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Second generation, taking over from my father and building forward

Same roots. New perspective.

Half-body portrait of Tanakrit Khajornkovit

Tanakrit Khajornkovit

From civil engineering to finance and the next chapter of a family business.

Engineering starts with structure. Finance adds a view of the relationships between decisions and their consequences.

Those interests meet in the work of a family business: the spaces people work in and the systems that carry information between them.

Same rootsTanakrit Khajornkovit looking out over Lake LouiseNew perspective

One loop, five beats

Go and see, bring it back, build it bigger, then go again

  1. Learn
  2. See
  3. Go out
  4. Bring it back
  5. Build
  1. 2015Learn

    Started civil engineering at Chulalongkorn University

    A thesis on bringing three dimensional modelling alongside traditional drafting

  2. 2017See

    First time on a real site, as an engineering intern

    At Ritta, construction taught what a lecture theatre could not

  3. 2019Go out

    Crossed to England for a master's in finance and investment at Exeter

    Graduated with distinction, and the pandemic arrived in the final year

  4. 2020Bring it back

    Came home in the middle of the pandemic, and started in sales at EST

    An engineer who had studied finance, starting again at the counter

  1. 2022Go out

    Two years outside the family group, in one stretch

    Project management at BRANDi, then finance and technology on Central Food's Yim project

  2. 2023Bring it back

    Took over from my father, as Chief Marketing Officer

    From the owner's son to the person who has to say where the numbers came from

  3. 2026Build

    Built the group's platform myself

    One system holding sales, customers, catalogue, warranty and the national service network

  1. 2026Go out

    Went to see a 3M Pro Shop in Vietnam

    Went to read where the neighbouring market is going, and found what we had built was already three places further

  2. 2026See

    Nearly twenty thousand kilometres at the wheel, north, south and the north-east

    The 1,348 service points across 76 provinces on this globe did not come from a report, they came from driving out to see them

  3. NextBuild

    Renovating one real office, so four companies sit under one roof

    The inspiration came from the reference 3M designed for its shops worldwide, then made into ours

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Education

  1. 2015–2018BEng Civil Engineering, Chulalongkorn UniversityThesis on bringing three dimensional modelling alongside traditional drafting
  2. 2019–2020MSc Finance and Investment, University of Exeter, EnglandGraduated with distinction

Languages

  • Thai, native
  • English, working
  • Chinese, intermediate

Working life

  1. 2017RittaField engineer, internship
  2. 2020–2021EST (2014)Sales
  3. 2022BRANDi and CompanyProject management associate
  4. 2022–2023Central FoodFinance and technology, the Yim project
  5. 2023 – presentSPMSChief Marketing Officer
  6. 2026 – presentPREEDA NEXTFounder and platform builder

Vision

I believe people should make decisions about their cars from information that is sincere and easy to understand, not just a sales pitch. So I talk like a friend you can ask for advice, and show both the reasons and the options. That is how caring for a car and choosing a film become confident, safe and truly worth it for everyone.

— P
WHY
I want people to get real value from the money they put into their cars and the safety it buys, with information that is sincere and easy to understand, so they decide with confidence instead of being carried away by advertising.
HOW
I work as an easy-going adviser: advice backed by reasons, options compared straight, and film and car care made reachable for anyone, while keeping things positive and respectful of the people watching.
WHAT
I talk about and serve the automotive business, above all window film, paint protection film, colour change, stickers and car care such as car detailing and coatings, and make content that leaves people feeling that before they do anything to their car, they should talk to P first.

Positioning

A friend who advises on cars.

Easy to talk to, explained in plain words, with jokes and a character of its own, but with advice drawn from reasons and real experience, so a decision feels comfortable and sure.

  • CREDIBLE

    Trustworthy

    Real knowledge, and responsibility for the advice given.

  • FRIENDLY

    Easy-going

    An easy manner that makes people bold enough to ask, and safe doing it.

  • SAVAGE

    Sharp-tongued, within limits

    A sharp tongue that knows its limits, which gives P depth and makes him easy to remember.

Voice

I am not here to sell. I am here to help, and to choose with you until you are sure, the way a real conversation goes.

Talk about a project, exchange perspectives, or start something new together.