CEO Insights Magazine

Thailand has long been recognized as one of Southeast Asia’s most dynamic economies, driven by a blend of traditional industries and emerging sectors. Businesses here are increasingly adapting to new consumer behaviors, sustainability demands, and the rapid growth of fintech and digital platforms. Against this backdrop, the role of a Country Manager has become particularly significant. Country Managers in Thailand are not only responsible for navigating the nation’s competitive market but also for aligning global business strategies with local culture and economic realities. They bridge international ambitions with domestic opportunities, ensuring companies remain both relevant and resilient. Their ability to lead teams, foster innovation, and adapt strategies to local conditions often defines the long-term success of multinational organizations in Thailand.

Within this landscape, Phakkaporn Pirachat serves as the Country Manager of PU Prime Thailand. Born and raised in the Northeast of Thailand, she brings a blend of local understanding and global vision to her leadership. Holding a bachelor’s degree in finance and a master’s in Industrial and SME Management, she began her professional journey as a private business owner and investor in the Thai capital market in 2010. Her career path later expanded into executive roles in the skincare industry, where she gained valuable experience in leadership and consumer-driven business operations.

Since 2021, Phakkaporn has built her professional reputation on the ability to combine strategic foresight with a human-centered approach to growth at PU Prime Thailand. Her leadership philosophy emphasizes sustainability and the creation of long-term value, ensuring that every initiative she leads contributes not only to the company’s success but also to a meaningful and lasting impact on the broader community. Her journey reflects the adaptability and vision required to thrive in Thailand’s competitive and fast-changing business environment. Let’s get to know more from her. 

How do you build a brand strategy that enables brand awareness and brand equity among customers?

For me, building a strong brand starts with three essential pillars. The first is trust, and that comes from being transparent and ensuring clients have access to financial education, so they feel confident in their decisions. The second is localization, speaking to people in their own language, respecting cultural nuances, and engaging on the platforms they naturally use. This makes our brand relevant and relatable. The third is community, I don’t see clients as just users of our services, but as partners in a shared journey of growth. By creating a sense of belonging, we strengthen loyalty and long-term relationships. Ultimately, my goal is to make every client feel they are not only accessing a service but also evolving and growing alongside our brand, which deepens both awareness and equity over time.

Could you recall the major turning points and lessons in your professional journey that helped you emerge as a leader in your respective domain?

One of the most defining moments in my career was the shift from running a traditional business to stepping into the fast-moving world of Forex trading. That transition taught me a valuable lesson - sustainable growth is far more meaningful than rapid but fragile progress. Along the way, I had the privilege of learning from visionary leaders who emphasized human-centered leadership, ethical practices, transparency, and long-term strategic thinking. These values shaped not only how I view success but also how I lead teams and organizations. Taking on the role of Country Manager at PU Prime Thailand has been another significant milestone. It gave me the platform to apply these principles on a larger scale, leading with clarity and purpose while ensuring that our impact is both systematic and meaningful at the national level. These experiences collectively define my journey as a leader.

How do you find these experiences instrumental in crafting tailored experiences that resonate with your clients?

My background across both traditional businesses and the fintech industry has shown me that no two clients are ever the same, each has their own needs, goals, and expectations. These experiences taught me the importance of starting with active listening. I always take time to understand what a client truly wants to achieve before suggesting solutions. From there, I focus on tailoring tools and services that align with their unique journey, rather than offering one-size-fits-all approaches. For me, creating a meaningful client experience goes beyond data and numbers. It’s about combining insights with empathy, ensuring every interaction feels personal and relevant. When clients feel understood, they naturally connect more deeply with the brand. That connection is what turns a service into a partnership and helps build lasting relationships rooted in trust and shared growth.

Share with us your expertise in accelerating cross-functional communication with stakeholders to establish realistic goals and expectations for projects or tasks.

I’ve learned that cross-functional communication is most effective when everyone rallies around a shared vision. When teams clearly understand the “why” behind a project and the “how” it will be executed, alignment comes naturally, and progress accelerates. My role as a leader is to provide that clarity and ensure no one is left uncertain about their contribution. To keep communication fluid and expectations realistic, I rely on practical tools and routines, real-time dashboards that make progress visible, weekly sync meetings that allow for immediate feedback, and KPIs that give us measurable benchmarks. These practices create transparency and foster shared ownership across teams and stakeholders. At the same time, I see my responsibility as more than just setting direction. I focus on connecting people, encouraging collaboration, and actively removing roadblocks so that goals remain achievable and the journey to them is smooth.

Tell us in detail about the ways you attract new customers in the market and build longterm connections with them.

My approach to attracting and retaining customers combines technology with human-centered strategies. Every day, our sales team connects with new prospects, ensuring we understand their needs and position the right solutions. For new clients, we provide structured onboarding, demo tools, copy trading systems, and dedicated support to help them gain confidence and get started smoothly. Experienced clients, on the other hand, receive advanced platforms, personalized account management, and tailored analytics to optimize their experience. Beyond direct client engagement, we focus on building long-term partnerships with introducing brokers, key opinion leaders, and educators. By designing mutually beneficial models, we enable our partners to grow alongside us sustainably. 

How do you follow the latest trends happening in the market and stay up to date?

I make it a priority to stay consistently informed about market trends by combining multiple sources of insight. I follow global economic news to understand macro-level shifts, while community feedback helps me gauge on-the-ground sentiment and emerging needs. Collaborating closely with our product and technology teams also provides realtime visibility into innovations and evolving client preferences. Beyond these channels, I place great value on learning directly from our top-tier partners  and clients, who are often the first to notice subtle changes or emerging patterns in the market. By synthesizing these inputs, I can anticipate trends, adapt strategies, and make informed decisions. Staying up to date isn’t just about consuming information, it’s about actively connecting with people, analyzing insights critically, and translating them into actionable strategies that keep our business and clients ahead of the curve.

Going forward, what is the future roadmap you have envisioned for your journey?

Looking ahead, my vision is to position PU Prime Thailand as one of the most trusted and respected brokerages in Southeast Asia not merely by trading volume, but through the genuine trust and long-term value we cultivate with our clients. Achieving this requires a combination of strategic planning, operational excellence, and a committed team. I am fortunate to have strong support from PU Prime’s executive leadership, our robust backoffice operations, and every member of my sales team. Their dedication ensures that our strategies are executed effectively, transforming ideas into concrete actions that move the business forward with precision.

Beyond organizational growth, I am passionate about inspiring more women to enter fintech, promoting financial literacy within local communities, and driving business practices aligned with environmental, social, and governance principles. My goal is to create a sustainable, positive impact across the region while ensuring PU Prime Thailand remains a benchmark for trust, innovation, and client-centered growth in the industry. 

Phakkaporn Pirachat, Country Manager, PU Prime Thailand

Phakkaporn Pirachat, Country Manager of PU Prime Thailand, holds a bachelor’s in finance and a master’s in industrial and SME Management. She began her career as a business owner and investor, transitioned from the skincare industry to Forex in 2021, and now leads with a focus on sustainable, humancentered growth.