CEO Insights Magazine

Armed with a tenacious spirit and a hunger for learning, Sirintra's story unfolds like a gripping tale of triumph in the business world. Sirintra's journey into the business realm began in the vibrant B2C sector, where she made an immediate impact in consumer-focused industries. From the iconic halls of Panasonic, where she gained invaluable experience in the fast-paced consumer electronics industry, to the realm of Pigeon, a renowned Japanese brand specializing in baby products, she fearlessly forged her path, leaving her mark through groundbreaking joint ventures in Thailand. Nestle, a global powerhouse synonymous with quality, became the next chapter in her illustrious career.

The challenging Tom Yam Kung crisis acted as a catalyst for change, pushing Sirintra to pivot from the world of B2C to the untapped potential of B2B industries. Embracing the winds of transformation, she embarked on a new chapter at CONWOOD. Later, as the Marketing Director at Saint-Gobain Gyproc, she brought her unique blend of creativity and strategic prowess to the forefront, leaving an indelible mark on the organization. Later, as the Regional Marketing - TIP at Ecolab, she showcased her versatility and adaptability, fearlessly taking on new challenges and propelling the company's success to new heights. Her entrepreneurial spirit led her to co-found Kidnokkrob 360 Company, cementing her reputation as a visionary and trailblazer.

In 2021, Sirintra assumed her current role as the Managing Director at Microfiber Industries, where her visionary leadership continues to shape the company's trajectory. Join CEO Insights Asia as we interview Sirintra Jittrawong.

How would you describe your learning experience at Mahidol University?

The learning experience at Mahidol University has been invaluable, particularly in terms of cross-cultural exposure and the exchange of ideas. Attending both local and international schools has allowed me to observe a distinct difference. Comparatively, in an international school setting, there is a greater openness to embracing diverse perspectives and expressing our own ideas confidently. This aspect has played a crucial role in shaping my success and paving a fulfilling career path in the professional realm.

What has been the key to your success throughout your professional journey?

For me, the foundation of my success lies in my attitude and approach towards learning and adaptation in our ever-evolving world. In today's dynamic landscape, where traditional marketing gives way to digital marketing and new technologies constantly emerge, I believe in cultivating a learning mindset. Understanding the diverse needs of customers has been a significant strength of mine, particularly in the commercial realm. Furthermore, honing my project management skills has proven invaluable, especially when dealing with multiple markets as part of regional responsibilities. Being able to balance customer requirements with effective project management has played a pivotal role in my career growth, culminating in my role as Managing Director of the company. This capability allows me to efficiently handle numerous tasks concurrently, ensuring positive outcomes for the organization.

What are your future aspirations and long-term goals?

In terms of my future aspirations, I am motivated by more than just personal recognition or fame. I am driven by the desire to make a meaningful contribution to society. One way I am pursuing this is through my work with microfiber, as they are made from recycled materials. This focus on sustainability aligns with my values and reflects my commitment to creating a positive impact.

To further support my aspirations, I have actively engaged in professional networks. For instance, I am a member of a women entrepreneurs group sponsored by the Canadian embassy called WECAN. This network provides valuable opportunities for collaboration and learning. Recognizing the challenges faced by small businesses and local companies like mine, I recently co-founded a group called Harmony Wazzadu. Our aim is to foster sustainability and resource sharing. By networking and collaborating with other small businesses in this sector, we can collectively offer comprehensive solutions to customers working on large projects. This approach not only saves costs but also addresses the time constraints faced by customers who often need to navigate numerous materials when building green structures.

Presently, our Harmony Wazzadu group comprises nine members from various sectors such as lighting, roofing, installation, and furniture. By pooling our resources and expertise, we provide customers with a one-stop solution that accelerates their project timelines. Looking ahead, my focus will be on building and expanding these networks to facilitate mutual learning and create both social and economic value.

What advice would you give to aspiring leaders entering this industry?

Regardless of the size of your company, the key lies in your mindset and effort. Even as a small company, it's crucial to focus on the little things that contribute to a better world. For example, obtaining carbon credit certification for each product demonstrates a commitment to reducing carbon footprint. These small actions not only enhance your company's image as an environmentally friendly business but also make a positive impact on the environment. Every effort, no matter how small, reflects your vision and can contribute to a sustainable future.

This advice holds true for any product or service you wish to pursue in the future. In a rapidly changing world, building a strong foundation is essential for long-term sustainability. Our own company has been operating for 45 years, and our goal is to ensure its longevity for another 100 years. Drawing inspiration from my previous experience, I learned the importance of thinking long-term and maintaining the company's resilience. While short-term profits may bring immediate gains, it is the continuous improvement and daily efforts that pave the way for lasting success. Therefore, focus on doing better each day and strive for continuous improvement.

Sirintra Jittrawong, Managing Director, Microfiber Industries

Emerged from Mahidol University International College armed with a Bachelor of Arts (B.A.) in Business Administration and Management. She also pursued a Master of Management in Entrepreneurship from Mahidol College of Management, honing her skills and deepening her understanding of the ever-evolving business landscape.