TAP

Thum Chee Yuen has been our Managing Director since 1^st April 2022. He is responsible for accelerating growth, driving premiumization, reinforcing operational excellence and change management to achieve our Ambition 2025.

Thum joined HEINEKEN in 2010 as a Sales Director in HEINEKEN Malaysia and brought with him commercial experience from diverse industries, during his tenure at HEINEKEN Malaysia, he was instrumental in accelerating growth to gain market share.

In Oct 2016, he was appointed Managing Director of HEINEKEN Laos. Thum led the turnaround of our Laos business, triggered by outstanding growth in recent years, in a market with a dominant competitor. With perseverance and resilience, HEINEKEN Laos emerged as one of the fastest-growing Opcos in APAC. With a clear strategy, focus on premium and a positive mindset, he led the team to achieve record-breaking numbers in market share, volume, operating profit and Climate Survey scores.

Prin Malakul was appointed as Corporate Affairs Director, oversees corporate relations, communications and legal affairs in June 2012, and he has been appointed as TAP’s Head of Human Resources in October 2017, and Senior Director – Legal & Corporate Affairs , Special Projects in January 2022. On 1st July 2022, he has been appointed as Deputy Managing Director. His currently new role is now Deputy Managing Director and also responsible for Legal & Corporate Affairs, Special Projects.

Prin has been working at TAP since the company began its operations in 1994, initially as Brand Manager for Heineken, responsible for launching Heineken into the Thai market. For more than 20 years, he has implemented strategic marketing campaigns to develop TAP’s business in his capacity as Product Development Manager, Marketing Manager for Heineken, Trade Marketing Manager and Marketing Director overseeing TAP’s five brands – Heineken, Tiger, Cheers, Guinness and Kilkenny. His new role in Human Resources is to focus on the formulation of Human Resources Plans, Policies, Leadership Development continuously as well as to enhance TAP Performance Driven Culture to the organization.

Khun Pattapanee Ekahitanond has been appointed as Marketing Director at TAP Group with effect from 1^st November, 2022.

Previously, Khun Pattapanee used to work for TAP group and she was one of the leaders in creating a new era of marketing activities for Heineken brand and the premium brand segment of TAP group for 12 years. Then she was approached to work in HEINEKEN Myanmar for more than 4 years, during that time she gained a lot of experience with the challenges she faced. She now returns to TAP group as Marketing Director.

Khun Kawee has been employed by TAP Group since 9 Feb 1995 in various technical positions at TAP before being assigned to the brewery in the Solomon Islands from 1 Oct 2012. Khun Kawee has done impressive work at the brewery at the Solomon Islands. We welcome him back to Thailand and we are confident that Khun Kawee is the right person to take the brewery at TAP to the next level.

Khun Anant first joined us as Channel Activation Manager in 2012. Within a year, he was promoted to National Trade Marketing Manager and led the Trade Marketing team. In 2016, Khun Anant was assigned to Sales department and took on the role of Regional Sales Manager (GBKK), in which he established the general trade route. Then in 2019 he got rotate to National Key Account Manager. With Khun Anant outstanding skill on many remarkable positions, over 8 years of working with TAP group, have sharpening the skills and visions through the time such as Create Mix and Diversity in team member when he was Regional Sales Manager, People Management, and strong Trade Marketing Background.

We are confident that Khun Anant will bring his knowledge and experiences to develop sales organization and support TAP’s ambition growth in Premium Category.

Khun Aphichai Pholkosol has over 17 years of experiences in finance, commercial finance, and planning & analysis roles in large multinational companies. Mainly in FMCG business such as 3M, Akzo Nobel, Coca-Cola, Minor Food, and Unilever.

Before joining TAP Group, Khun Aphichai was a Chief Financial Officer at MC Group Public Company Limited. Khun Aphichai received a Bachelor’s Degree of Economics, Monetary Economics and Public Finance from Chulalongkorn University, Thailand. And a Master’s Degree of Business Administration, Finance from Washington State University, USA.

With his long-term experience in financial, we believe that he will help drives team and TAP Group to face the challenges in order to achieve sustainable business growth goals.

Khun Pattaree started working with TAP since 2017 in the HR department. She has created and managed many valuable projects i.e., APGP – Asia Pacific Graduate Program, Talent Management and Core Competency which would lead to the contribution of effective employees for the company. In addition to this, she is one of the key value members for digitization.

In 2020, Khun Pattaree started the project to align with Heineken Global for things such Climate survey and Safety Guardian projects. Khun Pattaree worked really hard and came up with creative ways of working during the pandemic. Despite all the obstacles, with her vision and guidance, our employees were able to fully understand our new projects which were implemented whilst working remotely.

On 1^st January 2022. K.Pattaree was promoted to People Director. We are confident that she will be a valuable asset to the Management Team and play a role in taking TAP to the next level.