CV
CV in Five Chapters
My career can be read in five chapters, each shaping how I approach brands, creativity and business - from learning by doing in the dot-com boom, to building brands at scale, pushing creative ambition in the age of AI, and ultimately applying creativity to drive commercial growth globally. Together, these chapters define the practitioner-leader I am today.
McCann
EUROPE
May 2022 - Current
CHAPTER 5: THE GROWTH LEADER
At McCann, I focus on turning creativity into commercial growth across Europe, aligning strategy, ideas and business performance. I became known as “WD-40” - brought in to solve problems fast, unblock teams and keep complex organisations running smoothly.
Led McCann Europe to Agency Network of the Year at the Euro Effies for three consecutive years
Won and secured Ferrero as a Top 10 global client through global pitch leadership
Led strategy for the next chapter of Just Eat Takeaway’s “Did Somebody Say…” platform, featuring Christina Aguilera and Latto
Drove incremental growth and new revenue for IKEA globally, aligning a fragmented organisation and securing market buy-in
Built a Europe-wide strategy community and talent pipeline to sustain excellence
Designed and delivered training to embed a culture of creative excellence internally and externally
Wieden+ Kennedy
AMSTERDAM
April 2016 - April 2022
CHAPTER 4: THE CREATIVE INSTIGATOR
At Wieden+Kennedy, I deepened my understanding of creativity in all its forms. Beyond film and TV, I learned to use ideas, experiences and non-traditional formats as tools to solve complex brand problems, and to entertain people along the way.
Led global strategy for brands including Uber, Corona, Google, Visa, Airbnb, Miele, Milka and Zalando
Reset Milka’s global brand strategy, helping return the brand to No.1 after years of decline
Shaped Corona’s “This Is Living” platform and launched it in China, contributing to double-digit growth
Helped Uber navigate the launch of its highly sensitive Safety Report, proving transparency can build trust
Won and led major new business pitches including Miele, Uber, Google and Visa
Cramer-Krasselt
NEW YORK
May 2009 – Jan 2013
CHAPTER 3: THE SHAPE-SHIFTER
At Cramer-Krasselt, I expanded beyond the P&G ecosystem into a broader, messier mix of categories and business problems. It was a crash course in New York style brand thinking: faster, scrappier and culturally sharper - forcing me to adapt discipline into instinct.
Made what’s big feel small for Patrón by uncovering and elevating its untold craft story
Reignited Benihana relevance by reclaiming its glamorous, celebrity-fuelled past to drive frequency
Challenged category norms for Kraft by spotlighting men as co-decision makers in the kitchen
Saatchi & Saatchi
BANGKOK & NEW YORK
Nov 2001 - Apr 2009,
LONDON
Feb 2013 - Mar 2016
CHAPTER 2: THE BRAND BUILDER
At Saatchi & Saatchi, working across three countries, I built my foundation in brand leadership within the P&G ecosystem. Progressing from Account Manager to Global Planning Director, I helped move global brands from product-led stories to emotionally resonant platforms rooted in deep multi-market consumer understanding.
Helped Olay become No.1 in key markets through whitespace-driven growth
Led P&G ASEAN’s largest skincare research programme, spanning 1,000+ women across seven countries
Elevated Tide and Ariel from functional laundry brands to life-focused platforms
Repositioned Head & Shoulders in Japan, reframing it as a beauty brand
Built expertise navigating complex global-local organisations
Relevanz
SINGAPORE
June 2000 - Oct 2001
CHAPTER 1: THE JACK OF ALL TRADES.
At the start of my career, during the dot-com boom, I learned by doing, and doing everything. At Relevanz, a marketing workflow software company, I worked across market research, competitive audits, strategy, project management and design, including creating the company logo and corporate identity. It was a formative crash course in building brands from the ground up.
Built the company’s communication platform from scratch
Designed the brand identity and logo
Managed projects end-to-end, from insight to execution
Developed a hands-on, builder’s mindset that still underpins my work today
What I picked up along the way
B.A. International Economics, Chulalongkorn University, Thailand
Creative Portfolio Building, School of Visual Arts, New York
Euro Effies Agency Network of the Year (2022–2025)
No.3 most awarded network in Europe, Cannes Lions 2024
Thai national swim team, Awarded Royal Decoration by H.M. the King of Thailand
Guest Lecturer, Institute of Culinary Education & NYU