Nattarach Pongpipattnakul, a senior marketing manager at Tyson APAC, has been named as one of the winners of ‘Empowered Women in Marketing’ category at MARKETECH APAC’s inaugural recognition initiative for women leaders in the industry, Empowered Women Awards 2023.
In her role at Tyson, Pongpipattnakul takes care of the company’s branded portfolio, which was launched in Thailand and Singapore in October 2021. She also held previous marketing roles at BRAND’s Suntory, Associated British Foods, Pepsi Cola, and Unilever.
Putting brand proposition at the heart of leadership
Aside from strengthening Tyson’s branded portfolio in Thailand and Singapore, Pongpipattnakul has been integral in launching the brand in the Malaysian market in August 2022. This was marked through the ‘One Bite’ brand proposition, aimed at offering high-quality chicken products to the local market.
The success of Tyson’s brand launch in the aforementioned markets have been possible through some of her marketing efforts, including rapid awareness establishment through TV spot buy, digital media, impactful out-of-home billboard in prime areas; consideration and engagement through KOLs, PR, and disrupt creative drops in local context; as well as driving conversion through massive sampling with trial promotion.
Following these strategies, the company’s awareness has reached almost 70% of the target audience and has helped Tyson establish its extensive strong footprint in retail business beyond B2B.
Making collaborations work through high commitment
For Pongpipatnakul, her leadership is driven by Tyson’s 5C behaviours, namely Caring, Candor, Creativity, Collaboration, and Commitment.
According to her, she executes her leadership with the end result of a project being the starter of conversation. With this in mind, this helps to inspire every business partner to work collaboratively towards the same goal with high commitment.
Moreover, she adds that in order for collaboration to be successful in her leadership stint, she first sets as an example to the team. This, in turn, helps make the dream work attitude and vibes work out with both internal and external parties.
Demonstrating equality to give greater opportunities to team members
Outside of her leadership in improving Tyson’s brand vision and strategy, Pongpipanatkul also focuses on executing a different type of leadership within making sure that her team is able to build their capabilities.
True to Tyson’s vision of being a people-first company, she said that capabilities should not just be only based on functional marketing skills, but also attitude and behaviours in order to build an ideal and competitive space for both team members and external parties.
Moreover, she notes that with women marketers seen more than male in the industry, this status quo allows them to have a real demonstration of women empowerment outstandingly. This includes thinking differently, challenging opportunities, and taking the appropriate risks.
Check out who else made it to Empowered Women Awards 2023 Winners’ list.
