PRESENTS
Wchirathon (Tong) Wongathikom
TeamCXO's Fractional Chief Customer & CRM Strategist
CORE AREA EXPERTISE:
Customer Relationship Management (CRM) Strategy & Execution • Account Management & Business Development (Finance, Automotive, Retail, Media) • Digital Engagement, Data-driven Marketing, and Customer Journey Optimization • Strategic Communications & Product Launch Campaigns • Loyalty Programs & Rewards Platforms • Cross-functional Team Leadership & Project Management
Outstanding Achievements
Wchirathon focuses on industries in Thailand • Southeast Asia
Wchirathon is a CRM leader with 20+ years’ experience driving loyalty and revenue for brands like American Express, SCB, KTB, Chevrolet, Shell, BMW, and Tops Supermarket.
Roadmap Recap
CRM & Digital Leadership – Over 20 years leading CRM strategy and customer engagement across finance, retail, automotive, and media in Thailand and Southeast Asia.
Agency & Corporate Experience – Senior leadership roles at global agencies (Wunderman Thompson, Arc Worldwide/Leo Burnett, Ogilvy) and corporates (Central Food Retail, SF Cinema).
Team Builder & Strategist – Built and led cross-functional teams, designing loyalty programs, digital platforms, and customer journeys that improved retention and revenue.
Highlights
Launched Chevy Plus Privilege Program, boosting Chevrolet’s repurchase rate from 15% → 20% and driving 300+ unit sales per year (CRM Director, Arc Worldwide/Leo Burnett).
Designed and rolled out Tops Rewards nationwide, pioneering Thailand’s first CRM loyalty program in food retail (CRM Development Manager, Central Food Retail).
Directed the launch of SF Smart Purse, creating a new engagement platform across 200+ screens nationwide (CRM Section Manager, SF Cinema).
Managed the Thai launch of the American Express Platinum Credit Card, delivering full ATL/BTL campaigns with regional coordination (Senior Communications Executive, Ogilvy One).
Oversaw Shell Retail LINE BC integration and BMW/MINI digital campaigns, strengthening customer engagement and retention (Business Director, Wunderman Thompson).
The Full Story
Wchirathon (Tong) Wongathikom
Wchirathon (Tong) Wongathikom is a seasoned CRM and digital engagement strategist with over 20 years of experience driving customer loyalty, retention, and growth for some of Thailand’s most recognized brands across finance, retail, automotive, and media.
His career spans leadership roles at Wunderman Thompson, Arc Worldwide/Leo Burnett, Central Food Retail, SF Cinema, and Ogilvy One, where he consistently delivered measurable business impact.
Tong is best known for designing and launching loyalty platforms that shifted customer behavior and increased sales. At Arc Worldwide, he launched the Chevy Plus Privilege Program, lifting repurchase rates from 15% to 20% and generating 300+ additional unit sales per year for Chevrolet. At Central Food Retail, he pioneered Thailand’s first food retail CRM platform with the nationwide rollout of Tops Rewards, while at SF Cinema he spearheaded the launch of SF Smart Purse, a customer engagement program rolled out across 200+ screens nationwide.
At Ogilvy One, Tong managed the Thai launch of the American Express Platinum Credit Card, overseeing full ATL/BTL marketing campaigns in partnership with the regional office. Most recently, as Business Director at Wunderman Thompson, he led CRM and engagement strategies for Shell, BMW Group, MINI, and Bank of Thailand, overseeing digital campaigns and platform integrations that enhanced customer engagement and retention.
With deep expertise across CRM, customer data, digital platforms, and account management, Tong has a unique ability to bridge client and agency perspectives. He is recognized for turning customer insights into revenue growth strategies, building and leading cross-functional teams, and managing complex stakeholder relationships.
Tong’s career demonstrates a consistent ability to translate data into loyalty, campaigns into customer retention, and strategy into measurable results—making him a valuable partner for organizations looking to strengthen customer engagement, scale digital transformation, and build sustainable growth.
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