Grab Thailand Appoints New Country Head for Sustainable Growth
Southeast Asian superapp Grab announced the appointment of Chantsuda Thananitayaudom as its new Country Head for Thailand, effective April 1, 2025. This strategic move signifies a significant leadership transition, with Ms. Thananitayaudom succeeding Worachat Luxkanalode, who is departing to pursue other opportunities. The change underscores Grab’s commitment to cultivating local leadership within the region’s burgeoning digital economy.
Ms. Thananitayaudom’s appointment marks a significant milestone in Grab’s long-term succession planning. She will be responsible for charting the strategic direction of Grab Thailand, overseeing operations and expansion across its diverse portfolio, including mobility services, deliveries, financial services, and enterprise solutions. This comprehensive role includes steering the company’s «GrabForGood» mission, leveraging technology to create positive social and environmental impact throughout Thailand. Key priorities include consolidating Grab’s market leadership, fostering a sustainable ecosystem for drivers and merchant partners, and advancing the company’s triple-bottom-line commitment—balancing profit with social and environmental responsibility.
Ms. Thananitayaudom brings extensive experience to this pivotal role. Having joined Grab in 2018 as Country Marketing Head for Thailand, she spearheaded strategic marketing initiatives and brand-building campaigns. She played a pivotal role in establishing GrabFood as a leading and trusted brand in Thailand, contributing significantly to its achievement of the No. 1 Brand Thailand award for five consecutive years.
Her career at Grab has been marked by progressively expanding responsibilities, reflecting her exceptional performance and leadership capabilities. She led the Partnerships Team in 2021, driving growth through strategic alliances; scaled the GrabMart service in 2022; and oversaw the Commercial Team in 2023, boosting both B2C and B2B segments. Most recently, in 2024, she managed financial services, further broadening her expertise within the Grab ecosystem.
Before joining Grab, Ms. Thananitayaudom honed her leadership skills in marketing and e-commerce at Unilever, a global consumer goods giant. She held senior leadership positions, including Head of E-commerce for Unilever Thailand and Head of Marketing for Unilever Laos, where she shaped strategic direction and drove brand growth. She also served as Brand Manager for the ice-cream business, significantly contributing to the success of the Cornetto brand in Thailand. This diverse background provides her with a unique perspective and a deep understanding of consumer markets, ideally positioning her to lead Grab Thailand into its next phase of growth.
With her extensive experience and proven leadership, Chantsuda Thananitayaudom is poised to navigate the dynamic landscape of the digital economy and further solidify Grab’s position as a leading superapp in Thailand.
