Rinlita Akaratulyaphat
Product Marketing Senior Manager
Summary
Dynamic and results-oriented product marketing leader with a proven track record in driving go-to-market (GTM) strategies, consumer insights analysis, and cross-functional collaboration to launch and scale innovative products. Passionate about crafting compelling product narratives, influencing market positioning, and delivering impactful marketing campaigns that enhance user experience and brand engagement. Adept at working with engineering, sales, and marketing teams to develop and execute product roadmaps, ensuring seamless integration for ecosystem. Strong expertise in data-driven decision-making, brand storytelling, and market penetration strategies that drive business impact and customer loyalty.
Overview
13
13
years of professional experience
4
4
years of post-secondary education
Work History
Product Marketing Senior Manager
TikTok Thailand
05.2019 - Current
- Led and executed end-to-end product marketing strategies, ensuring seamless integration with user engagement initiatives and platform innovations.
- Designed and deployed GTM strategies for multiple product launches, successfully driving awareness and adoption among users, creators, and brand partners.
- Conducted extensive consumer research, leveraging insights to refine product positioning and enhance user experience.
- Developed high-impact marketing campaigns in collaboration with product, sales, and content teams to optimize brand visibility and market competitiveness.
- Spearheaded cross-functional collaboration, ensuring alignment between engineering, operations, and marketing teams to deliver seamless product launches.
- Utilized data-driven decision-making to enhance TikTok product and feature performance, achieving a 20% YoY increase in user engagement and retention.
Marketing & Strategic Planning Manger
OMG Thailand
02.2018 - 04.2019
- Designed and implemented product marketing strategies, ensuring effective market positioning and audience engagement across multiple channels.
- Developed integrated marketing plans that enhanced brand visibility, demand generation, and consumer engagement for key clients.
- Conducted in-depth competitive analysis and market research to refine messaging, improving product differentiation and sales performance.
- Collaborated with cross-functional teams, including sales, analytics, and creative teams, to create data-driven campaigns that optimized media performance.
- Led strategic and marketing planning to driving measurable improvements in campaign reach and ROI.
Marketing & Strategy Assistant Manager
LINE Thailand
09.2014 - 02.2018
- Led product marketing initiatives, enhancing customer engagement and user adoption of LINE’s digital services, including LINE TV, LINE Today, LINE Voom and Openchat
- Developed and executed go-to-market (GTM) strategies tailored to consumer audiences, ensuring a strong brand presence and user retention.
- Conducted user behavior analysis and market research to create highly targeted marketing campaigns that resonated with consumers.
- Spearheaded interactive engagement strategies, including social media activations and loyalty programs to driving user participation.
- Partnered with content creators and media publishers to enhance content variety and attract a broader audience to LINE’s platforms.
- Worked closely with engineering and UX teams to optimize product features based on user feedback, improving overall customer experience.
Product Marketing Coordinator
Huawei Technologies Thailand
08.2012 - 10.2013
- Supported the execution of product marketing strategies for Huawei’s consumer electronics division, contributing to successful product launches in the Thai market.
- Conducted competitive analysis and gathered consumer insights to enhance product positioning and brand storytelling.
- Facilitated collaboration between product, sales, and marketing teams, ensuring alignment with global strategy and regional market needs.
- Assisted in managing go-to-market (GTM) initiatives, optimizing brand presence across digital and retail channels.
- Led performance tracking and reporting efforts, utilizing data insights to refine marketing approaches and improve sales impact.
Education
BBA - Business Administration & Management - Marketing
Assumption University
Thailand 05.2008 - 05.2012
Outstanding Skills
- Product Marketing & Go-To-Market (GTM) Strategy – Expert in launching and driving product success through strategic marketing initiatives.
- Consumer & Market Insights Analysis – Skilled in leveraging analytics to shape product positioning and user engagement strategies.
- Product Positioning & Messaging – Proven ability to develop compelling narratives that resonate with target audiences.
- Cross-Functional Leadership & Collaboration – Experience in working across engineering, sales, operations, and marketing to align product goals.
- Demand Generation & Growth Strategies – Focused on increasing market adoption, brand recognition, and customer retention.
- Competitive & Market Analysis – Ability to assess market trends and identify key opportunities for differentiation.
- Brand Storytelling & Communication – Strong storytelling skills to enhance product perception and consumer connection.
- Data-Driven Marketing & Performance Optimization – Expertise in refining strategies through key performance insights and analytics.
References
- Chanida Klyphun, Head of Public Policy, TikTok Thailand
- Pisut Rojlertjanya, Head of Operation, TikTok Thailand
Timeline
Product Marketing Senior Manager
TikTok Thailand
05.2019 - Current
Marketing & Strategic Planning Manger
OMG Thailand
02.2018 - 04.2019
Marketing & Strategy Assistant Manager
LINE Thailand
09.2014 - 02.2018
Product Marketing Coordinator
Huawei Technologies Thailand
08.2012 - 10.2013
BBA - Business Administration & Management - Marketing
Assumption University
05.2008 - 05.2012
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