Marketing Management

Ratana Supjarungkij

Email: *********@********.***

Address: **** ****** **

City: Walnut

State: CA

Zip: 91789

Country: USA

Phone: 818-***-****

Skill Level: Management

Salary Range: 70

Primary Skills/Experience:

See Resume

Educational Background:

See Resume

Job History / Details:

Professional Profile

-Highly motivated and result-driven professional with over 8 years of experience in the leading financial services and telecommunications in Thailand.

-Skill concentrations in the areas of Pricing and CRM, specializing in customer strategy,campaign management and database marketing.

-Solid analytical, detail-oriented, presentation and project management skills with proven ability to conceptualize solutions and implement projects.

Core Accomplishments

- Successfully implemented CRM initiative for GE Money Auto loan portfolio - "Flexible Top Up" which contributed in improving %ROI by 600% from 0.08 to 0.56 and increasing NI per account by 900% from USD 22 to USD 225.

- Delivered Auto Top Up, Refinance and Retention campaigns for GE Money Auto loan customers which resulted in volume contribution of USD 155 million in 2006 and more than USD 200 million in 2007 and 2008.

- Effectively conducted cash access campaigns for GE Money installment loan customers which resulted in volume contribution of USD 75 million in 2007.

- Accomplished in designing and implementing aGE Money Auto loan service to sales strategiesa (S2S) and led to implement for increasing cross-sell opportunity and product - service value proposition which resulted in volume contribution of USD 1.5 million in 2007.

- Achieved Recognition of GE Value Award for outstanding contribution and dedication to GE Money Thailand in 2006-2007.

- Identified key financial and risk assumptions for Auto loan pricing models which increased Return of Investment (ROI) per loan by 140%.

- Initiated automated pricing dashboard to deliver the monitoring reports on timely basis with accuracy as well as eliminate manual processes.

- Successfully delivered Churn prediction model for AIS customers which reduced external churn by 5%.

Professional Experience

Assistant Vice President- Pricing and CRM

February 2008 - April 2010

Ayudhya Capital Auto Lease PLC - Bangkok Thailand

(A leading auto finance service and a subsidiary of Bank of Ayudhya Public Company Limited, the fifth largest bank in Thailand)

- Accomplished in implementing pricing policies and procedures to ensure optimal pricing discipline and control operational effectiveness as well as a clear understanding among related parties:

-Price setting process

-Interest and fee waiver policies

-Exception policy

-Operational pricing process

- Excellent identified and implemented pricing opportunities on both interest and fees to increase revenues and minimize risk.

- Analyzed market dynamics perception to achieve optimal price and fee.

- Successfully developed pricing data mart to be used as the tool to monitor and analyze portfolio performance and profitability in detailed segment level and incorporate the learning into future pricing decision.

- Developed and maintained pricing models with various assumptions by products to assess and determine the optimal price and fees to maximize the product and customer profitability.

- Contributed to the planning, development and leading the implementation of CRM strategies for Auto strategic dealers and Auto loan customers.

- Directed team to deliver database marketing campaigns on timely basis with accuracy.

- Identified cross-sell opportunities for core financial service products, including mortgage, life insurance, personal loan and credit card, through proper Auto loan customer profiling and needs-based selling.

Customer Relationship Management Program Manager March 2006 - January 2008

(Auto loan and installment loan portfolio)

GE Money Thailand-Bangkok Thailand

(A unit of General Electric Company (GE) and one of the largest consumer finance businesses in Thailand)

- Efficiently performed portfolio analysis, segmentation analysis to identify opportunities in order to maximize customer life time profitability.

- Developed CRM strategies by working with marketing, pricing, global CRM, and CRM analytic teams in providing the customer strategies based on clustering analysis, qualitative survey, customer research and competitive analysis.

- Successfully managed database marketing campaigns including cross-sell, up-sell, activation, retention, and credit line increase campaigns:

- Established screen parameters based on risk, CRM, and marketing criteria.

- Accurately screened potential profitable and trustworthy customers based on predefined criteria of customer demographic, credit risk, credit scoring, conversion score.

- Assigned appropriate credit line and pricing based on predefined exposure management, credit line granting policy, and pricing policy Defined financial.

- Defined financial offers including installment amount, APR, credit line increase.

- Delivered analytic support and developed challenger strategies to improve marketing campaign processes, selection criteria and campaign effectiveness.

- Successfully implemented CRM new initiatives; Flexible Top up and S2S (Service to Sale), to increase customer profitability of GE Auto loan portfolio.

Marketing Analyst

June 2005 - October 2005

Sojitz Corporation of America -Portland, Oregon

(An international trade company, including export, import, offshore, domestic and counter-trade)

- Provided in-depth market research for market inputs to new product strategic plans.

- Gathered all related logistic information and presented with analysis report to support and maintain Sojitz' logistic systems.

- Efficiently managed major clients' PO, freight shipments, custom brokerage and billings.

- Analyzed all potential markets for new products both within and beyond current product lines.

Marketing Analyst

April 2000 - June 2003

Advanced Info Service PLC (AIS)- Bangkok Thailand

(Thailand's largest mobile operators in terms of subscribers and revenue market shares)

- Excellent performed market segment analysis to identify distinct, actionable marketing segments and recommend revenue- enhancing marketing strategies and plans.

- Built and deployed behavioral models as part of the targeting process for marketing campaigns to address challenges in churn, cross- selling, and marketing segmentation.

- Outstanding developed and maintained marketing segmentation and profiles to improve business performance by providing in-depth analysis for Marketing Campaign Management.

- Accomplished in designing and implementing data mining tool using SAS Enterprise Miner.

- Delivered actionable analysis to improve customer retention.

Educational Background

Portland State University -Oregon USA

2003-2004

Master of International Management with specialization in global marketing

Masters project: Hewlett - Packard Co.: Global product line management & Recycled Product Content

Chulalongkorn University -Bangkok Thailand

1997-2000

Bachelor of Science in Statistics with major in Applied Statistics

Thesis: The Analysis of the Foreign Capital and Foreign Shareholder Trend in the Stock Exchange Market of Thailand

Training & Certification

- Customer Centric Transformation (GE Money, Thailand)

- Building Essential Leadership Skill (GE Money, Thailand)

- Professional Presentation Skill Training (GE Money, Thailand)

- Innovative Thinking & Problem Solving (GE Money, Thailand)

- Finance for Non Finance (GE Money, Thailand)

- Lending Decisions and Risk policy (GE Money, Thailand)

- SAS Customer Intelligence (SAS Software,Thailand)

- SAS Programming I&II (SAS Software,Thailand)

- Oracle Database Administration, PL/SQL (Oracle Training Center, Thailand)

Technical Skills

- SAS Enterprise Miner V.8 (Data Mining Tool)

- Oracle Discover

- MS office

- SAS Enterprise Guide

- SAS Programming

- MS OLAP

- MineSet (Data Mining Tool)

- SPSS

- SQL/PL SQL

- Campaign management tool (GCMS,Makemy)

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