In the dynamic world of retail, where adapting to change is key to survival, one woman stands out as a beacon of innovation and resilience. Meet Maytinee Phisutsinthop, the chief operating officer for the Small Format at Central Food Retail Co Ltd (CFR), who’s been steering this ship towards uncharted waters and triumphantly anchoring achievements that echo across Thailand’s retail landscape. Her 33-year career isn’t just a tale of progress up the corporate ladder; it’s a saga of visionary leadership that’s reshaping the norms of Thai retail.
Climbing from a management trainee to the commanding role of COO in the Small Format sector of Tops Daily, Maytinee has set a benchmark in dedication and forward-thinking. Her transformative journey took a stellar turn when she assumed her current role in 2019. As the specter of the pandemic loomed, wreaking havoc across industries, Maytinee wielded her strategic prowess to keep Tops Daily not just afloat but thriving. Imagine a captain guided by a compass of impeccable strategy and unfaltering leadership amid tempestuous seas—that’s Maytinee during the pandemic.
In the heart of chaos, she devised a comprehensive store reassortment strategy, a lifeline that didn’t just save but revitalized the brand. By reshaping store layouts and tailoring product placements to mirror the burgeoning needs of customers, she ensured that Tops Daily was more accessible, convenient, and, crucially, safer than ever. Entering a Tops Daily store now felt like stepping into a carefully curated mini-supermarket, thanks to her brainchild—a fusion of the Snacker, Beauty and Personal Care, and Asian Cooking concepts. These thematic corners not only etched a distinct identity for Tops Daily amidst a sea of competitors but also evoked a sense of personalized shopping adventure for every customer.
The Girl Scout of strategy, Maytinee didn’t stop there. Under her helm, FamilyMart was reimagined and emerged anew as Tops Daily. With a dazzling net promoter score of 67.2% and a customer satisfaction score soaring at 92.6%, it was evident that her rebranding magic resonated deeply with consumers. Reinventing the wheel didn’t suffice; she also innovated store formats catering to the nuanced tastes of specific demographics. The Tops Daily X Wine Cellar and Tops Daily X The Baker Café in Phuket stood testament to this, each concept featuring groundbreaking diversifications into niche and hybrid retail experiences.
Taking a leap into the digital realm, Maytinee has seamlessly integrated the digital with the physical, laying the foundation for an omnichannel strategy that promises the convenience of Tops Daily at your fingertips no matter where you are. Yet, business is not all that beats in her heart; a symphony of social responsibility harmonizes her life’s recital. With a baton waved towards sustainable futures, her leadership in the Jingjai Market initiative echoes support for over 11,000 local farmers, weaving a tapestry of sustainable income and economic upliftment for local communities.
Since the initiative’s inception in 2018, expanding to 32 vibrant locations, Maytinee hasn’t merely driven profits—she’s driven change, the kind that uplifts societies. Her leadership mantra is enshrined in empowerment, customer-centrism, and excellence in operations, embodied through active listening and respectful coalescing with her team. This philosophy has won Tops Daily the prestigious NACS Retailer of the Year Award for 2024 and the Engaging Leaders Special Recognition by Kincentric Thailand, accolades that garnish her illustrious career.
Maytinee Phisutsinthop’s journey through the vast, often treacherous waters of Thai retail has not only manifested professional triumphs but etched a profound legacy—a legacy where innovation blends seamlessly with resilience, and community stands as a testament to true success. Here’s to the architect of change, the curator of customer joy, and the harbinger of impactful contributions across Thailand’s retail tapestry.
Maytinee’s journey is truly inspirational! Transforming retail during a pandemic is no small feat. Kudos to her strategy!
Absolutely agree! Her strategic vision is next level. Women like her redefine leadership.
While she’s accomplished a lot, let’s not forget this is a capitalist venture. Success doesn’t always equal ethical.
Businesses should focus more on profit rather than unnecessary social responsibilities. It’s about making money!
Social responsibility is essential. Businesses thrive when they invest in their communities.
Investing in profit generates more jobs, which helps the community anyway.
Her support for local farmers is what stands out to me. True impact goes beyond balance sheets.
Phisutsinthop’s rebranding was smart business. She knew the pandemic was an opportunity, not just a crisis.
Right, but isn’t profiting off a crisis somewhat opportunistic?
Every business aimed to survive during tough times. Taking opportunities doesn’t inherently mean exploitation.
Reshaping store layouts to enhance safety is a brilliant move. It shows foresight and adaptability.
It’s definitely a unique approach to customer safety, but comes with higher operational costs.
Higher costs are justified if they retain customers and boost brand loyalty long-term.
But what about the workers? Are they benefiting equally, or are these just surface-level changes?
Her Jingjai Market initiative is a game-changer for local farmers, providing them economic stability.
Omnichannel strategies are the future of retail. She’s setting a great example in this regard!
For sure! Seamless integration of digital and physical retail is crucial for modern businesses.
Exactly, it’s all about providing customer convenience while expanding reach.
It’s just marketing. What real change comes from supporting farmers? It all sounds so performative.
Awards don’t mean much unless they translate to real benefits for employees and the environment.
Remarkable how she blends leadership with social initiatives. Not many can manage both effectively.
Customer satisfaction scores are great, but they should also focus on employee satisfaction.
Without happy employees, customer service will eventually decline.
It’s easy to admire her success from afar, but I’d like to hear from the ground level staff about these changes.
Maytinee’s leadership during the pandemic is impressive, but it seems too focused on profit-driven change.
FamilyMart’s transition into Tops Daily shows her vision isn’t just successful—it’s revolutionary.
Indeed, but such rapid changes can be disruptive for workers adapting to new systems.
That’s true, change management is crucial to ease the transition.
The integration of niche concepts like Wine Cellar in stores is genius. It adds a personalized touch.
It’s not just about expansion; it’s about how sustainable these initiatives really are.
Phisutsinthop will be a case study for retail leadership for years to come!