Sansiri’s corporate transformation sees 2 new top executives appointed to augment management force and catalyse growth
เกริก บุณยโยธิน
01 November, 2023 at 12.40 pm
– Sansiri CEO Apichart Chutrakul emphasizing the laying of foundations for sustainable growth, by restructuring the organization as it approaches its 40th year in preparation for a New Business Landscape.
– 2 new divisions being established, with the reins handed to key Sansiri senior personnel “Sriamphai Rattanamayoon” and “Poomipak Julmanichoti”.
– Sansiri again making history in 2023 with best sales and operating results as it pivots toward long-term growth.
Sansiri Public Company Limited (SIRI), Thailand’s leading property developer, has made known its determination to achieve a major corporate restructuring of SIRI under the leadership of Chief Executive Officer Apichart Chutrakul. A business operating strategy aimed at transforming the organization has been established, with new-generation executives added to the management force in hopes of fostering a new chapter of growth.
At the same time, the Executive Committee of Sansiri Public Company Limited has resolved to approve the new corporate structure, which will take effect on November 1, 2023. The structure is being divided into 4 main divisions, namely:
– Project Development – The person in charge is Mr. Uthai Uthaisangsuk (previously involved in same line of work), who will oversee the high-rise projects development department, low-rise projects development department, quality control, customer relations and assets management.
– Corporate Governance and Legal Affairs – The responsible individual will be Nopporn Boonthanom (previously involved in same line of work), who will look after the legal department, government relations and land procurement.
– Corporate Marketing – The head of this division will be Ms. Sriamphai Rattanamayoon (new appointment), whose responsibilities include marketing, branding campaigns, corporate brand image, public relations, and communications.
– Corporate Strategies – This office will be overseen by Mr. Poomipak Julmanichoti (new appointment), who is tasked with supervising the finance and accounting department, sales department, human resources, technology and information.
Mr. Apichart Chutrakul, the Chief Executive Officer of Sansiri Plc., revealed “The restructuring this time around is among crucial missions aimed at moving the organization in preparation for a new business landscape in the future. It is also an empowerment of executives in all divisions so they would have agility, in line with Sansiri’s DNA of Speed to Market – sharp decisions are made based on throughly considered information and reasons and stakeholders’ voices are acknowledged. This is according to a vision of being Thailand’s leading real estate developer firm. Products and residency-related services are offered in ways that everybody can access while sustainable gains are created for all stakeholders”.
The aforementioned new structure comprises 2 existing divisions and 2 newly created divisions.Under this change, 2 executives are being appointed, namely “Ms. Sriamphai Rattanamayoon” as Chief Marketing Officer and “Mr. Poomipak Julmanichoti” as Chief Strategies Officer.
Sriamphai Rattanamayoon is the head of Corporate Marketing Division. She has been with Sansiri for 20 years and is a highly experienced executive specialising in marketing strategies. Sriamphai previously performed many duties within Sansiri and Plus Property, including but not limited to business development, land procurement, and marketing for both high-rise and low-rise property developments. She is the figure behind the success of the Sansiri Luxury Collection of property projects, the leading series of flagship and super luxury property developments in the market which has garnered the trust and acceptance of clients. Said trust stemmed from clients’ recognition of the brand and the quality of projects under it, in addition to an insight into clients’ living needs. The success of the brand is illustrated by the success of the 98 Wireless project, which made history by becoming the property project with the highest per square metre average selling price in Thailand; properties at 98 Wireless has a resale value of 1 million baht per square metre on average. This success is most recently observed from the ‘BuGaan’ luxury brand for financially successful members of the new generation who focus on life asset value when looking at properties.
Sriamphai is a female executive recognized by the Sansiri management team as being a representative of new-generation executives. She has displayed no aversion to hard work and regularly inspects construction sites in person. Being assigned the reins to the Corporate Marketing Division will be a new, challenging chapter entailing roles that involve corporate
marketing affairs, brands and campaigns. These affairs will reassert Sansiri’s brand leadership in Thailand’s real estate circle and future differentiate the brand from competitors. They will also reinforce the company’s aims to become the top-of-mind brand for consumers and efforts to expand on product development in all segments. The new division head will also work to expand of the “You Are Made for Life” concept under which Sansiri strives to use its clients as the inspiration in continuing to deliver excellent experiences to all customers.
After graduating from Assumption University with a degree in Finance and Banking, Sriamphai began her career at a leading consultancy working as a partner to multinational banks. She has also worked with a real estate consultancy firm to oversee research on the real estate market in Thailand and Asia.
Poomipak Julmanichoti, the other new executive appointee under the restructuring who will head the Corporate Strategies division, is a key figure in the real estate development circle and has worked with Sansiri for 18 years. He stands behind the company’s tactical successes and strategic growth creation, having continually enabled Sansiri to become acknowledged by clients both in and outside of Thailand. He also partook in the planning of the Sansiri HR Transformation strategy that has allowed the company to be voted as the No.1 real estate brand of choice for new-generation workers selecting their employer. Poomipak also crossed over to Sansiri subsidiary Plus Property (the firm dedicated to looking after-sales services) for a stint as the latter’s managing director, during which he laid down the company’s property management strategies. Plus Property would go on to become one of Sansiri’s key advantages differentiating it from other real estate developers.
Poomipak has handled diverse responsibilities spanning numerous lines of work within Sansiri, including management. He ranks among the executives with the most thorough understanding of the nature of work in each division. Said lines of work include high-rise projects development and management of sales for foreign clients (this enabled Sansiri to succeed in generating record-high sales to foreign clients). Before the most recent appointment, Poomipak oversaw the technology and information department.
With his proficiency in business and his placement of strategies that were in line with the direction pursued by the organization, Poomipak earned the trust of the management board as well as the Chief Executive Officer. He was continually assigned responsibility over crucial projects, culminating in his appointment as head of the new division, which will be among the key strategies supporting the pursuit of the company’s business targets and fostering sustainable growth as Sansiri approaches its 40th year and enters a new business landscape.
Poomipak holds a Master of Business Administration (Corporate Finance) from the University of Miami, Florida, and a Bachelor of Business Administration (Finance and Banking) from Chulalongkorn University.
