Bangkok City, Thailand
With over 23 years of dedicated experience in the retail industry, I bring a comprehensive skill set and proven leadership in globally recognized brand management. My expertise spans strategic leadership, financial acumen, and planning, showcasing a deep understanding of market dynamics. I have a successful track record in merchandising, managing multiple brands across diverse retail settings in Thailand and SEA. This extensive background positions me as a seasoned professional capable of driving success and growth in the highly dynamic and competitive retail sector.
Managing Bath & Body Works, Victoria’s Secret, Michael Kors, Rituals, Nike brands and Swiss Watch Gallery for Thailand market. Responsible for P&L of total company including company’s KPI to drive overall success and to align with the overall business goals, contributing to the company's success and sustained growth. Setting long-term business strategies and expanding the company's brand portfolio to contribute to organizational growth and market presence. Manage various aspects of brand performance in the Thai market, aligning strategies with corporate objectives, implementing initiatives for market share growth, and enhancing customer engagement. My hands-on approach underscores proficiency in brand management and adaptability to the unique dynamics of the Thai market.
Responsible of Sports Division in the region (Thailand, Malaysia, Singapore and Indonesia). Cooperate with Headquarter office in Malaysia. Setting up business plan for sports division across countries. Perform Business Development functions to acquire new brands to grow portfolio. Develop and execute a “World Class” strategic plan, partnership with brand principals and align with company’s direction. Manage overall company and brands’ P&L and drive to achieve retail KPIs. Optimize business opportunity and offer seamless customer journey in omnichannel. Oversee merchandising and OTB planning and manage inventory to be in healthy level. Set marketing plan (digital, CRM and loyalty program) and lead marketing activations in all channels. Maximize store expansion and work closely with landlords, principals, contractors and related stakeholders.
Establishing foundation of internal and external business infrastructure and cooperate with regional office in Singapore and headquarter in Japan. Setting up long-term business plan development, channel management, setup supply chain system and recruiting people. Fully responsible for the company’s KPI performance 360 degree: finance, sales, marketing, operations, and managing distributors/dealers in Thailand. In Finance - strategically formulate and manage business plan, P&L and cash flow to maximize the profitability. In Sales - set and manage sales strategies. Lead, motivate and drive sales team to achieve company’s goals and KPIs. Ensure that the brand achieve targeted Thailand’s market share. In Marketing - lead strategic marketing and promotional strategies. Strengthen brand awareness for all 3 product lines. In Operations - recruit, lead and manage total company’s operation teams. Providing sales and product training to sales teams, develop career development plans and retain high potential workforce. In Logistic - set up supply chain and warehouse infrastructure. Manage import and logistic procedures. Work with all landlords to secure highest potential store locations at the best possible investment. Distributors/dealers management: Build strong relationships with strategic partners, establish retail network to ensure that all partners reach brand’s store standard and achieve sales and buy objectives.
Manage Merchandise Division and responsible in develop and manage a comprehensive business plan to identify and drive growth. This entails setting target sales, margin, total income, and stock levels for diverse departments including cosmetics, watches, luxury/fashion, lifestyle for all genders. Formulate and manage sales and marketing strategies aligned with overall group objectives and capitalize on business opportunities in Indonesia. Maximizing space management to achieve sales and margin targets across all departments. Collaborate closely with the Thailand team (Central Department and Central Marketing Group) to manage all imported brands. Part of a development of an IT system (AX System) to support both the Merchandise and Data divisions. Contributing to the expansion of the business, identify store formats for new locations. Implementing CRM programs to acquire new customers and enhance loyalty programs. Developing relationships and securing partnerships with leading F&B operators and Japanese brands for expansion within the department store. Leading the store operations team, develop strategies, evaluate store performance, and initiate career development programs for team members.
Distributor & License Division (Crocs, New Balance, Skechers, K-Swiss, Wilson, Fila, Umbro and Warrior-Liverpool brands). Responsible for formulating, developing, implementing, and managing the company's strategy for Distributor & License Brands. This includes ensuring the recognition and maximization of all sales opportunities, with accountability for Profit and Loss (P&L) management. Developing and executing customer-focused retail merchandising distribution programs aimed at adding value, boosting revenue, improving market share, and increasing profit margins. Acquiring new brands through negotiation and closure of agreements for international distributors and license brands in both Thailand and Vietnam. Developing a wholesale system to support business growth and fostering positive relationships internally among all departments and externally with business partners. Retail Division (Multi-brands store "Fit Sports" and Mono Brand shops) Overseeing Fit Sports stores and Mono brand stores, my role involves formulating and managing Profit and Loss (P&L) strategies encompassing sales, profit, marketing, and retail operations. I am actively engaged in setting up expansion plans for both Fit Sports and Mono brand shops. As a leader, I guide the operation team to achieve sales targets, ensuring effective execution of strategies for sustained business growth and success.
Distributor & Licensee Division (2010). Lead the formulation and management of the overall business plan for imported brands, including Crocs, K-Swiss, Teva, And1, Callaway Golf Brands, and Company’ House Brands. Responsibilities include setting up distribution channels, managing brand P&L, implementing sales and marketing strategies, overseeing the buying budget, and acquiring international brands to expand the company's business unit. Merchandising Division – Supersports (2006-2009). Lead the strategic planning and management of hard line categories such as Golf, Exercise, Massage Chair, Bike, Leisure, Camping, and Water Sports. This includes setting division budgets, sales targets, and income projections. I formulate and execute sales and marketing strategies to maximize revenue and gross profit. Additionally, I oversee expansion plans, design store formats for new locations, and implement renovations for existing stores. My focus is on optimizing space management for enhanced sales performance and profitability, while maintaining strong relationships with suppliers for collaborative success.