Surathchai Savetpanuvong
Bangkok
Summary
Results-driven Head of Sales with 30 years of experience in staff management and strategic sales campaign development. Directed teams across diverse product lines, including personal care and food sectors, while overseeing regional operations in Indochina and South Asia. Expertise in corporate sales promotions and product launches, with a strong focus on market expansion and brand visibility.
Overview
32
32
years of professional experience
Work History
Head Import and CLMV
Chua Hah Seng
01.2024 - Current
- Domestic & International Market
Consultant
DDAY Group Co., Ltd.
01.2024 - Current
- Biscuit category: International Market
Consultant
PT Serena and Britannia
01.2024 - Current
- Thailand & CLMV
Vice President (Head of FMCG, International business division)
KCG Corporation Public Co., Ltd.
01.2019 - 04.2024
- In 2019, Thailand Modern and Traditional trade business development role of Cookie, Cracker, Wafer and snacks for brand called Imperial, Rosy, Violet and Imperial Gold Selection and etc.
- Management of International customer & Thailand border (Sales and Marketing) and develop sales and marketing strategies of biscuit, cookie, cracker, wafer, Allowrie and Imperial and Dairy Gold butter, cheese and bakery ingredient and beverages through distributor appointment, direct selling to major retailer
- Channel covered: Modern Trade, Traditional Trade, OEM, Horeca and etc.
- Achievement: Grow International sales double digit for three consecutive years in terms of sales revenue and build up strong distributor in CLMV market, well penetration in hypermarket and CVS and General trade channel respectively.
Commercial Manager (Head of Thailand commercial unit, Snack beans, Nuts, Almond,Cashew Nuts, Pistachio, Broad bean of Khaoshong, Lovenut, Pioneer Farm, Bite Bean brand)
Lily Tobeka Co., Ltd.
01.2018 - 01.2019
- Management of Thailand & Export (Sales and Marketing) and develop sales and marketing strategies of snacks, focusing Thailand (Domestic- Modern Trade & Traditional Trade) through distributor appointment.
- Channel covered: Modern Trade, Traditional Trade, OEM, Horeca, Export to Europe, America, and all over the world and etc.
- Achievement: Grow Thailand fundamental in terms of sales revenue and set up strong distributor in Thailand, well penetration in hypermarket and CVS., together with reset Indochina and Switzerland, Japan, USA brands
Country Manager(Head of Thailand commercial unit blade and razor, knife, cutter)
DORCO Co., Ltd.
01.2017 - 01.2018
- Management of Thailand & Laos(Sales and Marketing) and develop sales and marketing strategies of Blade and Razor, kitchenware and cutter focusing Thailand(Domestic- Modern Trade) through distributor appointment, Sahapattanapibul Co., Ltd. to be exclusive distributor for Dorco related products. /Traditional Trade through authorized importer
- Channel covered : Modern Trade, Traditional Trade, OEM, Horeca and etc.
- Achievement : Grow Thailand more than 20% in terms of sales revenue and set up strong distributor in Thailand, well penetration in hypermarket and CVS.
Marketing & Sales Manager (Head of commercial battery department, Thailand & Indochina, Srilanka, Australia and New Zealand)
FDK (Thailand) Co., Ltd.
08.2015 - 01.2017
- Management of Thailand & international business (Sales and Marketing) and develop sales and marketing strategies of Fujitsu battery focusing Thailand (Domestic- Modern Trade/Traditional Trade) & Indochina region through distributor appointment, P.S.B Co., Ltd. to be exclusive distributor for Fujitsu consumer battery and rechargeable.
- Change business model from direct account coverage to distributor model running Thailand for Fujitsu battery (Improvement of business to consumer model) Run full operation by establishing business and brand presence in Vietnam.
- Channel covered: Modern Trade, Traditional Trade and Hospital, Electronic channel, related factory channel and etc.
- International market: Australia, South Asia like Sri Lanka, Maldives, Indochina: Laos, Cambodia, Myanmar and Vietnam.
- Achievement: Grow saless and market share of Fujitsu battery through PSB and support company for gross margin growth, breaking the sale record since setup the company.
Owner
Own business
02.2014 - 08.2015
- Small Trading family business
- Developed and implemented business strategies to enhance operational efficiency and profitability.
- Managed financial forecasting, budgeting, and cash flow analysis to ensure fiscal health.
- Established strong relationships with vendors and clients to drive sales growth and customer satisfaction.
- Oversaw daily operations, ensuring compliance with industry regulations and quality standards.
International Business Manager (Head of International Business)
I.P. Manufacturing Co., Ltd.
11.2012 - 01.2014
- Management of international business (Sales and Marketing) and develop sales and marketing strategies of Hygiene, Vixol, Whiz, Dance, Focus and IVY focusing in Indochina region
- Open New country like Laos, Cambodia, Singapore, Maldives, Myanmar and Nigeria in 4 months’ time which grows the sales revenue two times.
- Supervise Marketing Manager and National Sales Manager of IP Vietnam
- Change business model from importer to multi-national importer and sub-distribution in Laos, Cambodia
- Run full operation by establishing business and brand presence in Vietnam
- Handle country managers of each Laos, Cambodia, Myanmar, and Vietnam
- Continue growing drinking yoghurt branded IVY to expand in trade in Hong Kong and China geographic distributor.
National Sales Manager (Head of Sales Modern and Traditional trade)
Energizer Thailand Limited
09.2011 - 11.2012
- Management of the sales team in both Modern Trade and Traditional Trade channels in close cooperation with Marketing Team for the promotional activities.
- Handled sales in modern trade and traditional trade for batteries, flashlights, Schick Blades and Razors and Personal Care category.
- For Traditional trade, restructure from own sales force to be geographical distributor model for batteries, flashlight, and razors.
- Achieved the YTD growth of double digit of batteries and flashlights products and more than 50% growth of blades and razors together with driving numeric distribution more than 30% growth in terms of traditional trade outlet.
- Turnaround Non-hyper account more than 30% in terms of value and volume.
- No longer operated
Business Manager
Osotspa International
10.2008 - 09.2011
- Handled full marketing management and international business of all South Asia distribution of energy drinks achieving five times in building Energy drink business in South Asia with increasing volume share more than 15% of non-carbonated energy drink in South Asia countries together with moving strategically of international business to establish energy drink concept in South Asia.
Business Manager
Motorola Thailand Limited
02.2008 - 09.2008
- Managed key accounts in over-the-counter channels across department stores, wholesalers, and retailers, focusing on Decologen and related products, resulting in 30% increase in outlet presence.
- No longer operated
Trade Marketing Manager
Johnson & Johnson Consumer (Thailand) Ltd.
01.2005 - 01.2007
- Led Listerine brand activity in key account to deliver brand strategy and communication in stores.
- Successfully implemented the launch of NPD called Listerine Fresh Citrus and Bright and Clean with sales growth of 25% in 2005 and 22% in 2006, respectively.
- Managed DKSH as sole distributor for driving Listerine, Listerine pocketpaks
- Drove the whole category and heighten consumer penetration.
- Formerly Listerine was under Warner Lambert (Thailand) Limited
Key Account Manager
Energizer Thailand Limited
01.2004 - 01.2005
- Implemented key account sales and trade marketing management and national sales plans to drive Energizer Alkaline and Eveready carbon zinc and flashlights through assigned accounts such as Big-C, Lotus, Powerbuy, B2S, Office Club, Central, Robinson and Japanese chains (Jusco, Foodland, Foodlion) and stationary and IT chain which established growth of more than 23% vs past performance.
- Conducted and solved shrinkage problem and project development at Lotus.
Key Account Manager
Gillette Thailand Limited
01.1999 - 01.2004
- Planned and implemented key account sales and marketing management to drive brand participation for Gillette, Oral-B, Duracell, Braun and Power Oral Care products through assigned accounts such as Tops, Boots, Watsons, The Mall, Central, Robinson and Japanese chains. Achieved sales quota and increased territorial sales by 11%.
- A Key Account Manager with functional operational responsibility of global accounts in upcountry outlets such as Big C, Carrefour, Lotus, Makro and Tops, Boots, Watsons, as well as department stores.
- Implemented Category Management Project for Tops in the shaving category, Male Grooming Center project (as Project Leader) for Watsons, and Boots Oral Care Category (Primary Project Manager) which increased the sales by 11%.
- Conducted business development projects at The Mall in the Shaving and Small Appliance Categories, Tops Battery category, Boots shaving category, Watsons shaving, oral care, battery, and small appliance categories. Successfully sustained efforts resulting in being selected as “Second Best Key Account Manager - 2002.”
Product Supervisor
Dutch Mill Co., Ltd.
01.1999 - 01.1999
- Conducted a comprehensive product management effort including an extensive trade marketing program and crafting brand strategy for pasteurized milk, and planned, oversaw and successfully executed the plan while maintaining a close liaison with Dutch Mill’s advertising agency.
Medical Representative
Pharmacia & Upjohn Co., Ltd., (Pfizer)
01.1996 - 01.1998
- Achieved all sales targets assigned on a quarterly basis and managed sales and supply for drugs used in treating males’ impotence, Xanax, Rogain, Nicorette and Diabetes Mellitus as well as successfully conducted co-sales planning and budgeting required to achieve both the high percentage of growth and value in comparison with pharmaceutical producers’ association averages.
- Conducted all sales for anxiolytic and neurogenic drug treatments used for treating Alzheimer’s Disease achieving second runner up of top sales among Bangkok Medical Representatives which the growth percentage was higher than PPA’s prior to the end of 1996.
- In 1997, during the first quarter, was challenged by District Sales Manager, Sales Manager and Division Manager to rotate from selling anxiolytic and neurogenic drugs to take charge of a larger territorial sales area in Q1/97. Successfully achieved the challenge by delivering top sales for Bangkok Medical Representatives in both a growth value of 2,000,000 and a percentage of 19.31%.
- Launched new drug called Caverject, a drug for treating male impotence and achieved the highest sales ratio in comparison to all company territory.
- Co-planned and cooperated with Generic Protection Program showing how to protect the market share from competitors both in original and local medicines.
- Generated event marketing at Chulalongkorn University hospital on the topics of Diabetes Mellitus for doctors throughout the country resulting in the highest territorial sales volume.
Medical Representative
Great Eastern Drug Co., Ltd.
01.1994 - 01.1995
- Managed key account relationships for over-the-counter channels in department stores, wholesalers, and retailers, focusing on Decologen and related products.
Education
MBA - Marketing
Assumption University
Bangkok, Thailand01-2001
BBA - General Management
Assumption University
Bangkok, Thailand01-1995
Skills
Computer: MS Office: Word, Excel, PowerPoint
Friendly, positive attitude
Teamwork and collaboration
Customer service
Import compliance
Timeline
Head Import and CLMV
Chua Hah Seng
01.2024 - Current
Consultant
DDAY Group Co., Ltd.
01.2024 - Current
Consultant
PT Serena and Britannia
01.2024 - Current
Vice President (Head of FMCG, International business division)
KCG Corporation Public Co., Ltd.
01.2019 - 04.2024
Commercial Manager (Head of Thailand commercial unit, Snack beans, Nuts, Almond,Cashew Nuts, Pistachio, Broad bean of Khaoshong, Lovenut, Pioneer Farm, Bite Bean brand)
Lily Tobeka Co., Ltd.
01.2018 - 01.2019
Country Manager(Head of Thailand commercial unit blade and razor, knife, cutter)
DORCO Co., Ltd.
01.2017 - 01.2018
Marketing & Sales Manager (Head of commercial battery department, Thailand & Indochina, Srilanka, Australia and New Zealand)
FDK (Thailand) Co., Ltd.
08.2015 - 01.2017
Owner
Own business
02.2014 - 08.2015
International Business Manager (Head of International Business)
I.P. Manufacturing Co., Ltd.
11.2012 - 01.2014
National Sales Manager (Head of Sales Modern and Traditional trade)
Energizer Thailand Limited
09.2011 - 11.2012
Business Manager
Osotspa International
10.2008 - 09.2011
Business Manager
Motorola Thailand Limited
02.2008 - 09.2008
Trade Marketing Manager
Johnson & Johnson Consumer (Thailand) Ltd.
01.2005 - 01.2007
Key Account Manager
Energizer Thailand Limited
01.2004 - 01.2005
Key Account Manager
Gillette Thailand Limited
01.1999 - 01.2004
Product Supervisor
Dutch Mill Co., Ltd.
01.1999 - 01.1999
Medical Representative
Pharmacia & Upjohn Co., Ltd., (Pfizer)
01.1996 - 01.1998
Medical Representative
Great Eastern Drug Co., Ltd.
01.1994 - 01.1995
BBA - General Management
Assumption University
MBA - Marketing
Assumption University
PERSONALITY:
Possesses the character who is open minded, enthusiastic and high energy to perform the tasks. Having strong self discipline and a self starter to initiate and open new ideas, determined and passionate to do things in line of interest. Accustomed to multicultural environment that honed interpersonal skills to think positively and the character that can easily get along with.
Mr. Surathchai Savetpanuvong career information
- No. 1
- Job scope/Experience: Total year of experience of Sales and Marketing
- Industry/Channel/role: FMCG (Food, beverages, snack, Non-food, household, personal care and related items
- Year of experience: 25 years
- Company/Job detail: See in CV
- No. 2
- Job scope/Experience: Sales and Marketing
- Industry/Channel/role: Pharmaceutical
- Year of experience: 5 years
- Company/Job detail: Pharmacia & Upjohn (Pfizer group), Decologen (Great Eastern Drug Co., Ltd)
- No. 3
- Job scope/Experience: Key account and MT Management
- Industry/Channel/role: FMCG MNCs
- Year of experience: 7 years
- Company/Job detail: Gillette Thailand: Account cover: Supermarket, Licensed Pharmacy and Dept store: Tops, The Mall, Foodland, Food Lion, Central and Robinson, Energizer Thailand: Accounts cover: Hypermart, Cash and Carry and Specialty store and etc./ Makro, Big-C, Lotus, Carrefour, Central Robinson, Powerbuy, Home Pro and B2S
- No. 4
- Job scope/Experience: GeneralTrade channel
- Year of experience: 6 years
- Company/Job detail: Gillette Thailand: TT Operation for stationery, electrical appliance (Braun), Energizer Thailand: Through direct sales team and distributor management, Direct sales team: Management TT team of 20 people and 15 PC girl for direct sales team covering channel of wholesaler, key TT retailer, semi wholesaler, hybrid TT stores, local chain and small retailers, Gillette Thailand: handles upcountry TT and main account channel like strategic upcountry key account, FDK Thailand: TT operation of battery and electronic, Dorco : Korean blade and razor, TT market like sampeng wholesaler area and beauty, barber and hair stores and FMCG small retailer
- No. 5
- Job scope/Experience: Trade Marketing experience
- Year of experience: 3 years
- Company/Job detail: Johnson & Johnson Thailand, Job detail: handles Listerine and Listerine pocketpaks
- No. 6
- Job scope/Experience: Distributor Management (Domestic)
- Industry/Channel/role: FMCG
- Company/Job detail: Johnson & Johnson: through DKSH management, Motorola Thailand: JayMart of mobile phone and accessories, Energizer Thailand, restructure to use local distributor and handle the distribution in Thailand of 11 area distributors in Thailand, DORCO: TT distributor and MT distributor (Sahapat)
- No. 7
- Job scope/Experience: Distributor Management (International market)
- Year of experience: 17 years
- Company/Job detail: Osotspa: M-150 and SHARK energy drink of South Asia area and Middle East like India, Bangladesh, Pakistan, Maldives, Nepal and Iran, IP Manufacturing: Hygiene, Vixol, Whiz, Dance, Focus, IVY Yoghurt drink and fruit beverage: Area: CLMV, China, Hong Kong, Nigeria, FDK Thailand: CLMV, Australia, New Zealand, Srilanka, KCG Corporation: approx. 20 countries of export: CLMV, India, China, Hong Kong, Bhutan, South Korea, Japan, Malaysia, Indonesia, Bhutan, Taiwan, Saudi Arabia, Philippines and etc.
- No. 8
- Job scope/Experience: Food service/B2B/HORECA
- Year of experience: 4 years & 8 months
- Company/Job detail: KCG Corporation, Channel: Mcdonald, KFC, Starbuck, Tour les Jour, Pepper Lunch and etc.
- No. 9
- Job scope/Experience: People Management
- Year of experience: 22 years
- Company/Job detail: First time Key Account Manager during Gillette time, Country Head of Vietnam/ Sales and Marketing /Trade Marketing operation, IP Manufacturing Co., Ltd., Job detail: Handling overall General management of IP Vietnam and together with sales and marketing and distributor management in each area of VN. Categories are: Hygiene, Vixol, Whiz, Dance, Focus, IVY, Direct team: Sales 15 Accounting: 2 Logistic 2 Marketing 2, National Sales Manager role, VP Sales & Marketing role, Energizer Thailand 26 people of MT and TT sales team and push girl, KCG Corporation: 8 people of sales and marketing, logistic and admin team in ASEAN market.
PROFESSIONAL TRAINING
- Highly effective presentation
- Leadership management
- Negotiation Skills, 1 days, year 2000
- English for Communication 1 days, year 2000
- Coaching Skill and Time Management, 1 days, year 2001
- Leadership Transformation, 1 days, year 2001
- Project Management, 1 days, year 2002
- People and Team Management, 1 days, year 2002
- Collaboration for Consumer Satisfaction by ECR Thailand, 1 days, year 2002
- Key Account Management, 1 days, year 2003
- Effective Presentation Skill, 1 days, year 2003
- Customer Focus, 1 days, year 2003
- Communication and Drive For Result, 1 days, year 2003
CHANNEL & CATEGORY HIGHLIGHTS:
- Domestic Channel: Modern Trade & Traditional Trade (Nationwide): Hypermarts, Cash & Carry, Convenience Store, Department Store, Stationery Store, Personal Care Store, Hospital and Drugstore channel and handle Nationwide and geographic distributor covering Local Supermarket, Minimart, Wholesalers and retailers and B2B channel (Daikin, Fujitsu General, Saijo Denki) and other QSR,and other HORECA channel
- International market: Indochina (CLMV), Asian (AEC countries), South Asia (India, Pakistan, Bangladesh, Sri Lanka, Nepal, Maldives, and etc.
- Category & Brand:
- Consumer Products:
- Handling Chilli Paste, sauce, seasoning, and condiment and etc.
- KCG Products: Imperial, Rosy,Allowrie,Dairy Gold, Violet, Emborg, Sunquick, President, Hyfun and Golden Fritto French Fries and etc.
- Other Professional experience: Gillette, Oral-B, Duracell, Braun, Dorco, Listerine & Pocketpaks, Johnson & Johnson, Modess, Neutrogena, Energizer& Eveready, Schick, M-150, SHARK, Hygiene, Vixol, Whiz, Dance, Focus, IVY, Dutch Mill, Fujitsu & FDK Batteries, Motorola and etc.
- Pharmaceuticals of both ethical and medicine:
- Xanax, Sermion, Lincocin, Pregaine, Regaine, Nicorette, Caverject, Decologen and etc.