Line shuffles execs in Thailand rejig

Line shuffles execs in Thailand rejig

Line Thailand has embarked on a major restructuring of its leadership as it aims to grow its size in an already highly penetrated market.

Phichet Rerkpreecha has been appointed chief executive.

The company has appointed Phichet Rerkpreecha as the new chief executive of Line Thailand. The move was accompanied by several other top-management appointments focused on accelerating the company's growth.

"During our search for a new leadership team, we realised that we already had a strong and experienced line-up of leaders ideally situated to take Line Thailand to the next level," said Eunjung Lee, senior vice-president for global business development at Line Plus Corporation.

Ms Lee voiced confidence that Line Thailand would grow even faster under the leadership of Mr Phichet and the new management team.

The management changes will be effective July 15.

Mr Phichet joined Line Thailand in 2016 and is the director of government affairs at Line. As the new chief executive, he will be responsible for leading the company's strategic planning and direction.

He will continue his lead role in government affairs, building business partnerships and government alliances to drive future growth.

Before joining Line, Mr Phichet was at Google Thailand and served as the head of public policy and government affairs.

Line also named Norasit Sitivechvichit as chief commercial officer, Kanop Supamanop as chief content business officer and Chanwoot Luechaisit as chief marketing officer.

Before becoming Line's director of commerce, Mr Norasit was a top executive at Dentsu Media Thailand. He joined Line Thailand in mid-2017.

As chief commercial officer, he will be in charge of commercial strategy and operations for business solutions, Line's range of B2B (business-to-business) services, Line stickers and business service innovation.

Mr Kanop, currently director of Line stickers, will be responsible for managing all content development at Line TV and Line Today.

As chief content business officer, he will also be responsible for forging partnerships with content producers, both domestic and regional. He joined the company in 2017 as the head of B2C (business-to-consumer) and Line stickers. Before that he was DTAC's assistant vice-president for postpaid and value-added service proposition under the marketing group.

Mr Chanwoot, currently marketing communications director, will be appointed as chief marketing officer. He will oversee marketing, marketing communications and corporate communications for all Line Thailand services and platforms.

Mr Chanwoot has extensive experience in branding and marketing communications and served as managing director of Ogilvy PR Thailand before joining Line Thailand in 2018.

In addition, Tana Pothikamjorn, executive vice-president and head of the digital banking platform at SCB, is tipped to leave the bank to work on Line financial services, effective from Sept 1.

A source at SCB said Mr Tana has made a clear decision to leave the bank, though his resignation process is not complete.

Mr Tana has high potential for career advancement in the digital financial business and his talent has been recognised in the industry, the source said.

He has worked at SCB for eight years and is responsible for driving digital engagement and the digitisation of products and services across the bank. Before joining the bank, he worked at Yahoo and Intel in corporate development and product development and management.

At SCB, he has played a key role in developing the SCB Easy app, which has more than 9 million users nationwide.

His departure will not directly impact SCB's operations, given the bank's strong mobile banking base and platform, but it could dampen his team's morale for a while, the source said.

Line launched its chat app in Thailand in 2012.

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