1. PROFILE OF
SHELIDA BURANASIRI
PERSONAL:
PRESENT ADDRESS PHYSICAL ATTRIBUTERS
108/87 Rain tree Villa Height 1.67 m.
Sukhumvit 53 Nationality Thai
Wattana, Bangkok 10110 Religion Buddhist
Tel. 662-6544 Birth-date 18 February 1963
Mobile: 093-265-9654 Health Excellent
Email Address: shelidaburanasiri@gmail.com
CAREER OBJECTIVE:
• To be a part of an organization which brings prospects of growth and creativity
for self and organization
• To apply the best of experience, ability and knowledge to contribute to the growth
of the organization
• To be a part of an organization which cares and committed to help sustain local
community and environmental
EDUCATION:
Bachelors Degree in Business Administration & Management from Husson University,
Bangor, Maine, U.S.A.
PROFESSIONAL TRAINING AND EDUCATION CERTIFICATES:

2. • Trained by Flight Operations Training Centre of the Saudi Arabian Airlines for
the “Hostess Training and Initial Flight Safety Course”
• Training and Workshop on “Strategic and Business Plan Development” by KPMG
• Completed a course in the signature program for the “7 Habits of highly Effective
People” by PacRim Group Co., Ltd.
• Certificate from Public Health Department for Spa Manager in 2006
• Trained by Goldman Sachs for the “Leadership Forum”
• Trained by P&P Consultants on the “Integrative Problem Solving & Decision
Making
• Trained by Learning Resources Ltd., on the “Speak Up Assertively”
PROFESSIONAL EXPERIENCES:
AT MEDIA FRONT COMPANY LIMITED
(Conglomerate of TCC Group)
Type of Business: Integrated Marketing Communication & PR Agency
Period: October, 2014 – August, 2015
Position Held: Assistant Vice President—Business Development
Key Job Responsibilities:
• Driving growth of the company by both generating new business opportunities
and by motivating and challenging employees
• Help organization remain competitive and grow according to plan by identifying
assessing and developing new business opportunities
• Assists in developing strategic plan, which addresses critical issues in marketing
area. The plan will set out objective for each strategic area and outline plans for
achieving those objectives.
• Develop, coordinate and implement marketing plans designed to maintain and
increase existing business and capture new opportunities
• Involved in strategic marketing and operations planning with top executives,
setting objective and methods to reach them. Keenly aware of organizational
growth initiatives regarding regional market and target customer segments and
the company’s potential to meet customer needs with product or service.
• Responsible for the development and implementation of an annual, strategic,
special events calendar that ensures the efforts, resources and the volunteer time
are utilized in manner that provides the greatest return to the organization.
Ensures all events are planned to capture the attention of the intended audience
and the media.
• Manages the production of each event ensuring all appropriate sponsorships are
achieved and all details are managed in creative, timely and cost efficient manner

3. • Seek networking channels for business development purposes such as attending
functions and gathering of potentials when/if possible
• Monitor the development and implementations of every activity or event that has
been commissioned thru networking
Achievements:
• Initiated concept of an “Oasis Boutique Hotel” on the property at the end of
Sukhumvit Soi 38
• Initiated concept of “Automatic Parking Building” on the property of a “Log
Home Outlet” in Sukhumvit Soi 55 (Thonglor)
TCC HOTEL GROUP COMPANY LIMITED
(Conglomerate of TCC Group)
Type of Business: Hotel Operator and Consultant
Period: June, 2011 – September, 2014
Position Held: Assistant Vice President--Marketing Communication
Key Job Responsibilities:
• Broad range of communications and marketing support to all properties
under domestic hotel group. Also, to be responsible for developing and
implementing a marketing and communications strategy for the
organization.
• Establishing overall objectives and priorities for the direction of the
organization
• Considers and analysis the implications of proposed actions and decisions
on the whole of organization
• Assists in developing the strategic plan, which addresses critical issues in
the marketing communications area. The plan will set out objectives for
each strategic area of the department and outline plans for achieving those
objectives
• In consultation with senior management team and departmental staff,
develops a recommends annual plan for the Marketing Communications
area—PR, CSR, Charity Event, etc. The plan will set out objectives, plan
and specific activities to be pursued in each area of responsibility
• Compile and make presentations to the Board on Marketing
Communications strategies and activities
• Responsible for the development and implementation of an annual,
strategic, special events calendar that ensures the efforts, resources and the
volunteer time are utilized in manner that provides the greatest return to
the organization. Ensures all events are planned to capture the attention of

4. the intended audience and the media. Manages the production of each
event ensuring all appropriate sponsorships are achieved and all details are
managed in creative, timely and cost efficient manner
• Seek networking channels for business development purposes such as
attending functions and gathering of potentials when/if possible
• Monitor the development and implementations of every activity or event
that has been commissioned thru the networking
• Develops and implements communications and media strategies that
successfully deliver information and key messages to the public
• Develops and maintains a strong and productive relationship with both
print and electronic media. Ensures the organization is understood by the
media and the media are interested in presenting information to the public
in a manner that informs and educates them on the organization
• Work Collaboratively with a diverse staff team to create and manage cross-
organizational, integrated marketing strategies
• Serve as internal liaison to departments and other staff resources
• Review and edit existing promotional materials for marketing
effectiveness, cross-selling implications and adherence to brand guidelines
• Direct market research activities in order to keep abreast of changing
demographics and other relevant issues in order to evaluate marketing and
communication activities and to monitor emerging issues
• Ensures the development of advertising and promotional plans and
manages the annual advertising and promotion budget
• Manages the use of external resources as they pertain to the marketing and
communications function (e.g. advertising agency, printers, etc.)
• Keeps abreast of all trends in the industry
Achievements:
• Initiated concepts of “Thainess” for the 22 existing hotels
• Initiate and implemented CSR events for “Imperial Brand” hotels in Samui
—Turtle Releases
• Initiate and implemented CSR events for “Imperial Brand” hotels in
Bangkok, Chiang Mai, Chiang Rai, Koh Samui and Phuket—Imperial
Cleaning Day
IMPERIAL HEALTH & SPA COMPANY LIMITED
(Conglomerate of TCC Group)
Type of Business: Spa Operator and Spa Consultant
Period: April, 2005 – June, 2011
Positions Held: Assistant Vice President—November 2008 – Present
Assistant MD--April 2007 – November 2008

5. General Manager--March 2005 – April 2007
Key Job Responsibilities:
• Develop a new spa operations company to operate “Hotel & Resort Spa” in all
appropriate hotel properties within the group
• Develop operations manual for standard practices and procedures for operations staff
• Develop Strategic Planning, Business Planning and Yearly Budget s
• Oversee operations work of every property in which the company operates a spa
• Manage and drive operations team to generate revenue to achieve daily targets and
monthly targets
• Manage and control profits and losses of the company
• Expand consultation business outside the group
Achievements:
• Initiated and Implemented Standard Operations Procedures/Manual
• Involved with the process of inventing Spa Menu, Treatments and Signature
Treatments
• Expansion of Spa outlets from none to six outlets in five years
• Maintained company’s Gross Operating Profit (GOP) at an average of 38 % since 2005
TCC CAPITAL LAND COMPANY LIMITED
(TCC Land and CapitaLand joint venture)
Type of Business: Property Developer
Period: March, 2004 – March 2005
Position Held: Assistant Vice President
Marketing & Corporate Communication
Key Job Responsibilities:
• Develop and maintain the Corporate Brand Image
• Develop Strategic Planning, Business Planning and Yearly Budgets
• Provide the Co-ordination and Development of a Unified Marketing and Public
Relations plans for the company including advertising and promotional campaigns

6. • Liaise with professional agencies in developing Marketing and Sales strategies as
well as Corporate Communications—for both Advertising Agencies and Property
Vendors
• Supervise the Administration & Customer Relations Department for all after sales
services—Sales Contracts, Internal requirements, etc.
Achievements:
• Involved with the process of building a property brand, image, etc. for the Athenee
Residence
• Launched the first project of the joint venture companies: “Athenee Residence”
• Developed, implemented and supervised the Administrative & Customer Relations
Department
NAKARIYA HOUSE OF HEALTH & BEAUTY
Type of Business: Traditional Thai Herbal Spa
Period: February 2001 – September 2003
Position Held: Owner & Operator
Key Job Responsibilities:
• Develop and implement ancient treatment procedures for operations staff
• Control and supervise daily operations-- back of house, Receptionist, therapists and
financial area
Achievements:
• Developed and operated the first Ancient Thai Herbal Spa Treatment
• Introduced an organic ancient Thai herbal method of treatment
DAIMLERCHRYSLER (THAILAND) LIMITED
Type of Business: Automotive
Period: November 1998 – November 2000
Positions Held: Assistant Vice President
External Affair & Public Policy
January – October 2000
Personal Assistant to CEO—

7. November 1998 – December 1999
Key Job Responsibilities (AVP External Affair & Public Policy):
• Liaise, co-ordinate and provide information for local Automotive press-- news
releases, product launches, concept cars, etc
• Develop Automobile Press Network
• Gather, organize and release information provided from DaimlerChyrsler Stuttgart
following established time frames
• Monitor news releases and brand images of the company and competitors
• Provide clippings and synopsis for both BKK office and Stuttgart
Achievements:
• Involved with the process of organizing and launching new “S-Class, CL- Class, A-
Class, at the Bangkok Motor Show in 1999 and 2000
• Organized an International Seminar for Communications Departments from different
countries—DaimlerChrysler 6th
International Communications Seminar
• Organized an Automotive Press Trip to the Frankfurt International Motor Show
(IAA) 2000
Key Job Responsibilities (Personal Assistant to CEO):
• Introduce key points of cultural differences for CEO and all Foreign Department
Heads
• Involve and co-ordinate with Marketing Department in arranging appointments with
existing Automotive Dealers in the countries for CEO
• Assist in translating and communicating with dealers to get appropriate messages
across for better understanding and co-operation
• Arrange appointments with appropriate officials and government departments for
CEO when and if required
• Provide information and briefing for CEO on key local dignitaries, officials and their
importance’s prior to events and functions
Achievements:
• Assembled and compiled network, insights and information on key local dignitaries
and officials
• Provided network and connections with key dealers for CEO
• Assembled and compiled network, connections with well-known local business
entrepreneurs and tycoons

8. KING POWER INTERNATIONAL GROUP CO., LTD.
Type of Business: Duty Free Retail
Period: March 1997 – October 1998
Position Held: Direct Marketing & Public Relations Manager
Key Job Responsibilities:
• Select and recruit both Thai and expatriates as potential members who are frequent
flyers
• Plan yearly budgets for promotions and PR campaigns
• Involved in the process of initiating and organizing Special Events and PR Functions
of the company
• Involved in the process of initiating and organizing events and promotions for
members
• Involved in gathering, selecting and briefing potential vendors in producing the
company cards for members
• Initiate and develop conditions for members
• Involved in initiating and producing newsletters for members
• Arrange exclusive interviews with press and provide guidelines for Management and
Executives when and if needed
Achievements:
• Set up and ran the Direct Marketing Section according to business direction/plan
• Selected and recruited King Power members including distribution of member cards
as targeted
SIAM VISION
Type of Business: Advertising
Period: August 1996 – February 1997
Position Held: Business Development Director
Key Job Responsibilities:
• Seek and secure potential clients
• Select appropriate team to serve client needs and requirements
Achievements:

9. • Secured the “Auntie-Ann Pretzels” advertising contract
• Secured “Tipco” Thailand Co., Ltd. Advertising contract
TRIDHOS THREE-GENERATION CO., LTD.
Type of Business: International School in Chiang Mai
Period: June 1995 – July 1996
Position Held: Corporate PR & Advertising Manager
Key Job Responsibilities:
• Budget and yearly planning for PR Functions/Events and Advertising
• Provide interview guidelines and arrange exclusive interviews for management
members
• Monitor company publicity including provide news clippings and synopsis
• Provide and organize monthly events for the “Tridhos Marina Club”
• Produce newsletter for Tridhos Three-Generation School Village
Achievements:
• Successful Launch of the “Tridhos Three-Generation School Village” in Chiang Mai
JW WALTER THOMPSON
Type of Business: Advertising
Period: January 1993 – May 1995
Position Held: Diamond Information Executive
Key Job Responsibilities:
• Provide information about diamonds for diamond dealers & jewelers
• Provide information regarding De Beers Promotion Packages
• Involve in selecting and recruiting partners for appropriate promotion packages from
De Beers
• Involve in the process of initiating and organizing fashion shows to promote De Beers
partners, “Diamond are Forever”
Achievements:

10. • Finalized and recruited required partners for De Beers ‘5 different packages
THAI SKY TV
Type of Business: Cable TV
Period: January 1992 – November 1992
Position Held: Executive Personal Assistant to Managing Director
Key Job Responsibilities:
• Involve, co-ordinate and setup appointments with production houses and local free
TV channels for Managing Directors
• Help in translating and communicating with all parties involved to convey
appropriate messages for better understanding and co-operation
• Arrange appointments with appropriate officials and government departments for
MD when and if required
• Provide information and briefing for MD on key local dignitaries, officials and their
importance’s prior to events and functions
Achievements:
• Involved in the process of establishing the first Cable TV Network in Thailand
• Involved in the process of organizing the 1991 Miss Universe Pageant in Thailand
(First Time in Thailand)
• Supported the Production Department as a News Anchor—for the English Channel
RICHMONDE (THAILAND) CO., LTD.
Type of Business: Alcoholic Beverage Distributor
Period: November 1989 – December 1991
Position Held: Executive Secretary to the Chairman
Key Job Responsibilities:
• Daily correspondence for the Chairman’s Office
• Appointments for the Chairman
• Co-ordinate and organize trips, both domestic and international, for the Chairman
and all management executives

11. Achievements:
• Involved in the process of organizing the first “Johnnie Walker Classic Golf
Tournament in Thailand”
SAUDIA ARABIAN AIRLINES
Type of Business: National Airlines
Period: June 1987 – October 1988
Position Held: Cabin Crew
REFERENCES:
Khun Nitaya Jutamart
Managing Director
SRM Sports Creation Management
Email address: nitaya.j@rajpruek.com
Khun Kamolnai Chaixanien
Senior Executive Vice President—Asset Management
TCC Asset Holding Co., Ltd.
Email address: Kamolnai.c@tccll.com
Khun Fredrick Arul
Executive Vice President—Asset Management
TCC Hotel Group Co., Ltd.
Khun Somthawin Patanavinich
Managing Director
At Media Front Company Limited
Email address:Somthawin.p@mediafront.com
Mobile: 081-889-4939
OFFICE EQUIPEMENTS:
Microsoft Office: Word, Excel, Power Point, Outlook
MEMBERSHIP:

12. • The Royal Bangkok Sports club & Polo Club (R.B.S.C.)
• The Cascade Club
SPORTS:
• Golf
• Squash
• Thai Boxing
• High Intensity Internal Training
INTEREST:
• Travelling
• Cooking
• Reading
• Cultural