CURRICULUM VITAE
Dr. Peeraya Kamphornbunyaphu (Anny)
Address:
57/95 Horkankathai Road
Bangtanai, Pakkred Nonthaburi 11120
Mobile: (+66) 0818594969, 0619786829
E-mail: grizmo_anny@yahoo.com
Personal Details
Nationality: Thai
Date of birth: 09/02/1978
Gender: Female
Marital status: Single
Career Objective
As a result of studies for my doctoral degree and working experiences in various fields, I have number of skills in marketing, strategic planning, researching and customer experience managing. My ultimate goal is to apply my knowledges and skills in order to evaluate a marketing situation though researching and anticipate a potential outcome. Then utilising my critical thinking with such information, an effective marketing strategic planning can be established. Working with passion and learning new challenge with intercultural colleagues are my pleasure. I am ambitious to reach the goal of my working institute as one of my own purpose. Working with various people sometimes become a challenge that need my skill of compromising and coaching. That’s why I prefer to work as a team because it is more challenging and warming environment. Consequently, the strength of team work can lead to the long lasting successful of an organisation.
With both theoretical and practical working-background, an ability of integration and synchronize all business principles in order to clarify the business issues and suggest the most suitable solution can be seen as of my competent advantage. Not only working with the holistic strategy, but I also have worked in execution as ‘Hand-on Manager’ in various organizational culture. Thus I understand such differences within and among organizations or clients when working with them. Therefore I can assure that patience and open-minded will be utilized when communicate with those organizations or clients.
Work History
Thailand
Ascend Money (True Money-TMN) (February 2022 – Present)
-CX/UX Product Manager
-as a CX/UX product manager, I have developed ‘Customer Journey Map’ for True Money in most services: Pay in 7-11, Transfer Peer-2-peer, Pay for Digital Contents, Use ‘Pay Next/Pay Next Extra’, Use Reward, Pay for Insurance, etc. including in Registration, Fund-in, International Transfer for Myanmars, etc. In short, I am the one who initiated CJM and all improving projects from CJM such as improving product/ services/marketing communication, moderating ‘usability test’ as UX researcher in application improvement, being as consultant for all project as CX expert.
AIA Group Limited (August 2021 – December 2021)
-Experienced as UX researcher, Human Design Center (HDC)
-as UX researcher, planning application improvement & moderating ‘usability test’ in application improvement
Chubb Life Assurance (Thailand) Public Company Limited (June 2019 – July 2021) -Experienced as Head of Customer Experience Management.
-as Head of CX management, it’s necessary to implant all fundamental CX works, so developing ‘Customer Journey Map’ for all channels/ products/ services, initiating NPS & CSAT Survey (monthly), initiating ‘CX Champion Campaign’, analysing ‘Segmentation’ with ‘Privilege Program’ in 2020 and facilitate with ‘Customer Journey Map’, analysis and post-launched ‘Chubb Life Balance’-Health Application of Chubb. Also numbers of Ad-Hoc project which CX needed.
-Being a guest speaker about Customer Experience Management.
Prudential Life Assurance (Thailand) Public Company Limited (February 2018 – May 2019) -Experienced as Assistant Vice President of Customer Experience Management.
-as a CX management, there are various tasks of CX such as managing NPS & CSAT Survey (monthly) – monitor and improve our product/services quality as well as leverage CX, initiating ‘CX Society’ – establish CX mindset for all employees who deliver a services to customers and analysing ‘Segmentation’ with ‘Privilege Program’ (not yet implemented)
-Being a guest speaker about Customer Experience Management.
The Nielsen Company (Thailand) Limited (November 2016 – January 2018)
-Experienced Research Manager-Consumer Insight of Client Services Department.
-Being a guest speaker for numbers of well-recognized universities such as University of Thai Chamber of Commerce and Kasetsart University.
Hakuhodo: Socius Co.,Ltd. (October 2014 – October 2016)
–Experienced as a Senior Strategic Planner and Research Manager for Automotive & Cosmetics products.
-Working as a Part-Time Lecturer for numbers of well-recognized universities such as University of Thai Chamber of Commerce and Kasetsart University.
CP-ALL: Panyapiwat Institute of Management (June 2013 – September 2014)
-Experienced as an International MBA Course Manager at Panyapiwat Institute of Management, CP-ALL’s university from November 2013 until September 2014.
-Working as a Part-Time Lecturer for number of well-recognized universities such as University
of Thai Chamber of Commerce and Kasetsart University.
Kasetsart University (August 2012 – May 2013)
-Experienced as a Full-Time Lecturer with Kasetsart University from August 2012 until May 2013.
-as a lecturer in various subjects such as Principle of Marketing and Consumer Behaviour both Bachelor’s and Master’s students.
- as a project manager and consultant for various projects such as CSR for Entrepreneurs, Marketing Seminar Events and etc.
Foresight Research Co., Ltd. (February-July 2012)
-Experienced as a Senior Research Manager with Foresight Research Co., Ltd. between February-July 2012
University of the Thai Chamber of Commerce (March 2010 – Feb 2012)
-Experienced as a Full-Time Lecturer with University of the Thai Chamber of Commerce for several roles between March 2010 to Feb 2012:
-as a lecturer in various subjects such as Principle of Marketing, Services Marketing, Integrated Marketing Communication and Value Chain Management
- as a project manager and consultant for various projects such as CSR for Entrepreneurs, Marketing Seminar Events and etc.
Melbourne (During doing Doctorate’s Degree)
-Experienced in a tutor with Monash University Buyer Behaviour and Services Marketing from 2007 to Feb, 2010
-Experienced in a customer-service executive with Coles Group, a retailing firm, as from 2007 to Feb,
2010
-Studied as Full-time DBA candidate, Department of Marketing, Faculty of Business and Economics, Monash University from 2005-2009.
Thailand (Before Doctorate’s Degree)
-Experienced in marketing of DTAC, a telecommunication company, during April-October 2004.
-Experienced in marketing of OPTIMUS, a computer company, during January-March 2004.
-Experience in marketing of KANTANA, an entertainment company, during October-December 2003.
-Experienced in marketing and management of SCT, a music school, during August 1999-September 2003
Other Skills
-Completion of Usability Research in 2022 at Udemy Business
-Certified of Customer Experience (CX) as FORRESTER CX CHAMP in 2019 License No.: 38170273
-Completion of Professional Trainer in Training and Group Coaching Style in 2019
-Completion of ‘Thai Coach’ in 2016 (Coaching skill in Thai context) -Proficiency in spoken and written English and Thai.
-Computer literate and familiar with statistical commercial software packages such as SPSS& AMOS -Computer literate and familiar with commercial software packages such as Word processors, Powerpoint, Excel, Endnote and Internet.
Education and Professional Development
2005-2009 Doctor of Business Administration (DBA) in Marketing, Monash University,
Australia
DBA consists of thesis (79%) and coursework (21%):
Thesis Title: “An Exploration of Personal Values as Antecedent of Gift-Giving
Behaviour”
2006-2007 Graduate Diploma in English as an International Language, The University of Melbourne, Australia
2001-2003 Master of Business Administration (MBA) in Marketing
National Institution Development Administration (NIDA), Thailand
1995-1999 Bachelor of Sciences in Genetics
Chulalongkorn University, Thailand
Work Experiences
February 2022 – Present: –Working as CX/UX Product Manager of Ascend Money (True Money Wallet-TMW)
-Establishing the 1st Customer Journey Map of TMW: Pay in 7-11
-Initiating all improving projects from CJM such as improving product/ services/ marketing communication
-Moderating ‘usability test’ as UX researcher in application improvement. -Being as consultant for all project as CX expert.
August 2021 – December 2021: -Worked as UX Researcher of AIA Group Limited
–Planning application improvement as cross-functional working team. -Moderating ‘usability test’ in application improvement.
June 2019 – July 2021: –Worked as Head of Customer Experience of Chubb Life Assurance
(Thailand) Public Company Limited
-Establish ‘Customer Journey Map’ for all channels and identify ‘pain points’ for all segments.
-Develop ‘3-5 year plan for CX strategy’ as well as ‘CX initiatives’ for leverage CX.
-Establish End-to-End NPS & CSAT Survey for all touch-points, manage a monthly survey as well as report an outcome with suggest ‘Action Plan’ for all pain points.
-Initiate and facilitate ‘Action Plan’ for improve all pain points both within own department and across other functions.
February 2018 – May 2019: -Worked as an assistant vice president of Customer Experience of Prudential Life Assurance (Thailand) Public Company Limited
–Managing & reporting the NPS survey for CX assessment monthly through Enterprise Feedback Management (EFM) and initiate the new project to resolve/improve all matters
-Develop ‘CX Maturity Assessment’ collaborated and aligned with Regional office including developing CX Strategic Plan, facilitating all relevant departments to achieve the goal
-Develop ‘CX Loyalty Program’ as part of CX Strategic Plan in order to leverage CX, loyalty and sustainable profits
–Establishing ‘CX Culture’ through new initiative workshop & Dialogue program engaged all staffs collaborated with HR
November 2016 – January 2018: –Worked as a Research Manager-Consumer Insight of Client Services Department of The Nielsen Company (Thailand) Limited
-Developing a research project started from a proposal, design, methodology, implementation, reporting and presentation
-Consulting on any potentially alternative solution in a research project
-Managing and driving a working team to deliver the results in time
-Working with Client Service & managing all client’s expectation
-Building up a strong team through on the job training to junior in a team.
Oct 2014-Oct 2016: -Worked as a senior strategic planner and research manager of Socius Co. Ltd.
-Analysing market situation and planning marketing and marketing communication mainly for Automotive Industry (Mazda), Cosmetics (Jill Stuart) and other FMCG products.
-Designing, planning and writing marketing research.
-Presenting and convincing marketing communication plan to others. -Coordinating projects with all relevant parties.
Nov 2013-Sep 2014: -Worked as an International MBA Course Manager of Panyapiwat Institute of Management (PIM)
-Managing the course for marketing, academic, and administrative tasks:
-Planning and executing the marketing plan in order to promote the course and recruit new students
-Planning and executing the course structure as well as all details in the courses such as recruiting lecturers, organizing field trip/company visit, CSR activity
-Planning and executing all related administrative works of the course such as setting rules and regulations, consulting IS/thesis of students
-Teaching/coordinating number of subjects
-Researching in various project such as AEC-consumer behaviour, Trade in China, Cross-Cultural research
Working with the corporate university of CP is challenging. With the concept of ‘Academic
Meet Practice’ stimulus my personal values to work here. International MBA (iMBA) is the first English program at PIM, so I could apply my strategic and creative thinking to this course. I had to integrate the content of course with the concept of practical aspect. Thus, in this course, it consists of classroom, corporate visit, integration lab, and overseas immersion all along 2 years course. Additionally, as lecturer role, I had to teach and supervise ‘Independent Study Project’ (IS) of students in various topics.
May-Sep 2013: -Worked as a market research manager and a strategic planner at Hakuhodo Co.,Ltd.
-Supporting the Strategic Planning teams mainly from research and analysis area mainly FMCG products such Ajinomoto & Kao and Services industry such Bank of Ayudhya.
-Analysis business situation including opportunity & hidden issues in order to develop strategic plan for creative team and clients
-Working with Client Service & Creative teams to create better proposal for clients -Building up a strong team through on the job training to junior in a team.
Working in Japanese advertising agency, I could gain number of experiences. As a marketing research and a strategic planner manager, the current business issues from clients of various industries are the primary concern. Gathering detailed data both secondary and primary sources, analysis those information from many angles, creating various ways to solve/help clients in order to reach their aims, setting up a marketing research with depth analysis to prove those solution, and concluding the best solution with/without communication plans to clients.
The projects which I experienced from this company: Market Opportunity for new FMCG products and Thai retail financing organization, Evaluation of TVC of various FCMG products, Product Acceptance of new Energy Drink, Marketing Issue of FMCG products in Thai Market.
August 2012-May 2013: -Working as a full-time lecturer at Kasetsart University.
For the semester 2-3, 2012: 2 classes per week for 100 students
–Teaching for Principle of Marketing (the core subject for the 1st year undergraduate student), Kasetsart University.
-Teaching for Consumer Behaviour (the elective subject for the 2nd year undergraduate student), Kasetsart University.
-Teaching for Consumer Behaviour (the core subject for the 2nd year postgraduate student), Kasetsart University.
-Working as a part-time lecturer at University of Thai Chamber of Commerce in BBA course: “Product Management and Branding” and “Channel Marketing Management” for International College; “Business Development for Entrepreneur” and “Principle of Marketing” for regular program.
-Working as a part-time researcher with numbers of research firms.
As a lecturer, preparing and practicing all lessons for all classes are compulsory. Particularly, lecturing the Master’s degree students, I provided friendly environment, detailed, but clear slides, and some extra materials in order to establish a dynamic-classroom environment such as a case discussion. One more role for a lecturer which is vital for developing and updating our knowledge is a researcher. As of my expertise, I am interested in ‘Cultural Values’ of Thai and other Asia countries.
February-July 2012: -Working as a ‘Senior Research Manager’, Foresight Research Co., Ltd.
I experienced in developing and managing research projects. To begin with generating research proposals from all requirements of expected customers added with my research expertise to integrate and model “the conceptual framework”. Then presenting such idea to the expected customers in order to conquer the projects and accomplish the projects. During implementing the projects, monitoring and problem-solving closely with fieldwork staffs are necessary. Finally, data analysis and write-up the reports are at an end. Also working as a project manager has to deal with lot of people from various departments, so different human strategy need to be applied to minimize conflicts. As well as working under pressure of time and conflict plays a part for my role with this firm which I could pass and complete the projects without such a difficulty.
The projects which I experienced from this company: Customer Satisfaction of Thai Retail Banking, Evaluation of TVC of FCMG products, Employer Satisfaction of Thai student university, Concept testing of new agricultural product, Identification of agricultural product problem, Branding of cosmetic product.
March 2010- February 2012: -Working as a full-time lecturer at University of Thai Chamber of Commerce as of followings:
–Teaching for Integrated Marketing Communication (the core subject for the 2nd year postgraduate student), University of the Thai Chamber of Commerce
Semester 1, 2011: 3 classes per week (regular, evening and weekend classes) for 105 students.
-Teaching for Services Marketing (the core subject for the 3rd year
undergraduate student), University of the Thai Chamber of Commerce
Semester 2, 2010: 4 classes per week for 400 students
–Teaching for Principle of Marketing (the core subject for the 2nd year undergraduate student), University of the Thai Chamber of Commerce Semester 1, 2010: 3 classes per week for 172 students
-Teaching for Value Chain Management (the core subject for the 2nd year postgraduate student), University of the Thai Chamber of Commerce
Semester 1, 2010: 2 classes per week (evening and weekend classes) for 80 students.
-Teaching for PhD candidates, University of the Thai Chamber of Commerce
Semester 2, 2009: Research Seminar
Semester 1, 2010: Marketing Management (in English)
As a lecturer, preparing and practicing all lessons for all classes are compulsory. Particularly, lecturing the Master’s and Doctorate’s degree students, I also provide some extra materials in order to establish a dynamic-classroom environment such as a case discussion. One more role for a lecturer which is vital for developing and updating our knowledge is a researcher. As of my expertise, so I am thinking to expand my further research to be about Thai Personal Values and Gift-Giving Behaviour in Thai Souvenir Market.
January 2008-December 2009: -Working as a tutor and a research assistance at Monash University as of followings:
–Tutoring for Buyer Behaviour (the core subject for the 2nd year undergraduate student majoring in Marketing), Monash University
Semester 1, 2008: 2 classes per week for 45 students
Semester 2, 2008: 4 classes per week for 74 students
Semester 2, 2009: 4 classes per week for 79 students
-Tutoring for Services Marketing (the elective subject for the 3rd year undergraduate student majoring in Marketing), Monash University
Summer semester 2008-2009: 2 classes for 35 students
Summer semester 2009-2010: 2 classes for 40 students
As a tutor (a sessional staff member), I am a tutor for the subject of Buyer Behaviour (MKF2111) and Services Marketing (MKF3301). I taught 233 students, and for each tutorial, I prepare practical and interactive activities and tasks which allowed students to recall and apply the relevant theory learnt in the weekly lectures. I am also available for student consultations, and marked and graded assignments and exams.
April-October 2004: Marketing Executive at DTAC (a telecommunication company), Thailand
As a marketing executive at DTAC, a telecommunication company in Thailand, I was involved in various projects of the retention strategic planning for SME (Small and Medium enterprise) customers. I also implemented training programs for customer services centres in order to launch each program.
January-March 2004: Marketing Communication Specialist at OPTIMUS (a computer company), Thailand
As a marketing communication specialist at OPTIMUS in Thailand, my work involved establishing, launching, monitoring, and evaluating an IMC (Integrated Marketing Communication) strategic plan for the company.
October-December 2003: Marketing Account Executive at KANTANA (an entertainment company), Thailand
As a marketing Account Executive at KANTANA in Thailand, I managed and organised customers’ desires in order to produce the advertisement effectively. Additionally, I was a coordinator between production houses and customers dealing with the problem or enquiry they might have had.
August 1999-September 2003: Marketing and Management of SCT, a music school
As a marketing and management executive at School of Composing and Singing “Thongchai Lekkumpon” (SCT), planning and executing the marketing strategy were my major responsibility. Additionally, managing all staff members and products (all courses) were vital for operating this kind of business.
References
Ms. Jaruma Jaruphongtawit (CMO, Chubb Life Thailand)
Contact number: +66-02-615-6886, +66-081-801-2350
Email: Jaruma.Jaruphongtawit@chubb.com
Dr.Veerisa Chotiyaputta (Assistance Course Director, Panyapiwat Institute of Management)
Contact number: +66-94-512-9911
Email: veerisac@gmail.com
Dr.Sirirat Kosakarika (Lecturer, Marketing Department, Kasetsart university)
Contact number: +66-81-848-8008
Email: s.kosakarika@gmail.com
Prof. Pawinee Petchsawang (Head of Human Resources Department, University of Thai Chamber of Commerce, Bangkok, Thailand)
Contact number: +66-2-6976102, +66-85-020-4296
Email: ppetchsawang@yahoo.com
