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Kongnutt Worasupphaisarn

Kongnutt Worasupphaisarn

Marketing Analytics

Chulalongkorn University | Thailand

Technologies

My Portfolio Highlights

My New Course

Introduction to Python

My New Course

Introduction to Python

Data virtuoso, playing the strings of information to create harmonious insights.

My Work

Take a look at my latest work.

course

Introduction to Data Science in Python

DataLab

SQL-P01-Analyzing Students' Mental Health

course

Introduction to Python

DataLab

PY-P01-Creating Functions to Register App Users

course

Intermediate Python

course

Introduction to Data Science in Python

DataCamp Course Completion

Take a look at all the courses Iโ€™ve completed on DataCamp.

Courses

Introduction to Python
Introduction to SQL
Intermediate SQL
Intermediate Python

My Work Experience

Where I've interned and worked during my career.

Digital Alchemy | Jun 2023 - Present

Customer Journey Consultant

๐€๐œ๐œ๐จ๐ฆ๐ฉ๐ฅ๐ข๐ฌ๐ก๐ฆ๐ž๐ง๐ญ๐ฌ โ€ข Conducted the Response Tagging Framework POC which is a structured data-driven method to understand the behavioral response from customers in order to personalize the creative content for marketing automation at scale, for the global well-known FinTech brand. ๐‚๐ฅ๐ข๐ž๐ง๐ญ ๐ˆ๐ง๐๐ฎ๐ฌ๐ญ๐ซ๐ฒ: Finance Services, FinTech, Airlines, etc. ๐‘๐ž๐ฌ๐ฉ๐จ๐ง๐ฌ๐ข๐›๐ข๐ฅ๐ข๐ญ๐ข๐ž๐ฌ โ€ข Evaluate businesses and businessโ€™ marketing requirements and needs and recommend marketing solutions with a customer-centric mindset. โ€ข Influence and educate clients to make best practice decisions in campaign strategy and execution. โ€ข Be a subject matter expert in marketing from a high-level marketing strategy to a granular tactical marketing lens with ease, especially in database marketing in order to consult, advise, and educate clients on marketing. โ€ข Work with clients to create a client lifecycle strategy, lifecycle stages, objectives, and map campaigns to each stage, and then see it out to delivery. End-to-end tactical marketing campaign development from strategy and tactical campaign ideation, development, delivery, reporting, and post-delivery optimization. โ€ข Work with data, brief campaign reports, draw insights and hypotheses from data to optimize and ideate campaigns. โ€ข Advise on creative optimization for campaigns. โ€ข Recommend channel planning based on multi-channel marketing. โ€ข Analyze campaign performance forensically and hypothesize the optimization fixes. โ€ข Optimize campaigns using data insights to create conversion rate optimization and a/b testing scenarios. โ€ข Compile reports regarding campaign performance for executive management. โ€ข Stay up to date on the latest marketing trends, technology, and techniques. โ€ข Passionate about all things marketing especially above and below-the-line marketing, marketing technology, social media, content, and inbound marketing.
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True Corporation | Sep 2021 - Jun 2023

Marketing Analytics & Technology Manager

๐—”๐—ฐ๐—ฐ๐—ผ๐—บ๐—ฝ๐—น๐—ถ๐˜€๐—ต๐—บ๐—ฒ๐—ป๐˜๐˜€ โ€ข Implemented the Google Analytics & Google Tag Manager for e-Commerce web analytics tracking and analyzed the plain data into actionable insights in various stages of the marketing funnel, leading to e-Com revenue growth of +28% (YoY) ๐—”๐˜„๐—ฎ๐—ฟ๐—ฑ๐˜€ โ€ข Data Champion - Best Final Project Award 2021 - Growth Strategy for True e-Commerce ๐—ฅ๐—ฒ๐˜€๐—ฝ๐—ผ๐—ป๐˜€๐—ถ๐—ฏ๐—ถ๐—น๐—ถ๐˜๐—ถ๐—ฒ๐˜€ โ€ข Create meaningful digital marketing KPI dashboards and deliver weekly/monthly cross-channel performance reports with actionable insights โ€ข Implement tracking into various marketing initiatives using platforms such as Google Tag Manager, etc. โ€ข Analyze online user behavior, conversion data, customer journeys, funnel analysis, and multi-channel attribution โ€ข Spot opportunities to try innovative new methodologies and improve the analytical procedure โ€ข Work daily with analytical software including but not limited to Google Analytics, Google AdWords, Facebook Ads, and more โ€ข Develop tactics and metrics to assess the effectiveness of existing marketing, advertising, and communications programs โ€ข Explain and train employees on existing and new marketing analytics tools/ strategies โ€ข Provide consultation to the marketing teams to identify and define the MarTech solutions that meet the needs and priorities. โ€ข Collaborate with the Development team to analyze and document marketing requirements, translating them into clear Dev requirements. โ€ข Work closely with the Development and product teams to propose innovative solutions and also the alternative solutions โ€ข Oversee the impact of these MarTech solutions on risks, costs versus benefits, options, and other business processes and product priorities. โ€ข Ensure that the implementation of marketing technology meets expectations and contributes to the success of our business.

Beiersdorf | Jan 2021 - Sep 2021

CRM & Data-Driven Marketing Manager

๐—”๐—ฐ๐—ฐ๐—ผ๐—บ๐—ฝ๐—น๐—ถ๐˜€๐—ต๐—บ๐—ฒ๐—ป๐˜๐˜€ โ€ข Optimized the CRM key performance metrics (YoY growth) by using email marketing with personalization (Salesforce Marketing Cloud) and lead generations (Facebook Ads), resulting in user engagement of +112.59%, user retention of +50.16%, sales performance of +6.73% and new user acquisition of +52.99% โ€ข Directed the launch of the Eucerin-TH 4th Anniversary campaign by using the personalized email series (Salesforce Marketing Cloud), resulting in CRM sales performance of +12.83% (YoY growth) โ€ข Activated the CRM data to life by developing the 1st party data sharing framework to 3rd party ads platform (e.g. Facebook, Google, Line), leading to CPM -5.8%, CPC -37.1%, CPP -57.4%, CTR +49.7%, CVR +47.7%, and ROAS +1,481.9% โ€ข Conducted a CRM new user acquisition campaign by optimizing the Facebook lead generation ads, resulting in CVR +225.83% and CPL -71.72% ๐—ฅ๐—ฒ๐˜€๐—ฝ๐—ผ๐—ป๐˜€๐—ถ๐—ฏ๐—ถ๐—น๐—ถ๐˜๐—ถ๐—ฒ๐˜€ โ€ข Lead the data strategy for both e-COM & e-CRM, manage & integrate the data from various sources into a single source of truth, ensure the web analytics tracking, data quality, and data governance, activate and leverage the data to drive the business growth โ€ข Lead e-CRM/Salesforce CDP (Customer Data Platform) strategy & execution, design the seamless customer journey to drive acquisition, engagement, conversion, retention, and maximize the CLTV (customer lifetime value) โ€ข Analyze data to discover the pragmatic insight for business decision-making and strategy โ€ข Drive the new user acquisition to grow the 1st party data pool in e-CRM โ€ข Develop e-CRM campaign based on segment and customer stage via Salesforce Marketing Cloud including email marketing, marketing automation, and personalization. โ€ข Optimize the campaigns through A/B, multivariate testing and other experiments

Heroleads Asia | Jun 2019 - Dec 2020

Digital Performance Marketing & Strategic Manager

๐—”๐—ฐ๐—ฐ๐—ผ๐—บ๐—ฝ๐—น๐—ถ๐˜€๐—ต๐—บ๐—ฒ๐—ป๐˜๐˜€ โ€ข Oversaw & Optimized the client campaigns with a 200+Mเธฟ ad budget by performance marketing and process improvement, leading to increasing of the company's gross margin by +10% โ€ข Streamlined the process by applying the DMAIC approach, which led to a 20% reduction in the number of working days required for launching new campaigns โ€ข Implemented the standard points system to improve capacity management, team workload visibility, and performance measurement ๐—”๐˜„๐—ฎ๐—ฟ๐—ฑ๐˜€ โ€ข Hero of the Month 2019-Nov โ€“ Hero who is actively shaping the future of Heroleads โ€ข Hero Award 2019 โ€“ Key Initiative Result Oriented ๐—–๐—น๐—ถ๐—ฒ๐—ป๐˜ ๐—œ๐—ป๐—ฑ๐˜‚๐˜€๐˜๐—ฟ๐˜†: Real Estate, Automotive, Finance & Banking, E-Commerce, FMCG, etc. ๐—ฅ๐—ฒ๐˜€๐—ฝ๐—ผ๐—ป๐˜€๐—ถ๐—ฏ๐—ถ๐—น๐—ถ๐˜๐—ถ๐—ฒ๐˜€ โ€ข Work closely with the COO, CEO & CTO to define and develop the strategy/standard/framework in all areas of operations, to enable the data-driven approach and to incubate the innovation across the company โ€ข Identify, assess, and solve complex campaign issues/challenges where analysis of situations or data requires an in-depth evaluation of variable factors โ€ข Design and build solutions (performance, process, platform, product, people) that reflect underlying strategic business needs and/or industry best practices โ€ข Streamline the whole operational workflow (creative / optimize / analytics) and improve the campaign performance to ensure the client's satisfaction โ€ข Work closely with all key stakeholders: account management, media planning, ads optimizer (GG & FB), analytics, business intelligence, tech, creative, and management โ€ข Be nominated to be a representative of the business & operation team to prioritize, lead and drive the key strategic tech projects and to inspire new thinking across the company โ€ข Be nominated to be the point of contact of Heroleas x Google Thailand (operations & performance part) to build a strong joint business partnership (Google JBP).

Auto & General Services - Southeast Asia | Sep 2018 - May 2019

Senior Digital Marketer (Paid Media & Analytics)

๐—”๐—ฐ๐—ฐ๐—ผ๐—บ๐—ฝ๐—น๐—ถ๐˜€๐—ต๐—บ๐—ฒ๐—ป๐˜๐˜€ โ€ข Improved the SEM lead generation campaign by biddable media optimization techniques, resulting in CTR +45.6%, CVR +109.1%, CPC -43.9%, and CPL -72.4% โ€ข Uplifted the organic search traffic by applying various SEO techniques, leading to session growth of +71.3% ๐—ฅ๐—ฒ๐˜€๐—ฝ๐—ผ๐—ป๐˜€๐—ถ๐—ฏ๐—ถ๐—น๐—ถ๐˜๐—ถ๐—ฒ๐˜€ โ€ข Provided advice to our Head of Business, Local Brand Lead, and Regional Marketing Lead โ€ข Managed the budget and investment strategies on PPC, SEO & Social Media to contribute to the lead generation activities and support the sales and services team to bring on and retain new customers โ€ข Worked with the site team to develop new ways to better land people on site to maximize conversion โ€ข Responsible for ensuring business leaders know where the investment is driving results and where to make changes to improve outcomes

Novartis | Feb 2016 - Aug 2018

Digital Solution Specialist

๐—”๐—ฐ๐—ฐ๐—ผ๐—บ๐—ฝ๐—น๐—ถ๐˜€๐—ต๐—บ๐—ฒ๐—ป๐˜๐˜€ โ€ข Accelerated and launched the 1st public website & social media of Novartis Thailand for heart failure patients and caregivers โ€“ gained more than 2.4M views in the 1st month โ€ข Led and executed the 1st digital medicine platform of Novartis Thailand โ€“ acquired more than 50% of targeted Healthcare Professionals registered to our website โ€ข Be nominated to be the digital champion for Thailand: Single point of contact for global digital governance office โ€“ achieved 100% KPI, no deviation, no issue, no overdue ๐—”๐˜„๐—ฎ๐—ฟ๐—ฑ๐˜€ โ€ข Excellence Award 2017 โ€“ Innovation/Collaboration โ€ข Excellence Award 2016 โ€“ Innovation โ€ข Star Award 2016 Q2 โ€“ Quality/Collaboration ๐—ฅ๐—ฒ๐˜€๐—ฝ๐—ผ๐—ป๐˜€๐—ถ๐—ฏ๐—ถ๐—น๐—ถ๐˜๐—ถ๐—ฒ๐˜€ โ€ข Implemented the digital strategy and initiatives by driving the multi-channel solutions and leveraging the technology to enhance customer experience and engagement for all brands/franchises โ€ข Provided the analytical report regarding digital projects to all stakeholders to find the insights to improve the strategy and optimize the performance of the project/campaign โ€ข Provided in-house and on-site technical support for events using digital broadcasting, webcast, online meeting, and other related platforms

Self-Employed | Jun 2011 - Jan 2016

Freelance Digital Marketer

๐—ช๐—ผ๐—ฟ๐—ธ๐—ถ๐—ป๐—ด ๐—ฆ๐—ฐ๐—ผ๐—ฝ๐—ฒ โ€ข CMS & Website: WordPress and WPMS โ€ข Traffic Generation: SEM (Search Engine Marketing), SEO (Search Engine Optimization), PPC (Pay Per Click: Google Ads, Facebook Ads and other Ads), SMM (Social Media Marketing), and Email Marketing โ€ข Analytics & Optimization: Google Analytics, Google Search Console (Webmaster Tools), and CRO (Conversion Rate Optimization) โ€ข Affiliate Marketing

GSK | Jan 2009 - May 2011

Business Intelligence Analyst

๐—”๐—ฐ๐—ฐ๐—ผ๐—บ๐—ฝ๐—น๐—ถ๐˜€๐—ต๐—บ๐—ฒ๐—ป๐˜๐˜€ โ€ข Increased the strategic planning capability by providing insights from sales & marketing data analysis โ€“ contributed to sales growth between 4-200+% annually (depending on brands/product life cycle)

GSK | Oct 2007 - Dec 2008

SFA/SFE Analyst (Salesforce Automation & Effectiveness)

๐—”๐—ฐ๐—ฐ๐—ผ๐—บ๐—ฝ๐—น๐—ถ๐˜€๐—ต๐—บ๐—ฒ๐—ป๐˜๐˜€ โ€ข Designed & Developed the sales performance database, automatic incentive system (T-SQL), and web-based performance dashboard (ASP.NET) from scratch for 200+ users from 4 BUs โ€“ reduced the processing time by more than 50% โ€ข Managed & Implemented the new model of CRM segmentation to improve the resource allocation ๐—”๐˜„๐—ฎ๐—ฟ๐—ฑ โ€ข SFA Impact Award 2009 from Global Academy Sales Force Automation Team

I'M Technologies | Jun 2005 - Sep 2007

Software Test Engineer

๐—”๐—ฐ๐—ฐ๐—ผ๐—บ๐—ฝ๐—น๐—ถ๐˜€๐—ต๐—บ๐—ฒ๐—ป๐˜๐˜€ โ€ข Completed and launched more than 10 smart card operating system test projects โ€ข Created the test script template for other testers in overseas branches โ€ข Designed and performed testing protocol for the mobile phone application

Celestica | Jun 2003 - Apr 2004

Test Engineer

๐—”๐—ฐ๐—ฐ๐—ผ๐—บ๐—ฝ๐—น๐—ถ๐˜€๐—ต๐—บ๐—ฒ๐—ป๐˜๐˜€ โ€ข Diagnosed and prevented the root cause of failure in testing process for 3 BUs by 19% โ€ข Initiated internal web application to improve equipment tracking โ€“ saved time more than 25%

My Education

Take a look at my formal education

Bachelor of Engineering,ย Electrical EngineeringChulalongkorn University | 2005

About Me

Kongnutt Worasupphaisarn

Multidisciplinary Professional: Growth Marketing, MarTech, Data Analytics, and Project Management || Seeking unknown to known & Turning boring data into actionable insights to drive growth.

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