Chitchaya Tuchinda

Profile

An accomplished professional with passion for marketing, brand building, digital marketing and commercial breakthrough in creating value added initiatives to all stakeholders in the supply chains.  Strong profit and loss management skill.

Professional Experience

 

BJC Big C

                Executive Vice President - Marketing                                                                                   Feb - May 2022

• Led marketing team of 4 key functions: Marketing communication, Digital marketing, Customer Relationship Management (CRM) and Customer Insight.  Managed team collaboration of 72 people across functions to enhance brand strength and improve traffic to stores.  Developed full year campaign across advertising, CRM and events.  Big C continued to gain shares throughout Quarter 1 and 2.
• Revamped CRM strategy by leveraging customer insight in targeting customers, resulted in double conversion rate at 50% less cost.

 

PH Capital              

                Chief Marketing Officer - Pizza Hut (Franchisee of Yum)                                                     Feb 2020 - Jan 2021

• Led marketing team on brand building development through brand company identity and product innovation.  Led innovation and quality control teams.  Due to continuous negative profit for years, focused on P&L management.
• Achievement
  • Turned around business from declining trend -20% to 10% growth per month.  Record breaking since Pizza Hut started operating at +33% same store sales growth in May 2020 which won Regional recognition award.
  • Increased LINE membership from 50K to 200K members.  Developed new and effective website. Revamped CRM strategy to target to move customers to higher sales (Recency, Frequency and Monetary).  Increased frequency from 1.7 times per year per customer to 2.1 times.
  • Grew Food Aggregator channels (Grab, Foodpanda, Lineman, Gojek) by x5 vs. last year from 15 MB per month to 75 MB.
  • Drove O2O business to convert offline sales to online through new website development resulting in significantly lower numbers of call center calls.

 

Sor Konkaen

Deputy Chief Operating Officer QSR                                                                                     Sep 2019 - Jan 2020

• Responsible for total QSR business of Zaap Classic and Yunnan Pork Leg including Marketing, Operations, HR, R&D and Store Design & Development
• Achievement
  • Developed 2020 QSR strategy through customer interview and store visit.  Worked with team to improve P&L from negative Operations Contribution by reducing cost of goods sold from 41% to 36% and changing pricing structure
  • Started Food Truck project to operate with franchisees which enabled stores to operate during COVID-19

 

Minor Food Group

Marketing Director - The Pizza Company Franchise                                                              Oct 2018 - Aug 2019

• Be a consultant for 145 Franchisee owners nationwide.  Coached franchisees on how to run their marketing campaign to grow their business.  This includes offline and online marketing. 
• Represented franchise owners in partnering with retail landlords to drive sales and profit
• Run Dine In project on the absence of Marketing Director Dine In (May - Aug 2019)
• Achievement
  • Grew 31% sales from 2017 to 2018.  Through innovative marketing during major campaign in Mar 2019 and team cooperation with Operations team, exceeded sales by 20 MB from 348 MB target to 368 MB which broke highest record for franchise sales since started the franchise operation.
  • Doubled sales within 7 year to 10 billion Baht vs. first 20 years which were 5 billion Baht
• Reporting to GM.  Reason for leaving: No career path.  Would like to step up to more advance position.

 

Marketing Director - The Pizza Company Franchise and Off Premise                                  Aug 2018 - Sep 2018

• Act as dual roles for both channels, responsible for 70% of the business across different channels
• Be a key contact person as a partner for 86 Franchisee owners nationwide.  Develop solutions for specific issues and consultation to drive business growth
• Be a coach for new Off Premise team to ensure business knowledge and capability
• Achievement
  • Successful new store expansion (11 stores per month) with marketing support.
  • Successfully opened Delco with Seats format for the first time for Franchise (8 stores per month). 
  • Develop new product canvas pipeline for 5 year plan.

 

Marketing Director - The Pizza Company On Premise (Dine in)                                            Oct 2017 - Jul 2018

• Achievement
• Turned around Dine in business from -4% to +4% in Dec 2017 and +12% vs. last year in Feb 2018 through several partnership activities to drive traffic to store.  Delivered budget for the first time in past 12 months.  Dine in business has been declined due to unsuccessful product innovation which did not fit Thai tongues.
• Partnered with R&D team to develop new product pipeline which is closer to Thai taste for the launch in Aug 2018.  Received with very good feedback from customers with 13% sales growth for such category as no. 1 bestselling item
• Develop long term strategy for dine in to focus on everyday celebration

 

Marketing Director - The Pizza Company Off Premise (Delivery & Take Away)                   Nov 2014 - Sep 2017

• Responsible for growing core business (70% contribution) in delivery, take away and online sales).  This covers 320 retail stores nationwide.  Develop brand communication strategy, innovation pipeline, promotional strategy and in-market execution.
• Achievement
  • Delivered 20% sales growth in 2016 vs. last year through several new product launch and intensive marketing program
  • In 2017, achieved highest record sales for March 2017 campaign with 16.8% growth vs. last year and generated 120 million Baht profit in a single month, equal to 20% of total profit in a year
  • Uncovered several customer insights for delivery and take away business which resulted in new approach for driving business.  For example, learned from Domino’s that customers went to stores because it is in community area and have seats.  So The Pizza Company revamp stores from invisible shop house stores to so called Delco with Seats or visible shop house with seats.  This resulted in additional 600K Baht sales per store per month (from 1 MB to 1.6 MB sales).
  • As the brand started to focus online and e-commerce business, successfully developed online and e-commerce strategy for 2016 implementation
  • Won 2 Minor recognition awards for 2016 performance.  One is individual award for competing with Domino’s to close down 2 stores and later on Domino’s Franchisee left its business due to unsuccessful business.  Another one is cross functional award with Operations and Scouting team for recording breaking store expansion of 48 stores within 1 year.

 

Johnson and Johnson Consumer

                Marketing Manager                                                                                                               Jul 2014 - Nov 2014

Consumer Health Care Thailand - Listerine, Reach, Sanitary, medical OTC brands

South East Asia Lead - Listerine

Marketing Manager Indochina - Health Care - Listerine, Reach, Sanitary, OTC brand          Oct 2013 - Jun 2014

Marketing Manager Indochina - Johnson’s baby                                                                   Feb 2013 - Sep 2013

• Managed 2,500 million Baht portfolio of brands, supervising 8 managers.  Brands include Johnson’s, Listerine, Reach, Carefree, Modess, K-Y, o.b., and several over-the-counter brands i.e. Tylenol, Nizoral, Regaine, Benadryl.   Supervised 2 indirect reports for professional marketing activity.
• Led Listerine South East Asia cluster for marketing strategy and communication.
• Member of global Listerine innovation team.
• Achievement
  • Reverted declining trend of Listerine to achieve highest-ever share in past 3 years at 70.7%  Relaunched Listerine Natural Green Tea with new positioning on tooth decay prevention to recruit new users to mouthwash category, resulting in +26% growth.
  • Strengthened Johnson’s leadership position at 31% share by end 2013 through several brand activation campaigns and digital communication. Started engagement campaigns with moms via digital platform and brought Johnson’s Facebook fan page to be No.1 page among all baby brands in Thailand.
  • Coached Brand Manager and Assistant Brand Manager to improve marketing competency and leadership skills and be promoted to Senior Brand Manager and Brand Manager.
  • Won 2 Cross Functional Innovation Awards for Listerine Natural Green Tea relaunch activities and in-store execution (Self-funding sampling in 7-Eleven).  These 2 awards were partnered within Marketing team, Trade Marketing, Sales and Professional team. Local initiative of Listerine FIFA campaign was well recognized globally which was a collaboration with creative, media and digital agencies.  Agencies also received awards from their companies and associations.

 

Minor Food Group

                Marketing Director - The Pizza Company                                                                               July 2011 - Feb 2013

• Responsible for growing 5,000 million Baht brand which covers more than 250 retail stores nationwide with strong market leadership of 80%.  Redefined strategic direction for the brand, redesigned brand positioning to a witty and friendship brand and changed from Red logo to Green to differentiate from Pizza Hut, launched 11 marketing communication campaigns and rolled-out more than 70 new menus, resulting in 17% Dine-in sales growth.  Turned around 15 negative profit stores and opened more than 20 stores.  The Pizza Company improved its equity score by 50% and triple top-of-mind awareness which moved brand from # 6 to #3.  This is the highest ever scores during the past 11 years.

 

Reckitt Benckiser

Marketing Manager - Vanish, Airwick, Veet, Clearasil, Finish, Brasso and new products     Feb 2010 - July 2011

   - Dettol, Vanish, Clearasil, Brasso                                                         Feb 2009 - Jan 2010

• Responsible for brand planning and in-market execution, with close collaboration with global team.  This includes strategic planning, brand profit and performance, brand health, media planning, advertising development, innovation roll-out, in market execution and consumer insight. Led several advertising development for 5 countries in Asia.
• Achievement
  • Double digit portfolio sales growth 2 years in a row through new product launch and impactful marketing campaigns. 
  • Launched Veet, hair removal brand, which achieved 4 times sales above plan.  Veet became one of the fastest growing brands in 7-Eleven and was voted as product of the year by Cosmopolitan magazine. 
  • Finish Thailand won the 2^nd best performance through Reckitt Benckiser global competition. 
  • Won Recognition Award in Q1 2011 from 2010 excellent performance.

 

Unilever Thai Trading

                Senior Regional Brand Manager - Clear                                                                                Jun 2007 - Jan 2009

• Responsible for Clear brand planning and development in Asian countries in South East Asia (6 countries) and South Asia (4 countries).  This included strategic planning, brand profit/performance, brand health, media planning, brand activation development and innovation roll-out. 
• Achievement
  • Led several innovation and activation projects including Clear Men and new herbal ranges.
  • Launched Clear in Philippines and became market leader in dandruff within 3 months  

 

Senior Brand Manager – Pond’s                                                                                            Aug 2006 - May 2007

                Brand Manager - Dove Hair & Skin                                                                                       Jan 2005 - July 2006

                Brand Manager - Sunsilk Hair Conditioner                                                                            Nov - Dec 2004

                Brand Manager - Rexona                                                                                                       July 2002 - Oct 2004

• Achievement
  • Launched Pond’s masstige anti-aging range for Pond’s “Age Miracle”
  • Relaunched Dove which was the first step to transform Dove from generic beauty care shampoo into damage platform.  Launched Dove hair leave-on to expand loyal users for regime purchase.
  • Strategically uplifted Rexona from declining brand with 32% growth under new and unique proposition as “efficacy-driven” brand vs. whitening proposition.  This launch was successfully with category building approach with 1) the launch of smaller pack size as “Ministick” which later contributing one-third of total brand and 2) category education campaign directly to non-deodorant users in upcountry.

 

Frito-Lay Thailand

Group Product Manager - Kids                                                                                              Apr 2001 - July 2002

Brand Manager - Potato Chips (Lay’s and others)                                                                                Apr 1999 - Mar 2001

Assistant Brand Manager - Lay’s                                                                                           May 1997 - Mar 1999

• Achievement
  • Responsible for launching innovation and brand communication campaign.  Lay’s became a market leader in snack market in year 2000 with top equity scores.
  • Defended heavy attack from Pringles with Lay’s brand extension, “Lay’s Stax”, resulting in Pringles share lost by half within 3 months.

• During an absence of consumer insight manager, responsible for consumer research, insight mining and new business development during 2001-2002.

 

 

Education

 

 

MBA Finance, Saint Louis University, Missouri, USA, 1994-1996, GPA: 3.55

 

BSc Petro Chemistry, Chulalongkorn University, Thailand, 1990-1994, GPA: 2.83

Training

Design Thinking

Coaching Development

Leadership Development for Executive

Digital Disruption

Professional Speech Coach

 

Other Experience

 

 

Voluntary Activities                                                                                                                              

• Coach Marketing 0 Baht online training program                                                                Jun 2022 – current
• Training cohost with Coach Tanarat Burepan Chairman of Speech Association                  May 2022 – current
• Committee of Children Hospital Foundation Marketing team to raise fund                        Apr 2021 – current
• Guest speaker for NIDA – University to Tambon – Digital disruption                                  Sep 2022
• Guest speaker for Uncensored program – online marketing education session                 Jun 2022 – Sep 2022
• Received Professional Speech Coach certificate from Thailand Speech Association           Apr 2022
• Guest speaker for Sripatum University on Digital Marketing Process                                  Feb 2022
• Created Marketing 0 Baht coaching session to educate people on digital marketing         Nov 2021 – Jan 2022
• Helped Red Cross increase donation rate among young generation                                   Mar – August 2021
• Marketing team for Mahidol University to be top ranked University in the world             Jan – Jul 2021
• Guest speaker for Marketing class at Thammasart University                                             Jun 2020
• Guest speaker for Marketing class at Mahidol University on Innovative Marketing           Jul 2005
• Guest speaker for several commercial colleges about personal hygiene                             Jun – Sep 2004
• Guest speaker for “Mass Com and You by Lay’s” for Communication Arts Chulalongkorn Class of 1998/1999

 

Ecole Nationale Supérieur de Chimie de Montpellier, France                                                             Mar – Jun 1994

Chemical Engineer

Responsible for research project on molasses utilization

 

Bangchak Petroleum PLC                                                                                                                       Mar – May 1993

Trainee

Participated in waste water treatment and refinery projects