Looks like you have JavaScript disabled. For the full Twine experience, you will need to re-enable it.

A results-driven marketing and business development leader with 20+ years of experience building brands and driving commercial growth across the health, beauty, and wellness industry. I bring deep expertise in go-to-market strategy, brand management, and market entry — with a proven track record of launching and scaling brands across pharmacy, modern trade, and e-commerce channels in Thailand and the region. Most recently, I spent 5 years at Pharmacare Laboratory (Thailand) — progressing from Sales & Operations Manager to Country Manager — where I held full P&L ownership, led nationwide brand expansion strategies, and directed integrated marketing and commercial operations. Prior to that, I served as Global Brand Manager at Walgreens Boots Alliance, where I developed go-to-market and market entry strategies for international brands entering the Thai market, combining global brand standards with deep local consumer understanding.…A results-driven marketing and business development leader with 20+ years of experience building brands and driving commercial growth across the health, beauty, and wellness industry. I bring deep expertise in go-to-market strategy, brand management, and market entry — with a proven track record of launching and scaling brands across pharmacy, modern trade, and e-commerce channels in Thailand and the region. Most recently, I spent 5 years at Pharmacare Laboratory (Thailand) — progressing from Sales & Operations Manager to Country Manager — where I held full P&L ownership, led nationwide brand expansion strategies, and directed integrated marketing and commercial operations. Prior to that, I served as Global Brand Manager at Walgreens Boots Alliance, where I developed go-to-market and market entry strategies for international brands entering the Thai market, combining global brand standards with deep local consumer understanding.

LILAWADI THONGTUN

Brand Strategist, Marketing Strategist, Marketing Consultant, +2





A results-driven marketing and business development leader with 20+ years of experience building brands and driving commercial growth across the health, beauty, and wellness industry. I bring deep expertise in go-to-market strategy, brand management, and market entry — with a proven track record of launching and scaling brands across pharmacy, modern trade, and e-commerce channels in Thailand and the region. Most recently, I spent 5 years at Pharmacare Laboratory (Thailand) — progressing from Sales & Operations Manager to Country Manager — where I held full P&L ownership, led nationwide brand expansion strategies, and directed integrated marketing and commercial operations. Prior to that, I served as Global Brand Manager at Walgreens Boots Alliance, where I developed go-to-market and market entry strategies for international brands entering the Thai market, combining global brand standards with deep local consumer understanding.…A results-driven marketing and business development leader with 20+ years of experience building brands and driving commercial growth across the health, beauty, and wellness industry. I bring deep expertise in go-to-market strategy, brand management, and market entry — with a proven track record of launching and scaling brands across pharmacy, modern trade, and e-commerce channels in Thailand and the region. Most recently, I spent 5 years at Pharmacare Laboratory (Thailand) — progressing from Sales & Operations Manager to Country Manager — where I held full P&L ownership, led nationwide brand expansion strategies, and directed integrated marketing and commercial operations. Prior to that, I served as Global Brand Manager at Walgreens Boots Alliance, where I developed go-to-market and market entry strategies for international brands entering the Thai market, combining global brand standards with deep local consumer understanding.

Available to hire

A results-driven marketing and business development leader with 20+ years of experience building brands and driving commercial growth across the health, beauty, and wellness industry. I bring deep expertise in go-to-market strategy, brand management, and market entry — with a proven track record of launching and scaling brands across pharmacy, modern trade, and e-commerce channels in Thailand and the region.

Most recently, I spent 5 years at Pharmacare Laboratory (Thailand) — progressing from Sales & Operations Manager to Country Manager — where I held full P&L ownership, led nationwide brand expansion strategies, and directed integrated marketing and commercial operations. Prior to that, I served as Global Brand Manager at Walgreens Boots Alliance, where I developed go-to-market and market entry strategies for international brands entering the Thai market, combining global brand standards with deep local consumer understanding.

Skills

Experience Level

Expert

Expert

Intermediate

Beginner

Language

Work Experience

Country Manager at Pharmacare Laboratory (Thailand)

April 1, 2022 - October 1, 2025

Held full profit and loss accountability for the Thailand business unit, delivering sustained growth and profitability. Designed and executed end-to-end go-to-market strategies for supplement brands across pharmacy, modern trade, and e-commerce, including channel planning, retail placement, and consumer activation. Spearheaded national market entry and expansion for new brands by identifying white-space opportunities in the Thai health and beauty retail landscape. Directed integrated operations covering sales, retail, trade marketing, digital marketing, communications, HR development, and customer experience. Defined strategic roadmaps aligned with local consumer behavior and category trends, and led recruiting, development, and performance of a cross-functional team to deliver KPIs. Oversaw budgeting, forecasting, and business planning while ensuring operational excellence.

Sales & Operations Manager at Pharmacare Laboratory (Thailand)

October 1, 2020 - April 1, 2022

Owned national sales operations and optimized daily performance across all channels. Built and executed go-to-market plans for new product launches including channel selection, ranging strategy, pricing architecture, and launch activation across pharmacy chains, health stores, and online platforms. Identified high-value shelf placement opportunities to increase distribution depth. Managed the product development lifecycle from market analysis and concept development through launch execution and lifecycle performance tracking. Developed pricing and promotional strategies to maximize gross margin and shopper impact, led forecasting, demand planning, and stock management to ensure availability and minimize aging inventory, and produced post-campaign evaluations and monthly performance reports translating insights into actions. Advanced the product pipeline by coordinating with marketing, logistics, regulatory, and trade teams.

Global Brand Manager at Walgreens Boots Alliance

January 1, 2019 - January 1, 2020

Developed and implemented go-to-market and market entry strategies for global brands entering Thailand, using in-depth knowledge of local health and beauty retail dynamics. Analyzed brand positioning and created consumer insights to support market entry and category positioning decisions. Planned assortments, inventory shipments, retail pricing, and promotional mechanics to maximize profitability across pharmacy and beauty retail channels. Managed account P&L to deliver sales, gross profit, and AOI objectives for retail and global brand portfolios. Conducted pre- and post-promotion commercial analysis to drive learnings and improve future performance.

Brand Manager at Boots Retail Thailand

January 1, 2018 - January 1, 2019

Led brand strategy, innovation, and market positioning for assigned categories in Thailand. Managed the complete new product development cycle from concept and feasibility to launch and post-launch analysis. Partnered with merchandising and marketing to ensure brand consistency across visual identity and store communication. Developed pricing, promotion, and inventory strategies to improve sales velocity and reduce slow-moving stock. Performed market analysis and competitor reviews to identify category opportunities and risks, and monitored sales and marketing performance against KPIs and ROI. Coached and led a direct report (Brand Coordinator) to support growth and engagement.

Business Development Manager at SN Service Solutions

January 1, 2016 - January 1, 2017

Managed key B2B accounts including hospital channels and institutional food services. Identified and secured new market segments and revenue streams through strategic partnerships.

Sales & Products Manager at Smith Naturals

January 1, 2005 - January 1, 2016

Led end-to-end herbal extract development from scratch: sourced and evaluated raw botanical materials, oversaw standardization processes, and translated natural ingredients into commercially viable formulations. Coordinated clinical studies to substantiate product efficacy and safety claims, aligning scientific findings with commercial requirements. Managed full FDA regulatory processes for cosmetic and health products, including ingredient compliance, dossier preparation, and product registration/label approval for Thai and international standards. Oversaw raw material standardization pipelines to set quality benchmarks from farm-to-formula, ensuring consistency, potency, and regulatory traceability across batches. Led cosmetic OEM value-chain execution bridging R&D, manufacturing, regulatory, and marketing to achieve product launch outcomes, and advised clients on formulation trends, herbal innovation, compliance regulations, and global skincare developments.

Sales Executive at Greensville (Osotspa Group)

January 1, 2002 - January 1, 2005

Gained hands-on knowledge of end-to-end OEM manufacturing for personal care and baby care categories, including raw material sourcing, formulation, production, filling, packaging, and quality control. Built GMP production and factory compliance knowledge and understood regulatory protocols used across manufacturing. Managed supply chain expertise for OEM operations including vendor management, production planning, lead time management, and delivery coordination. Managed accounts in personal care and baby care categories including major house brands (Babi Mild, Twelve Plus, Boots, Chaps). Collaborated with clients to customize product specifications and align factory output to brand and quality requirements.