“Nendra is a hybrid, digital-forward and commercially sound business lead who wears many hats—from business/category leadership, business and strategic planning to product and people development,” said SMG chief executive, Atipol Ithivatana, in a statement.
Previously business director for the Samsung team, Nendra’s role has expanded to include leading Strategy & Growth as well as SMG’s digital leadership for Thailand to spearhead digital transformation.
Taking over from Nendra is new hire Apiromrak, who joins the agency from Dentsu Aegis Network. With more than 20 years of experience, she has worked on brands such as Unilever, Mead Johnson, J&J, Cerebos and Beri Jucker.
Commenting on the appointment, Nendra said that with Apiromrak’s past experience in both local and regional roles, she will be able to “lead a dynamic business like Samsung and bring the Samsung team to new heights.”