Executive Portfolio · est. 2012
Thanatmet Adhicharunwarathorn
Head of Digital Marketing
at AIRA & AIFUL Public Company Limited
Strategic Digital Leader bridging IT and Business — 12+ years engineering MarTech, CDP architecture, and AI-driven growth in financial services.
Currently in Bangkok
15+
Years Experience
1
IPO Launch (CREDIT)
3
Founded Tech Projects
2
Universities Lectured
2
Custom CDP / MMP Built
Data-driven mindset
I use data and real-world context to guide executive decisions and team execution.
For senior leaders, I translate multi-source insight into practical business direction. For the team, I lead with a down-to-earth approach: if others are doing the work, I do it too, so I can see the problem clearly and design the right solution.
This is a shared mission: build trust, reduce friction, and make every plan reflect the real dynamics of the organization.
Data Driven
Down to Earth
Team Mission
— 01 / About
The Practitioner
A rare synergy of IT and Business.
The intersection of technology and business is where the most impactful marketing lives.
Strategic Digital Leader with 12+ years of expertise in driving Digital Transformation and MarTech innovation within the financial services and fintech sectors. Possesses a unique IT-Business Synergy, utilizing a foundation in computer science to solve complex technical marketing problems and optimize performance at the code level. Expert in building proprietary MMP/CDP systems and integrating advanced AI (Claude, Gemini, GPT) to deliver measurable group-level ROI.
— Thanatmet A.
— 02 / Expertise
Capabilities
The IT–Business advantage.
01
Performance Engineering
Leveraging an IT background to optimize marketing funnels through backend variables, technical SEO, and conversion-centric architecture.
Technical SEO
Backend Variables
Funnel Architecture
02
MarTech Development
Hands-on proficiency in VS Code, PHP, JavaScript, and SQL to build custom tools and automate complex workflows.
PHP
JavaScript
SQL
VS Code
03
AI Synergy & Productivity
Rapidly adapting to and deploying AI platforms—including Google AI Studio (Antigravity), Codex, and Gemini—to accelerate research and development.
Claude
Gemini
GPT
Codex
Antigravity
04
Technical Troubleshooting
Ability to communicate directly with engineering teams to resolve data integration gaps and optimize eKYC/Digital Onboarding funnels.
eKYC
Digital Onboarding
Data Integration
— 03 / Experience
Career Chronicle
More than fifteen years journey through tech, finance & innovation.
Jun 2025 – Present Current
AIRA & AIFUL Public Company Limited
Head of Digital Marketing
AI-Driven Strategy
Spearheading Generative AI integration for deep consumer insight analysis and strategic competitive benchmarking.
Performance Lead Acquisition
Orchestrating aggressive lead generation via Google and Facebook, optimizing eKYC conversion for digital loan products.
Ecosystem Management
Collaborating with technical teams to implement new platform features that enhance UX and technical search visibility.
Listed Fintech / SET
2014 – 2025
Thai Credit Bank PCL
Digital Performance & Corporate Communication Lead
Led a cross-functional team to grow demand for SME, personal, and home loans while preparing the organization for the IPO of CREDIT.
Digital Marketing Role
Full-Funnel Campaigns
Led strategy and execution across PPC, SEO, social media, email, and content to acquire new customers and generate leads.
Lead Growth & Optimization
Increased qualified leads by 25% through data-driven campaign optimization across paid and organic channels.
ROI & CRO
Achieved over 100% ROI through budget optimization, A/B testing, and conversion rate improvements.
Performance Analysis
Analyzed marketing performance data to generate actionable insights that improved campaign outcomes and business decisions.
Corporate Communication Role
Brand & Investor Messaging
Developed press releases, media alerts, and communication materials to strengthen brand reputation and support IPO messaging.
Media & Stakeholder Relations
Managed media relations, social media sentiment, and stakeholder engagement to maintain trust and transparency.
Digital Communication Strategy
Implemented corporate and social media strategies to engage customers, partners, and investors.
IPO Launch Support
Played a key role in supporting the launch of Thai Credit Bank's CREDIT IPO on the Stock Exchange of Thailand.
Commercial Banking / SET
2012 – 2014
ThaiBeverage PCL
Digital Marketing Media Officer
Campaign Execution
Delivered integrated digital campaigns that grew traffic and brought brand stories to life online.
Brand & Budget
Managed media planning, budgets, and digital activations to build stronger brand awareness.
Redesign Lead
Led the redesign of digital media properties to make each online touchpoint cleaner and more engaging.
Traffic & Awareness
Developed data-driven strategies to increase website traffic and strengthen brand visibility across digital channels.
FMCG / Beverage
2020 – 2021
Isuzu Easter Co., Ltd. & Isuzu Chainat Uthai Thani Co., Ltd.
Digital Marketing & Digital Transformation Consultant
Provided strategic consulting to drive digital marketing and business transformation initiatives across two Isuzu subsidiary companies.
Isuzu Easter Co., Ltd. (Chonburi Province)
Online Marketing Strategy
Worked closely with Isuzu Easter employees to develop online marketing strategies that improved brand awareness and increased customer engagement.
Employee Training
Provided comprehensive training on digital marketing techniques including SEO, PPC, social media, and email marketing.
Campaign Analysis
Analyzed and monitored campaign performance, providing data-driven recommendations for continuous improvement.
Isuzu Chainat Uthai Thani Co., Ltd.
Digital Transformation Leadership
Led digital transformation initiatives by building a strong digital marketing team and implementing effective online strategies.
Multi-Channel Campaign Execution
Developed and executed campaigns across multiple channels including social media, email marketing, and PPC advertising.
Market Research & Strategy
Conducted market research to identify trends and opportunities, providing strategic recommendations for new campaigns and business growth.
Automotive
2010 – 2012
Good Service Computer Co., Ltd
Web Programmer
Internal Application Development
Led the development of internal web applications to streamline business processes and improve user experience, including travel request and approval workflows.
Technical Skills & Database Design
Demonstrated strong technical expertise in PHP, CSS, JavaScript, AJAX, and HTML. Managed the design and deployment of databases and user interfaces for internal marketing tools.
Technology / Software
— 04 / Projects
Built from Scratch
Ventures that proved the concept.
01
jongsala.com
End-of-Life Super App
Founder & Full-Stack Developer
Engineered an End-of-Life Super App featuring a robust 36-table data infrastructure to automate resource scheduling and real-time synchronization.
PHPMySQL36-table schemaReal-time Sync
02
urlgofast.com
Proprietary MMP Platform
Lead MarTech Architect
Developed a proprietary Mobile Measurement Partner (MMP) platform with automated QR bridge logic and dynamic attribution tracking.
MMPQR BridgeAttributionTracking
03
graphrider.com
Real-time Market Visualization
Founder
Leveraged Google Antigravity & Codex to develop advanced data visualization tools for real-time market trend analysis.
AntigravityCodexData VizReal-time
— 05 / References
Case Studies
Work that speaks for itself.
Brand Testimonial: "The Mazda Bond"
Mazda Thailand
Brand Advocate / Featured Customer (Mazda CX-30)
Represented the Mazda brand as a key opinion leader, sharing professional insights and personal stories about the CX-30 to enhance brand emotional connection and loyalty.
Corporate Website Redesign & Launch
Thai Credit Bank PCL
Project Manager
Spearheaded end-to-end development and launch of the bank's main corporate website, ensuring full regulatory compliance and an enhanced UX for all banking products.
CDP for Home Refinance Loans
Thai Credit Bank PCL
Project Manager
Engineered a robust CDP system tailored for the Home Refinance segment to centralize customer data, enabling high-precision targeting and sales integration.
CDP for Personal Loans
Thai Credit Bank PCL
Project Manager
Architected the data integration framework for Personal Loan products, using CDP insights to drive enhanced performance tracking and personalized journeys.
— 06 / Honors
Recognition
Honours & awards.
Royal Scholarship
King Bhumibol Scholarship
Recognition for academic excellence and demonstrated leadership potential, bestowed with royal distinction in honor of King Bhumibol Adulyadej's enduring legacy of educational advancement and national development.
Awarded by:
Her Royal Highness Princess Maha Chakri Sirindhorn (สมเด็จพระเทพรัตนราชสุดา สยามบรมราชกุมารี)
Year:
2550 (2007)
Red Cross Honor
Third Class Red Cross Medal
Awarded for donating blood 50 times to the Thai Red Cross Society, recognizing sustained service and life-saving generosity.
Awarded on:
13 September 2024
— 07 / Education
Scholarship & Lectures
Academic foundations.
Speaking
2025
Digital Marketing for Hospitality Industry
Suranaree University of Technology
2025
SEO Odyssey for Modern Businesses
Rajamangala University of Technology Thanyaburi
Education
M.Sc. in Electronic Business (E-commerce / Digital Marketing)
King Mongkut's University of Technology Thonburi
GPA 3.45
B.B.A. in Business Computer
Mahasarakham University
GPA 3.03
Featured
Highlights & key moments.
— 09 / Videos
Short Form
Latest clips & shorts.
YouTube Shorts
YouTube Short 1
YouTube Shorts
YouTube Short 2
YouTube Shorts
YouTube Short 3
TikTok
The first one experience with Mazda CX30
— 08 / Activity
Moments
Behind the scenes.
