Curriculum Vitae (CV)

Panchart Mitrakul (Tak)

Business Strategy & Behavioral Insight Lead, DDEXP

CEO, EnablerBKK

Profile Summary

Strategic innovation consultant and behavioral researcher with expertise in service design, business strategy, and digital transformation. Currently serving as Business Strategy & Behavioural Insight Lead at DDEXP, I help organizations solve real-world problems by aligning strategic planning with user needs and behavioral insights, particularly in the healthcare, wellness, and tech sectors.

A PhD student in Innovation Management & Innopreneurship and experienced lecturer, I teach and consult across academic and corporate settings on topics including marketing & branding, business strategy, innovation management, and service design. My work bridges insight and execution—empowering clients, learners, and partners to create impact through human-centered innovation.

Current Positions

Business Strategy & Behavioral Insight Lead

DDEXP Co., Ltd. (ISO/IEC 29110 Certified) | Apr 2025 - Present | Bangkok, Thailand (Hybrid)

Lead brand strategy, service design, and customer success initiatives, ensuring that every client engagement delivers tangible, long-term value.
Apply behavioural insights to help clients solve end-user challenges and unlock more value from our digital solutions.
Oversee alignment with ISO/IEC 29110 and drive efforts toward achieving higher industry standards across strategic execution.
Represent the company in strategic collaborations and stakeholder-facing initiatives, reinforcing DDEXP’s positioning as a trusted partner in tech-enabled business growth.

Chief Marketing Officer & Co-founder

Khun Apibal Co., Ltd. (operating as “Apiban Bo Plup - APB”) | Oct 2024 - Present | Songkhla-Bangkok, Thailand (Hybrid)

Brand Development: Establishing and nurturing APB as a sustainable, heritage-inspired wellness brand, integrating traditional Thai medicinal practices with a modern, luxury touch.
Marketing Strategy: Designing and executing digital and offline marketing campaigns to drive brand awareness, focusing on both e-commerce platforms and in-store experiences.
Business Growth: Developing strategic partnerships and expanding distribution channels, ensuring APB’s positioning within the wellness and sustainable product markets.

Special Lecturer & Guest Speaker

Various Institutes | Jan 2023 – Present | Bangkok, Thailand (Hybrid)

Guest Lecturer & Speaker at multiple institutions on a semester-based or project basis, including:
- University of the Thai Chamber of Commerce (UTCC) (College of Entrepreneurship)
- Chulalongkorn University (Faculty of Psychology)
- Sripatum University (School of Business Administration & Sripatum International College)
- Bangkok University (School of Business Administration & Chinese International College – BUCI)
- National Institute of Development Administration (NIDA) (Graduate School of Language and Communication)
Coach and judge at corporate in-house hackathons, evaluating innovative business solutions and guiding teams in business development.

Chief Enabler

Enabler BKK | Mar 2024 - Present | Bangkok, Thailand (Hybrid)

Partnering with clients to align on vision and goals, providing strategic guidance and support to turn their business aspirations into reality.
Overseeing project lifecycles from inception to completion, guaranteeing effective execution and delivery of bespoke solutions aligned with client requirements.
Focusing on brand design and digital marketing strategies, particularly for the healthcare sector, to create impactful branding and innovative digital campaigns.

Personal Finance Advisor, AFPT ™

Wealth Engineer | Mar 2024 – Present | Bangkok, Thailand (Hybrid)

Offering comprehensive consultation on personal financial planning, encompassing investment, risk, tax, insurance, and retirement planning.
Tailoring personalized financial strategies aligned with individual goals and financial circumstances.
Recommending suitable financial products to achieve clients’ objectives effectively.
Proactively monitoring and adjusting financial plans to ensure continued alignment with clients’ evolving needs and market conditions.

Hackathon Coach & Commentator

Various Organisations | Mar 2024 - Present | Bangkok, Thailand (Hybrid)

Previous Professional Experiences

Business Consultant

DDEXP Co., Ltd. (ISO/IEC 29110 Certified) | Jan 2025 - Present | Bangkok, Thailand (Hybrid)

Provided strategic consultation in business and marketing, supporting DDEXP—an ISO/IEC 29110-certified software and digital innovation company—in refining its market position.
Collaborated with leadership to align company direction with quality assurance frameworks and business growth goals.
Advised on communication strategies and partner engagement, laying the groundwork for stronger brand visibility and client success.

Property Consultant

FazWaz | Sep 2024 - Apr 2025 | Bangkok, Thailand (Hybrid)

Assisting clients in renting, purchasing, and investing in properties, catering to both local and international clients.
Providing expert guidance on real estate contracts and legal matters, ensuring smooth transactions.
Helping property owners list and market their properties on Thailand’s leading PropTech platform.
Specialising in delivering personalized property solutions based on client needs, from living spaces to investment opportunities.

Strategic Marketing & Business Development Team Lead

MinimalPet Co., Ltd. | Oct 2023 - Jun 2024 | Bangkok, Thailand (Hybrid)

Leading branding and marketing strategies to significantly boost the hospital’s market presence and enhance customer engagement.
Managing finance and accounting, ensuring the hospital’s financial stability and operational efficiency with strategic budgeting and financial analysis.
Forging and nurturing partnerships with clinics and industries related to pet care (insurance, grooming, gadgets) to broaden service offerings and improve customer satisfaction.
Overseeing general hospital management, including customer experience optimization through advanced technology, efficient stock management, and procurement, contributing to superior service quality and efficiency.

Strategic Marketing & Partnerships Team Lead

Degree Plus Co., Ltd. | Aug 2022 – Jan 2024 | Bangkok, Thailand (Hybrid)

Project Owner of VELA – Vitality Enhancement & Longevity Academy, a key executive program in healthcare education, in collaboration with Chulalongkorn University and the Thai Ministry of Public Health.
Led the development of “Essentials in Biosafety and Biosecurity for BSL-2” with Mahidol Science, a hybrid program for professionals, showcasing educational innovation.
Coordinated the Care D-Plus project from the Thai Ministry of Health, enhancing healthcare service through training in empathy and connectivity.
Mentored a new Business Development Associate, fostering team growth and improving business strategies.
Managed cross-functional tasks (talent recruitment, legal affairs, marketing audits) to bolster strategic and operational goals.

Digital Marketing Lecturer

School of Business Administration, Sripatum University | Jan - July 2022 | Bangkok, Thailand

Designed and led discussion-based lessons across various student majors.
Applied hands-on teaching methods to blend professional insight with academic learning.
Managed collaborative marketing projects linking students with industry partners.

Marketing Consultant

Degree Plus Co., Ltd. | Apr 2022 – July 2024 | Bangkok, Thailand (Hybrid)

Directed the company’s branding strategies and identified new marketing opportunities.
Executed strategic marketing initiatives and monitored their outcomes.
Oversaw social media management, focusing on Facebook and LinkedIn to enhance brand presence.

Marketing Associate (Growth Team)

Skooldio Co. Ltd | Feb 2021 – Jan 2022 | Bangkok, Thailand (Hybrid)

Led performance marketing efforts and campaign marketing for online educational content.
Collaborated with teams to launch online courses and workshops, enriching client learning experiences.
Headed marketing for “Data Analytics Bootcamp” batches 2 and 3, driving course visibility and enrollment.
Conducted comprehensive market research for data-focused online courses.
Facilitated workshops on service design, design thinking, UX psychology, and product management.

Education

(Cont.) PhD in Technology Management and Innopreneurship

Chulalongkorn University | 2024 - Present | Thailand

Master's Degree, Marketing

University of Edinburgh Business School | Sep 2019 - Aug 2020 | United Kingdom

Graduated with Merit.
Engaged in the Edinburgh Award, Ice Skating, and Ballroom Dancing Societies.
Completed Marketing Research, Decision Analysis, Digital Marketing, and Brand Understanding modules.
Dissertation: “An Empirical Study of Online Banking and Online Payment Adoption Behaviours – A case study of Thai citizens during the COVID-19 crisis.”

Bachelor's Degree, Economics and Business Administration

Nagoya University | Oct 2015 - Sep 2019 | Japan

Graduated with a GPA of 4.11.
Active as a Tutor, Figure Skating Club Finance Manager, and AEON 1% CLUB Scholarship Recipient.
Completed Global Management, International Communication, Profitability Analysis, and Econometrics coursework.
Dissertation: “An Empirical Study of University Students’ Fashion Consumption Behaviours – A case study of Nagoya University Students.”

Teaching Experiences

Graduate Level

JCC6001 Introduction to Japan Studies (Co-Lecturer)

Undergraduate Level

BA201 Principles of Marketing
BBM206 Marketing Strategy
BBM314 Project Management
BSC413 Design Thinking as a Strategy for Innovation
MKT212 Customer Journey Management
MKT301 Communication and Digital Marketing
MKT323 Brand Management
MKT394 Social Media Marketing
IB439 Technology for International Business Management
IB449 Global Business and Innovation

Academic Works

Mitrakul, P. (2023). Comparative Study of SDG Progress in Japan and Thailand. NIDA Case Research Journal, 15(2), 90–110. https://so04.tci-thaijo.org/index.php/NCRJ/article/view/267028
Mitrakul, P. (2022). Understanding the Food Delivery Application Servic Providers in Thailand during the COVID-19 Pandemic through the Aspects of Consumer Behaviours. In Proceedings of the RSU International Research Conference, April 30, 2022 (pp. 210-218). Pathum Thani, Thailand.

Licences & Certifications

Associate Financial Planner (AFPT), Thai Financial Planners Association (TFPA) | June 2024
Investment Planner (IP) Licence | The Securities and Exchange Commission, Thailand | Apr 2024
Google Project Management: Specialization | Google | Jan 2024
The Business of Health Care Specialization | University of Pennsylvania | Dec 2023
Financial Acumen for Non-Financial | Wharton Online | Oct 2023
Business Strategy for Managers | Chulalongkorn Business School | July 2023
Service Design Essentials | Skooldio | Feb 2023
OKRs: The Complete Guide | Skooldio | Nov 2022
HubSpot Sales Software | HubSpot Academy | Sep 2022
UX Writing | Skooldio | July 2022
Behavioural Science for Business | Skooldio | April 2022
Exploratory Data Analysis with Google Sheets | Skooldio | Aug 2021
Facebook Certified Digital Marketing Associate | Facebook | Feb 2021

Technical Skills

Google Sheets & Microsoft Excel: Intermediate proficiency in data manipulation and analysis.
Microsoft Office Tools: Proficient in MS Word and PowerPoint for document preparation and presentations.
HubSpot CRM Software: Intermediate usage for customer relationship management and marketing automation.
Project Management: Intermediate skill level with tools like Google Sheets, ClickUp, and Asana for project tracking and team collaboration.
Meta (Facebook) Ads: Intermediate campaign creation, targeting, and performance analysis knowledge.

Interpretation Experience

Tourism Authority of Thailand (TAT)
- Served as both an interpreter and sales representative for hotels at business matching events.
- Delivered sales pitches to prospective clients and facilitated communication between hotels and international buyers.
- Worked closely with hotel personnel to address client inquiries and negotiate deals.

Toyota Motor Corporation
- Accompanied clients as an interpreter for the Toyota Skill Training scheme.
- Facilitated both verbal and written communication during department meetings and training sessions.
- Translated technical and corporate documents between Japanese and target languages.

Office of the Judiciary – Office of International Affairs
- Registered Japanese interpreter for legal and international affairs.

Iida Industry Co., Ltd.
- Assisted OJT program trainees with verbal and written communication.
- Translated documents between Japanese and target languages, ensuring accuracy and clarity.
- Provided interpretation support primarily in Quality Assessment (QA) and Quality Control (QC) departments.

Freelance Interpreter (Japanese, English, and Thai)

- Specializing in business matching and professional communication for corporate clients.

Languages

Thai: Native
English: Full Professional Proficiency (IELTS score of 8.0)
Japanese: Full Professional Proficiency (JLPT N1)
Chinese: Limited Working Proficiency (HSK Level 4)