Asia-Pacific Power List 2024: Boonthida Ratanavilaikul, FedEx

Boonthida Ratanavilaikul 

Country head of marketing—Thailand and Malaysia
FedEx
Thailand
New member

A new entrant to the Power List for 2024, Boonthida Ratanavilaikul brings over 15 years of experience in the logistics industry, enhancing her expertise across marketing and management. Her career began with a decade at TNT Express Worldwide for a decade, before transitioning to FedEx, where she has spent the last six years.

Ratanavilaikul is recognised as one of Thailand’s leading contributors in marketing, with her work encompassing marketing analysis, revenue generation, and product launches.

As the country head for marketing for FedEx in Thailand and Malaysia, Ratanavilaikul’s strengths lie in managing quantitative analysis and market assessments, playing a crucial role in the introduction of new products and services. She is also involved in the product development lifecycle, with her collaborative leadership approach encompassing sales, finance, and regional marketing teams to help them in crafting strategic business plans aimed at sustained growth in the Asia-Pacific market.

Ratanavilaikul is also a vocal contributor to FedEx’s corporate social responsibility (CSR) and environmental sustainability initiatives. She champions various causes, such as the #FedExCares vegetable farming program, which benefits underprivileged communities in Malaysia, through her LinkedIn feed and other media platforms. Her leadership was also key in driving FedEx's celebration of 40 years in Thailand at the end of 2022, launching an anniversary campaign that notably converted customer rewards into charitable donations to the Raks Thai Foundation.

Over the last two years, Ratanavilaikul led marketing for several significant sustainability campaigns in Thailand and Malaysia. Noteworthy among these was the introduction of electric vehicles (EVs) to the FedEx fleet in Malaysia and the innovative recycling project in Thailand that transformed old uniforms into new caps for couriers. These initiatives are part of FedEx's broader aim to achieve carbon-neutral operations by 2040 and demonstrate the company’s efforts to integrate eco-friendly technologies and promoting sustainable practices.

Outside of her daily responsibilities, Ratanavilaikul has also represented FedEx on several industry panels and in judging capacities, establishing her as an active member of the community and a leader in her field.