Thanapat Sinlapasakkajohn

Central Retail Vietnam (Central Brand and Specialty Group) Lead the end-to-end ecommerce business for Sports Vietnam, with full ownership of strategy, P&L, commercial performance, omnichannel operations, and digital growth across websites, brand.com platforms, marketplaces, and social commerce channels. Responsible for building scalable ecommerce capabilities while driving revenue growth, customer experience, and operational excellence. Key Achievements • Own the ecommerce P&L and strategic roadmap across multi-brand website, brand.com, marketplaces, and emerging digital channels. • Lead cross-functional teams spanning Commercial, Digital Marketing, Operations, Content, Photography, BI, and Product Management, focusing on organizational growth, capability development, and succession planning. • Transformed retail stores into omnichannel fulfillment hubs through the successful implementation of Fulfillment-from-Store, expanding online assortments and improving inventory productivity. • Launched and scaled multiple Brand websites, accelerating speed-to-market while minimizing technology investment and operating costs. Support Thailand & Malaysia BU to develop the new websites. • Expanded social commerce capabilities through TikTok Shop, Shopee, Facebook and livestream commerce initiatives, establishing scalable operating models and strengthening platform partnerships. • Implemented data-driven online assortment planning processes, aligning merchandising decisions with customer demand, online performance, and commercial objectives. • Developed an owned marketplace ecosystem by onboarding sellers onto the company website. • Strengthened collaboration across Supply Chain, Customer Service, Merchandising, Finance, and Technology teams to enhance omnichannel execution and customer experience. • Partner with regional CoE and leadership teams across Vietnam, Thailand and Malaysia to drive ecommerce best practices, operational improvements, and strategic initiatives.

CRC Sports (Supersports Thailand) Led omnichannel operations, ecommerce product management, marketplace expansion, and fulfillment strategy for Thailand's leading sporting goods retailer. Oversaw online operations across brand websites, marketplaces, and retail stores while driving operational excellence, digital transformation, and cross-functional collaboration across Thailand and Vietnam. Key Achievements • Led omnichannel operations and product management across ecommerce websites, marketplaces, and retail channels, ensuring scalable growth and operational efficiency. • Successfully launched TikTok Shop as a new sales channel, establishing operational frameworks, fulfillment processes, financial controls, and partnership models with agencies, affiliates, and KOLs. • Directed two major ecommerce platform migrations, partnering with IT and business stakeholders to deliver seamless transitions with minimal impact on business performance. • Expanded Fulfillment-from-Store capabilities, significantly increasing online assortment availability and improving inventory utilization across stores and distribution centers. • Developed automation solutions and scalable assortment management processes, reducing manual effort and improving operational accuracy. • Supported ecommerce operations in Vietnam by aligning best practices, operational standards, and omnichannel strategies across multiple markets. • Built KPI reporting frameworks, performance dashboards, and forecasting processes to improve decision-making and operational visibility. • Led warehouse optimization, service level improvements, and resource planning initiatives to enhance customer experience and marketplace performance. • Managed, mentored, and developed cross-functional teams while strengthening organizational capabilities and succession planning.

CRC Sports (Supersports Thailand)  Led ecommerce operations and omnichannel initiatives for Thailand's leading sporting goods retailer, overseeing online fulfillment, product operations, marketplace execution, and store integration across multiple sales channels. Partnered with cross-functional teams to enhance customer experience, expand online assortments, and strengthen omnichannel capabilities. Key Achievements • Managed end-to-end omnichannel operations across ecommerce websites, marketplaces, and retail stores, ensuring seamless customer experiences and operational excellence. • Led the implementation and expansion of key omnichannel services including Click & Collect, Store Returns, E-Ordering, and Fulfillment-from-Store, strengthening integration between online and offline channels. • Oversaw product content operations and assortment management across multiple ecommerce platforms, marketplaces, and Central Group digital channels. • Developed scalable fulfillment processes and collaborated with warehouse, logistics, customer service, merchandising, marketing, and IT teams to improve operational efficiency and service levels. • Expanded store-based fulfillment capabilities, increasing online assortment availability and improving inventory utilization across the retail network. • Partnered with technology teams to support system enhancements and omnichannel platform development, enabling business growth and process automation. • Built performance dashboards, operational reports, and KPI monitoring frameworks to support data-driven decision-making. • Recruited, developed, and led the Omnichannel Operations team while providing training and capability-building programs for store teams nationwide.

Led end-to-end operations for Big C Shopping Online, overseeing ecommerce fulfillment, customer experience, logistics, marketplace operations, and cross-functional execution. Managed strategic initiatives to enhance operational efficiency, expand service capabilities, and support the growth of online sales channels. Key Achievements • Managed nationwide ecommerce operations, ensuring service quality, operational efficiency, and achievement of sales and profitability targets. • Developed and scaled multiple fulfillment models, including 2-hour express delivery, same-day delivery, and Click & Collect services across hypermarket locations. • Led cross-functional collaboration among Stores, Warehouse, Logistics, Customer Service, Finance, and IT teams to improve customer experience and operational performance. • Managed marketplace operations and third-party ecommerce partnerships, including Shopee, HappyFresh, and Honestbee, supporting assortment expansion and revenue growth. • Partnered with IT teams to implement system enhancements, API integrations, pricing automation, and operational process improvements. • Developed operational reporting, business performance analysis, budgeting (CAPEX/OPEX), and KPI monitoring to support management decision-making. • Led issue resolution and continuous improvement initiatives, identifying root causes and implementing solutions to improve service levels and operational efficiency. • Partnered with cross functional to identify operational improvement opportunities and implement initiatives that enhanced service quality, customer satisfaction, and business performance. • Established operational governance and performance review processes across stores, logistics, customer service, and warehouse teams to ensure alignment with business objectives and service standards.

OfficeMate Led CRM, customer loyalty, and sales promotion strategies for OfficeMate one of Thailand's leading office supply retailers. Managed customer segmentation, promotional planning, CRM communications, and cross-functional initiatives to drive customer acquisition, retention, and commercial performance for store format. Key Achievements • Developed CRM strategies and customer lifecycle programs to improve acquisition, retention, loyalty, and purchase frequency. • Analyzed customer behavior, sales performance, and campaign effectiveness to support commercial decision-making and revenue growth. • Led promotional planning and execution, optimizing customer journeys and maximizing campaign ROI. • Managed CRM communication channels including SMS, Direct Mail, Mobile App, and membership programs to increase customer engagement. • Partnered with Merchandising, Operations, Finance, IT, and Marketing teams to deliver integrated commercial initiatives. • Supported the development of The 1 loyalty program through customer recruitment campaigns and employee engagement initiatives. • Led business requirements and implementation of POS enhancements, including sales discount and financing capabilities. • Prepared management reports, forecasts, and performance analyses for senior leadership. • Worked closely with commercial and merchandising teams to develop customer-centric promotional strategies that supported revenue growth and category performance. • Leveraged customer insights and behavioral analysis to identify business opportunities, improve campaign effectiveness, and support strategic planning initiatives.

Managed multiple retail service businesses and strategic projects across more than 700 stores nationwide, including Bill Payment, Mobile Top-Up, Western Union, Gift Vouchers, and In-Store Media. Led cross-functional initiatives involving Operations, IT, Finance, Marketing, Legal, Procurement, and external partners to drive revenue growth, service expansion, and operational efficiency. Key Achievements • Managed end-to-end operations, budgeting, system development, and business performance for multiple retail service categories. • Led the development and launch of new retail services and promotional programs, coordinating with internal stakeholders and external suppliers to ensure successful implementation. • Directed User Acceptance Testing (UAT) and system enhancement projects, improving operational efficiency and supporting business expansion. • Managed relationships with strategic partners including financial service providers, telecommunications companies, media vendors, and payment service operators. • Developed reporting and performance monitoring frameworks to support decision-making, financial control, and service optimization. • Oversaw gift voucher operations, inventory management, and replenishment planning to support marketing campaigns and store operations. • Managed Western Union services across the retail network, ensuring regulatory compliance and operational excellence. • Developed marketing and promotional initiatives to increase customer engagement, service adoption, and revenue generation. • Collaborated with Legal, Finance, Accounting, Procurement, Operations, and Store teams to ensure governance, compliance, and seamless execution of business initiatives. • Conducted market analysis and competitor benchmarking to identify growth opportunities and improve service offerings.