PRAWEENSRI TONGYAI TRIPRAKONG
RETAIL EXPERT
BANGKOK
Summary
Serviced-focused General Manager dedicated to delivering positive customer experiences to promote loyalty and repeat business. Orchestrates optimal resource utilization to handle expected operational needs. Sales leader with sound judgment, good planning abilities and interpersonal communication strengths.
Overview
23
23
years of professional experience
5
5
years of post-secondary education
Work History
GENERAL MANAGER FOR SOUTHEAST ASIA
LAGARDERE ACTIVE ENTERPRISE
5 2024 - Current
- Management of US $60M licensing business for ELLE brand in 4 business categories from women, men, kids & lifestyle and 9 markets in SE Asia
- Strategic management of brand and business licensing
- Identify new licensees and expand business potential of existing business partners
- Negotiate licensing agreements, manage licensee performance, conduct performance reviews and ensure licensee compliance
- Forecast and manage yearly budgets for each licensee
- Manage P/L’s of all businesses within territory and ensure licensees achieve budget goals
- Manage marketing and product development team for SE Asia
- Provide advertising, event and POS support for licensees
- Ensure compliance with ELLE brand standards across all segments and within all territories.
HEAD OF B2B MARKETING
CENTRAL PATTANA
08.2022 - 04.2024
- Work closely with Leasing Team in Specialty & Services category to provide one-stop marketing services for 90 key tenants (Tenant category: IT&Gadgets, Health & Beauty Clinic, Education, Playland, Cinema, Fitness, Specialty and BUs in Central Group)
- Initiate category campaign to drive tenant spending i.e
- Electronic Pro Day Campaign for IT&Gadget tenants, The little Campus for Education tenants and The Unlimited Beauty for Health&Beauty tenants
- Achieved 773MB (vs 684 MB target) in 2023
- Marketing consultation and offer integrated business solution covering from pre-opening to grand opening day and from media planning, digital engagement, PR and sale promotion for new brand launch to ensure successful launch with Central Pattana; key highlight brand launches such as Nitori, Kiztopia, Lego
- Coordinate with other marketing functions and branches to facilitate key tenants and seek for maximal mutual benefits for both tenants and company
- Continually maintain relationship with tenant engagement offerings to ensure strong partnerships
- Create tenant development program “Central Pattana LEAD” to groom potential SMEs and create new potential tenant opportunity for the company.
HEAD OF RETAIL MERCHANDISING AND BUYING
CENTRAL PATTANA
11.2020 - 07.2022
- Founded member of Retail business development division, the new unit to create new business opportunity and drive new competitiveness for Central Pattana
- Head of Project to develop new retail project from concept development, backend systems, operation process design, store design, feasibility study as well as negotiating with brands and liaise with all the involve parties both internal & external to completion
- In October 2021, successfully launched the first 2 retail projects in Central Si Racha under difficult covid situation
- Despite all the difficulties and limited resources, we managed complete the project on-time
- "Playhouse"- A department store concept for fashion spanning over 2,200 sqm area
- Curated more than 60 urban brands in Men Fashion, Women Fashion and Kids with 100% occupancy
- Sales 7MB/month
- "Design House" - A home & living department covering 775 sqm area
- Curated 13 brands and managed 100% occupancy
- Sales 2 mb/month
- Oversee business performance from sales, merchandising, stock level, relationship with brand partners, manage brand in & brand out, marketing promotion as well as all operation aspects
- In 2022, develop another 2 new retail projects for Central World consisted of Comma & - A unique multi-brand concept store for fashion lovers’ size 2,200 sqm
- Sales 10mb/month
- Hug Craft - Multi-brand souvenir shop curating local gems for tourists size 435 sqm
- Sales 4 mb/month.
DIVISION MANAGER: BUSINESS DEVELOPMENT & MARKETING
BOONRAWD BREWERY CO., LTD
11.2016 - 11.2020
- Job responsibility covering 3 business areas: GROUP GLOBAL BUSINESS
- Coordinate on company’s new international projects such as developing Crossroads project, Maldives
- Manage Singha’s sports sponsorship in cycling, ensuring highest ROI and brand visibility
- SINGHA PARK CHIANGRAI TOURISM DIVISION
- Division head responsible for P&L of Tourism Division with 280 million baht/year turnover
- Manage revenue, operation, and profitability of 4 main business areas: Retail shops (2 shops & 3 kiosks), Restaurants (3 restaurants), Recreational Activities, Event
- 2 Big Events: Develop impactful annual events to drive economic impact for Chiangrai province
- International Balloon Fiesta: the most well-known 5-day balloon event in February
- Gathered more than 35 balloons from all over the world and welcomed more than 500,000 tourists
- Farm Festival on the Hills: the largest winter concert in the North gathered more than 200,000 tourists during 5 day event
- 13 Sports Events: Develop sports marketing event calendar to bring in additional traffic all year round, from cycling, running to triathlon
- In addition to sports events, we produced sportswear to cater for the needs of sports fan tourists
- New Event: A successful attempt to create “Wet Rock Concert”, new event during rainy season
- AGRICULTURAL PRODUCT DEVELOPMENT
- A board member of sustainable greens company, a joint venture company between Singha Park and KC Fresh for developing and trading Singha Park Fresh Produce to modern trade channel
- Create new business opportunity with The Mall Supermarket, Makro and 7-11.
SENIOR BRAND MANAGER
RALPH LAUREN
01.2014 - 10.2016
- Head of Ralph Lauren Brand in Thailand which is distributed under CMG Group
- Responsible for overall performance of the brands under Ralph Lauren universe, namely Ralph Lauren, Polo Ralph Lauren and Denim & Supply with more than 300 million baht turnover
- Direct a team of front and back office comprising of 8 back office staffs (3 in marketing function, 3 in merchandising, 3 in operations and 1 admin staff) and more than 40 front staffs at 8 store locations to make sure sales target is achieved
- Liaise with the principle on all business angles mainly OTB negotiation, marketing plan and new store proposal to ensure Ralph Lauren brands in Thailand is well managed and respect brand guideline
- Manage brand P&L to reach company’s target and KPI
- Build top line with effective sales & marketing plan, pricing strategy and high quality sales team, Bottom line, by monitoring stock levels and control SG&A expenses
- Inventory management from optimum OTB (Open To Buy – Committed purchase amount with principal), maximum sell-through and manage aging stock with clearance events
- Explore expansion opportunity and does feasibility study to get approval from the company and the principle.
MARKETING MANAGER
MURAD/MURAD SKIN INSTITUTE
09.2008 - 12.2013
- Head of Marketing Team for Murad (Skincare Counter) and Murad Skin Institute (Beauty Institute)
- Responsible for managing a team of 5 (2 marketing, 1 VM, 2 graphic designer) and an outsourced PR Agency
- Business direction and marketing planning to maximize sales through key strategies from strengthening brand awareness, creating brand buzz to exploring new channels to increase sales
- Responsible for marketing activities to support sales target achievement through all 3 channels; these include 18 counters in leading department stores (Central, The Mall, Robinson), TV infomercial with TV Direct and a skin institute providing skin and body treatment
- Total target for all channels in 2013 was 130 Million Baht
- Create all brand communication and collaterals for new launch campaigns as well as animations for all channels
- Copy writing brand messages/press release and work closely with PR Agency to ensure most efficient communications are made
- Facebook page management
- As a medium sized company, we managed it in-house
- From the creation of the page to the daily management
- Media planning from selection, planning to ad production, focusing mainly on print ad and celebrity-endorsed advertorials
- Building CRM strategies to maximize loyalty as well as acquire new customers to achieve each year target
- Liaise with brand principle from marketing aspects to commercial deals to negotiate for best benefits for the company.
Editor-In-Chief: Hair Magazine
Media Expertise International Thailand
09.2005 - 08.2007
- Internal transfer from SVP-Marketing & Strategic Planning with opportunity granted by the board of management to become Editor in Chief for Hair Magazine
- Manage a 7 people-editorial team to work under editorial budget and by the monthly deadline
- Create theme and develop contents, and manage the team members both in-house and outsourced freelancers
- In addition, ensuring that writing style, layout, art direction is coherent in each and every issue
- Develop the magazine in a way that will attract more advertisers and expand to new group of readers by creating additional contents, creative marketing activities through working closely and sales&marketing team, resulted in acquiring new advertisers and readers from other segment than hair
- Creative idea on marketing activities, workshops, newsstand premiums, special supplement and so forth to generate extra revenue for the magazine.
Senior Vice President
Media Expertise International Thailand
01.2005 - 08.2005
- Strategic planning and integrated marketing to build each magazine title, increase circulation sales, newstand sales and subscription sales for Hair, Livingetc, Flavor and Harper’s Bazaar (all the magazines at that moment)
- Develop a solid marketing research to gain insight whether to purchase any new international magazine titles, and whether the content should be adjusted to match with the target groups
- Manage a 5-people marketing team to consistently propose new promotion, co-promotion and special events for each magazine title for stronger brand awareness and extra revenue
- Successful launch of Harper’s Bazaar, the latest Fashion magazine in Thailand in 2004 by creating a sponsor package and sell to key advertisers as fund to a phenomenal launch event, media, activities as well as PR
- Be part of pitching process for Wallpaper title, the leading design magazine from UK, by working closely with design agency to create mock up issue and won over the competitors, making Thailand become the 2nd international market after Russia.
PR&Communication Manager
Starbucks Coffee Thailand
03.2002 - 12.2002
- Build media relationship mainly newspapers and magazines with consistent visit and regular conversation to ensure the best brand image of Starbucks
- Prepare press releases and key communication messages on new product launches in all 4 product categories which are beverage, bean, merchandise and food, new store openings, internal communications and any messages the brand want to get across
- Manage crisis management thru close consultation with regional office in Hong Kong and the Managing Director in Thailand
- Main crisis during that time were in-store theft, GMO protest by Oxfam and furious customer complaints
- Successful communication for new store opening from local area communication (leaflet, local store promotion), thru media and store opening event to ensure the awareness of new store opening and optimal sales turnover
- Responsible for corporate social responsibility campaign from finding the suitable charitable organization, creating campaign and create activities around it for the good cause of the company and community
- Organize media interview for the Managing Director (assigned spokesperson) by making appointment with key media, prepare Q&A, key messages for potential questions and assist all thru interview session and make sure the key messages were delivered
- In-store communication including in-store leaflets, communication stands and key messages which the store partners have to communicate with customers.
Group Product Manager
L'Oreal Thailand
06.2001 - 02.2002
- Oversee the performance of 2 professional product groups; colour and form (straight&perm) for almost 200 SKUs, which distributed through salon channel
- Accurate monthly sales forecast (12 month rolling) to ensure decent stock level
- Integrated strategic marketing plan for new product launch from sales promotion, launch events, training workshop, media plan as well as PR activities
- Strategic media planning both paid media and free PR to guarantee maximum coverage within limited budget
- Successful monthly promotion to achieve monthly target turnover by either animate the current products or launch new products as planned
- Work closely with the professionals in hair industry for they can give invaluable information and knowledge
- Comprehensive training in hair colour, perm and straightening; theoretically and hands-on
- Handle professional photo shooting projects on each collection with the collaboration with noted fashion photographer, makeup artist and hair stylist
- Pioneer the first “Hair Fashion Week” in Thailand and Asian region with the purpose to promote hair fashion to Thai consumers and consequently increase sales turnover.
Product Manager
L'Oreal Thailand
06.2001 - 02.2002
- Successfully re-launch Shu Uemura in Thailand after L’Oreal acquired the brand to the family
- Co-lead with the brand manager in the launch event, new counter opening and old stores renovation
- Upgrade existing brand image thru the upgrade of BAs (training & grooming), stores (in-store decoration & tools) and brand image (media)
- Build and solidify brand image as “the professional makeup brand” through press workshop, makeup classes for customers, makeup sponsorship and fashion shooting
- Create all communication materials (in-store, catalogue, leaflets) and essential tools to use in store by coordinating on design and production tasks with various suppliers
- Thoroughly analyze the market and make decision together with the brand manager to choose the right new products to successfully launch in the market
- Prepare weekly and monthly sales report to closely monitor brand performance and adjust plan accordingly and on a timely manner.
Education
Master of Business Administration (Exchange) -
Fuqua Business School, DUKE University
North Carolina 01.2001 - 06.2001
Master of Business Administration - Marketing
SASIN Graduate Institute of Business Administration
Bangkok 05.1999 - 05.2001
Bachelor of Business Administration (BBA) - Marketing
Kasetsart University
Bangkok 06.1992 - 04.1995
Skills
Retail Expert
Otherskills
Fluent in English and Thai / Fair Mandarin Chinese, MS Word, Excel, Powerpoint, Sports, Travel, Beauty, Fashion, Lifestyle, Dog
Personal Information
- Date of Birth: 04/15/1975
- Nationality: Thai
- Marital Status: Married with 2 children
- Religion: Buddhism
Languages
Thai
Native language
English
Proficient
C2
Chinese (Mandarin)
Elementary
A2
Interests
Fashion
Beauty
Pet
Travel
Adventure
Coffee
Timeline
HEAD OF B2B MARKETING
CENTRAL PATTANA
08.2022 - 04.2024
HEAD OF RETAIL MERCHANDISING AND BUYING
CENTRAL PATTANA
11.2020 - 07.2022
DIVISION MANAGER: BUSINESS DEVELOPMENT & MARKETING
BOONRAWD BREWERY CO., LTD
11.2016 - 11.2020
SENIOR BRAND MANAGER
RALPH LAUREN
01.2014 - 10.2016
MARKETING MANAGER
MURAD/MURAD SKIN INSTITUTE
09.2008 - 12.2013
Editor-In-Chief: Hair Magazine
Media Expertise International Thailand
09.2005 - 08.2007
Senior Vice President
Media Expertise International Thailand
01.2005 - 08.2005
PR&Communication Manager
Starbucks Coffee Thailand
03.2002 - 12.2002
Group Product Manager
L'Oreal Thailand
06.2001 - 02.2002
Product Manager
L'Oreal Thailand
06.2001 - 02.2002
Master of Business Administration (Exchange) -
Fuqua Business School, DUKE University
01.2001 - 06.2001
Master of Business Administration - Marketing
SASIN Graduate Institute of Business Administration
05.1999 - 05.2001
Bachelor of Business Administration (BBA) - Marketing
Kasetsart University
06.1992 - 04.1995
GENERAL MANAGER FOR SOUTHEAST ASIA
LAGARDERE ACTIVE ENTERPRISE
5 2024 - Current
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