Tanat Anutrakulchai Email & Phone Number

Metro Manila, Philippines

Greater Chicago Area, IL, US

• Lead the strategic brand management for Cheez Whiz, the No.1 Cheese Spread Brand in the Philippines
• Extend responsibility to manage an innovation project for Cadbury chocolates in Southeast Asia🏆 Key Business Achievement (2024)
• Another successful year for Cheez Whiz, gaining market share in cheese spreads and 3x household penetration gain vs target
• Leading No.1 brand power +0.1pp among total breadfills with healthy growth in volume, value, and margins🏆 Key Business Achievement (2023)
• Delivered double-digit net revenue growth for Cheez Whiz, growing ahead of the total breadfills
• Drove higher brand health metrics (Awareness, Recall, and Meaningfulness Attributes) vs PY during the key consumption period through Back-to-School campaign activation (Cheez Whiz Try-Athlon)

Greater Chicago Area, IL, US

• Led the total brand and portfolio management of OREO cookies and bi-snacks in Thailand🏆 Groundbreaking Records (2022 - Jan 2023)
• First time ever, OREO becomes No.1 #Marketshare in the total Biscuits category in Jan’23 from the launch of #OreoBlackpink
• First time ever, OREO received the No.1 Brand Award in Thailand 2021-2022 from the Marketeer survey of Thai consumers
• Oreo Songkran's #SmilewithOREO campaign has the highest-ever 3-day views and set a new high across all TikTok Thailand Hashtag Challenge campaigns and won No.1 best interactive ads globally by bestads.com
• Oreo received 4 Marketing Excellence Awards - Excellence in Advertising (Gold), Excellence in Content Marketing (Gold), Excellence in Customer Engagement (Silver), and Excellence in Brand Strategy (Silver)

Greater Chicago Area, IL, US

• Led the brand management of Dentyne (No. 1 gum brand in Thailand)🏆 Key Business Achievements (2021)
• Launched Dentyne 1 baht in traditional trade which became a major growth driver in the channel
• Launched Dentyne Sugar-free in modern trade to modernize Thailand gum market and arrest it from decline

Greater Chicago Area, IL, US

• Extended responsibility to develop a chocolate growth plan in the Myanmar market including 3-yr P&L projection, market feasibility, consumer & channel analysis, and recommended price-pack architecture

Greater Chicago Area, IL, US

• Led the strategic brand management of the total Mondelez’s Chocolate portfolio in Thailand resulting in +30% growth vs YA despite the stagnant total market growth
• Delivered 2-digit profitable growth vs YA by managing revenue stream, pricing structure and cost allocation of the total chocolate portfolio
• Ensured excellent execution by collaborating with cross-functional teams (e.g. trade marketing, logistics, sales, demand & supply planning, regulatory, PR, Finance)
• Led creative and media agencies to ensure effective media deliveries and positive ROI🏆 Key Business Achievements (2019)
• Drove Mondelez chocolate business to achieve its highest share ever since 2015 in key retailers during a key occasion
• Drove Cadbury Dairy Milk to its highest share since 2017 under Cadbury Premier League Campaign

Cincinnati, Ohio, US

• Relaunched Pampers on Lazada and Tesco resulting in more offtakes (+21% vs base) and more conversion rate (+1-2% vs base) in the online channel
• Identified pricing strategy to push baseline sales for Pampers in the online channel (+10-20% vs base)
• Supported the turnaround of Ambi Pur with a digital creative plan and cross-category promotion based on a basket analysis

Worldwide, OO

• Industries: Banking, Insurance, Automotive, Pharmaceutical, Manufacturing
• Support industry-leading clients to improve their organizational performance and make the decision on their strategiesExample of projects:Market Opportunity Assessment for a Pharmaceutical Company
• Performed market study and estimated market size of antibiotic drugs for enteric & Clostridium Difficile infectionsOperating Model Modernization - Premiums Collections and Disbursements for a Global Leading Insurance.
• Outlined process flows for premium collections and disbursements of different insurance product lines (i.e. Individual Life Insurance, Bancassurance, Corporate Solutions, Unit Linked, etc.) and provided preliminary.

Boston, MA, US

• Industry: Banking
• Supported consultants develop a product management manual for a new department under transaction banking through client engagement and collaboration with industry experts
• Retrieved market data and interviewed industry experts to support a go-to strategy for a bank to capture more shares in CASA (Current Account and Saving Account) market

Seattle, WA, US

• Researched 250 companies on their business traits and provided further recommendation on their performances in order to propose them WTIA membership
• Conducted financial forecast, premiums forecast, and the prospect insured of WTIA health trust for the year 2014

Master’S Degree Program In Marketing (Mim)

Bachelor'S Degree, Foster School Of Business And Economics

Bachelor Of Economics (B.E.), Monetary And Financial Economics