SET-listed developer Sansiri has undergone a major restructuring since former chief executive Srettha Thavisin entered politics.

Khun Apichart

Chief executive Apichart Chutrakul said the restructuring is meant to reposition the organisation for the future business landscape and empower executives across all divisions to enhance agility.

“Our DNA is speed to market,” he said.

“Decisions are made with a comprehensive understanding of information and consideration for stakeholders’ input.”

Poomipak Julmanichoti, chief strategy officer, said speed to market was a fundamental working principle firmly established by Mr Srettha, who was known for quick work and a high level of discipline.

“During his time at Sansiri, Mr Srettha frequently held meetings with senior executives at the company’s headquarters in the early morning,” he said.

There were eight senior executives reporting directly to him who were responsible for different departments. The departments were: finance and accounting; legal and government affairs; business support; low-rise project development; low-rise marketing; corporate marketing; digital marketing and corporate communication; and sales management.

High-rise project development was overseen by Uthai Uthaisangsuk, chief operating officer, who also supervised quality control and after-sales service departments.

After the restructuring, there are four corporate senior executives who directly report to Mr Apichart, the chairman of the board who was appointed chief executive on Sept 19 after serving as the acting chief executive, replacing Mr Srettha on March 22, 2023.

Two of the four senior executive positions are unchanged, including Mr Uthai and Nopporn Boonthanom, senior general counsel.

In addition to high-rise project development, Mr Uthai also supervises low-rise project development.

The other two executives, who were part of the group of eight executives reporting to Mr Srettha, were promoted on Oct 1, 2023.

Mr Poomipak was promoted from chief of staff to chief strategy officer and supervises finance and accounting, sales management, business support and investment.

Sriamphai Rattanamayoon, formerly deputy executive vice-president of marketing (low-rise), is chief marketing officer and supervises corporate marketing, digital marketing and corporate communication.

“We will continue using a speed to market strategy to cope with competitive markets, setting ambitious goals to reach 65-70 billion baht in presales over the next two years,” said Mr Poomipak.

This year Sansiri aims to achieve 55 billion baht in presales and has recorded 40 billion over the first 10 months.

The company plans to launch nine new projects worth a combined 14.4 billion baht in the final two months, expecting to hit the presales target.