Developed an end-to-end commercial strategy for a newly launched zone, covering positioning, target customer mix, tenant mix, pricing, and customer journey mapping with transaction-level tracking, to improve traffic quality and spending conversion. Led non-member acquisition strategy through strategic partnerships with financial and non-financial institutions, leveraging partner data and transaction insights to drive visitation, optimize conversion, increase basket size, and enhance customer re-visitation across Siam Piwat malls. Led HNWI strategy by identifying key retention and spending gaps, utilizing customer journey and transaction data to uncover pain points, and driving targeted engagement initiatives and partnership models to grow and retain high-value customers. Designed end-to-end customer journey frameworks that enable data capture while preserving a seamless and high-quality customer experience.

Leveraged time-series network performance data from a leading British Internet Service Provider (ISP) to predict broadband connectivity issues and the likelihood of customer service calls, enabling predictive maintenance and proactive support strategies that reduced inventory holding costs, optimized technician scheduling, and prevented customer churn. Developed supervised time-series classification models using tree-based algorithms (Random Forest, XGBoost, CatBoost, LightGBM) to detect faults 7 days in advance, based on 14-day historical windows, achieving a PR AUC of 0.77 on highly imbalanced data (<15% positive class). Explored approaches for predicting next-day customer call likelihood under extreme imbalance (<0.1% positive class) using semi-supervised anomaly score features, a ranking model (XGBRanker), and Autoencoder-based filtering.

Oversaw one of Bangkok’s key business zones with end-to-end responsibility for Profit and Loss, revenue growth, sales performance, market share expansion, and churn reduction across both telecom and non-telecom products. Owned end-to-end multi-channel sales strategy and performance including direct sales, modern trade, traditional trade, retail store, dealer, and telesales to maximize revenue growth across telecom and non-telecom products. Led dealer network expansion by recruiting and onboarding high-potential partners to drive sales growth across prepaid, postpaid, and broadband services within assigned territory. Owned end-to-end service quality across all touchpoints, ensuring consistent delivery and high customer satisfaction. Collaborated with technical teams to oversee installation quality and past-installation network quality, ensuring timely issue resolution and adherence to service standards. Oversaw strategic investments in broadband and mobile network expansion, identifying high-potential residential areas to capture demand and support long-term revenue growth. Led end-to-end development of new business strategies through strategic partnerships with real estate developers, government agencies, and CP Group companies, transforming concepts into executable business models that drive revenue growth and operational efficiency. Partnered with senior leadership to conceptualize and execute strategic initiatives, leading cross-functional teams from design to launch while providing ongoing performance insights to drive customer spending, lifetime value, and telcocom subscriber growth.