Manachai Leerarudee

Digital Marketing & Search Director Bangkok, Thailand 10+ years, agency and client side

2024 For IPG

Summary

Digital Marketing & Search Director with 10+ years across FMCG, beauty, consumer electronics, hospitality and luxury brands, on both agency and client side. Led Thailand search for the Nestlé portfolio (about THB 27M in annual investment), regional Samsung search across SEA & Oceania, and D2C eCommerce for Nespresso. Combines strategy with hands-on execution in SEO, SEM, eCommerce, analytics, web platforms and AI-enabled marketing.

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BangkokBased, working worldwide

TH · ENThai native, English professional

2012First eCommerce site shipped

B.A. EnglishRamkhamhaeng University

Career highlights

The numbers behind the titles. Budget owned, markets covered and audiences reached.

THB 0MAnnual search investment managed for the Nestlé portfolio against efficiency targets, 2021–2024.
0Nestlé business units under one search strategy: Purina, Infant Nutrition, S-26, Nescafé, Maggi, KitKat, CPW, Water, NDG, Professional and Health Science.
SEA+ OCERegional Samsung.com search across South-East Asia and Oceania with the Cheil regional HQ team.
0M+Views reached by Content OS, a Claude-based content operation that repurposes long-form ideas per platform.

Work experience

From building eCommerce sites by hand to leading a full-scale search team, and now wiring AI into the stack.

2024 — Present

Digital Marketing & AI Consultant

Independent · Bangkok, Thailand

AI & GEOClaude Skillsn8nWeb designWorkshops

Lead business development and digital operations for health & wellness clients: data analytics, media planning and website infrastructure optimisation.
Build personal-brand programmes for professional clients: content strategy, website design & development, and AI search visibility (GEO).
Designed a Claude-based content operation ("Content OS"): custom Claude Skills for niche research, repurposing proven long-form content into carousels, summaries and short-video scripts, and auto-scheduling per platform (LinkedIn, Facebook, Instagram). Content reaching 1M+ views.
Built marketing automation with n8n, including automated product-promotion video pipelines for 5 SME clients, and run AI workshops and online courses on AI-assisted content and video production.

2021 — 2024

Associate Director, Search

IPG Mediabrands · Bangkok, Thailand

NestléSEOSEMMarketplace searchTeam lead

Led Thailand search strategy for the Nestlé portfolio (about 90% of the role) across SEO, SEM and eCommerce / marketplace search: Purina, Infant Nutrition, S-26, Nescafé, Maggi, Nestlé Professional, KitKat, CPW, Nestlé Water, NDG and Nestlé Health Science.
Built and led a full-scale search team; managed about THB 27M in annual search investment against efficiency targets.
Supported telco and finance accounts: True, dtac and American Express. Tenure concluded with Nestlé's 2024 media-agency move from IPG to WPP.

Reprise business-planning workshop team, 2023

Planning session in a meeting room overlooking Bangkok

Presenting at the whiteboard during a planning workshop

Team dinner with IPG Mediabrands colleagues

2019 — 2021

Search Analyst Manager

Cheil Worldwide · Bangkok & Singapore (remote)

Samsung.comNIVEA · EucerinRegional SEOAdobe AnalyticsMigrations

Managed Samsung.com regional search across SEA & Oceania with the Cheil Regional HQ team, driving visibility and B2C direct eCommerce sales in multiple localised markets.
Led SEO and eCommerce strategy for Samsung Thailand, NIVEA, NIVEA MEN and Eucerin, measured in Adobe Analytics and Google Analytics. Delivered the NIVEA MEN domain migration and page-1 rankings for high-volume keywords.

Cheil Thailand team after a planning session

2018 — 2019

E-Commerce Specialist

Nestlé Nespresso S.A. · Thailand

SAP HybrisLocalisation TH/ENSEO · UXWeb releases

Owned Nespresso Thailand website and app performance: content localisation (TH/EN), SEO, UX and sales-funnel optimisation on SAP Hybris.
Ran web releases with the HQ rollout team for a seamless website migration, and delivered monthly user-journey reporting.

Nespresso Thailand colleagues at a launch event

2017

SEO Planner

OgilvyOne Worldwide · Bangkok, Thailand

Coca-ColaMinute MaidNIVEA · EucerinContent strategy

Developed SEO and content strategies for Coca-Cola, Minute Maid, NIVEA and Eucerin: consumer search insights, keyword optimisation, technical integration and site structure.
Led NIVEA's responsive-site migration.

2015 — 2017

Technical Support

Travelanium · Bangkok, Thailand

HospitalityBooking enginesConversion UX

Optimised hotel booking-engine websites for SEO and direct sales.
Advised hotel clients on digital strategy and conversion-focused UX.

2012 — 2015

Full Stack Web Developer & Copywriter

Freelance

eCommerce buildsSEO recoveryEN–TH content

Designed and developed eCommerce websites, front-end and back-end.
Handled SEO recovery and produced bilingual content (EN–TH).

Notable accounts

The brands whose search, sites and stores I have owned or shaped, and the years I did it.

Nestlé portfolioPurina · Nescafé · KitKat · Maggi · S-26 · Professional · Health Science

2021 – 2024

SamsungSamsung.com SEA & Oceania · Samsung Thailand

2019 – 2021

NespressoNespresso Thailand website & app

2018 – 2019

NIVEA & NIVEA MENBeiersdorf · responsive-site and domain migrations

2017 · 2019 – 2021

EucerinBeiersdorf · SEO and content strategy

2017 · 2019 – 2021

Coca-Cola & Minute MaidSEO and content planning

2017

True & dtacTelco search support

2021 – 2024

American ExpressFinance search support

2021 – 2024

Logos of brands worked with: Nestlé Nutrition, Purina, Nestlé, Samsung, Eucerin, Minute Maid, Coca-Cola, Nespresso, NIVEA, RB, Enfa and True

Professional skills

Open a row to see the tools and the way I use them.

Owning the whole search funnel: organic and paid together, planned against efficiency targets and reported in the language of the business, not the platform.

SEOSEM / Google AdseCommerce & marketplace searchMedia planningBudget managementGEO (AI search visibility)Keyword researchTechnical SEOSite migrations

Tracking that is set up properly, then reporting and optimisation cycles that people actually act on. Monthly user-journey reporting has been part of every role since Nespresso.

GA4Adobe AnalyticsGoogle Tag ManagerSearch ConsoleReporting & optimisationUser-journey analysisConversion tracking

Full-stack roots from years of building eCommerce sites by hand, which is why platform migrations and enterprise CMS work do not scare me.

HTMLCSSJavaScriptPHPWordPressAdobe AEMSitecoreSAP HybrisResponsive buildsMulti-language content

Custom Claude Skills and agent workflows for research and content, n8n pipelines for repetitive production, and AI-assisted SEO so brands stay visible inside AI answers.

Claude custom SkillsAgent workflowsn8n automationPrompt engineeringAI-assisted SEOContent repurposingVideo pipelinesAI workshops & courses

Built a search team from scratch at IPG and worked between client, agency and regional HQ teams at Cheil and Nespresso. Comfortable in the room with marketing directors and with developers.

Team buildingClient & stakeholder managementAgency–client collaborationRegional HQ coordinationTraining & workshopsBusiness development

Bilingual content has been part of the job since the first freelance sites, from EN–TH copy to localised Samsung and Nespresso storefronts.

Thai (native)English (professional working proficiency)

Education

B.A. English

Ramkhamhaeng University, Bangkok · 2009 – 2013

Portfolio & notes

manachai.com

Project notes on Samsung, Nespresso, NIVEA and Eucerin, plus memos on AI content and digital products.

Availability

Bangkok · Remote

Open to director-level roles and consulting projects, in Thailand or across the region.