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Bangkok · Open to senior product & transformation roles

I turn complex programmes into products that ship on time.

Boonthavee (Boon) JarudomrongsakDirector of Product Management · Digital Transformation Leader

20+ years across E-Commerce, Super App, Loyalty, FinTech and CRM. Today I lead AI-enabled CRM and customer-experience delivery for Thai enterprises. Before that, I ran King Power's ฿325M digital transformation programme.

See current work → View full profile on LinkedIn ↗
฿325MProgramme budget
21Agile squads led
1M+Monthly users
800K+Loyalty members
Portrait of Boonthavee Jarudomrongsak
Now delivering3 enterprise CRM, CX & AI engagements at I&I Group
Portrait of Boonthavee Jarudomrongsak
Boonthavee (Boon) JarudomrongsakDirector of Product Management · Digital Transformation LeaderLinkedIn profile ↗
Delivery board · 2026Active
Salesforce CRM · Sales enablementDiscovery & fit-gapAgribusiness group · 4 commercial BUs · Agentforce + Maps
CX redesign · AI sales loggingGovernance & rolloutResidential developer · SFMC journeys on LINE, SMS, email
LINE OA CRM / partner platformPaused · re-entry planHealth-food company · leads & transaction back office
KPGDX · King PowerDelivered on time฿325M · 6 vendors · 21 squads · 5 core workstreams
RAID register · % plan by working days · action-owned minutes

Now

Leading AI-enabled CRM and customer-experience delivery

I run three concurrent client engagements end to end, as the single point of accountability between client business owners, the BA and tech teams, and partner vendors.

Project Manager · IT Consultant · Tech Lead

I&I Group PCL (iiG) · Contract · Feb 2026 – present
Agribusiness group

Salesforce CRM as a sales-enablement programme

  • Lead requirements discovery across 4 commercial business units, from field sales to crop portfolio.
  • Built a fully traceable requirements register and one shared data foundation across BUs, with conflicts flagged for decision.
  • Raised cross-BU ownership conflicts early to prevent rework in build.
  • Reframed the work with leaders as sales enablement, not an IT project, and ran the Thai-language kick-off.
  • Configured Salesforce Maps, Agentforce and automated workflows.
  • Salesforce
  • Agentforce
  • Fit-gap
  • PDPA
Residential developer

Customer-experience redesign with AI-assisted sales

  • PM / PMO for a multi-vendor delivery team, with a steady reporting cadence to client stakeholders.
  • Led the on-site kick-off and live demo of AI sales logging, aligning sales teams on the new workflow.
  • Shaped the CX research approach, including a mystery-shopper framework for the home-buying journey.
  • Designed SFMC customer journeys across LINE, SMS and email within the client's PDPA policy.
  • SFMC
  • AI sales enablement
  • CX research
  • LINE
Health-food company

LINE OA CRM and partner relationship platform

  • Managed scope, plan and budget directly with client leadership.
  • Designed the back office that controls CRM leads and transactions.
  • When priorities shifted, paused delivery in a controlled way with a structured re-engagement plan, keeping the relationship and the opportunity intact.
  • LINE OA
  • CRM / PRM
  • Stakeholder mgmt

One lean PMO toolkit, used on every project

  1. Risk & issues registerRAID kept live, so steering meetings work from facts.
  2. % plan by working daysProgress measured against real calendar capacity, not guesses.
  3. Action-owned minutesEvery decision leaves the room with a name and a date.

Approach

How I run complex delivery

Four habits that have held up from a 6-country rollout to a 21-squad programme.

Start from the business outcome

Frame the work in the owner's language. A CRM build lands better as sales enablement than as an IT project.

Seen in: agribusiness CRM

Keep one version of the truth

A single register for risks, issues and decisions, and progress tracked in working days. Everyone reads the same numbers.

Seen in: every iiG engagement

Decide early, escalate cleanly

Surface ownership conflicts while they are cheap. Dependencies resolved in planning don't block a release.

Seen in: Scrum of Scrums, KPGDX

Products over projects

Stable squads, OKRs tied to business goals, and continuous delivery instead of one-off handovers.

Seen in: King Power operating model

Break time

Prioritize like a Product Owner

Four rounds from the prioritization class I teach Product Owners and Project Managers: MoSCoW, RICE, Value vs Effort and WSJF. Tap the items in the order you would build them.

Track record

King Power's largest digital transformation

฿325MKPGDX combined budget · delivered on schedule
฿278MCAPEX
฿47.6MOPEX
6 · 21Vendors · agile squads
10–15%Faster average delivery

VP of Digital Delivery Management

King Power Corporation · 2023 – 2025
  • Delivered all 5 core workstreams on schedule: E-Commerce, Loyalty, CRM, Marketing Automation and Data Platform.
  • Set up Scrum of Scrums to synchronise 21 squads and remove critical dependency blockers.
  • Moved the organisation from project-based to product-based operation, with OKR tracking across 10+ workstreams.
  • Recovered high-risk initiatives by re-aligning teams, timelines and expectations to protect go-live.
  • Presented roadmaps and KPI dashboards to board directors and C-level executives on a regular cadence.
  • SAFe / SoS
  • OKR
  • Salesforce SFMC
  • SAP S/4HANA
  • CDP / EDP
kingpower.comFull re-architecture in TH / CN / EN, serving 1M+ monthly users.
PowerPass loyaltyEnterprise loyalty engine, 800,000+ members across all entities.
OnePASS SSOOne sign-on across every King Power digital property.
Marketing CloudPersonalised engagement on SFMC, rolled out enterprise-wide.
POS (PC / mobile)Real-time inventory, pricing and sales sync with SAP S/4HANA.
Data platformsEDP, CDP and Tableau BI dashboards.
E-Tax & E-FilingRevenue Department compliance, including EPP.10.
Operating modelFrom projects to products across 10+ business workstreams.
฿300M+Annual e-commerce revenue

Head of Product Owner / Project Director, E-Commerce

King Power Click · 2016 – 2022
  • Owned multi-year roadmaps for the King Power e-commerce ecosystem and led 4 Product Owners across 3 squads.
  • Shipped the Power Deal promotions engine, SSO, SV Code redemption and the Affiliate Programme.
  • Co-led UX discovery in Figma and Miro, bridging business, vendors and developers.
  • Agile / Scrum
  • Product roadmap
  • Figma
  • OKR

Foundation

Where the craft was built

  1. 2014 – 2015

    IT Manager, Loyalty Programme

    Carrot Rewards (Rabbit Card)

    Ran the full loyalty stack: CRM, the THOR point engine and partner integrations with BBL and AEON. Delivered campaigns with Paragon, Zalora and FoodPanda.

  2. 2002 – 2014

    Regional IT & Product Delivery Manager

    Asiasoft Corporation PCL

    Rolled out web portals and e-wallet payments across Thailand, Singapore, Malaysia, Vietnam, Indonesia and the Philippines with on-site teams of 7–10 engineers per country. Delivered Playpark Wallet and Play.ID, and implemented ISO 9001 and ISO 27001.

  3. 2000 – 2002

    IT Developer, POS Systems

    Ek-Chai Distribution (Tesco Lotus)

    Built POS applications for distribution centres and stores, and localised legacy UK systems for the Thai market.

Credentials

Skills, education and certifications

Delivery & programme

  • Agile, SAFe, Scrum of Scrums
  • Flight Levels coordination
  • Portfolio & roadmap planning
  • CAPEX / OPEX budget control
  • Project recovery & RAID
  • JIRA, Confluence, Miro

Product & CX

  • Product lifecycle management
  • Requirements & fit-gap analysis
  • Go-to-market strategy
  • Design thinking & UX research
  • Figma, Sketch, Zeplin
  • Data-driven prioritisation

Platforms & AI

  • Salesforce, SFMC, Agentforce
  • SAP S/4HANA integration
  • LINE OA CRM
  • CDP, EDP, Tableau
  • AWS, SQL Server, PostgreSQL, MongoDB
  • AI & n8n workflow automation

Education

Master of Business AdministrationHuachiew Chalermprakiet University · Entrepreneurship Management · 2004 – 2006 · GPA 3.62
Bachelor of Computer ScienceUniversity of the Thai Chamber of Commerce · 1996 – 1999

Certifications

Most of these were earned in 2026. Each one links to its issuer's verification page.

Google · Coursera · Apr 2026Google AI Professional Certificate7 courses: data analysis, research, writing, content creation, brainstorming and planningVerify on Credly ↗ Google · Coursera · Mar 2026Google Project Management Professional CertificateAgile & Waterfall, from initiation to capstoneVerify on Credly ↗ Edureka · Coursera · Jun 2026Salesforce Agentforce Specialist (AI-201) PrepPrompt Builder, Agent Builder, Data Cloud grounding and the Einstein Trust LayerVerify on Coursera ↗

AI & Salesforce

Delivery & business

Governance & foundations

  • PDPA / OneTrust CertifiedOneTrust
  • IT Security ManagementTÜV Nord
  • Document PreparationTÜV Nord
  • Entrepreneurship Programme (mini MBA)UTCC

Contact

Let's build something that ships

Open to senior product leadership, digital transformation and CRM / AI advisory roles, especially in digital banking and platform businesses.

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