Kornchanok Lueangwilai

Lead team to Identify new business opportunities by developing new service solutions – includes business models, revenue models, operation processes, IT solutions, etc. – in 7-11 Stores to serve customer needs. Develop service strategies and execution plan to increase saless volume, improve customer experiences and shorten SLA. Coordinate with marketing team to design effective communication and marketing campaign within limitation of budget. Ensure strategic project completeness and deliverable. Develop a detailed project plan to monitor and track progress and summarize project progress and escalate to management. Analyze and brief sales performance and market trends to management regularly. Researched market situation and provide reports and dashboards to management and merchandizers.

Establish strategies by identifying customers’ needs and liaise with Product Marketing Teams to develop targeted product offerings and marketing campaigns based on customer profiles. Ensure products and campaigns to achieve business objectives – new customer, customer engagement, Main Bank, etc. Responsible for business owner segment, who need both personal and business products – 13% contribution of middle income customer with 37%-revenue contribution. Supervise for all retail lending products – credit card, express cash, personal loan, housing loan, etc., contributing approximately 50% of middle income revenue. Conduct in-depth analysis for sales and service to serve retail customer in appropriate forms and channels, as well as profitability and revenue model. Strengthen working relationships with internal departments and being a center point of information for business strategy (business plan, project management etc.).

Conduct in-depth analysis for marketing campaigns and sales incentives to improve effectiveness and ensure the campaigns and the incentives achieve business objectives - sales target, brand awareness, profitability, etc. Liaise with Marketing and Sales teams to create campaign mechanics and sales motivation programs. Produce reports to monitor financial performance of marketing activities. Identify gaps between forecasts by Marketing and actual outcomes and recommend budget usage improvements. Brief top management regularly.

Managed a Business Impact Center project to increase C.P. Group’s business competitiveness by automating retrieval and analysis of economic and market data in order to provide top executives with timely and relevant business implications. Project made finalist to be presented to Chairman Dhanin Chearavanont, in Chairman Vision Cascade 2014. Researched and analyzed latest economic developments that might affect commodities prices or business environments in which C.P. Group operates. Briefed top management regularly.

Counseled Marketing Strategy Department, SME Strategy Department, and Retail & Investment Products Department on product design, campaign design, and existing cross-sell / up-sell potentials. Built a datamining model to identify potential customers for additional bank cards. The predictive model studied characteristics and behaviors of existing additional card holders, including type of customer (payroll or non-payroll), the number of and the amount in demand deposit accounts, etc., and distinguished patterns with the highest balance of Precision and Recall.