Saroch Jitrojanarak สาโรช จิตรโรจนรักษ์
 
 

Summary:

   Well-rounded experiences in commercial field of FMCG more than 20 years, extensive experiences in Sales function (TT, MT and Food service) both in domestic and other countries, Trade marketing, Marketing and years in top management team as member of Board of Director of company and its subsidiaries (logistic company). Being in Food industry and involve in category of seasoning product, beverage, RTD coffee, Instant noodle, Frozen food, snack, Coconut milk and water. Deeply involved with channel and distribution management, CRM, Pricing and Strategy and Direction development. Strong leadership, systematic thinking, team building, good communication and negotiation, friendly. 

Key Professional Highlights:
  
  • Resume business of Ampawa coconut milk by re-establishing distribution network and increased sales volume +40% lead to share increased 8 points in 1.5 years.
  • Turn around business of “YumYum” (Instant noodle) by rebranding brand proposition and increase market share 6points in 3 years and turn business from red to black P/L.
  • Manage big team of 600+ sales staff, 36 branch offices, 1,600 key wholesalers generated 2/3 of total company revenue around 20,000 MB.
  • Increased sales of MT from 6,000 to 10,000 MB. In 6 years with expense reduction.
  • Lead business in Myanmar, Laos, Cambodia especially in Laos which initiated growth plan and double sales value from 500 to 1,000 MB. in 3 years. 

Education:
  
  • 1996 - 1998
    • Institution :     RMIT UNIVERSITY, MELBOURNE AUSTRALIA        
    • Degree :     Master of Finance
  • 1990 – 1994
    • Institution :     University of Thai Chamber of Commerce , THAILAND 
    • Degree :     BACHELOR OF BUSINESS ADMINISTRATION, Major Finance
  • 1989 – 1994
    • Institution :     SUANKULARB WITTHAYALAI

Experience:
   (January 2025 – Present) Asiatic Agro Industry Co., Ltd : Senior Director of OBM business 
Key Highlights :
•    Strengthen Domestic business and continue grow to be No.2
•    Expand portfolio of company by launching products in 2 new categories in 2025.
•    Restructuring and sharpen direction of OBM-Export business in global markets.

(April 2023 – December 2024) Asiatic Agro Industry Co., Ltd  : Sales Director                             
Category : Coconut milk and water, Coconut product  Brand Ampawa, CoCo max, CoComix
Key Highlights :
•    Regrowth business by set up Distributor system and Sales team of company.
•    Set up direction, Target, KPI and execution plan to lead distributor nationwide to ensure result as planned.
•    Manage team and lead team of TT, MT, Food service, EC and strategy & Support team.
•    Develop distribution plan for all channel especially TT to build up fundamental to recover business.
•    Collaborate and work closely with Supply chain and Production to optimize capacity and improve cost efficiency in order to improve business margin.
•    Shaping direction of EC to fit with potential target as well as improve internal process.
•    Overview and re-structuring business unit by setting fundamental for future growth.

(2002 – 2023) Ajinomoto Sales (Thailand) Co., Ltd : Associate Director                                         
Category : Seasoning powder, Instant noodle, RTD coffee, Coffee powder, Sweetener, Crispy    
                  flour, Menu seasoning, Noodle soup powder.
Brand Ajinomoto, Birdy, Birdy3in1, YumYum, Aji-Plus, Rosdee, Lite-sugar, Rosdee menu, etc.

(2007-2009, 2019-2021) Key Highlights : Traditional Trade sales                                                      
•    Lead traditional trade channel sales team (contribute 2/3 of total company revenue) which comprises of 9 area managers, 36 branch managers and over 600 staffs (55 wholesaler salesman and 270 cash sales team).
•    Key person to work on company’s core direction and annual plan with P/L by channel starting from identifying business opportunities and issues in each channel to ensure all points will be addressed effectively.
•    Lead sales team to execute those business directions by working into area/region sales plan and activity to ensure distribution through 1,600 wholesaler and cash van team which cover around 90,000 outlets.
•    Lead team to regularly conduct weekly and monthly performance report to meet estimation in each month, check market intelligence, competitor, pricing survey and closely monitoring stock in all key customers and utilize all data to support and ensure that every business agenda is on plan. 
•    Established a competitive sales force base on PL and set up direction by re-allocation branch, re-consider of effective No. of sales force.
•    Focusing on ground activity of sales to strengthen routing, visiting as well as visibility in all type of stores. 
•    Work closely with HR to develop training program to improve skill of sales team by identify necessity skill for future growth and set up program to improve skill of every level of sales team, together with frequently visit and motivating team at 38 branches nationwide. 

(2010-2018) Key Highlights : Modern Trade Sales, Food service (con-current)                                
•    Lead modern trade channel (35% of total company’s revenue) to ensure that sales objectives are met by manage 3 Group key account managers and total billing over 10,000 Mil Baht with result of 40% growth in 6 years.
•    Develop long term direction for key customers to balancing growth of sales and expense ratio by identifying key area to improve and potential area of growth in TTA and deeply involve with pricing matter.
•    Directed involve as representative of management team in negotiation at policy level (top management level) as well as JBP with key customers and led team to conduct strategic negotiation to ensure all key KPI are met.
•    Success case of turning low performance product into potential product (Rosdee menu) of company by initiated sales tactic in MT before expand to other channel which finally double in sales volume and become No.1 market share in category.
•    Work closely with Food service distributor to expand distribution of seasoning product into B2B segment.
•    Improve logistic facility (cool-truck) to reduce lead time from 5 to 3 days and shorten non-necessary internal process.

(2015-2019, 2021-2023) Key Highlights : Myanmar, Laos and Cambodia.                                              
•    Lead business of 3 countries; Myanmar, Laos and Cambodia through distributor with Billing around 2,000 MB.
•    Aggressively growth in Laos from 500 to 1,000 MB. (Double sales in 3 years) by initiated growth plan and drastically change business model.
•    Expand distribution to rural area of Laos by created network with 19 key local wholesalers to support growth and distribution expansion plan.
•    Successfully penetrated new area and improved performance of company’s flagship product (MSG) in Laos with resulted in sharply growth in market share from 4% to 23% in 4 years.
•    Optimized sales in Myanmar during transition period to support new company establishment in Myanmar and collaborate with production for stable supply.
•    Managed good relationship with big distributor in each country to maximize business performance and derive market data especially pricing info and strengthen price structure.

(2009-2010) Key Highlights : Manager in Oversea-business Dept. of Ajinomoto CO.INC (Japan)       
•    Study feasibility and opportunity of Instant Noodle market in Nigeria for business expansion in Africa territory.
•    Work with Food service, Food Industry and Retail business in Japan to understand business scheme in order to develop business model in Thailand.
•    Field work as salesman to visit customer and learned business manner and approaching to new customer.
•    Participated in global campaign development to promote “Umami” worldwide.

(2005-2008) Key Highlights : Trade Marketing Manager                                                                    
•    Established trade marketing department in the company including team set up and defined role and responsibility to level up strategic work of sales team to achieve company target.
•    Initiated Channel and budget management for all channels and started P/L by channel to stabilize growth of company while maximize profitability, reduce channel conflict and balancing channel.
•    Work closely with marketing team to realize marketing plan and transform into sales plan for each channel and ensure that all Brand strategies are met.
•    Deeply involve with all product price structure to improve competitiveness while ensure profit in each channel. 
•    Provided key analysis to sales team (TT&MT) on monthly basis with idea of countermeasure to support and ensure sales target are met.
•    Work closely with Key account team to optimize effectiveness of promotion spending by harmonize promotion with key direction of each product and reduce duplication of promotion of Brand and each customer promotion.
•    Manage outsource team of PC to support activity in store by responsible for FIFO, stock checking, data gathering and create special display.

(2002-2005) Key Highlights : Marketing Manager (YumYum)                                                            
•    Turning business and increased market share from 11% to 17% by revamped brand with IMC campaign to be more modern and aggressive launching of new product.
•    Identified business opportunities and launched around 18 SKUs of NPDs in 3 years under new Brand strategy by work closely with cross functions especially RD and production function.
•    Work closely with agency and research company to develop communication strategy and execution to re-position Brand as well as media planning to support product distribution and performance.
•    Very keen in TVCF making process to be harmonize with Brand umbrella as well as communication tactic of each sub-Brand, also conducted consumer campaign to activated growth.

(2014-2020) Key Highlights : Director of AB Logistics (Thailand) Co., Ltd.                           
•    Being member of Board of Director and involved in decision making of direction and policy. 
•    Improved cost management by increase ratio of direct shipment and two-ways shipment.
•    Develop of pool-pallet to minimize rental cost of pallet and improve space availability in warehouse.