จิรวัฒน์ สังขกุญชร

CRM, Customer Strategy and Retail Analytics professional with 10+ years of experience across retail, telecom, insurance and consumer businesses. Experienced in customer lifecycle management, CDP/CRM transformation, segmentation, loyalty strategy, campaign optimization, customer analytics and executive reporting. Skilled in translating customer and commercial data into personalized CRM campaigns that improve engagement, retention, frequency, spend and campaign ROI.

Corporate Marketing Intelligence at Betagro Public Company Limited (2025-10 – Present)

• Led enterprise-wide marketing intelligence and customer data integration (N-series data development) across multiple BUs to support corporate strategy
• Standardized marketing budget planning and KPI frameworks for performance management
• Delivered executive dashboards and market intelligence to inform leadership decisions
• Drove strategic marketing initiatives as assigned by senior leadership

Data Specialist, Project Execution at J Ventures Co., Ltd (Jaymart Group Holdings) (2024-08 – 2025-09)

• Led group-level CDP transformation (Twilio Segment) across Jaymart ecosystem to enable enterprise customer strategy, personalization, and growth initiatives
• Drove cross-functional execution with IT, Marketing, and Business Units to standardize data governance and improve decision readiness for senior management
• Built executive dashboards integrating commercial, operational, and financial KPIs to support leadership reviews and performance management
• Established governance and compliance frameworks for customer data handling at enterprise scale

Senior Manager, Customer & Platform Analytics at RS Public Company Limited (2023-04 – 2024-07)

• Owned end-to-end analytics roadmap for digital lead generation and performance management across commercial channels
• Implemented LTV-based segmentation to prioritize growth initiatives and improve campaign ROI
• Partnered with senior leadership and operations to optimize contact center performance using financial and operational insights
• Led cross-functional squads (IT, Marketing, Ops) to elevate analytics capability and data-driven culture

CRM Analyst at FWD Life Insurance (2022-06 – 2023-03)

• Acted as CRM platform owner; partnered with leadership to improve enterprise campaign effectiveness by 25%
• Developed customer lifecycle and value frameworks to guide strategic initiatives and portfolio prioritization
• Delivered executive-ready insights using Tableau for leadership decision-making

Category Analyst Division Manager at Power Buy Thailand (2021-06 – 2021-12)

• Drove category strategy and SKU portfolio optimization, contributing to +5% YoY revenue growth
• Integrated market intelligence (GfK) with commercial planning to support leadership decisions on assortment and pricing

Enterprise Customer Analysis Specialist at Advanced Info Service (AIS) (2019-08 – 2021-05)

• Partnered with Executive Committee (Excom) to deliver performance reviews and regional strategy insights
• Led subscriber lifecycle and churn analysis to inform enterprise growth and retention strategy
• Established master data and executive reporting standards for leadership governance

Data Analyst at Boonthavorn Ceramics (2017-11 – 2019-07)

• Drove POS and customer analytics to support cross-sell and retention programs in retail environment
• Enabled leadership visibility on customer performance through standardized reporting

Product Marketing Analyst at Conwood (Siam City Cement Group) (2016-07 – 2017-10)

• Led market sizing and competitive strategy to guide pricing and promotion decisions at enterprise level

Assistant Merchandise Planner (Apparel) at Ek-Chai Distribution (Tesco Lotus) (2015-08 – 2016-01)

• Supported retail forecasting and inventory strategy across seasonality and promotions

Buyer/Merchandiser at WhatsNew & Sanoga (Ardent Capital) (2014-01 – 2015-08)

• Managed vendor strategy and portfolio performance for retail assortment optimization

Marketing Executive at The Mall Group (2013-01 – 2013-12)

• Contributed to Food Hall marketing strategy via competitive and consumer insights

Master of Management in Financial Management – NIDA International College

Bachelor of Science in Economics – University of Surrey