Panisara Marukapitak, Market Intelligence Manager, Oegstgeest, Netherlands

Years with AD


What attracted you to your chosen work?  


I have an academic background in Economics and hands-on experience in Procurement and Marketing in Thailand. After finishing my MBA in the Netherlands, I aimed to progress my career in marketing with a focus on market insights and strategy to leverage my analytical skills. I was particularly drawn to the role of Market Intelligence, which shapes business strategies and decision-making. I love the idea of having that kind of impact and influence. My work requires me to continuously learn about industry & sustainability trends, competitive movements, emerging technologies, and evolving consumer behaviors.

What skills did you develop early that are still useful today?


Early on, I developed valuable research, analysis, and communication skills. I learned how to independently collect and analyze data, conduct comprehensive market research with external partners, and derive a keen understanding of competitor strategies. I also recognized the essence of effective communication, conveying key insights through impactful presentations. 


Working extensively with market data in a fast-paced environment, I cultivated the ability to synthesize complex information into actionable insights using analytical tools to identify trends and opportunities. This experience of connecting the dots and refining complex information into clear, concise summaries remains instrumental today.


How have you grown in your career at Avery Dennison?


I was born and raised in a culture where confrontation, especially with senior management, is less common. Working at Avery Dennison with diverse backgrounds has been a transformative experience. I have embraced the importance of challenging others constructively and providing feedback that fosters collaboration and drives positive team outcomes. Throughout my career, I have consistently sought opportunities to expand my skill set, gaining strategic thinking and stakeholder management expertise.


At the beginning of 2024, I stepped up to a managerial role with increased responsibilities, leading Market Intelligence, long-term strategy discussions, and sustainability projects to prepare the organization for the European Green Deal. My professional network has grown significantly, connecting me with stakeholders across various levels and functions. This journey has been about embracing new challenges and continuously growing personally and professionally.



What's the biggest stretch opportunity you've taken on?


The pivotal moment was when I chose to leave the comfort of my full-time job, family, and friends in Thailand to pursue my studies in the Netherlands with a scholarship in 2016. It was a huge decision, motivated by my desire to gain international experience and broaden my horizons. Stepping outside my comfort zone was challenging yet fulfilling. 


Living thousands of miles away from home has been challenging, but I feel deeply proud of my accomplishments when I reflect on my journey. Despite the obstacles, I am determined to continue striving for my passion.


What role has mentorship played in your career?


The mentorship I've received so far has been invaluable. From my early days, my mentors provided guidance and coaching that fostered personal and professional growth. Their insightful feedback and different perspectives on the company and the industry have significantly shaped my development, equipping me with various approaches to enhance my role. Actively seeking feedback remains a cornerstone of my continuous self-improvement journey.



Actively seeking feedback remains a cornerstone of my continuous self-improvement journey.


What's the best career decision you've ever made?


The internship opportunity opened the door to my career at Avery Dennison. Despite having prior work experience, I embraced this role as a chance to start fresh and immerse myself in a new environment. This decision proved beneficial as I have steadily progressed within the company. In the second half of 2023, I accepted an opportunity to join the Works Council Offices (NL). This role involves representing colleagues in discussions about company policies, business strategies, and other topics that impact the organization and its employees. I feel honored to have this additional responsibility and am proud of my progress with the team.


As you think about the next steps in your career, what are the most essential actions you plan to take?


Agility and prioritization are essential in this dynamic field. For my next phase, I am proactively developing my leadership and change management capabilities. This includes refining my strategic thinking and actively contributing to long-term initiatives. I plan to seek more coaching opportunities as a mentee and mentor to foster a culture of continuous improvement and learning from setbacks. Additionally, I aim to build a high level of resilience to effectively navigate complex situations, overcome obstacles, and manage time constraints with composure and adaptability.


What do you enjoy most about the work you do?


I enjoy collaborating with stakeholders across the organization and globally. While my role involves an analytical framework, I thrive on exchanging ideas and working collaboratively with others to achieve better results. I enjoy the challenge of leading cross-functional projects, delivering strategic insights, and contributing my expertise to business decision-making and talent development. Working in a diverse and inclusive environment continually broadens my perspective and fuels my growth.


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