SATTRA VIRIYACHAROENTHAM

Professional-driven Digital Marketing Manager with 6 years of experience in digital marketing, e-commerce and sales. Commanded digital transformation for global and leading brands with primary focus on customer experience and profitable growth. Expertise includes, digital strategy, brand management, search & social media marketing, online-touchpoint planning, marketing research, digital analytics, e-commerce. Strong business development professional with a Master’s Degree in Marketing (MIM) Thammasat business school.

CORE COMPETENCIES

• Strategic digital marketing planning
• Marketing Communication
• Stakeholder management in metric organization
• Agency management in both local and regional capacity
• Thought leader
• Digital analytic
• E-commerce & business planning
• Project and campaign management
• Business Acumen
• Key account planning / management

EDUCATION

• Master’s Degree Program in Marketing (MIM), International Program Thammasat University, Bangkok, Thailand
• Bachelor’s Degree in Electronics and Telecommunication EngineeringKing Mongkut’s University of Technology Thonburi, Bangkok, Thailand
• Certificate of Marketing in Digital World & Digital Analytics for Marketing Professionals University of Illinois at Urbana–Champaign, Champaign, IL, United States

WORK EXPEREINCE

Company: ELECTROLUX THAILAND

Position: DIGITAL MARKETING MANAGER

[RESPONSIBILITIES]

DIGITAL MARKETING

• Lead country’s digital strategy to drive best-in-class brand experience, demand generation and profitable growth; fully responsible for country’s digital KPI which measures 360-degree of customer journey.
• Lead country’s digital marketing activity and brand activation, ensuring seamless integration of local, regional and global digital growth initiatives.
• Responsible for budget planning, proposal, measurement plan, campaign tracking against Brand metric, Media metric and Financial metric
• Managed, coordinated and influenced local/regional agencies, internal/external stakeholders to ensure business results are met and driven by good collaboration.
• Contributed as thought leader in organization.
• Staff supervision

E-COMMERCE (Strategic planning role)

• Lead e-commerce strategy and sales target setting.
• Develop Joint-Business-Plan with pure player and e-retailers.
• Suggest and deploy e-solution to drive best shopping experience i.e traffic generation, content syndication and review syndication.
• Supervise promotion plan and tactic to maximize revenue while channel conflict minimized
• Co-ordinate with sales, product marketing department and clients for implementation and control

SPECIAL PROJECTS

• Supervise digital content strategy for Cambodia and Laos markets.
• Regional project lead for CRM, digital in-store and digital analytic.

[SELECTIVE ACHIEVEMENTS]

• Received “BEST-IN-CLASS Digital Transformation Award” from Vice President Marketing, Electrolux APAC in consecutive years
• • In 2017; Drove e-business growth over 3-digits vs.2016
  • In 2016; Country’s digital balance scorecard exceeded expectations
• Received “Best team ship” awarded by VP Marketing, Electrolux APAC
• Electrolux Team ship award nomination – Blender campaign drove 2.5X sales, profitability +1.1 Pt

Company: GROUPE SEB THAILAND

Position: DIGITAL MARKETING MANAGER. Double role KEY ACCOUNT MANAGER (E-COMMERCE)

[RESPONSIBILITIES]

• Lead Country’s digital strategy and e-commerce
• Dual role as key account manager to aggressively drive growth in e-retail with full responsibility for end-to-end business process & P&L
• Responsible for sales target, promotion plan and sales operation.
• Manage/influence internal and external partner to ensure best performance driven by good collaboration
• Responsible for budget plan , KPI setting and measurement plan
• Manage 1 FTE

[SELECTIVE ACHIEVEMENTS]

• Set new high growth in pure player (LAZADA); sell-in +465% y/y, 699% m/m. Sell-out; + 479% y/y, 406% m/m driven by co-campaign , product portfolio refinement, promotion and improve fundamental for e-tail
• Launched very first iconic campaign together with LAZADA team, drove sell-out uplift 3.5X VS. ave. sales. Campaign was picked as success case by APAC team
• Zero-cash partnership with e-Influencer campaign drive both brand awareness and bottom line result, est. media value in return 100K USD and product was sold out overnight with ROI = 548%

Company: ADVANCED INFO SERVICE PUBLIC COMPANY LIMITED

Position: MARKETING SPECIALIST (Digital communication)

[RESPONSIBILITIES]

• Lead digital strategy and campaign implementation for AIS’s corporate branding
• Digital Project leader of AIS 4G, AIS Fibre, AIS CSR
• Lead and manage creative agency, media agency and in-house team with end-to-end supervision; strategy development, creative assessment, online channel planning, campaign implementation to evaluation.
• Monitor and identify key opportunity to maximize campaign impact, through customer research, online landscape assessment, digital trend, and competitor data
• Present business cases and initiate special project to senior management.
• Key interface; advertising agency, product marketing, marcom and senior management

[SELECTIVE ACHIEVEMENTS]

• “Think before social campaign”, received 8x lift in brand preference index (Nielson brand effect)
  Secured $20,000 savings in advertising budget by offline and online media performance (iGRP implementation)
• “AIS Fibre” Organic traffic improved by 150%, E-sales contributed 21% from 2%, Online media is primary source of awareness with over 80% (ads recall)
• “AIS calling melody application” hits 2 times Twitter’s trending searches. Apps held 3rd position of top applications in entertainment category. Active subscriber +3%, Total download + 9%, new register +31%

Company: EDGE ASIA THAILAND (Digital Agency)

Position: DIGITAL STRATEGIST

[RESPONSIBILITIES]

• Responsible for developing, implementing and evaluating digital marketing/ communication plans and digital advertising campaigns for clients
• Worked closely with the brand team to lead market analysis, competitive benchmarking, and customer segmentation discovery and insight.
• Contributed as thought-leader for teams of strategists

[SELECTIVE ACHIEVEMENTS]

• Won Pitch new accounts – Beiersdorf (Digital agency of record 2015).
• “KBank Afterklass” – Thailand’s first and only online community of passion for the kids, 30,000 members, 32,000 FB fans, and 20,000 app downloads.
• Guest speaker at Ubon Ratchathani University, topic of Digital Marketing for Entrepreneur (Digital advertising and E-commerce)

Company: NIKE THAILAND

Position: ACCOUNT EXECUTIVE

[RESPONSIBILITIES]

• Lead sales performance of distributor (Saha Pathanapibul PLC.) and flush-out channel (Premium Outlet Mall)
• Developed and created the accounts’ sales strategies.
  • Distribution channel expansion: identified and maximized the market opportunities in untapped regions, and defined sales approach based on consumer, competitor, and market analysis.
  • Strategic account management: analyzed sale-in/sales-out performance and provided consultation in assortment planning and inventory management.
  • Retail presentation development: improved visual merchandising
• Lead category strategies of Thailand’s Nike Sportswear and Tennis
  • Managed country’s product line adoption based on the market’s behavior.
  • Created distribution and segmentation differentiation to maximize the market opportunity.

[SELECTIVE ACHIEVEMENTS]

• Distributor’s sales grew at 30% (vs Nike’s average growth of 15%).
• Tennis category grew at 44% vs 2010 (highest among all categories).
• Received “MIP” Award (Most Improved Player) from NIKE Southeast Asia’s sales planning department.

Company: SIAM CEMENT GROUP (Thai Paper Company Ltd)

Position: MAINTENANCE ENGINEER

[RESPONSIBILITIES]

• Designed maintenance strategies, procedures and methods
• Executed scheduled maintenance work and responded to faulty equipment issues.
• Ensured that all manufacturing machines ran at maximum efficiency