1. Curriculum Vitae: Mr. Chanchai Bhandhufalck/ฉันท์ชาย พันธุฟัก
Address : 67/286 Moo3, Muang Ake Project 8
Tambal Lak Hok, Amphur Muang,
Patumthani, 12000
Telephone : Mobile: (096)145-3654, (092)218-9889
EMAIL Address : cbhan12@gmail.com
cbhan1@hotmail.com
chanchai.beer@le.com
Date Of Birth : March 9, 1973.
Education and Qualifications:
1998 Master of Business Administration (MBA) Major: Marketing (GPA 3.50)
The University of Kentucky, Lexington, Kentucky, USA
1995 Bachelor of Business Administration (BBA)
Major: Marketing
Minor: Human Resources and Organization Management
Thammasat University, Bangkok, Thailand
Profile Summary:
I have18 years’ experiences in marketing and sales. After around one year as a Marketing Trainee at
Nestle (Chocolate and Confectionery Department), I went to the US to pursue my MBA in Marketing and came
back to Thailand two years afterwards to join the marketing department at Sharp (Consumer Electronics Products),
where I stayed for three and a half years. My last role at Sharp was Assistant Manager responsible for marketing
and sales of LCD TV, Projector and Solar Energy, which was recently introduced to the market at that time and
aimed at penetrating consumers on the higher end and government and private project.
I continued on the consumer electronics market with LG Electronics Thailand CO., LTD. for nine years
as Director of Home Entertainment Business Unit, overseeing a wide range of Home Entertainment products,
from mass to premium to luxury, as the technology was evolving. My last role at LGE was Key Account Director
(Modern Trade), where I was responsible for setting the strategic direction of the key accounts and ensuring
profitable market share within channels. I was with Nikon Sales Thailand for one year as VP Sales and Marketing
where I set strategic direction to drive Digital Still Camera (DSC) Business, with Long-term and Short-term Sales
and Marketing plan to ensure the company achieves profitable market share within the Conventional, Modern
Trade and Distribution Channels.
In 2014, I was Marketing Director at LIXIL (Thailand) (American Standards) and was in charge of the
company’s overall marketing strategies and activities, including but not limited to New Product Development,
product portfolio management, consumer insights, trade marketing, and marketing communication. I moved to
work with TCL Thailand CO., LTD. for one year as Assistant Managing Director in charge of sales and marketing
for multimedia (TV) products where I restructured sales policy and channels, set up marketing organization as
well as short-term and long-term plan to ensure brand image and awareness.
Currently I work as special lecturer for Product and Brand Management course at the faculty of
Management and Tourism, Burapha University and work for LeEco Thailand CO., LTD. as TV Business Director
in charge of overall sales and marketing activities for TV products in Thailand.

2. Professional Experiences:
LeEco Thailand CO., LTD. (May 2016 – Present): Bangkok, Thailand
Role: TV Business Director (Sales & Marketing)
Key responsibilities and experiences (Consumer Electronics, Smart TV and EcoSystem):
With direct report to APAC Regional General Manager (Chinese).
Startup TV business in Thailand.
Develop short, medium- to long-term strategic plans and budgets for the product portfolio to meet
objectives and satisfy customer needs.
Set up sales and marketing organization as well as clear role and responsibility, and KPIs.
Set up sales and channel policy.
Manage Sales Team and Marketing team to ensure sales achievement, profitable growth and long-term
brand image and awareness.
Gather and analyze market research data to facilitate decision making sales & marketing strategic
directions
Lead sales team for Online and Offline (e-Commerce, modern trade, traditional trade, B2B)
Lead Marketing team for Marketing communication, PR, Digital Marketing, and Trade Marketing.
.
The Faculty of Management and Tourism, Burapha University (June 2015- Present): Chonburi, Thailand
Role: Special Lecturer, Marketing (Product and Brand Management Course)
TCL Electronics Thailand CO., LTD. (July 2015 – June 2016): Bangkok, Thailand
Role: Assistant Managing Director (Sales & Marketing)
Key responsibilities and experiences (Consumer Electronics):
With direct report to Managing Director (Chinese)
Manage Sales Team and Marketing team to ensure sales achievement, profitable growth and long-term
brand image and awareness.
Set up sales and channel policy, reorganize sales and marketing as well as clear role and responsibility.
Develop strategic Sales and Marketing plans and budgets for the product portfolio to meet objectives and
satisfy customer needs.
Gather and analyze market research data to facilitate decision making sales & marketing strategic
directions
Lead sales team for modern trade, traditional trade, project and e-commerce.
Lead Marketing team for Marketing communication, PR, Digital Marketing, and Trade Marketing.
Manage and Supervise
4 Key Account Managers, 8 Supervisors
2 Dealer Managers, 6 Sales Representatives.
1 Trade Marketing Manager, 1 Promotion Manager, 1 Merchandise Manager, 2 Supervisors, 1 In-House
Designers, 2 Sales and Marketing Admin.
LIXIL (Thailand) Public Company Limited (Mar 2014 – Present): Bangkok, Thailand
Role: Marketing Director, Marketing Department
Key responsibilities and experiences (Sanitary Ware):
With direct report to Managing Director (Australian) and Regional Marketing Head (Japanese), act as
focal point of contact for all marketing matters between sales, NPD and production, ensuring clear
communication to all parties, liaising with Asian and European colleagues as appropriate.
Develop medium- to long-term strategic plans and budgets for the product portfolio to meet objectives
and satisfy customer needs.
Gather and analyze market research data to facilitate decision making & marketing strategic directions.
Establish and implement innovative and cost effective (direct and indirect) marketing strategies, tools
and systems to drive results
Develop and implement systems and processes to provide timely and accurate information on
customers and consumers so that marketing activities deliver maximum results in all trade channels.
Ensure that new products are in line with company objectives, understanding the market shift and
consumer trend changes.
Select, evaluate, monitor and advise third party agencies on the product portfolio to maintain company
image, perception and direction.
Lead the design and development of flagship showrooms.
Drive short-term results and growth via innovative trade and consumer promotions.
Lead the development of appropriate POP materials and Trade support materials, tailored to each key
channel/category.

3. Update financial forecasts and customer segmentation evaluations to realize strategic plans. Develop
and implement account management plans, supervise execution through marketing staff for all
products.
Work closely with AP regional marketing team in developing and implementing new project.
Manage and Supervise
4 Product Managers, 1 Marketing Assistant
1 Trade Marketing Manager, 1 Promotion Manager, 1 Merchandise Manager, 2 Supervisors, 2 In-
House Interior Designers, 2 Artwork Designers
1 Showroom Manager, 9 Showroom Attendants
Nikon Sales (Thailand) Co., Ltd. (Mar 2013 - Feb 2014): Bangkok, Thailand
Role: VP Sales Strategy, Sales & Marketing Department
Key responsibilities and experiences:
With direct report to Managing Director, set strategic direction to drive Digital Still Camera (DSC)
Business, with Long-term and Short-term Sales and Marketing Plan to ensure the company achieves
profitable market share within the Conventional, Modern Trade and Distribution Channels.
Achieve 3,000 million Baht sales target
Improve company overall performance (Quantity & Quality)
Initiate Sales Plan to ensure that each Product Category (D-SLR, Mirror Less, C-DSC) achieve the
sales target and profits.
Channel PSI Management (Sell-In, Sell-Out). Dealers and Channels Relationship Management and
Business Review
Manage Long-term Inventory, Stock on hand, In-Store Share and Shelf Share
Financial Performance: P/L Management, Control and Monitor Sales Deduction, Manage Advertising
&Promotion Budget Management, AR Management.
Manage 1 Senior Sales Manager, 5 Sales Executives, 1 Admin Manager, and 3 Admin Staffs. 2
Marketing Managers (Advertising/Sales Promotion), 2 Assistant Marketing Managers (Mass
Communication/Digital Marketing), 1 Assistant Product Manager, 2 Trainers, and 1 Marketing Admin
Staff.
LG Electronics Thailand Co., Ltd. (Jan 2004 – Feb 2013): Bangkok, Thailand
Role: CE Key Account Director (Modern Trade), Sales& Marketing Department
Negotiation Instructor (Internal Trainer) (Oct 2011 - Feb 2013)
Key responsibilities and experiences:
Set the strategic direction of the 6 Key Accounts, with Annual Account Pre-Plan to ensure profitable
market share is achieved within the Retail Channel.
Achieve sales target of all key accounts, which contribute for 50% of company total sales.
Improve company overall performance (Quantity & Quality) into key accounts such as sales forecast
accuracy, Premium Portion (30%-40%)
Long-term Inventory, Stock on hand, In-Store Market Share, Shelf Share
Initiate sales plan to ensure that product group (Home Entertainment, Home Appliance, and Room Air
Conditioner) achieve the sales target and profits.
Channel PSI Management (Sell-In, Sell-Out).
Financial Performance: P/L Management, A&P Budget Management, AR Management.
Manage 6 Key Account Managers, 5 Assistant Key Account Managers, 11 Key Account Executives, 1
Admin Manager, and 4 Admin staffs.

4. Previous Role: Deputy Director, Head of Home Entertainment Product (TV-AV- Product Business Unit),
Sales& Marketing Department (Consumer Electronics Products), Negotiation Instructor (Apr 2011- Sep
2011)
Key responsibilities and experiences:
Responsible for Sales and Marketing Plan and Strategy for TV- AV Product BU, 40% contribution of
company sales, (Plasma TV, LCD TV, Flat TV, Projector, DVD Player, DVD Recorder, and Audio/Car
Audio).
Initiate Sales Plan to Ensure that Product Group achieve the sales target and profits.
Product Management, PSI Management, Channel/Account Management and New Channel
Development, P/L Management, A&P Budget Management.
Initiate Marketing Strategy, Plan and Budget (ATL/BTL) for products; and cooperate with Marketing
Communication Team together with advertising and media agencies to enhance brand image and
awareness.
Manage 4 Product Managers, 3 Marketing Executives, 2 Trade Marketing, 1 Marketing Support and
Directly Manage Modern Trade HE Sales Team (2 Sales Managers, 2 Assistant Managers, 6 Sales
Representatives)
Coordinate with AV-AP Sales Department (6 Sales Managers and 30 Sales Representatives)
Achievements
20% revenue growth for Home Entertainment Business Units
LCD TV market share increased from 17%-19%
Overall TV business market share ranking second at 20%
Home Theatre market share ranked first at 30%
Improved overall operating income
Previous Role: Senior Manager, Head of Home Entertainment Product (TV-AV- Product Business Unit),
Sales& Marketing Department (Consumer Electronics Products),
Negotiation Instructor (Oct 2005 – Mar 2011)
Previous Role: Manager, Head of TV-AV Product Business Unit, Sales& Marketing Department
(Consumer Electronics Products) (Jan 2004 – Nov 2005)
Key responsibilities and experiences:
Responsible for Sales and Marketing Plan and Strategy for TV-AV product.
Product Management and Sales Strategy for TV and AV products (Plasma TV, LCD TV, Flat TV,
Projector, DVD Player, DVD Recorder, and Audio.
Channel/Account Management, P/L Management, PSI Management, A&P Budget Management, Product
Training, Merchandise Meeting.
Coordinate with AV-AP Sales Department.
Initiate Marketing Plan and Budget (ATL/BTL) for TV-AV Product and Coordinate with Marketing
Communication Team and Agency.
Sharp Thebnakorn Co., Ltd. (Jun 2000 - Dec 2003): Bangkok, Thailand
Role: Assistant Manager, Marketing Department (Apr 2001- Dec 2003)
Key responsibilities and experiences (Consumer Electronics):
Responsible for Marketing and Sales Activities for LCD (Liquid Crystal Display) TV, Visual Products,
and Solar Cell Products.
Business Development, Channel development for LCD TV and Solar Cell Product.

5. PSI Management, Marketing Plan and Budget for ATL and BTL Activities. Previous Role: Senior
Supervisor, Marketing Department (Jun 2000 - Mar 2001)
Key responsibilities and experience (Consumer Electronics Products):
Responsible for Marketing and Sales Activities for Visual Products.
Product Management, PSI Management, Initiated Marketing Plan both ATL and BTL for TV product.
Lexmark International Inc. (Aug 1998 - Dec 1998): Lexington, Kentucky, USA
Involved in developing Telemarketing Program as a Project for Sales Management Course.
(Aug 1997 - Dec 1997):
Involved in Web Page Development for Small Business in Kentucky as a Project for Management Information
System Course.
Nestle Products (Thailand) Inc. (Apr 1995 - Jul 1996): Bangkok, Thailand
Role: Marketing Trainee (Chocolate and Confectionery Department)
Sales and Marketing plan in Eastern and Northern Central Area of Thailand, Expanded distribution outlets,
Designed and Prepared Display Promotion for Special Events, and Created window and in-store displays.
ACTIVITIES:
1993-1994 Student Union Committee of the Faculty of Commerce and Accountancy,
Thammasat University.
President of Social Affairs Department.
Responsibilities included: Advised and initiated Community Service Project to Student
Union Committee, Solicited sponsors and coordinated volunteers.
President of Rural Development Club.
Responsibilities included: Managed 200,000 Bath for Rural Area Development
Project, Directed and Coordinated with committee and 60 Students to build a bridge in
rural area.
1991-1992 Softball player of Thammasat University Softball Team
during the University Games 1991-1992.
TRAINING: HR for Non HR Management, 2012
Global Business Leader Training, LGE, 2011
Effective Communication, 2011
Spoke Person Training, PR One, 2011
Target Selection, DDI, 2010
Leadership Development for Executive, de one, 2010
Sales Colleague II (USA), LG Electronics, 2010
Coaching and Delegation, LG Electronics, 2010
Negotiation (Train the Trainer Program) (At LG Electronics, Seoul, Korea), 2008
Go to Market Strategy (At LG Electronics, Seoul, Korea), 2008
Negotiation and Win, 2007
Blue Ocean Strategy (LG Electronics (Thailand) Co., Ltd.), 2006
Product Market Strategy (PMS) (At LG Electronics, Seoul, Korea), 2004
Categories Management (Nestle Products (Thailand) Inc.)
Basic Marketing (Nestle Products (Thailand) Inc.)

6. References:
References are available upon request.
1. Mr. Seungho Lee who worked with me for 4 years at LG.
Seungho1.lee@lge.com
2. Mr. Heegol Lee who worked with me for 5 years at LG.
Heegol.lee@lge.com
3. Mr. Preecha Chaisiwamongkong (ปรีชา ไชยศิวามงคล)
GM Sales and Marketing, Sharp Thai CO.,LTD.
Mobile Phone: 081-833-9127
4. Mr. Alongkorn Chujit (อลงกรณ์ ชูจิตร)
Deputy Managing Director, LG Electronics Thailand CO.,LTD.
Mobile Phone: 081-926-3508
5. Ms. Pornkanok Lekyim (พรกนก เล็กยิ้ม)
HR Director, LIXIL (Thailand) Public CO.,LTD.
Mobile Phone: 089-920-1017
LeEco Thailand CO., LTD. : Current Salary and Package
Salary 210,000 THB/Month Fixed Commission 50,000 THB/Month
Bonus at least 1 month + Performance, 2 Times per year
Car Allowance: 15,000THB/Month
Gasoline Allowance; Fixed 12,000THB + Actual
Toll Fee: Actual
Mobile Phone: Provided
Mobile Phone Allowance: 1,500THB/Month
Vacation 10 Days
TCL Electronics Thailand CO., LTD. : Current Salary and Package
Salary 100,000 THB/Month Fixed Commission 50,000 THB/Month
Incentive and Commission Min 70,000 THB/Max 150,000 THB/Month
Bonus at least 1 month
Car Allowance: 15,000THB/Month
Gasoline Allowance; Fixed 5,000THB + Actual
Toll Fee: Actual
Mobile Phone: Provided
Mobile Phone Allowance: 1,500THB/Month
Vacation 10 Days
LIXIL (Thailand) Public Company Limited: Salary and Package
Salary 330,000 THB/Month
Bonus at least 2 months
Company car: Toyota Camry Hybrid
Gasoline Allowance; Actual not over 20,000 THB
Toll Fee: Actual
Mobile Phone: iPhone (Change every 2 years)
Mobile Phone Allowance: Actual
Health and Medical Insurance
Life Insurance
Annual Check Up for Management
Vacation 10 Days