Prepared a production-ready overhaul framework to migrate standard LINE LIFF experiences into a scalable LINE mini app — designed around habit loops, rewards, and partner activation.

• ▸End-to-end mini app architecture replacing standard LIFF flows
• ▸Reward logic and habit loop mechanics tested in controlled environments
• ▸Integration patterns for retail partner participation and campaign scaling
• ▸Deployment playbook ready for brand rollout

Designed an intelligent, on-brand GenAI copilot that turns internal knowledge into real-time, personalized support — learning continuously from customer behavior while operating within strict governance and legal guardrails.

• ▸Controlled RAG engine trained only on approved internal knowledge
• ▸Built-in guardrails to ensure brand safety, accountability, and legal compliance
• ▸Human-in-the-loop escalation for sensitive or high-impact interactions
• ▸Self-learning feedback loop using real user input and behavior
• ▸CRM-integrated intelligence to tailor responses by customer profile and context

Designed and built a single QR-based system to serve millions of users across Southeast Asia, delivering localized customer experiences from one unified product code — while overcoming cross-country supply chain constraints.

• ▸One QR code across all SEA markets despite centralized manufacturing in Thailand
• ▸Region-specific campaigns without changing packaging or logistics
• ▸High-traffic architecture supporting millions of user interactions
• ▸Faster regional rollouts with zero SKU fragmentation

Built a data-driven B2B relationship platform that transforms store-level data into tailored missions and actions — while enabling retail teams, brand teams, floor staff, third parties, and clients to work seamlessly together on one shared growth platform.

• ▸800+ Million THB in incremental revenue generated
• ▸Increased basket size through targeted purchase missions
• ▸Improved category penetration across existing outlets
• ▸Accelerated NPD distribution with incentive-led execution
• ▸Seamless collaboration across retail, brand, field, and partner teams
• ▸Scalable platform adopted across a national store network

Integrated eCommerce second-party data with first-party CRM to create a single customer identity — enabling enriched profiles and highly personalized activations across products, content, and promotions.

• ▸Single customer view across owned and partner data sources
• ▸Tailored product, profile, and promotion by customer segment
• ▸Higher relevance through behavior-based personalization
• ▸Scalable activation framework across multiple channels
• ▸Strong foundation for ongoing data enrichment and optimization

Designed and built a live commerce platform combining real-time broadcasting with full eCommerce capabilities — purpose-built for internal distributor networks to convert attention into immediate revenue.

• ▸80+ Million THB in revenue generated within 3 hours of live broadcast
• ▸Seamless path from live viewing to instant order placement
• ▸High conversion driven by exclusivity and real-time incentives
• ▸Platform stable under peak concurrent usage
• ▸Repeatable model for future live commerce events

Designed a data-driven platform to identify retail whitespace by comparing the existing outlet universe against potential outlets using Google Maps data — enabling sales teams to spot, track, and act on growth opportunities directly from a mobile-first map interface.

• ▸Clear visibility of distribution gaps by area and retail format
• ▸Sales teams able to discover new outlets directly from the field
• ▸Real-time status tracking from opportunity to activation
• ▸Map-based visualization replacing static reports and spreadsheets
• ▸Mobile-first interface accelerating sales action and adoption

Validated a scalable interaction system using Google MediaPipe Pose to connect physical body movement with digital experiences — enabling users to trigger actions, rewards, and content through real-world motion.

• ▸Real-time body pose detection using MediaPipe Pose
• ▸Motion-to-action mapping for interactive mechanics
• ▸Offline-to-online (O2O) experience design
• ▸Architecture tested for large-scale concurrent usage

Built a full-loop FMCG consumer CRM engine that connects brand strategy to execution — translating brand direction into targeted campaigns, missions, and mechanics designed to drive penetration, frequency, and loyalty.

• ▸CRM strategy mapped to brand and category role
• ▸Tailored campaign mechanics by segment and behavior
• ▸Mission-based engagement designed for repeat participation
• ▸Data-driven optimization across every campaign cycle
• ▸Built to scale across brands, SKUs, and channels

Designed a sustainability activation platform that connects verified third-party actions with brand-led engagement — helping brands communicate sustainability in a way that drives participation, loyalty, and conversion.

• ▸Credible sustainability claims backed by third-party systems
• ▸Action-based engagement instead of passive messaging
• ▸Seamless integration into CRM, loyalty, and campaign platforms
• ▸Designed to scale across products, campaigns, and markets

Delivered a brand-owned DTC platform that combines commerce, incentives, and data — enabling brands to grow direct sales while keeping full ownership of customer relationships and margins.

• ▸Seamless integration with logistics and payment providers
• ▸Brand-specific promotions and mission mechanics
• ▸Built-in CRM and first-party data ownership
• ▸Optimized for repeat purchase and loyalty
• ▸Freedom from high marketplace fees