CEO Insights Magazine

The retail industry in Thailand stands as a vibrant and dynamic sector, making a substantial contribution to the country’s economic growth. Offering a diverse array of shopping options, ranging from traditional markets to modern shopping malls, Thailand’s retail landscape caters to a broad spectrum of consumers. One of the standouts leading and shaping this landscape is Voralak Tulaphorn, the Chief Marketing Officer of The Mall Group, who has a wealth of experience, spanning over three decades, across various business verticals. Voralak Tulaphorn has been an integral part of The Mall Group for over 11 years, playing a pivotal role in enhancing the group’s market presence and customer engagement. Prior to her current role, Voralak Tulaphorn held key positions at renowned organizations, such as Citibank, Minor Group, and Leo Burnett, showcasing her extensive expertise and making significant contributions to the development and empowerment of the retail industry in Thailand. Let us delve deeper into her insights and experiences.

Could you provide a brief overview of your professional journey?

I embarked on my first professional journey in the advertising industry at Leo Burnett. Then moved on to Pizza Hut, where I was the off-premises manager for three years, overseeing delivery and takeout operations. Next, I briefly explored the real estate sector before joining Citibank, where I have dedicated over 13 years of service.

During my tenure at Citibank, I was the Managing Director of Credit Card and Unsecured Products, overseeing branding and the overall business, including cobranded partnership deals. One of the notable collaborations during my time at Citibank was the issuance of the Citi credit card that collaborated with The Mall Group, which gave me the privilege of meeting Khun Supaluck Umpujh, Chairwoman of The Mall Group.

Upon joining The Mall Group, I initially served as the Head of Merchandising, in the department store business, for two years, and progressed to the role of Chief Marketing Officer.

What recent strategies have you implemented to expand operations, optimize efficiency, and attract new market audiences?

In our pursuit of expansion, operational excellence, and market audience diversification, we’ve strategically leveraged our digital platform to revolutionize customer engagement and streamline operations. Through the implementation of cutting-edge digital payment solutions, user-friendly mobile apps for a seamless shopping experience, and data-driven analytics for hyper-targeted marketing campaigns, we’ve redefined the customer journey, enhancing convenience and personalization.

Our commitment to expansion and diversification has seen the introduction of captivating lifestyle hubs and attractions, meticulously designed to captivate a broader spectrum of consumers. By continuously evolving our offerings and experiences, we’ve successfully attracted new market segments, enriching our customer base and driving sustained growth.

Strategic collaborations and partnerships lie at the heart of our success, enabling us to provide exclusive products and experiences that resonate with our audience. These collaborations not only enhance our value proposition but also serve as a magnet for new customers, enrich our ecosystem, and foster brand loyalty.

Our unwavering focus on customer engagement has been pivotal in our growth journey. Through innovative loyalty programs, captivating events, and enticing promotions, we’ve cultivated strong relationships with our customers, driving repeat visits and attracting new patrons.

Furthermore, our commitment to sustainability and green initiatives has not only resonated with environmentally conscious consumers but has also positioned us as a responsible and forward-thinking brand, further enhancing our appeal to a diverse audience.

In essence, these marketing-driven strategies have been instrumental in expanding our operations, optimizing efficiency, and attracting new market audiences, which propels us toward continued success and leadership in the retail business.

Can you describe your leadership style and share the principles or methods you adhere to in your current role?

My leadership style is characterized by a strategic and customer-centric approach, underpinned by a set of core principles and methods that guide me in my current role as Chief Marketing Officer. I believe in fostering a culture of innovation and collaboration, empowering my team to think creatively and adapt to changing market dynamics. Transparency and open communication are paramount in my leadership philosophy, ensuring that everyone is aligned with the company’s goals and objectives.

I place a strong emphasis on customer engagement and experience, viewing them as the cornerstone of business success. I prioritize understanding customer needs and preferences, leveraging data and insights to tailor marketing strategies and initiatives that resonate with the target audience. This customer-centric approach guides my decision-making process, ensuring that every initiative is aimed at delivering value and enhancing the customer journey.

In terms of principles, I believe in leading by example, demonstrating integrity, and fostering a culture of trust and respect within my team. I encourage continuous learning and development, both for myself and my team, recognizing that the industry is constantly evolving, and staying ahead requires a commitment to personal and professional growth.

Overall, my leadership style is characterized by a blend of strategic vision, customer-focused decision-making, and a commitment to fostering a positive and collaborative work environment. My principles and methods are rooted in the belief that success is achieved through teamwork, innovation, and a relentless focus on delivering value to customers.

What goals and future aspirations does your company have in mind?

The Mall Group’s management has ambitious goals and future aspirations, as evidenced by its strategic initiatives and market positioning. Some of the key goals are to continue expanding its presence, catering to diverse market segments, and enhancing its appeal to both local and international customers. This includes the development of new lifestyle hubs and attractions that blend luxury with emerging brands, gadgets, dining options, and other lifestyle elements, as well as the introduction of innovative concepts that cater to the evolving preferences of consumers.

Additionally, The Mall Group aims to strengthen its position as a leading retail destination in Thailand by focusing on sustainability, customer engagement, and operational excellence. This includes continuing to implement sustainable practices and green initiatives to appeal to environmentally conscious consumers, as well as enhancing customer engagement through loyalty programs, events, and promotions that drive repeat visits and attract new customers.

Furthermore, The Mall Group is committed to fostering a dynamic and inclusive work culture that values diversity and innovation. This includes investing in the development of its employees and empowering them to contribute ideas and solutions that drive business growth and success.

Overall, The Mall Group’s goals and future aspirations reflect its commitment to delivering exceptional shopping experiences, driving sustainable growth, and remaining at the forefront of Thailand’s retail industry.

Voralak Tulaphorn, Chief Marketing Officer, The Mall Group

Voralak Tulaphorn is a seasoned professional with over three decades of experience. She is the Chief Marketing Officer at The Mall Group in Thailand. With an extensive background encompassing roles at Citibank, Minor Group, and Leo Burnett, she is a visionary leader shaping the retail landscape, contributing significantly to the industry's growth and evolution.