGs and operating expenses; COL, rental fees, marketing expenses, utilities and other operating expenses according to menu list, workflow, planned restaurant sizes and number of stores as a whole company and by store

Key Achievement: Spearheaded a chained-restaurant pilot project, the launch of flagship store in Nakhon Si Thammarat and 2nd store in Bangkok with complete restaurant management guidelines and tools

Brand: &JOY (International quick service restaurants)

• Defined menu structure, price strategy and approaches, plus explored new opportunities according to seasonality, customer feedback and behaviours of locals
• Developed communication strategy and messages including product sales talk and suggestive selling
• Oversaw menu creation and standardisation processes
• Ensured smooth supply chain management from sourcing materials, volume planning, logistics and stock management
• Created systematic data structure and useful templates for performance analysis, cost monitoring & control, and implementation of POS & inventory management system
• Supervised effective restaurant management with on-the-job training; COGs and OPEX (COL, utilities and other operating expenses) controls and protocols for restaurant issues

Key Achievement: Led a team of 8 to outperform sales target by 5% with a remarkable 117% profit above target, as well as turned around unprofitable branch into a highly profitable business

Brand: Sushi Cyu & Carnival Yakiniku (Omakase and Yakiniku restaurants) / Tetsu (Yakiniku restaurants)

• Developed strategic plans for profitability growth
• Defined and managed brand budget by analysing revenue, COGs, COL, marketing expenses, other operating expenses and profit targets
• Led cross-functional teams—including culinary, R&D, operations, and marketing—to successfully launch campaigns and new product development, ensuring brand consistency through food presentation, menu design, and storytelling
• Crafted comprehensive brand strategies for both online (social media, Line OA) and offline channels (in-store media, signage, menu design), effectively communicating brand messages and design language
• Enhanced the customer journey by streamlining workflows and elevating service standards across restaurant operations, including sales techniques and online communication channels
• Designed training programs covering P&L analysis, inventory management, and service excellence, fostering a culture of continuous learning and career development
• Focused on building a strong, positive team environment while promoting a culture of problem-solving and collaboration for long-term success

Key Achievement: Developed more precise feasibility models for diverse restaurant types

• Led performance review sessions with brand management to monitor action plans and progress towards closing corporate target gaps
• Analysed market trend, competitor financial performances and their strategic moves
• Synergised with brand management and business development teams to build realistic assumptions of standard store formats to create accurate feasibility models of various restaurant types

Key Achievement: Initiated Japanese ready-to-eat product development for new business expansion

• Analysed food market trend, Japanese ready-to-eat products, and market players to seek market opportunities and explore product potentials
• Established new product and design concepts, brand positioning, price strategy, target revenue and profit margin
• Collaborated with R&D, marketing, operations, and suppliers to successfully develop and finalise product recipes

Key Achievement: Developed and executed innovative food cost-saving initiatives, reducing COGs by 2% of sales, while launching successful campaigns and product launches that generated an additional 5-10% in revenue.

Brand: Zen Japanese Restaurants

• Collaborated with the marketing team to develop new menu offerings, optimise pricing strategies, set target food costs, and design menu layouts
• Streamlined food preparation and cooking processes across 20 stores, reducing inefficiencies and ensuring consistency, resulting in a 15-20% decrease in production lead time
• Analysed food cost variances, identified standard issues, and evaluated process improvements to enhance operational efficiency
• Achieved raw material cost savings of 5-10% on core materials through effective procurement strategies and waste reduction initiatives
• Worked closely with the supply chain team on sales and volume forecasting to ensure timely procurement of raw materials
• Led vendor selection of new POS and inventory management system implementation

Key Achievement: Trading BU representative on the Trading control system implementation project

• Performed vendor selection in accordance with company policies and business requirement criteria
• Verified implementation cost accuracy based on user requirements
• Managed project timeline and resolved issues impacting project progress
• Validated project deliverables (key business requirements, business blueprints, prototypes and change impact analysis)

Key Achievement: Trading control system expert and was offered to take PMO role in new Trading control system implementation project

• Performed daily and monthly analysis of trade data, including P&L, price risk, and VaR, and reported on trades nearing limit thresholds
• Provided training and support on trading control system functionalities