PREEYAWAN WONGWUTTIGRAI

99/102 Parichart Village KoomKlao Rd.

Ladkrabang Bangkok 10520
E-mail address : [email protected]

Mobile number : 063-5593695 , 065-5096595

Key Professional Expertise :

• New Product Development / Product Management / Business Development
• Trade Marketing Strategy/ Retail Strategy / Omni Channel
• Lead the Execution of Marketing Program
• Brand Awareness Management
• Branding and IMC Strategy (ATL and BTL)
• Media Strategy (Online& Offline) and Digital Marketing
• Develop Multi-Channel Marketing Plans

Education :
2007 – 2009 Master’s Degree in Business Administration ( Major in Marketing Management),

Srinakharinwirot University, Bangkok GPA 3.54

2010 - 2015 Bachelor’s Degree in Business Administration ( Major in International Business),

Ramkamhang University , Bangkok

1997 – 2001 Bachelor’s Degree in Science (Minor in Food & Nutrition) Srinakharinwirot University

Bangkok

Certificate :
Mar – Apr 2018 Certificate in Modern Marketing Management, Chulalongkorn University

Nov 2017 – Jan 2018 Certificate in Chinese Language , Thammasat University

Aug 2009 - Dec 2009 Certificate in Import-Export-Shipping, The Customs Broker and Tranportation

Association of Thailand ( CTAT ), Bangkok

Nov 2006 – Apr 2007 Certificate in Food Business for Export Management, Sukhothaitummatirat University

Sep 2006 – Dec 2006 Certificate in Japanese Language, Thammasat University

Work experience :
Oct 2022 – Present Product Marketing Manager , Kuang Pei San Food Products Public Co, Ltd

( Pumpui Brand )

Key Responsibilities and Achievements :

• Lead new product development initiatives, from conceptualization to launch,
by conducting thorough market research, consumer insight analysis, and competitive benchmarking
• Develop comprehensive launching plans, including pricing strategies, positioning,
and go-to-market strategies, to ensure successful product entry into the market
• Analyse market trends and competitor activities to identify opportunities and challenges,
and develop strategies to achieve sales targets
• Collaborate with teams to develop and manage marketing budgets, ensuring efficient
allocation of resources for A&P activities
• Implement marketing activities in accordance with brand strategy and marketing plans,
ensuring consistency and brand alignment for sales revenue targets
• Plan and execute above-the-line (ATL) and below-the-line (BTL) marketing activities,
including advertising campaigns, events, sponsorships, and activations
• Work with media agencies to plan and optimize media buying and ensure the successful
execution of marketing activities
• Monitor and evaluate the performance of marketing campaigns using key performance
indicators (KPIs) and make data-driven recommendations for optimization
Achievement :
✓ Built brand and launch new products (ready-to-eat category) with 10% incremental sales
✓ Increased brand awareness both online and offline by using more OOH media
(Billboard, Bus Wrap, Radio Instore) and more activity events offline together with using online activity
in social media (Facebook, Tiktok, YouTube, etc) and influencer reviews
✓ Rebranded target group from older to younger by repackaging current product
(old design to new design ( modern design) and launching new product series to reach the target
Apr 2020 – Sep 2022 Brand Marketing Manager , S.Khonkaen Foods Public Co, Ltd

( Fresh Food Products )

Key Responsibilities and Achievements :

• Lead cross-functional teams in successfully developing and launching new products,
conducting market research, and creating launch plans
• Analyse market trends and competitor activities to refine marketing strategies
and achieve sales targets
• Develop comprehensive marketing plans, including advertising and promotional
(A&P) activities, while effectively managing budgets
• Prepare and present marketing plans aligned with business objectives, ensuring
cross-functional alignment
• Collaborate with the sales team to create accurate sales forecasts and analyse
performance to identify areas for improvement
• Monitor marketing campaign performance using KPIs and make data-driven
recommendations for optimization
• Generate regular sales reports, identifying areas of growth and proposing actionable
strategies , stay updated on industry trends and sales analysis to contribute to the organization's growth
Achievement :
✓ Developed 5-10 SKUs for new products yearly plan and Launch new product plan
to reach the total target of 10 -15 % yearly sales growth (Domestic & Export)
✓ Built brand strategy management (Sor Khonkaen Brand ) to be No.1 Market Share and
No.1 Brand Popular of Fresh Food groducts in Thailand
✓ Increased brand awareness, by using Branding Campaigns promoten both of online and
offline such as Radio in-store, in-store media, Facebook Tiktok,YouTube, influencer reviews, product
sampling, and lucky draw campaigns in Modern Trade Channels.
✓ Managed NPD with RD team, ensuring time launch, including market analysis,
consumer behaviour research and product concept, product test, packaging design and pricing strategies.
Mar 2019 – Dec 2019 Product Manager , Lam Soon (Thailand) Public Co, Ltd

( Cooking Oil Products )

Key Responsibilities and Achievements :

• Develop strategic marketing plans that align with the company's goals and objectives.
Create actionable marketing strategies to drive brand awareness,customer engagement, and sales growth
• Drive new product development initiatives, conducting market research, consumer
insights analysis, and competitor benchmarking, Stay updated on industry trends and technologies
• Develop launching plans that include pricing strategies and positioning strategies.
• Manage advertising media and collaborate with media agencies across online and offline
channels, including digital marketing platforms, print media, television, radio, and outdoor advertising
• Analyse market trends, consumer behaviour, and competitor activities to identify
opportunities and challenges.
• Develop and manage marketing budgets, allocating resources effectively for advertising
and promotions (A&P) activities
• Execute marketing activities both above the line (ATL) and below the line (BTL),
including advertising campaigns, public relations efforts, events, and promotions
• Collaborate with cross-functional teams to implement marketing strategies,
support product launches, and achieve sales targets. Foster strong relationships with sales teams to align
marketing efforts with sales objectives
Achievement :
✓ Built a Brand (Yok & Yok Extra cooking oill and Create a new category (Seasoning and
sauce; Master Food Brand) by using more activity both online and offline such as Radio instore, instore
media, Facebook activity, influencer reviews, product sampling, event, and cooking class campaign to
reach the target customer.
✓ Developed new products (Coconut & Sunflower Oil) in the premium brand (Yok Extra )
to increase the retail price and successfully launch 2 NPD within 6 months from product development
✓ Successfully built branding target of more than 2,000 MB/ Year
Apr 2017 – Feb 2019 Product Manager , N.C.S. GoldBread, Ltd ( Bakery Products )

Key Responsibilities and Achievements :

• Drive new product development initiatives, from conceptualization to launch

Conduct market research, analyse consumer insights, and develop comprehensive launching plans
• Determine consumer retail prices based on market dynamics, competitor analysis,
and profitability goals
• Negotiate trade agreements, develop consumer promotions, and execute trade
promotions to enhance brand visibility and drive sales growth
• Develop strategic marketing plans that encompass both online and offline advertising
media and marketing activities, Managing of premium promotion, product sampling, bus wrap,print media
• Analyse the market, customer behaviour, and competitor activities to identify
opportunities and challenges
• Develop and manage marketing budgets, ensuring effective allocation of resources for
advertising and promotions (A&P) activities and execute effective media campaigns to maximize brand
exposure, customer engagement, and sales growth
• Collaborate with internal teams and external partners to ensure successful implementation

Achievement :
✓ Managed all phases of new product development including product concept based on
consumer insights, market analysis, consumer behaviour research and product concept, product test,
packaging design, brand strategy, brand positioning, identifying target audiences, pricing strategies,
ensuring timeline launch and launch new product plan to reach sales target 750 MB per year
✓ Developed brand strategies, and integrated marketing communications both above the line
and below the line, Promoted GoldBread Brand to be a delicious bread and popular bakery (economy
brand) in Thailand
Mar 2014 – Apr 2017 Product Manager / Assistant Sales Manager , Thai Meiji Food Co,Ltd

( Chocolate &Biscuits Products )

Key Responsibilities and Achievements :

• Develop and implement strategic marketing plans encompassing both above-the-line (ATL)
and below-the-line (BTL) strategies
• Lead new product development initiatives, collaborating with cross-functional teams for
successful product launches
• Analyse market trends, customer behaviour, and competitor activities to identify
opportunities ,lead competitor analysis and efforts to refine marketing plans
• Conduct comprehensive sales analysis and generate accurate sales forecasts for import
shipments
• Negotiate trade agreements and develop consumer and trade promotions to enhance brand
visibility and increase sales expand into new channels and markets by identifying strategic opportunities
and developing marketing plans
• Develop and manage marketing budgets for effective resource allocation and maximizing
return on investment
• Foster strong relationships with key stakeholders to ensure alignment and Collaboration

Achievements
✓ Successfully re-launched Meiji chocolate back to 7 Eleven and all Modern Trade
channels and sales continuously until now
✓ Developed new product packaging (Meiji best 3 Chocolate) included consumer
insight, product concept, product test comparison with competitor products, new packaging design, and
pricing strategies
✓ Developed new product ( Meiji Green Tea Cookies produced in Thailand, instead of
importing from Japan, reducing import tax fees and can reduced product retail price from THB 140 to 40
Increase Sales Growth of Biscuits Category -Meiji Green Tea Cookies by 15% (produced in Thailand)
✓ Successfully Built Brand (Meiji Chocolate and Biscuit) by using Meiji Chocolate
Lucky draw Campaign to Japan trip., Online Media, TVC, Facebook activity, influencer reviews, and
product sampling to reach target customers and reach yearly sales target
✓ Successfully for re-connected with 7-Eleven buyers and can present more normal product
and Festive products to sales in 7-Eleven stores and all modern trade channels
✓ Successfully for expanding the new channels of Meiji confectionery products to
sales in Daiso, Watson , Robinson Justbuy
July 2010 – Feb 2014 Senior Sales&Marketing , SnowBrand Siam, Ltd ( Milk Powder Products )

Key Responsibilities and Achievements

• Develop comprehensive marketing plans encompassing both above-the-line and below-the-
line strategies, and collaborate with media agencies to execute them
• Implement marketing and customer relationship management (CRM) plans for both existing
and new products, incorporating advertising, promotion, and event activities, including online media initiatives
• Strategically allocate annual budgets for all marketing activities, and regularly report on the
outcomes of these initiatives
• Generate monthly sales reports by channel and present them to the Managing Director
• Manage relationships with media and advertising agencies
• Collaborate with distributors to monitor sales volume, inventory levels, and troubleshoot
any issues that may arise

Achievements
• Developed a new product, Snowmate, targeting different market segments from economy to
premium. Conduct consumer insights, create product concepts, and collaborated with the Japan team to
develop new ingredients (DHA& ARA, Springogolipid, Phospolipid) with specific benefits for baby brain
development
• Implemented pricing strategies, designed packaging, and established a launch plan within
the designated timeline
• Successfully executed the CRM campaign, "Mom Get Mom," resulting in reaching
a larger target customer base of mothers and babies, leading to a 10% increase in sales growth and greater
brand awareness
• Effectively built brand awareness for Snowbrand snowmate through a comprehensive
marketing approach combining online and offline media channels. This includes TV, commercials, events,
Facebook activities, influencer reviews, product sampling, leaflets, CRM campaigns, member card programs,
and premium sets. These initiatives contribute to achieving the yearly sales target
Aug 2006 – June 2010 Export Co-ordinator, Mitsui-Soko (Thailand) Co,Ltd

Key Responsibilities:

• Coordinate with our customers, suppliers and colleagues for export shipment
• Prepare shipping documentation & quotation for export order
• Monthly report arrangement and report problems and shipment information to manager
• Maintain relationship with customers, existing clients and also expanding the client base

Oct 2004 – May 2006 Export Co-ordinator & Deployment Planner, Johnson &Johnson(Thailand) Ltd.

Key Responsibilities
• Planning about product (FMCG) shipment, Coordinate with 3 rd party service providers

until shipment done

• Follow up order and Coordinate with overseas clients, suppliers and colleagues for export
shipment
• Coordinate with warehouse for incoming goods and direct deliveries to customers.

Sep 2001 – May 2004 Marketing Executive &Bakery Production Planner, TUNG-WHO Distributor

Co,Ltd

Key Responsibilities
• Do Marketing plan and demand &supply forecast for Bakery production plan.
Training experience :
Sep – Oct 2004 Marketing Executive ( Import-Export-Shipping ), Unicorn Container Line Co, Ltd

Apr – May 2000 Nutritionist Trainee, Bangkok Christian Hospital

Personal : Date of Birth : October 23, 1979

Height : 160 cm
Health : Excellent

Characteristic :
Creative Thinking, Energetic, Positive Thinking, Analytical and Problem Solving,
, Leadership, Self-Motivate, Enthusiatic ,Organized, Highly Responsible and Patient

Special Qualification :
Excellent written and spoken English
Proficient in Microsoft Office and Presentation Skill
Experienced in using SAP Program
Experienced in Online Marketing Management
Experienced in Using Research eg. AC Nielsen

Own transportation with driving license

References : Furnished on request