From Insights to Impact: How Chivanon Piyaphitakskul Drives Growth in Thailand and Malaysia Through Marketing

Photo Courtesy of Chivanon Piyaphitakskul

Few figures stand out as distinctly as Chivanon Piyaphitakskul, especially in the marketing industry. As senior marketing manager for Thailand and Malaysia at Kantar’s Worldpanel Division, holding nine years of experience in global research firms and 12 years of experience in marketing, branding, and visual design, he has been at the forefront of a revolution in consumer insights. His work goes beyond conventional marketing strategies—he is helping redefine how Southeast Asian brands understand and engage with their customers.

With a Master’s in Branding and Marketing from Chulalongkorn University, Chivanon Piyaphitakskul’s career is a testament to the power of strategic marketing rooted in data analytics. Over the past five years, Thailand’s marketing industry has grown much, with digital ad spending surpassing $800 million in 2023. Forecasts indicate this figure will double by 2030, driven by AI-driven personalization, programmatic advertising, and the rise of e-commerce. As the industry evolves, so does the role of marketing leaders like Chivanon Piyaphitakskul, who leverage data to drive real business growth.

Transforming Data into Business Growth

Kantar’s Brand Footprint campaign, spearheaded by Chivanon Piyaphitakskul, is a prime example of how data-driven marketing can translate into tangible business success. This initiative measures a brand’s market penetration by evaluating household purchases and shopping frequency—key metrics that define a brand’s strength in the FMCG sector. Since 2019, under his leadership, the campaign has not only grown in scale but also greatly contributed to Kantar’s revenue, with a 5.8% increase year-over-year in 2023.

Thailand’s FMCG (fast-moving consumer goods) industry itself has seen an impressive transformation. The country’s retail market was valued at $88.53 billion in 2023 and is projected to reach $143.50 billion by 2031, growing at a CAGR of 6.2%. Chivanon’s work analyzing consumer behavior through real-time data has enabled brands to capture untapped market segments, particularly among Thailand’s burgeoning middle-class and digital-first consumers.

With his expertise and content creation strategies that drive results, Chivanon Piyaphitakskul led some of Kantar’s big marketing campaigns over the past years, such as Kantar’s 2025 Thailand FMCG Outlook, Kantar’s 2024 Thailand OOH Snacks Market Snapshot, Kantar’s 2024 Thailand Beauty Outlook, Kantar’s 2024 Thailand Beauty Demographic Trends, Kantar’s 2024 Thailand Carbonated Soft Drink, Kantar’s 2023 Thailand The Omni-shopper Revolution, Kantar’s 2023 Malaysian Consumer in the Age of Inflation, Kantar’s 2021 Functional Drink, and Kantar’s 2020 What Next. 

The Rise of AI and Predictive Analytics in Marketing

The marketing industry in Thailand is no longer confined to traditional advertising. AI-driven marketing automation, predictive analytics, and hyper-personalization have become the new norm. Global giants like Google and Amazon are making billion-dollar investments in Thailand’s digital economy, with AI and big data poised to play a dominant role in the marketing industry by 2030.

Chivanon Piyaphitakskul has been an early adopter of these trends. His work at Kantar integrates AI through its global partners to analyze consumer behavior patterns, optimizing marketing campaigns with a level of precision previously unimaginable. His team has successfully harnessed machine learning models to predict consumer preferences, allowing brands to adapt their strategies proactively.

For Chivanon Piyaphitakskul, the use of these new technologies has helped him know the consumers more and at the same time craft more unique and engaging materials that brings more impact. He shares, “My approach focuses on creating a brand that resonates with consumers, influencing their purchasing decisions based on the brand itself rather than just the products it offers. I am passionate about leveraging the power of marketing and these new technologies to not only drive business success but also contribute to making the world a better place.”

A Leader in Thought and Action

Beyond corporate achievements, Chivanon Piyaphitakskul is a recognized thought leader. His research papers—including Kantar’s 2024 Thailand Beauty Outlook and The Omni-Shopper Revolution—have been widely cited in industry reports. As a judge for prestigious awards like the Webby Awards and the International Customer Experience Awards, his influence extends beyond Southeast Asia.

Photo Courtesy of Chivanon Piyaphitakskul

His expertise has also been sought by media outlets such as Forbes and the BBC, where he frequently offers insights on market trends. His presence as a speaker at major industry events, including Cosmoprof Thailand and Food & Hospitality Thailand, has further cemented his reputation as a leading voice in the field.

The Next Chapter of Marketing in Thailand and Beyond

With Thailand’s digital economy projected to account for 30% of the nation’s GDP by 2030, the playing field for marketing professionals is set to change dramatically. 

Chivanon Piyaphitakskul sees this anticipated growth as both an opportunity and a challenge for him as a marketer. It is a challenge to solve and adapt to the challenges this growth may bring, but it is also an opportunity to expand and improve his skills on a global scale, able to deliver marketing strategies that impact businesses worldwide. For instance, he envisions a future where marketing becomes an immersive experience, blending AI and behavioral economics to create deeply personalized brand interactions.

His leadership in this space is not just about numbers and trends—it’s about shaping an industry that continuously adapts to technological advancements while staying rooted in human connection. This is the core of Chivanon Piyaphitakskul’s role, helping shape a future where insights drive impact and data meets creativity to build brands that resonate and stand the test of time.

Chivanon Piyaphitakskul mentions, “I firmly believe that marketing and branding are the very essence and key drivers of business growth. It goes beyond merely maximizing profitability for the business and the economy it’s about making a positive impact on the world.”