Premchai Denpatcharangkul
Commercial Director
Bangkok
Summary
26 Years of experience in Trade Marketing, Sales, Export and Business development of Fast Moving Consumer Goods (FMCG) with 21 years in a managerial position Conceive the vision. Develop sales and marketing plan. Implement all details. Results-driven commercial professional prepared to drive growth and profitability. Proven track record in strategic planning, market analysis, and business development. Adept at leading cross-functional teams and fostering collaboration to meet changing business needs. Skilled in negotiation, financial oversight, and client relationship management. Known for delivering impactful solutions and exceeding performance targets.
Overview
27
27
years of professional experience
6
6
years of post-secondary education
Work History
Commercial Director
Odani Kokufun Co. Ltd.,
07.2023 - Current
- Provided extensive leadership by effectively communicating strategic goals and plans.
- Collaborated with product development teams to ensure alignment between customer needs and product offerings.
- Evaluated competitor strategies in order to proactively adapt marketing tactics for continued success.
- Developed annual budgets based on historical data analysis and projected growth objectives.
- Increased sales revenue by developing and implementing strategic marketing plans tailored to specific industries.
- Developed strategic initiatives based upon company objectives aimed at accelerating growth.
- Developed pricing strategies that balanced profit margins with competitive positioning, driving sustainable growth.
Senior Executive Manager, Business Development
DKSH Thailand
06.2017 - 06.2023
- Develop value proposition and strategy for new client to use DKSH market expansion service in Thailand
- Searching, Recruiting, Acquiring and developing new client to achieve 3-5 years plan with positive P&L
- Set up route to market strategy, channel sales and distribution and run feasibility study for high potential client
- Recruit new business (clients) value 3,600 Million Baht contract year in 6 Years and grow client business with DKSH Thailand
- Result Achieved by recruiting clienes such as Thai Union (Sealect), Calbee Tanawat (Calbee, Jaxx), Megachef (Fish sauce), UHU (stationery glue), Urenholt (Emborg cheese), Oatside (Oatmilk), Sapporo beer, Tamarind house, Sunsu jelly, Odani kokufun (OSK tea)
Category Development Manager
PEPSICO Thailand
01.2015 - 02.2017
- Report to Sales Strategy Manager
- Developed and executed Trade Marketing Strategies of 3 channels (General Trade and Local Modern Trade, Food service, Sport Channel) strategies to support business objectives.
- Developed insightful presentations for senior leadership, providing updates on category performance metrics, challenges faced, accomplishments achieved, as well as future growth plans.
- Built effective annual business plans by closely collaborating with key stakeholders across various departments.
- 5 direct reports (Trade Marketing Executive for General trade, Food channel, Wholesales and Local supermarket, and Sport Channel)
- Brand Portfolio - Pepsi, Lipton, Gatorade, 7Up, Mirinda, Aquafina water
- Working closely with TT channel head to provide category and shopper insights to drive performance
- Align with marketing team and establish communication tools & process, summarizing all initiatives to the field execution team
- Develop & drive new Sales & Trade marketing initiatives by channel
- Development and delivery of new product development (NPD) plans
- Leverage Strategic Innovations to build a powerful Trade marketing plan that will create a stronger blueprint for growth
- Provide all support and information needed by Revenues/Trade spend Management Manager to support the development of Package/channel Pricing Strategy
- Accomplished sales target at 10,000 million Baht in 2016
- Number 1 in Cola: Val % Share (NR base) in Traditional Trade @ 47.5% share in Dec 2016
- With LRB growth 7% vs Y2015 (LRB - Liquid Refresh Beverage)
- With CSD growth 6% vs Y2015 (CSD - Carbonated Soft Drink)
- Successful Launch 5 New Product Development 11 skus during 2016 for RTD tea brand Lipton Ice Tea, Pepsi 640ml, Pepsi 375ml, Aquafina VITZAA, Aquafina water and Gatorade both distribution and volume nationwide
- Successful launch 2 big campaigns, Pepsi UCL Football Campaign and Pepsi with Food campaign
- Drive 25% growth in SKU per outlet from 4 to 5 skus
Country Manager
TOA Paint Indonesia
01.2011 - 06.2012
- Managed budgets, financial planning, and forecasting to optimize profitability for the country operations.
- Established strong relationships with key industry players for business growth and expansion.
- Increased market share by developing and implementing effective sales strategies.
- Coached and mentored team members, fostering a culture of continuous learning and development.
- Recruited, trained, and coached 20-member team to support company growth.
- Achieved revenue targets through proactive client engagement strategies that fostered long-term relationships with customers.
Senior Oversea Business Development Manager
TOA Paint Thailand
01.2010 - 01.2014
- Report to Vice President Oversea Development
- Acting Country Manager of TOA Paint Indonesia (2010-2011)
- Provide strategic direction and manage team to achieve sales target
- Manage market research and analysis / feasibility studies in order to identify market requirements for current & new market such as Indonesia and Philippines
- Prepare financial plans with appraisal study and cash flow calculations
- Develop & recommend strategies for both new business and existing market
- Work with R&D on new product development
- Lead, develop & execute marketing and business plans to provide excellence solution for business
- Drive sales growth for export market such as India, Malaysia, Pakistan, Singapore, Sri Lanka, and etc
- Achieved Sales Target for Export 100% in 2011 - 2014
- Set up new company in Indonesia (TOA Paint Indonesia) and business plan to drive sales 120 million Baht in 2012 and 140 Million Baht in 2013 with 7 brands of new product launch and full marketing campaign of TVC, Radio in Indonesia in 2014
- Expand new business to other countries such as China, U.A.E, Maldives
Head of International Business Development Manager
Malee Enterprise Co., Ltd
09.2008 - 12.2009
- Responsible for Sales, business unit strategy, planning, budgeting, P&L for international market
- Build up strong business partnership with distributors in each country eg
- SEA countries (Malaysia, Indonesia, Cambodia, Laos, Myanmar, Singapore) and others such as Pakistan, Iran, China
- Develop and implement the improvement of profitability
- Lead 2 Business Development Manager team to implement customer management
- Accomplished sales target of 2009 by 105% and delivered profit in 2009 with growth 100% vs 2008
- Penetrate business to new markets such as Malaysia, Indonesia, and Myanmar in 2009
- Improve forecast accuracy from 20% to 90% by restructure export work process, demand forecast with distributors to make smooth supply chain operation to end consumer with fresh product and 0% aging product at Melee’s warehouse
- Setting new pricing strategy and allocate A&P to distributors to drive sales in each country to maximize revenue
- Revised product assortment and list in high potential products to get better sales and profit via distributors base on consumer and competitor in each market
Regional Trade Marketing Manager
Kraft Food Thailand Ltd.
01.2006 - 12.2007
- Responsible for Thailand, Malaysia and Singapore market
- Accomplished sales target in 2006 VS 2005 for Thailand, Malaysia, Singapore by delivered Sales growth by 15% for Cheese and 10% growth for Grocery category by implement consumer promotion and pricing strategy for 3 countries, control and recommend frequency and timing to be in-line with above and below the line activities with Distributor in each countries
- Drive penetration aggressively for Kraft Cheese Singles by implement in-store sampling program to generate trial, reach 1 Million consumers in top key accounts in 3 countries in 2007
- Introduce shelf education program to build category awareness at Tops Supermarket Thailand and Giant parkway in Singapore
- Successful relaunch new Kraft Singles campaign in Q3 2006 for Thailand, Malaysia, and Singapore
Trade Marketing Manager
Effem Thailand Inc.
02.2000 - 10.2005
- Responsible for Pet shop, Vet clinic and General Trade channel for Pet food brand Pedigree, Whiskas, Cesar
- Accomplished sales target from 2000-2003 by delivered Sales growth 90% in 2001, 57% growth in 2002, and 34% growth in 2003 and continue grow double digit in 2004-2005 by improved sales and distribution
- Drive sales and market share of Pedigree and Whiskas to become No.1 in premium pet food category in Thailand
- Monitored and evaluated Trade Marketing programs, Consumer promotion and activities to measure effectiveness and recommend improvements.
- Received “Make the different” recognition award South East Asia in 2001 by developed and implemented a new campaign of driving conversion program to reach 300,000 consumers
- Promoted from Zone 8 to Zone 7 (Middle management) in 2002
- Developed consumer promotions for Pedigree for Thailand, Malaysia, Singapore
- Supported the expansion of distribution outlets from 900 to 12,000 outlets in 6 years
Trade Marketing Executive
Gillette Thailand Co. Ltd.
10.1997 - 01.2000
- Responsible for trade marketing for brand Gillette, Oral-B, Duracell, Liquid Paper, and Braun
- Created customized promotions tailored specifically for individual clients or regions to maximize revenue potential.
- Increased display impact and maximize space of Oral-B in toothbrush category at Carrefour by implementing space management and assortment with friendly display to shopper
- Increased brand awareness by developing strategic trade marketing plans and executing promotional campaigns.
- Key Account Executives at Big C, Tops supermarket, 1 year
- Accomplished sales target 4 million baht/month
- Implement secondary display and promotion for Gillete Shaving product, Duracell Battery, Liquid Paper, 3 times per year in-line with marketing plan for Big C and Tops Supermarket
Education
MBA - General Management
University of Tennessee At Martin
USA 08.1995 - 12.1996
BBA - Major in Marketing
Assumption University
Bangkok, Thailand 05.1990 - 12.1994
Skills
- Market Strategy Planning
- New Product Strategy
- Market Pricing Strategy
- Strategic Marketing Plans
- Strategic Development
- Problem-Solving Skills
- Customer Development
- Problem-solving abilities
- Multitasking
- Excellent communication
- Self motivation
Personal Information
Date of Birth: 10/24/71
Timeline
Commercial Director
Odani Kokufun Co. Ltd.,
07.2023 - Current
Senior Executive Manager, Business Development
DKSH Thailand
06.2017 - 06.2023
Category Development Manager
PEPSICO Thailand
01.2015 - 02.2017
Country Manager
TOA Paint Indonesia
01.2011 - 06.2012
Senior Oversea Business Development Manager
TOA Paint Thailand
01.2010 - 01.2014
Head of International Business Development Manager
Malee Enterprise Co., Ltd
09.2008 - 12.2009
Regional Trade Marketing Manager
Kraft Food Thailand Ltd.
01.2006 - 12.2007
Trade Marketing Manager
Effem Thailand Inc.
02.2000 - 10.2005
Trade Marketing Executive
Gillette Thailand Co. Ltd.
10.1997 - 01.2000
MBA - General Management
University of Tennessee At Martin
08.1995 - 12.1996
BBA - Major in Marketing
Assumption University
05.1990 - 12.1994
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