Viruj Ruchipongse
Head Of Brand Product And Digital Marketing
Bangkok
Summary
Senior aviation and digital transformation executive with over 20 years of progressive international leadership experience. Proven track record in driving digital innovation, market expansion, and revenue growth across five continents. Expert in developing strategic partnerships across government and private sectors, with demonstrated success in leading large cross-cultural teams and managing complex stakeholder relationships.
Overview
26
26
years of professional experience
7
7
years of post-secondary education
3
3
Languages
2
2
Certificates
Work History
Head of Brand Product and Digital Marketing
THAI AIRWAYS INTERNATIONAL PCL.
05.2021 - Current
- Lead comprehensive digital transformation and brand strategy initiatives for Thailand's flagship carrier, overseeing marketing operations and strategic partnerships across all channels
- Spearhead end-to-end brand and content strategy across digital channels, including social media, website, print/online content, and direct mail
- Direct corporate identity design and implementation across all touchpoints
- Lead implementation of data analytics initiatives, leveraging both internal and external sources
- Develop and manage strategic partnerships with major private and government organizations
- Oversee trade of service programs, including sponsorship and affiliate initiatives
- Drive HR development initiatives within the department
- Implement new digital competency frameworks
- Lead change management programs for digital transformation
- Establish performance metrics and KPIs for digital initiatives
- Create collaborative frameworks for cross-departmental projects
General Manager
THAI AIRWAYS INTERNATIONAL PCL.
06.2003 - 04.2021
- Led international operations across five continents, managing market expansion, revenue growth, and strategic partnerships
- Successfully launched direct Stockholm-Phuket route through integrated marketing campaigns, achieving 20% increase in sales revenue and passenger numbers
- Doubled daily flight services and revenue on Mumbai-Bangkok route despite increasing competition from low-cost carriers
- Developed and executed market entry strategies across multiple regions
- Managed pricing strategies and revenue optimization across routes
- Led and developed teams of 30+ employees across multiple international markets
- Implemented performance management systems for sales teams
- Established training and development programs for staff
- Created standardized operational procedures across regions
- Established and maintained relationships with key partners, including Tourism boards, travel agents, and Board of Airliners Representative (BAR)
- Developed government relations strategies for each market
- Led negotiations with airports and aviation authorities
- Created collaborative frameworks with tourism organizations
Sales Engineer
THAI MASTER BUILDER (SUBSIDIARY OF DEGUSSA, GERMANY)
06.2001 - 06.2003
- Led technical sales initiatives for chemical solutions in construction projects, focusing on innovation and client relationship development
- Developed comprehensive technical sales and after-sales service programs for chemical solutions
- Created innovative solutions for major ready-mixed concrete suppliers including Siam Cement Group, Siam City Cement, and TPI
- Managed major infrastructure projects including Samutprakarn water treatment facility and MRTA subway stations
- Established new technical support protocols for complex projects
- Implemented client feedback systems for continuous service improvement
Sales Engineer
BERLI JUCKER PCL., CONSTRUCTION AND ENGINEERING
10.1999 - 11.2000
- Managed technical sales and business development initiatives, focusing on government relations and product innovation
- Provided comprehensive technical and sales support to management team
- Built relationships with Department of Public Work and Town Planning officials
- Developed new product knowledge training programs
- Created and implemented new business strategies
- Managed construction project timelines and inventories
Junior Consultant
UNITED NATIONS DEVELOPMENT PROGRAM
04.1999 - 08.1999
- Contributed to rural development initiatives in Northern Thailand, focusing on social welfare and economic development
- Supported senior consultant on rural development planning
- Contributed to wealth distribution strategies for hill tribes
- Participated in community engagement programs
- Assisted in impact assessment studies
Education
MSc. - International Marketing
01.2001 - 01.2004
- MIM International Program
- Focus on Global Marketing Strategies and International Business Development
BSc. - Civil Engineering
01.1994 - 01.1998
Skills
Strategic Business Leadership
Digital Transformation
Brand Management
Revenue Growth Strategy
International Market Development
Government Relations
Cross-Cultural Team Leadership
Partnership Development
Change Management
Data Analytics Implementation
Customer Experience Enhancement
Sales Team Development
Digital Marketing Platforms
Revenue Management Systems
Data Analytics Tools
Digital Content Management Systems
Affiliations
- Board of Airliners Representative (BAR)
- International Air Transport Association (IATA) Working Groups
- Various Aviation Industry Associations
- International Marketing Association
- Digital Marketing Professional Networks
Professional Development
- Brand Mastery: Strategy, Design, and Protection: BSDP, NSTDA
- Sasin AI & Business Demystified
- International Aviation Management
- Data Analytics for Business Leaders
- Strategic Negotiation Skills
Executive Profile - Summary
Senior aviation and digital transformation executive with over 20 years of progressive international leadership experience. Proven track record in driving digital innovation, market expansion, and revenue growth across five continents. Expert in developing strategic partnerships across government and private sectors, with demonstrated success in leading large cross-cultural teams and managing complex stakeholder relationships.
Certification
Brand Mastery: Strategy, Design, and Protection: BSDP, NSTDA
Timeline
Brand Mastery: Strategy, Design, and Protection: BSDP, NSTDA
02-2025
AI & Business Demystified, SASIN
01-2025
Head of Brand Product and Digital Marketing - THAI AIRWAYS INTERNATIONAL PCL.
05.2021 - Current
General Manager - THAI AIRWAYS INTERNATIONAL PCL.
06.2003 - 04.2021
Sales Engineer - THAI MASTER BUILDER (SUBSIDIARY OF DEGUSSA, GERMANY)
06.2001 - 06.2003
Thammasat University - MSc., International Marketing
01.2001 - 01.2004
Sales Engineer - BERLI JUCKER PCL., CONSTRUCTION AND ENGINEERING
10.1999 - 11.2000
Junior Consultant - UNITED NATIONS DEVELOPMENT PROGRAM
04.1999 - 08.1999
Washington State University - BSc., Civil Engineering
01.1994 - 01.1998