PRANCHAYA APILUKKNANUWAT

Appointed to lead the entire Group Marketing organization during a pivotal period of transformation and growth. Oversaw six key marketing domains—including Strategic Marketing, Customer Retention (Airport and Downtown), Marketing Communication, Brand Activation, Strategic Partnerships & Sponsorships, and the Group-Wide Loyalty Platform—ensuring enterprise-wide alignment and market excellence.

Strategic Leadership & Vision Alignment

• Set the strategic direction for integrated marketing across all touchpoints to position King Power as Asia’s premier travel retail brand. Unified campaign messaging, customer journey planning, and brand architecture across business units to deliver a seamless and differentiated customer experience.

Organizational Transformation & Capability Building

• Played a central leadership role in reshaping the marketing organization into a high-performing, insight-driven unit. Built and mentored a multi-generational team of Vice Presidents and next-generation leaders, fostering a culture of accountability, creativity, and agility. Introduced new ways of working that bridged legacy expertise with modern, digital-first practices.

Digital & Data-Driven Innovation

• Co-led the company’s digital transformation in partnership with global consultants including Accenture, BCG, and Terra. Championed the marketing workstream and ensured strategic integration into new enterprise systems, digital customer touchpoints, and data infrastructure. Drove adoption of agile marketing operations and precision targeting capabilities.

Loyalty Ecosystem Redesign

• Architected and launched a Group-Wide Loyalty Platform that unified customer data across all business units and brands. Reinvented the value proposition and lifecycle strategy to enhance retention, increase share-of-wallet, and create long-term loyalty at scale.

Cross-Functional Synergy & Executive Governance

• Achieved company growth by implementing strategic initiatives and fostering collaboration across departments.
• Acted as a strategic partner to C-level executives and key business units. Spearheaded cross-functional collaboration between marketing, operations, commercial, and IT teams to deliver high-impact initiatives. Reported directly to the Group CEO and Board, with full accountability for enterprise marketing KPIs, team performance, and strategic ROI.

• Collaborated with executive leadership team members on long-term strategic planning that ensured sustainable success for the company.
• Enhanced company performance by implementing new strategies and streamlining operations.
• Strengthened relationships with key stakeholders, fostering trust and collaboration across the organization.
• Presented and discussed strategy and initiative progress with senior business leaders.
• Secured vital partnerships with industry leaders, enhancing company reputation and expanding market reach.
• Revamped sales strategies to increase customer acquisition rates while maintaining strong profit margins.
• Analyzed industry trends and tracked competitor activities to inform decision making.
• Oversaw divisional marketing, advertising and new product development.

• Manage all corporate marketing strategies, campaigns, communication, and activities to achieve revenue growth and market expansion for King Power International Business. Reporting to EVP of marketing and board of management monthly.
• Leading strategic marketing plans with 360-degree management for various teams; corporate, event, partnerships, merchandising, CRM, promotions etc. Planning, motivating, and training teams to achieve the best results.
• Creating strategic campaigns to support various departments. Monitoring, collecting, and evaluating analytical data of each campaign to summarize performance and align with corporate policies and target objectives.
• Strategically lead and supervise teams on communication objective and strategy, customer profile, customer journey, customer privileges in all touchpoints, develop integrated marketing and communication plan, comply with company’s regulations as well as provide strategic guidelines and set KPI for a path to success the team and constantly coaching by providing constructive feedback.
• Explore identity, and pitch marketing and partnership campaigns to acquire new potential corporate partnerships and enhance corporate partnership opportunities. Lead the corporate partnership marketing and campaign including event or promotional and sponsorship activations.
• Lead and ensure the accomplishment of related projects, by working closely with related teams (Ex. Branding, PR, Promotion and Membership) for the leading project to achieve a business goal, including collaborating and dealing with potential sponsors.
• Collaborate with internal and external parties to drive the project as planned with great quality and cost-effectiveness to ensure customer journey through online and offline and database utilization working closely with shop operation, Branding and CRM team, including improving brand reputation, awareness and sales.
• Team leader for Digital transformation projects leads to overseeing the overall roadmap and working closely with the business consultant “Accenture” and internal stakeholders to achieve the company goal.
• Creating strategic campaigns to support various departments. Monitoring, collecting, and evaluating analytical data of each campaign to summarize performance and align with corporate policies and target objectives.
• Successfully controlling and managing the marketing budget.

• Developing all corporate activities and budgets to achieve the business goals of Emporium and Emquartier
• Leading a team to execute all marketing activities, including cooperation with various other departments.
• Initiating marketing strategies and seeking innovative new tools to strengthen the marketing team.
• Overseeing corporate events and all-year-round marketing activities
• Develop and implement a marketing plan to support family and lifestyle tenants.
• Conducting research to identify new opportunities for partnerships and sponsorships projects.
• Training new and existing staff to ensure the smooth execution of events, to achieve ROI goals.
• Enhanced company reputation through effective public relations initiatives and media outreach.
• Boosted brand awareness by developing and implementing strategic marketing campaigns.
• Mentored junior team members in best practices for marketing strategy development and implementation.

• Setting up all departments to run every business function (accounting, client service, and creative and design).
• Leading a team to plan outstanding events and exceed client expectations within a budget.
• Researching to identify new opportunities and innovation to create extraordinary events.
• Training all new and existing staff and smoothly executing each event per the client ‘s guidelines.
• Ensuring that laws and regulations conduct all functions.
• Established a successful business by identifying market needs and developing innovative solutions.
• Developed strong partnerships with other businesses to allow for collaboration and more significant opportunities for growth.

• Worked closely with K.Tue to organise projects and strive to stand out from the crowd with various clients and industries such as luxury, lifestyle, fashion, cosmetics and retail.
• Recruiting and training all teams before events to ensure smooth operations.
• Working with the creative team on the theme and layout to give every event a “wow-factor”.
• Trained new and existing staff prior/after events: for smooth execution during event operations as per clients’ guidelines.
• Liaising with venue management, stand designers, caterers, contractors, and other suppliers to ensure successful events.
• Negotiating all related costs and closing sales of all managed projects.
• Utilized project management skills to keep events on track while meeting deadlines and staying within budget parameters.
• Adapted quickly to unforeseen circumstances or changes in the event landscape, implementing contingency plans as needed.
• Developed strong relationships with clients, fostering trust and rapport for ongoing business opportunities.
• Analyzed event costs to identify areas of improvement and cost savings.