Summary
Overview
Work History
Education
Skills
Certification
Timeline
Generic
Sirinoot Kongsombat (OUM)

Sirinoot Kongsombat (OUM)

Bangkok

Summary

Strategic and Analytics Leader with over 15 years of experience in banking, wealth management, business banking, and data-driven transformation. Skilled in business , project management, system development, and advanced data analytics, with a deep understanding of business operations. Proven ability to leverage insights to design efficient tools, deliver customer-centric value propositions, and drive business growth. Recognized for leading cross-functional teams, fostering innovation, and influencing senior stakeholders to achieve sustainable performance and competitive advantage.

Overview

18
18
years of professional experience
1
1
Certification

Work History

Data Intelligence and Capabilities Division (Wealth Strategy and Enabling)

The Siam Commercial Bank Public Company Limited (SCB)
06.2022 - Current
  • Customer Insight & Segmentation (Clustering)
    Developed customer clustering models or Analysis to segment wealth customers based on behavior, transaction patterns, and portfolio profiles.
    Identified potential “new-to-bank,” “new-to-investment,” and “upgrade-segment” customers, enabling targeted campaigns that expanded the investment customer base and improved acquisition efficiency.
  • Campaign Strategy & Growth (IL Extra, Branch Collaboration)
    -     Optimized data capabilities and executed strategic use cases through wealth campaign leads (e.g., IL Extra), achieving a 5.9% campaign response rate vs. the industry’s 2–3%.
    - Spearheaded the Branch & Wealth Collaboration initiative (Phase 1 & 2), leveraging advanced analytics to identify customer insights and target high-potential customers, resulting in a 15% campaign response rate and establishing a new engagement model between Branch and Wealth teams.
  • Privilege Optimization & Framework Revamp
    Conducted privilege analysis to evaluate suitability and cost efficiency of customer privileges, collaborating with Wealth Marketing and Finance to ensure comprehensive evaluation and deliver cost savings.
    Contributed to the revamp of the privilege framework, redesigning customer privilege offerings to enhance relevance, competitiveness, and customer value.
  • Transformation & Strategic Projects
    Contributed to the Wealth Card Migration initiative between SCB and CardX, ensuring seamless migration of wealth card portfolios while maintaining privilege continuity and minimizing customer impact.
    Conducted deep-dive Point Reserve analysis to assess customer loyalty point liabilities, delivering insights that enhanced financial accuracy and supported cost-saving decisions.
  • MIS & Process Automation
    Developed automated dashboards, reports, and portfolio insights tools to support sales performance management and align with wealth segment solutions.

Head of Krungsri Auto Risk - Fraud MIS Team (FAVP)

Bank of Ayudhya Public Company Limited (Krungsri Auto Group)
07.2012 - 05.2022
  • Directed MIS & analytics teams to deliver strategic insights, aligning reporting frameworks with key business KPIs and supporting both risk management and business growth initiatives.
  • Led the transformation of fraud detection systems through the Instinct implementation, reducing fraudulent applications by 500MB in the first year while strengthening portfolio resilience.
  • Implemented MIS dashboards and the Fraud Data Shield, transitioning from manual reporting to an analytics-driven model that improved data accuracy, speed of decision-making, and executive visibility.
  • Partnered with cross-functional units (Risk, Operations, Finance, Vendors) to deliver strategic prevention systems and ensure regulatory compliance, reinforcing trust with senior stakeholders and enabling sustainable growth.
  • Championed a culture of data-driven decision-making by coaching team members in analytics methodologies and fostering collaboration across business and technical functions

IT Auditor (Data Analyst Team)

The Siam Commercial Bank Public Company Limited (SCB)
03.2011 - 06.2012
  • Conducted risk-based IT and fraud audits under the annual plan, leveraging analytics to identify hidden fraud patterns and strengthen internal controls.
  • Applied full-population data testing (100% vs. sampling) to improve audit accuracy, uncover anomalies, and provide deeper insights for senior management.
  • Developed data-driven audit methodologies and collaborated with cross-functional audit units, ensuring reliable insights that supported risk management and strategic decision-making.
  • Enhanced organizational awareness of fraud risks by providing actionable recommendations, contributing to stronger governance and long-term business resilience

Software Developer Consultant

Biz Frontier Co., Ltd
06.2007 - 02.2011
  • Designed, developed, and implemented software solutions to meet diverse business requirements, combining technical expertise with a consultative approach.
  • Provided data and system consultancy to multiple high-profile organizations across banking, insurance, and government sectors, demonstrating strong client-facing and problem-solving skills early in career.
  • On-site project experiences included:
    Department of Business Development (Ministry of Commerce): Business registration system enhancements.
    Fiscal Policy Office (Ministry of Finance): Data systems for policy analysis and reporting.
    Deposit Protection Agency: Risk and compliance data management solutions.
    LH Bank: Loan Origination System development.
    SCB Life: Insurance system integration and support

Education

-

15 Year+
01-2025

Skills

Strategic Leadership & Business

  • Wealth Banking & Proposition Design
  • Customer Insight & Market Intelligence
  • Performance Management & Business Growth
  • Stakeholder Influence & Cross-functional Leadership

Analytics & Technology

  • Data Analytics & Visualization: SAS, Tableau (Certified Bronze & Silver), Power BI, Looker Studio
  • Data Management: Data Warehouse, MIS Transformation
  • Programming: SQL , Python (data analysis & automation)
  • Customer Analytics, Segmentation

Core Competencies

  • Analytical & Logical Thinking
  • Problem Solving & Decision Making
  • Storytelling with Data
  • Positive Attitude, Interpersonal & Team Development

Certification

  • Tableau (Certified Bronze & Silver Skill Belt from Tableau Thailand) Y2019 (2018 - 2023)
  • Data Analytics & Data Visualization with Google Data Studio Bootcamp (2022 - Present)
  • SAS Macro Language & Advance Technique (2017)
  • B.Sc. Computer Science, Silpakorn University

Timeline

Data Intelligence and Capabilities Division (Wealth Strategy and Enabling)

The Siam Commercial Bank Public Company Limited (SCB)
06.2022 - Current

Head of Krungsri Auto Risk - Fraud MIS Team (FAVP)

Bank of Ayudhya Public Company Limited (Krungsri Auto Group)
07.2012 - 05.2022

IT Auditor (Data Analyst Team)

The Siam Commercial Bank Public Company Limited (SCB)
03.2011 - 06.2012

Software Developer Consultant

Biz Frontier Co., Ltd
06.2007 - 02.2011

-

15 Year+

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Sirinoot Kongsombat (OUM)