Asia-Pacific Power List 2025: Rvisra Chirathivat, Central and Robinson

Rvisra Chirathivat

Chief marketing officer
Central and Robinson
Thailand
Member since 2022

Rvisra (Ten) Chirathivat makes her fourth appearance on Campaign’s Power List, following a stellar year as chief marketing officer of Central Department Store Group. Front and centre was the grand relaunch of Central Chidlom, Thailand’s number one luxury department store– its first major transformation in 50 years. Chirathivat led the charge in repositioning the flagship store as The Store of Bangkok, a definitive luxury retail destination designed for the modern shopper, global tourists, and younger generations.

The highly anticipated Central Chidlom relaunch was a landmark event, drawing 5,700 guests and over 6.5 million engagements, while achieving a remarkable 70% sales growth within the first month – underscoring the impact of Chirathivat’s multi-faceted marketing strategy. She introduced Chidlom Pink, a signature color that symbolises modern vibrancy, luxury, and innovation, then Symbol Mania, an art-driven cultural collaboration with high-profile artists and designers. 

Prior to the relaunch, the Group had already achieved 25% growth, with projections targeting 30% this year. As the cherry on top, Chirathivat also earned several prestigious accolades for retail innovation and for Central Chidlom’s success, including Thailand’s Most Admired Company and Department Store of the Year.

Recognizing evolving consumer expectations, Chirathivat launched The 1 EXPAT, a loyalty program for international residents, driving strong engagement and a 10% sales increase. To expand the brand’s global presence, she leveraged KOL collaborations and digital strategies to target Chinese markets. Meanwhile, additional partnerships with Samsung, Mastercard, Grab and hotel networks were forged, boosting sales through more seamless customer touchpoints.

Other notable collaborations under her guidance have also led to unique cultural engagements as seen with SHEpossible Women’s Art Exhibition and Mad Face Festival, which resonated with diverse audiences. More notably, Chirathivat  spearheaded Central’s landmark AIS Bridge Alliance partnership with mobile providers across nine Asian markets to extend tourist privileges at 77 department stores nationwide – securing Central’s reputation as Thailand’s premier tourism and shopping hub.

Chirathivat champions sustainability through eco-conscious retail practices, integrating plastic waste reduction, responsible sourcing, and environmentally friendly merchandising across Central’s operations. Her Hug the Earth Campaign, in partnership with the Thai Chamber of Commerce, further promotes sustainable consumer choices. 

Beyond her corporate leadership, she actively shapes industry conversations, serving on multiple boards, contributing as a speaker and jury member for prestigious institutions like the Gerety Awards and MMA 2024, and inspiring future leaders at the USC MBA Program.