Hi, I’m
Thiti Thianprued
Strategic CX & Data Intelligence Leader
Saphan Sung,10
Summary
Strategic Marketing & CX Leader with 20+ years of experience in driving digital transformation and customer-centric growth for global brands. Proven track record in leading large cross-functional teams (up to 20+ members) and managing complex stakeholder environments. Expert in leveraging data intelligence to optimize full-funnel customer journeys and brand positioning.
Overview
13
years of professional experience
2
Certifications
Work History
Krungsri Bank
Lead Data Strategist (FAVP)
10.2021 - Current
Job overview
- Data-Centric Culture Transformation: Spearheaded the enterprise-wide data enablement roadmap, effectively cultivating a "Data DNA" culture and scaling Tableau adoption from 1,000 to over 2,500 active users across the banking group.
- Strategic MIS Consulting: Acted as a strategic consultant to the MIS team, leading the design and development of advanced performance dashboards for various Business Units to ensure data-driven insights are aligned with specific business objectives and KPIs.
- AI & Analytics Roadmap (Tableau Pulse): Directed the strategic planning and roadmap for PoC and Pilot of Tableau Pulse, leveraging generative AI to provide proactive, personalized insights and enhance the organization’s predictive analytics capabilities.
- Data Capability Building: Designed and executed comprehensive digital learning frameworks to upskill business users on analytics tools, fostering self-service data utilization and informed decision-making across the organization.
VML (formerly Y&R)
Director, Customer Experience
10.2021 - 05.2024
Job overview
- CX & Lifecycle Strategy: Directed end-to-end digital strategies and customer journey mapping for strategic segments (BMW, SCB, TTB), optimizing touchpoints to maximize Customer Lifetime Value (CLV).
- Insight-Led Personalization: Utilized deep-seated customer insights and behavioral data to drive hyper-personalized marketing initiatives, resulting in enhanced brand health and customer satisfaction.
- Cross-Functional Leadership: Led a multidisciplinary team of 10+ specialists, ensuring seamless collaboration between creative, data, and strategy teams to deliver high-impact business results.
- Market Opportunity Identification: Translated complex qualitative and quantitative research into actionable value propositions for retail customers.
3DS Interactive - PAM, MarTech Startup
User Experience Lead
02.2020 - 02.2021
Job overview
- Data Integrity & MarTech: Directed the design and data architecture for Customer Data Platforms (CDP), ensuring robust tracking implementation and data quality for personalized marketing activities.
- UX & Conversion Optimization: Led UX/UI strategies for eCommerce and digital platforms, focusing on identifying customer pain points and optimizing the lead funnel from awareness to conversion.
Wunderman, Global Creative & Digital Agency
Head of Creative Solution
06.2015 - 07.2018
Job overview
- ROI-Driven Campaign Leadership: Managed a team of 20+ to deliver integrated marketing campaigns for global brands (Nestlé, Ford, Colgate), focusing on maximizing ROI through data-driven media and creative optimization.
- Market Intelligence & SEO: Leveraged search keyword performance and market movement analysis to identify technical and content-based opportunities for high-quality traffic acquisition.
- Brand Health & Social Listening: Oversee social listening and brand health monitoring to identify market trends and competitor movements, translating insights into strategic marketing recommendations.
Edge Asia, Creative & Digital Agency
Creative Director
12.2012 - 12.2014
Job overview
- Regional & Multi-Channel Management: Directed multi-channel creative output for Nivea, dtac, and LG, ensuring alignment with client objectives and regional brand strategy.
- Team Supervision: Managed a cross-functional creative team of 10, providing leadership and mentoring to deliver high-quality digital storytelling.
Education
King Mongkut's institute of technology Ladkrabang
Bachelor of Engineering
01.2002
University Overview
Skills
Digital Transformation Strategy
Customer Experience (CX) & Journey Mapping
Cross-Functional Leadership
Omni-channel Marketing Optimization
Data Intelligence & BI Dashboards
Brand Positioning & Awareness
Customer Data Platform (CDP) Management
Strategic Stakeholder Management
MarTech & AI Adoption
Performance Tracking & ROI Optimization
Internal Communications & Knowledge Sharing
Agency & Vendor Management
Certification
Mastering Customer Experience
Timeline
Lead Data Strategist (FAVP)
Krungsri Bank
10.2021 - Current
Director, Customer Experience
VML (formerly Y&R)
10.2021 - 05.2024
User Experience Lead
3DS Interactive - PAM, MarTech Startup
02.2020 - 02.2021
Head of Creative Solution
Wunderman, Global Creative & Digital Agency
06.2015 - 07.2018
Creative Director
Edge Asia, Creative & Digital Agency
12.2012 - 12.2014
King Mongkut's institute of technology Ladkrabang
Bachelor of Engineering
Publication
Publication
- Customer Experience Articles
- MarketingOops! Exclusive Insider.
- Https://www.marketingoops.com/author/beerthoven/