Mint Charoenporn Kaewmanorom, Head of Marketing and IOT Operations, True Digital Group

Mint Kaewmanorom started her career as a data analytic expert working for a global market research agency and a global mobile operator before becoming a team lead and then holding multiple senior management positions in Analytics, Marketing and IOT Operations in Telco industry within 12 year working experiences. She has worked in 15 countries with 20 mobile operators worldwide. Her skill sets are Digital Marketing Operations, Market Segmentation, Applied Analytics, Growth Hacking, Market Research, Branding, Team Management, Market Strategy, and IP rights.

Recently, in an exclusive interview with Digital First Magazine, Mint shared her professional trajectory, her most favorite part about working at True Digital Group, significant career milestone, personal sources of inspiration, her secret to striking a work-life balance, future plans, words of wisdom, and much more. The following excerpts are taken from the interview.

Mint (Charoenporn), what inspired you to a career in marketing? How did you get your start in this industry?

The whole positive environment of Global Marketing Department at Telenor Group HQ, Norway has inspired me to learn more about how I can leverage my analytics expertise in Marketing. I was hired as an expert to do Market Segmentation by Telenor Group for 13 business units globally. Therefore, I got to work with and learn from well experienced and inspiring CMOs and senior marketing leaders from different countries across multiple continents (Northern Europe, Eastern Europe, and South Asian, and SEA). It was an eye opening experience to understand and realize that Marketing was not only about “Marketing” itself. In fact, it was actually composed of multiple functions: Product, Segment, Pricing, Channels, Digital Marketing, Strategy, Analytics, Branding & Communication, and Sales. Different marketing functions asked different questions and had different needs.

How do you approach the ever-changing landscape of digital marketing and emerging technologies such as AI?

I kept up with new trends by subscribing with multiple tech articles and dominant Technology providers, joining AI online community groups, being a moderator of many tech roundtable discussions with key decision makers,  regulary catching up and exchanging ideas with AI experts in the industry, and sometimes attending Tech conferences. That is how I kept my knowledge updated.

Apart from that, I usaully seek linkage between those new AI emerging tools and current pain points marketers are facing. Too many AI fancy tools are not necessary if the problem can be solved by traditional solutions. Therefore, it’s better to stay focused and understand how the new AI personalized marketing tool can help solve problems faster and more effectively. And adopters are also ready to deploy it. The question to ask is “Is your team ready to use such AI tool?” “ How much marginal benefit does the AI tool generate?”

What is your most favorite part about working at True Digital Group?

I am reaching 5 year anniversary with True Digital Group (TDG). My most favorite part would be 3 main aspects: innovation, diversity, and flexibility. TDG has kept up with new technology trends and continuously invested in new digital solutions that can help modernize digital lifestyles to end consumers, deliver sustainable business value and enhance Thailand digital infrastructure. About diversity, TDG has hired employees based on their expertise and skills regardless their nationalities, age, or gender. Indeed, we are very multicultural and international. Last but not least, TDG is a truly digital company where employees effectively use digital platforms to work together. Employees can work remotely in a hybrid working environment. Many tasks have been automated and become paperless and employees can effectively execute tasks online.

What metrics do you measure to gauge the effectiveness of your marketing investments?

ROI, brand equity, and the quality of leads are definitely important. Short term and long term goals are equally important.

Are you currently satisfied with the status quo regarding women in tech? What specific changes do you think are needed to change the status quo?

Honestly, throughout my whole career journey, I always believe there is no gender preference in the Technology Industry. Results and actions most matter and speak the outcome themselves. Therefore, I would say I have always been satisfied with the current status quo where we do not specifically emphasize “Women in Tech” because in Tech landscape both men and women can work alternatively as long as they earn and have same skill sets.

In your opinion, what are the biggest challenges faced by women in tech that aren’t typically faced by their male counterparts? What would you suggest to address this?

In Tech Industry, I don’t see any challenges that women need to face and men don’t. The Tech challenges are quite common for both men and women such as communication, collaboration, creativity, self-learning, flexibility, adaptability and etc.

What do you feel has been your ‘career-defining’ moment? 

The moment I joined Telenor Group has been my life changing experience and a big turning point in my career path. The right mentor, positive learning environment, multicultural colleagues, and most importantly multidisciplinary working opportunities play important roles.

Where or whom do you seek motivation and inspiration from? How?

I always keep in mind that there are 8 different types of human intelligences (Linguistic, Spatial, Musical, Bodily-kinesthetic, Intrapersonal, Interpersonal, and Naturalistic Intelligence). People are different and they possess different strength and intelligence. With the Tech Industry, I can easily meet people with Spatial, Intrapersonal or Interpersonal Intelligence. However, if I want to learn different intelligences (Music, Linguistic, Body, Nature), I would spend weekends learning from people in different communities. I may be the expert and the one who inspires others in the Tech landscape but when it comes to Body, Music, or Nature Intelligence, I am just an amateur.

I myself usually get inspired by people outside my circle, especially to those who master skills and intelligences that I don’t. Keeping in mind that there are still areas and intelligence types I can develop further makes me stay hungry and motivated.

What is your secret to striking a work-life balance?

Work-life balance is in your mind. Self-awareness and prioritization are key factors to work life balance.   I always have a lot on my plate and of course face a lot of pressures with deadlines and unrealistic expectation. However, I practiced intrapersonal skill and learned how to cope with my stress and emotions since I was a teenager. When it comes to work, I ensure that I have sympathy and empathy towards teams and colleagues. However, at same time, the ability to know when to push and to pull (when to stop and when to continue) is very crucial. Spending time with growth mindset and positive people is very helpful. Focusing on productivity and quality is definitely more important than putting your effort to generate large quantity of work (but low quality). You are like the five people you surround yourself with. Even though there are lots of tasks to deliver, I will ensure that I spend my time wisely to solve problems with strong self-awareness.

Where do you see yourself in the next five years?

I will definitely retire from the Tech Industry corporate path and pursue the path of Artistic, Naturalistic and Linguistic Intelligence. When I say retire from the tech industry, I don’t mean I will disappear. Instead, I will focus on sharing my expertise to the next generation who want to grow their career in this path. At the same time, I am excited to discover and grow myself in my new areas of intelligence. I have a deep passion for Art Deco Design and would like to continue my family business in this area.

What advice would you give to somebody who is considering entering the field of marketing or has just entered the field?

Develop both hard skills and soft skills. Be a data driven marketer who knows how to form an accurate decisions by leveraging data insights and analytic tools and know how to work with others collaboratively. Marketing is not about gut feeling anymore. It’s measurable, fact based, and proven.

Don’t limit yourself in few areas. Stay on ground while being strategic. Learn from customers, markets and previous failure campaigns as much as possible.

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