Gypsum Trachang gets new GM, with focus on B2C
The Siam Gypsum Industry (Sara Buri) Co, Ltd, a leading manufacturer of gypsum boards, ceiling tiles and accessories in Thailand, has appointed Chroong Kanjchanapoomi as general manager. The company said the appointment is in line with company’s strategy to expand its market leadership and leverage the brand amongst consumers.
The Siam Gypsum Industry was established in 1982. In 2014, the company became part of a joint venture of USG Corporation – the inventor of gypsum boards and a leader in innovative gypsum board products as well Boral Gypsum, the leading construction material in Australia, forming a market leader across Asia, Australasia and the Middle East, called USG Boral. In Thailand, USG Boral is a joint venture with Siam Cement Group, offering innovative and quality gypsum board products under the Gypsum Trachang brand to Thai consumers.
The Gypsum Trachang brand earlier focused its marketing activities on the business-to-business (B2B) segment. Now, the company plans to leverage the brand toward business-to-consumers (B2C) by enhancing awareness and understanding of its products under the Gypsum Trachang brand.
The company said Chroong, the new general manager, has expertise in both marketing and management from various industries including FMCG and construction materials. It said he also has expertise on product distribution channels and has been working with local and international companies.
Chroong, the company said, has more than 20 years of experience in general management across a wide variety of industries ranging from consumer goods to industrial products and services. He began his career with Unilever Thailand and also worked for leading international companies including Coca-Cola International, Shell Thailand, Akzo Nobel Paints, Tesco Lotus, and G4S Secure Solutions.
