Dhanadham (Na) Pokthitiyuk

Leading full-stack insurtech in ASEAN, series B, with USD 75 million raised in total.

Sunday is a fully-integrated sales and services InsurTech that uses articifical intelligence and digital platforms to offer personalised insurance products and services that suits all types of individual and business risks. Here to reinvent the entire insurance value chain, the company offers its end-to-end solutions via its partners and proprietary distribution channels.

• Partnership Marketing; FC Barcelona, football club, and Golden State Warriors, NBA basketball club. • Create strategy to utilise more than 30 partnership digital assets such as website properties, CRM system, social media platform and so on to drive Rakuten brand awareness and Rakuten Group Company revenue across the globe. • Drive Content/Sports Marketing by using Rakuten Partnerships, FC Barcelona and Golden State Warriors, to acquire and create a large social community to drive Rakuten Brand awareness via facebook.com/RakutenSports. Achieved 1 million followers within 4 months.

• Lead online marketing activities for Rakuten Global; Cross Border Trading, Content Streaming service and e-Commerce. • Execute marketing tactics through Adwords, SEM, GDN, Dynamic Retargeting, Adroll, Google Shopping, Facebook PPC/DPA, Instagram, Criteo, ProductsUp, Marin Software, Trueview and Rakuten Linkshare. • Manage Task Force team to work with multiple teams such as sale, marketing, engineering, creative web design team to maximise the performance of multiple activities such as search marketing, merchant acquisition, product data quality development. • Improve SEM revenue in all countries - Thailand 350%, Malaysia 800%, Brazil 120%, Spain 150% within 6 months – while improving level of efficiency by driving ROI. • Create global partnership and Initiating the integration of new technologies such as Marin Software - CPC Management, ProductsUp - Data Feed, Linkshare - Affiliate, Tapjoy - Mobile Affiliate and so on. • Train and Mentor the team by providing performance marketing knowledge, SEM strategies, Feed Management and so on. • Award: Receive Rakuten Global Award Grand Prize of 2014 in 8 months after joined Rakuten.

• Worked closely with local MDs and be in charged of managing the main online channels, SEM, Display Campaigns and Facebook. • Created the constant growth in term of orders, CTR, CR, revenue and Average Basket. • Rescued Lazada Thailand from a ‘Bleeding Period’ (high cost with low orders and revenue) by reorganising the campaign structure and rechecking the quality of the structure including the optimisation to ensure the highest performance of campaigns. This resulted in a CPA reduction of 95% in only two weeks. • Analysed, planned and executed the strategies result in higher campaign performance. In eight weeks, CTR was increased from 1.99% to 9.12%, CPC was decreased 64% and CIR (cost in revenue ratio) was decreased from 550.40% to 35.43%. • Created cross-functional communication between departments (Singapore headquarter, buyer, marketing and operation) in order to synchronise and align the strategies resulted in high conversions. • Knowledge in third party budget and bidding formulation, Adlens. Knowledge in managing display/traffic agency, Sociomantic, Yengo, Komli, Innity. Knowledge in Web Analytics, Google Analytics.

• Well-trained and hands-on skills in operation tasks, for example, campaign building, set up campaign structure, campaign optimisation, keyword research, negative keyword strategy, A/B testing, landing page optimisation, sitelink development, bidding adjustment. • Analysed, planned and executed strategies through search engine channel for Lazada Malaysia. • Initiated the feedback loop between buying department and marketing department. This led to a significant improvement of orders. In 8 weeks, the orders were increased by 218%. • Analysed campaigns performance, product performance, purchase funnels, buying behaviour and created SEM strategies. This led to great improvement of CR. In 4 weeks, CR was increased by 129% and CPA was decreased by 57.9%.

• Managed clients expectations and communicated directly with the clients in order to achieve the highest level of satisfaction. • Ability to conduct diagnostic interviews, focus group interviews, questionnaire design in order to find the insightful information. • Managed projects and conducted organisation diagnosis for one of the largest government sectors in Thailand. • Worked closely with ex-Unilever consultants to conduct process diagnosis in order to plan and execute strategies to develop the efficiency of the supply chains for one of the leading property development companies in Thailand. • Designed and developed new systematic working processes for one of the leading property management companies in Thailand.

• Directly managed and communicated, included presentation, with clients. Organised and controlled the design/creative concepts to achieve the highest quality of design and meet the clients’ requirements. • Rebranding one leading private power supply company through the philosophy of organization. Execute the strategic communication and implement through corporate design strategies. • Specialised in graphic communication design, corporate identity design, print and display advertising and brand concept.

- Upper Second Class (2:1) in Strategic Management. - 1st Class (1:1) in Professional Skills Development - 1st Class (1:1) in International HRM (IHRM).

- Corporate identity design and communication.