Women in Leadership

Who are you and what do you do at PUMA?

Pornthip: I’m Pornthip Wanichnopparat, the Country Manager. As the Country Manager, my responsibilities include driving revenue and profit, leading teams, fostering relationships, expanding the market presence, and enhancing PUMA’s brand equity.

Since PUMA’s establishment in Thailand in 2022, our goal is to increase market share and establish PUMA as the leading brand in consumers’ minds.

Can you tell us a bit about your background/your career path.

Pornthip: My career journey has been dynamic, beginning as the Group Finance Director at Minor Group in Thailand for eight years. I then transitioned to the role of Supply Chain and IT Director for five years, followed by three years as the E-commerce Director at Under Armour SEA in Singapore.

I started at PUMA Thailand in January 2022 as Finance Director. I gradually became the Country Manager, overseeing the company’s growth and driving sales in Thailand.

Are there any obstacles you have had to overcome as a woman in a leadership position? 

Pornthip: No, I have not faced challenges, but I firmly believe in the strength diversity brings to teams. Overcoming stereotypes and showcasing competence has been part of my journey. Emphasising skills, results, and leadership qualities is crucial in breaking down barriers.

How has PUMA supported your journey? 

Pornthip: PUMA has acknowledged the value of diversity, and their support is evident in recognising skills, competence, and contributions.

What is one of the most memorable lessons from your journey and because of this, what advice would you give to your younger self/young women aspiring to be leaders?

Pornthip: To start a PUMA business in Thailand from scratch was indeed a significant challenge. However, with unwavering commitment, determination, a positive attitude, and effective teamwork, I successfully overcame these obstacles.

I’d tell all women: believe in yourself, stay true to your abilities. If you are committed, you can achieve whatever you want. Don’t be afraid; let your light shine brightly.

Where do you see yourself in the coming years? What more do you want to achieve?

Pornthip: Elevating PUMA’s business, expanding market share, establishing strategic partnerships, and contributing to sustainable growth are my priorities. I’m driven to make a lasting impact on our brand presence and enhance the overall customer experience.

Who are you and what do you do at PUMA?

Manassananz: I’m Manassananz Patrakijchroenpol, Head of Retail in Thailand. I manage Thailand retail business sales & operations and also back doors for our partner stores. Navigating visual merchandising, project and training to have good in-store shopping experience is also part of my responsibility.

Can you tell us a bit about your background/your career path.

Manassananz: My background is from various fashion industry starting from QC, Merchandising (Development & Sourcing, Buying & Planning and Inventory control) from Gap / Banana Republic / Old Navy/ Levi’s/ Dockers, AVP Buying for Softline in Big C Supercenter.

Before I joined PUMA, I was a Head of Brands who taking care all brand management from Merchandising, VM, Project, Marketing and Sale operations in all channels (Retail Store, Consignment & credit store) for John Henry/S’Fare/ Lee Group/ Wrangler Group from Central Marketing Group, one of the biggest retailer in Thailand.

I started at PUMA in 2022 as Head of Retail. I am the first staff for Retail and help my boss to set up Retail business and Retail team in Thailand. I focus to drive top line sale and management EBIT.

Are there any obstacles you have had to overcome as a woman in a leadership position? 

Manassananz: There are no challenges for women leadership in Thailand because most of the population of this country are now more women. This society accepted the ability of women and respects the equality for all genders. At PUMA, I don’t see any challenge as a women in leadership as we respect each other and the diversity of this team brings lots of experience to build up teamwork.

How has PUMA supported your journey? 

Manassananz: PUMA has lots of useful resources and good teamwork across all countries to support me building up retail business from scratch in Thailand from 2022, 2023 and until now. I love the teamwork, people and PUMA culture. If possible, I would request the opportunity to work across countries for short-term working abroad so that I could learn from other countries and come back to apply them in my country.

What is one of the most memorable lessons from your journey and because of this, what advice would you give to your younger self/young women aspiring to be leaders?

Manassananz: Challenges are happening everywhere, every day. Lots of memorable lessons happened especially in a new start up office like us in Thailand from 2022. I learnt from my journey in PUMA that a good teamwork culture will help to overcome all situations. I would inspire my younger self/ young women to believe in ourselves, focus on being result oriented and always create good teamwork to drive business together.

Where do you see yourself in the coming years? What more do you want to achieve?

Manassananz: I’d like to be a successful woman leader, and love to see myself and my team grow in career-wise together with PUMA in 3-5 years. All the hard work we contributed to build up PUMA is shown in the Thailand market. I would love to see our brand ranked No.1 Sport Fashion Brand in Thailand Forever and Faster.

Who are you and what do you do at PUMA?

Chuleeporn: My name is Chuleeporn Sornwaneeyarak, called “Kae” as my nickname. I am Head of Sales for PUMA Thailand.

Can you tell us a bit about your background/your career path.

Chuleeporn: Before PUMA, I was Head of Lifestyle Brand from CRC Sports company, the biggest multi-sport store in Thailand. I took care of overall brand management (Fila/K-swiss/Ellesse) in Thailand. My responsibility was to cover all sale channels among retail, consignment and wholesale, marketing and build brand awareness in the country.

Are there any obstacles you have had to overcome as a woman in a leadership position? 

Chuleeporn: In my mind, there are no obstacles to overcome as a woman in a leadership position. I am really proud that my ability can have the same outcome as a man, possibly even in a higher position. Women are amazing as we have both soft and hard skills more than a normal man: we can use both skill to manage people and duty in a smooth and sharp way.

How has PUMA supported your journey? 

Chuleeporn: PUMA Thailand has a good culture and gender equality. I have the right to do the same as everyone in the company.

What is one of the most memorable lessons from your journey and because of this, what advice would you give to your younger self/young women aspiring to be leaders?

Chuleeporn: I always remind myself that I am good enough to succeed the same as everyone else once I am determined to achieve it. It was not easy to have self-discipline among different surroundings everyday but once I got to know my own strength, I learnt how to be disciplined and reach what I deserve. I always encourage my team and younger members to be themselves but stay disciplined, then we deserve to get what we earn even we are a women.

Where do you see yourself in the coming years? What more do you want to achieve?

Chuleeporn: I would see myself happy to work everyday and help the team get through all obstacles in each year and enjoy the achievements together every year with happiness.

Who are you and what do you do at PUMA?

Kridsana: I’m a head of PUMA marketing in Thailand. I have worked with PUMA Thailand since we opened the first store in Bangkok in December 2022 and as of now, we achieved 12 stores openings within one year! I handle all aspects of marketing strategy, key campaigns, budget management, brand activation, brand communication, partnership coordination, and support retail and wholesale customer.

Can you tell us a bit about your background/your career path.

Kridsana: Before I joined the PUMA Family, my career started at The Minor International Company, gaining valuable experience in PR and marketing for seven years which company operated in both food and retail fashion business.

I worked as Brand Manager and Senior Marketing Manager at Central Marketing Group, the largest retail business in Thailand, for around seven years. During this position, I gained insights into large-scale retail operations and marketing strategies.

After that, I transitioned experience to working with local brands and I spent around five years with Jaspal company, a local factory focussed on fast fashion as the number one local fashion brand in the Thai market. This experience provided me insights into the local market dynamics and the operational aspects of running a retail business in Thailand.

Are there any obstacles you have had to overcome as a woman in a leadership position? 

Kridsana: In my opinion, no one creates barriers to your goals other than yourself. I work with a strong can-do attitude and full of passion. My goal is to build PUMA to the number one ranking of the most well-known sports brand in the world. That’s why I have the biggest heart, think large, and act bigger and faster!

How has PUMA supported your journey? 

Kridsana: I appreciate PUMA for teaching me so much passion and energy for sports. This workplace seems to be teaching me how to consistently provide my best effort! I am eager to succeed and have a sense of pride in the PUMA family.

What is one of the most memorable lessons from your journey and because of this, what advice would you give to your younger self/young women aspiring to be leaders?

Kridsana: Every mistake has a lesson but don’t let it upset you too long. Keep an open mind and a gentle yet intelligent inner voice. If you want to be successful and appreciative, you must learn from that experience and make improvements for a better future.

Where do you see yourself in the coming years? What more do you want to achieve?

Kridsana: In the next three years, I would love to see PUMA Thailand become a stable and significant player in the Thai market. I am aware that our Thailand team is working hard these days to build brand equity and stand out from tough competitors. I definitely want to see PUMA Thailand ranked number one of the sport brand performance. Every household needs to have at least one PUMA shoe on their shoe shelf!

Who are you and what do you do at PUMA?

Nichanee: I’m Nichanee Phuphanead, Teamhead of Logistics. I lead the import & export, and Warehouse Management in PUMA Thailand. Our main focus is on import processes and to ensure that the product will be available at our warehouse on time with the launch date, and manage the outbound process and deliver the merchandise to customers and retails stores on time to support the sales.

Can you tell us a bit about your background/your career path.

Nichanee: My career started as Accountant & Financial controller at Esprit & Bossini Brand in Thailand and then I got an opportunity with new position as Buyer. After that my career path developed to Merchandise Planning Manager at Charles & Kieth Thailand, then I moved to Under Amour as a Merchandise Manager. I started at PUMA Thailand in August 2022 as Senior Demand Planning Manager. For now, I move to take care of the Logistic in PUMA Thailand.

Are there any obstacles you have had to overcome as a woman in a leadership position?

Nichanee: No, I have not faced that kind of obstacle. In my opinion, nowadays gender is not a significant criterion to make judgment about a person’s ability to handle their job. On the other hand, having the intention to take responsibility for your job as best as you can is the important part to make you successful.

How has PUMA supported your journey?

Nichanee: PUMA has recognised my ability and capacity and gives opportunities to people. They also support both material and knowledge to help me grow along with the company.

What is one of the most memorable lessons from your journey and because of this, what advice would you give to your younger self/young women aspiring to be leaders?

Nichanee: The most memorable lesson from my journey is the experience of collaborating with other colleagues. The advice I would give to my younger self or aspiring young women is to try to make positive contributions and have positive coordination with your colleague for company achievement.

Where do you see yourself in the coming years? What more do you want to achieve?

Nichanee: I want to achieve my job’s responsibility as best as I can, and I want to prove that my ability is worth the opportunity that the company gave me.