AnyMind Group Overall Culture from the Managing Director’s Perspective
Siwat Vilassakdanont, Managing Director of Thailand and the Philippines, AnyMind Group, describes the office culture as a balance of hard work and fun.
“An important aspect of our culture is teamwork and cross-department collaboration. At AnyMind Group, everyone naturally supports one another to achieve common goals,” he emphasized, noting that this collaboration, outlined under the value “Achieve Together” is key to the team’s success. He also underscores the value of open communication, encouraging his team to “Be Bold” and learn quickly from mistakes.
“Be bold,” he often tells the teams, believing that open communication leads to faster decision-making. Even when mistakes are made, the focus is on learning quickly and moving forward—”Fail fast, learn fast, and move on.”
Siwat also emphasized the importance of openness. He believes in each team member’s needs and aligns them with the company’s goals and objectives. “I always try to put myself in their shoes, ensuring their goals match the company’s objectives, and I provide resources to help them succeed in their projects.” He emphasizes the importance of “Be Open,” encouraging his team to share their ideas without hesitation.
Achieving together holds a strong intention to foster teamwork. He shares that “even when two teams have different KPIs or responsibilities, collaboration is crucial to completing tasks and achieving success we work as a team to achieve together,” he emphasized.
As MD, Siwat supports employees in three main areas. “Firstly, managers are trained to understand and help their teams achieve career goals. Second, employees are upskilled through programs in language, marketing, leadership, and sales. Lastly, AnyMind Group promotes cross-country knowledge sharing, where best practices and success stories from APAC offices are shared to foster collective growth.”
He also stated that a growth mindset is essential for new team members. “We seek individuals who think positively, embrace new ideas, take risks, and are eager to improve,” he said, highlighting the importance of supporting others and growing together at AnyMind Group.
Let’s meet up with our heads from each department.
Vice President of Influencer Marketing, DM, and POKKT, Thailand
Umamon Siriluksanaporn highlighted the power of collaboration within the brand commerce division.
“In Influencer Marketing, we use our AnyTag platform to deliver full-unnel marketing strategies,” she explained. Her team is divided into specialized units like Business Development, Strategic Planning, and Influencer Management, all working together to create, execute, and analyze campaigns tailored to clients’ KPIs.
For POKKT, the focus is on in-app advertising, with 80% of its inventory in gaming apps. “POKKT provides rich media solutions for brands, driving both awareness and performance metrics like CPI and CPA,” Cherry noted. The team in Thailand collaborates closely with counterparts in India to achieve stellar results.
The culture at our Thailand office is “fun, confident, and all about Work Hard, Party Harder.” My motivation comes from witnessing my team’s growth and success. I believe that stepping out of my comfort zone is where real growth occurs. Success is the result of collective effort, not individual accomplishments. “We achieve our goals by working together,” she added.
D2C and E-commerce Team
Korakan Yamsattham, Head of D2C/E-Commerce Enablement and Affiliate Business, Thailand, at AnyMind Group, plays a key role in helping brands transition to the digital landscape. His team supports businesses as they embrace D2C channels and major e-commerce platforms like Shopee, Lazada, and TikTok Shop.
“Our team works closely with companies experiencing growth in online sales, whether through D2C models or popular e-commerce platforms. In Thailand, most consumers are drawn to e-commerce due to competitive pricing and discounts, but brands are increasingly feeling the pinch as platform fees continue to rise. This is why many brands see D2C as the future of their sales strategies.”
Korakan emphasizes the complexity of digital transformation for well-established brands. He paints a picture of a traditional FMCG company with decades of experience and systems designed for offline sales. Transitioning to online sales presents new challenges:
How do you manage orders from both D2C and B2B to align production schedules?
What system is compatible with your existing POS or ERP setup?
How do you navigate the intricacies of e-commerce marketplaces?
“These challenges can be overwhelming for brands that have traditionally focused mostly on offline sales. But with AnyMind’s D2C & E-Commerce Enablement team, we help solve these issues and guide brands through their digital transformation.”
On a personal note, he shared that his motivation stems from his team. “Whenever I face a challenge, my team is there to support and encourage me. Success isn’t about competition; it’s about collaboration. You can’t achieve true success by standing alone—you grow together.”
He also sums up his philosophy with a powerful reminder: “Don’t rely on others for your happiness. Be independent, and always remember that true success comes from teamwork.”
