Nikki Phinyapincha, Director of Media Relations & Communication, Asialife Media
29 Agosto 2022
In order to help current students and recent graduates to find their way in the working world, many of our alumni shared their career story. Here the story of Nikki Phinyapincha, Director of Media Relations & Communication for Asialife Media (Thailand) in Bangkok. USI Degree: Master in International Tourism, 2012.
How did you start your career?
After graduation from USI in 2012, I returned to Thailand to start my career journey at Pullman Bangkok Hotel G (by Accor brand) as a personal assistant to the Director of Business Development. I gained not only an extensive knowledge on how the global hospitality brand was running but also how to be professionally resilient, service-minded in the tough job. A year after, I changed job by referral to challenge myself in a new role as PR creative lead at Asialife Media (Thailand), a PR agency based in Bangkok specialized in international trade, tourism and high-value products. The key accounts across ASEAN & Europe I have led are Tourism Malaysia, Tourism Indonesia, Tourism Paris, Tourism Thailand, Taiwan External Trade Development Council, Ministry of Commerce Thailand. After just 3 years of contribution, I was promoted to the current role as Director of Media Relations & Communications as well as spokesperson (VITO) for the Ministry of Tourism & Creative Economy, Republic of Indonesia for Thailand & Indochina market.
Why did you choose a career in Asialife Media (Thailand)?
Being a transgender is never easy especially to pursue in professional career due to the society's stigmatization and discrimination that I experienced earlier. However, Asialife Media (Thailand) was a door not a wall for me at that time. The company accepted and valued my qualification and performance not gender identity, allowing me to be who I am and living the truth. Though the company was small size but it served various big multinational clients I mentioned earlier. That's cool! The culture was also dynamic and the hierarchy was flat. My career jumped fast with new challenges and opportunities offered by the company that always excite me to be better and to do better.
What is your current role/duties?
My current role is Director of Media Relations & Communication. The key duties are:
- strengthening company’s business by pitching & leading key company accounts.
- leading strategically overall PR and communications projects, strategy, plan, activation, budget, timeline, resource to reach agreed ROI and exceed client’s satisfaction.
In addition, I have been appointed as a spokesperson (VITO) for Ministry of Tourism & Creative Economy, Republic of Indonesia for Thailand & Indochina market. the key duty is to draw Thai & Indochina market to visit Indonesia through communication and partnership with key industry players.
In your opinion, what are the qualities necessary for a successful career in Asialife Media (Thailand)?
Know my WHY (purpose) and be the talent not an average employee (perform differently). Besides key competencies the job required, I set my goal to become a management level so I think, do and perform like a CEO. Prove the company worth having you. In addition, leadership is a must but it is not a rank or position, it is an ability to inspire and move people to make an impactful change to their works and lives.
What positive aspects and qualities meant most to you during the study programme you attended?
Diversity and challenges. I studied in Master of International Tourism where I met people from around the world. This diversity really opened my mind and placed the global mindset into me. The master was a joint degree in economics and communication and the subject of tourism was also interdisciplinary. It broadened my knowledge and skills as well as challenged me to be out of the comfort zone and out of the box. If it was not a big challenge, I wouldn't have grown to who I am today.
What competences and/or skills acquired in your USI Study Program have been useful/are useful to your professional career?
The interactive approach during the program motivated me to be prepared and ready to interact with different perspectives and crystalize what could be taken as a lesson learned. It helped me how to work with different people, perspectives and situation. I also earned analytical and presentation skill that developed me when speaking in the public, pitching the project and how to convince and move people.
What is your advice to USI students entering the job market?
Again, know your why then you will know how and what to do for achieving your why. Challenge yourself more in learning process, extracurricular activities to be more adaptability, resilience and solution provider for your life and of course career. Connection and network is also a gift from the god that could help multiple your growth. Be kind and empathetic to yourself and community. Lastly, be a talent not an average.