KASIKORNBANK
K Point — points as payment
VP, Head of Marketing Loyalty Management · 2021–2023
Drove strategy, roadmap and CX for points-as-payment in K PLUS — points+cash bill payment, e-wallet top-up and QR — aligned with Bank of Thailand requirements. Points-as-payment grew from zero to 20% of all points redeemed within two years, and the redemption mix shifted toward these lower-cost options.
~45%of active redeemers adopted
20%of points redeemed
9-figureprogramme savings (THB), 2 yrs
Growth & Productivity Award · KASIKORNBANK 2022
KASIKORNBANK
FinVest — self-service mutual fund app
AVP, Senior Innovative Business Management · 2019–2020
Led a three-party virtual JV (KBank · Lu International · Robowealth) from structuring and business-case approval through compliant onboarding, CX and delivery to the official v1.0 launch.
8 moconcept → v1.0 launch
3partners
Best Digital Market Entry Strategy — The Digital Banker 2020
BTS GROUP
HOOK — Thana City community app
Associate Director, Marketing · 2023–Present
Defined the product, features and CX for a community app with an e-wallet — onboarding, coin-earn and wallet-activation journeys for residents and visitors. Hit the first-month registration target in 10 days.
10 daysto month-one target
46%wallet activation
7-figurecoin spend (THB) in 90 days
BTS GROUP
MRT Yellow Line subscription
Associate Director, Marketing · 2023–Present
Designed and priced a 10-trip / 7-day subscription using travel-pattern analytics, customer research and competitor pricing. Built the Board-approved financial model and led launch; later adopted on the Pink and Green Lines.
7-figuremonthly incremental revenue (THB)
70%+next-month repurchase
3lines adopted
BTS GROUP
BTS Green Line loyalty redesign
Associate Director, Marketing · 2023–Present
Moved the loyalty earn mechanic from spend-based to frequency-based, using commuter behaviour analysis to keep rewards relevant to regular riders while bringing issuance cost under control — and membership kept growing.
−66%point-issuance cost
9-figuresaved a year (THB)
BTS Group Holdings
Associate Director, Marketing
2023 — Present
- Lead digital product, proposition, CX and commercial strategy for CEO-prioritised initiatives across nine subsidiaries — mass transit, payments, loyalty, media and real estate; 3 direct reports.
- MRT Yellow Line 10-trip / 7-day subscription on a Board-approved model — seven-figure monthly incremental revenue, 70%+ next-month repurchase; adopted on Pink and Green Lines.
- HOOK community app — month-one target in 10 days; 46% wallet activation and seven-figure coin spend in 90 days.
- Green Line loyalty, spend → frequency — −66% point-issuance cost, a nine-figure annual saving, while membership grew by tens of thousands.
- HOP tenant loyalty at The Unicorn Phayathai — broadened benefits and redemption journeys; participating tenants’ share of leased floor area 70% → 90%.
KASIKORNBANK
Vice President, Head of Marketing Loyalty Management
2021 — 2023
- Grew the Strategy and CX team to six, controlled a nine-figure annual budget, and jointly led the 30-person department through a 12-month head vacancy.
- Points-as-payment in K PLUS, aligned with BOT — adopted by ~45% of annual active redeemers, 20% of points redeemed and nine-figure annual redemption value.
- Shifted redemption toward lower-cost features within a nine-figure, two-year savings programme — Growth & Productivity Award 2022.
- Earn campaigns across payment, lending and wealth (SEC-compliant) — 2.6× growth in point earners; rebuilt K Point journeys and the K+ Market e-catalogue.
KASIKORNBANK
AVP, Senior Innovative Business Management Manager
2019 — 2020
- Managed six direct reports building partnerships, products and services for Wealth and SME customers.
- FinVest self-service fund app — three-party virtual JV to launch in eight months; Best Digital Market Entry Strategy, The Digital Banker 2020.
- Onboarded 20+ technology partners for K SME DIGIBIZ — five international awards (2019–2020).
Krungsri Consumer
Manager, Business Development
2018 — 2019
- Business analyst and project manager for the Central The1 co-brand credit card and digital personal-loan initiatives, including regulatory-compliant onboarding flows.
- Moved applications from paper to digital journeys across UChoose, KMA and tablet — ~3× application volumes after launch.
Thanachart Broker
Manager, Special Projects & Business Improvement
2016 — 2018
- Selected to move from Thanachart Bank to drive digital transformation, including the Tobjod.com e-insurance brokerage launch.
Thanachart Bank
Senior Assistant Manager, Business Analysis & System Regulatory Development
2015 — 2016
- Business analyst and project manager for corporate banking products — planning, documentation, validation and operating processes.
Off the clock · 17 films
Love & Longing
Romance, longing and the ache of time
Love stories that ache a little — first meetings, second chances, and the ones that slip through time. Come for the swoon, stay for the lump in your throat.
Off the clock · 15 films
Proof People Are Good
Stories that restore your faith in people
For the days the world feels heavy. Not sad films — films that are sad on purpose, so you walk away believing in people again.
Off the clock · 13 films
Style in Motion
Heists, engines and pure craft
For the nights I don’t want to think — just rhythm, style and momentum. Watched for the taste of it: the cut, the engine note, the perfect frame.
Off the clock · 12 films
Far From Earth, Closer to Human
Sci-fi that’s secretly about us
Travels across the galaxy to talk about love, loneliness and not giving up. Big scale outside, one small human question inside: will we get home?
Off the clock · 11 films
Reality, Questioned
Mind-benders that ask how real “real” is
The kind of film you finish, then stare at the ceiling for ten minutes. The twist isn’t the point — the question it leaves behind is.
The other portfolio · capital
The Allocator
A long-term core, a few small bets · collecting since ’99
I read everything as an asset class. A diversified long-term core does the compounding; the collectibles are the low-correlation edge I started building as a kid — long before I had the vocabulary for it. It’s the same discipline I bring to a roadmap: a strong core, a few well-sized bets, and the patience to let them work.
- Frame — read the asset class before the asset
- Size — a diversified core for compounding, small positions for optionality
- Hold — conviction over activity
- Collect — low-correlation pieces with provenance — the only assets with a heartbeat
Birthday PikachuPSA 9 · 2001 Natta WakeSunset and Homesealed · 1st press
Personal approach only — not investment advice.
The other portfolio · perspective
The Observer
Shooting since 2002 · Canon R6 · Leica Q2
Photography trains the eye I use at work — finding the frame, the angle, the one composition that makes a scene make sense. Every shot is finished in-camera: no edits, just composition and perspective. The discipline is the point.
- Subjects — travel, cafés, architecture, candid portraits
- The kit — R6 — 85mm f/1.2L, RF 135mm f/1.8, RF 35mm f/1.4 · Q2’s fixed 28mm
- The rule — straight out of camera, no retouching
The other portfolio · provenance
The Curator
100+ Freitag · the Bauberger “technician” tarps
Every Freitag is one-of-one — cut from a used truck tarp, upcycled, never repeated. I collect the Bauberger technician series: of the seven that exist, I hold six. Provenance, character and a clean conscience in one object.
- The niche — Bauberger technician tarps — 6 of 7 secured
- The eye — provenance and condition over hype
- Why it fits — discernment + scarcity + upcycling
