Building businesses, bettering lives
Whatever obstacle that happens, it’s all about teamwork. To drive teamwork, communication and trust should be there. Communication and trust can build other parameters [such as] confidence and transparency.” - Rungphech “Rose” Chitanuwat
INFORMA Markets, the world’s leading exhibition organizer, has brought special events, shows and exhibitions to different parts of the world to help businesses foster and improve.
Organizing these shows has been no easy feat; yet, Rungphech “Rose” Chitanuwat, regional portfolios director in Southeast Asia or Asean and country general manager for the Philippines, triumphed through it all with her unique leadership style and inclusion of her advocacies in all the projects she handled.
Chitanuwat’s vast experience in the exhibition industry propelled her to her position right now. With almost 23 years of experience, she has acquired knowledge in different industries such as processing and packaging technology, agriculture, pharmaceutical, health care, nutraceutical and food ingredients.
As the Asean regional portfolios DIRECTOR, SHE HANDLED fiVE VERTICALS in these industries across countries such as Thailand, Malaysia, Indonesia and Vietnam while she oversaw the overall business in the Philippines as its country general manager. She was appointed to the latter position on Sept. 1, 2023.
“The company saw that I am a very enthusiastic and adaptable person. I worked with the Philippines on a few of my exhibitions, and I built a team in the Philippines; so, when they saw the vacant position of general manager, they asked me if I [wanted] to take it,” Chitanuwat recalled.
Chitanuwat said she had not experienced managing a country’s overall business. So, when the opportunity came, she accepted it.
The role of country general manager was not the same as being portfolio director. It involved setting up the shows and booths, bringing visitors to the shows, organizing conferences and coordinating with government agencies such as the Department of Trade and Industry.
She would also have to oversee THE MANAGEMENT OF RESOURCES, finance and administration as well as how to bring new businesses in the Philippines if the country can show potential for the opportunity.
Chitanuwat described: “I have to drive every exhibition in the Philippines by having another me handle the show. So, I have to monitor and coach them. I ask them ‘How is the show doing? How is the revenue? HOW IS THE PROfiT?’ I WOULD ALWAYS follow up and get a report on the progress. I will be there whenever they would face problems or to HANDLE MORE DIFfiCULT THINGS.”
HER fiRST PROJECT THIS YEAR WOULD be the fourth International Processing and Packaging Trade Event for the Philippines under the brand Propak Philippines and organized by Informa Markets. The exhibition would be held at the World Trade Center Metro Manila in Pasay City from Jan. 31 to Feb. 2, 2024.
It would feature the latest technologies in processing and packaging that businesses which specialize in food, fast-moving consumer goods, pharmaceuticals and agriculture could adapt for better products, improve productivity, BUILD SELF-SUFfiCIENCY, AND DRIVE A sustainable approach in production, processing and packaging.
“Technology, including innovation and digital, is the answer for productivity. Technology could really help products to last longer in the process,” Chitanuwat said.
Chitanuwat said her team extended to more partners and international participants for this show, particularly the major players among micro, small and medium enterprises (MSMEs). She noted that some MSMEs did not know how to properly pick packaging for their products, and she was hoping the technology and innovation that would be showcased in the event would help them find suitable packaging.
“We see that the Philippines is driving to level up more on MSMEs. So, we are also trying to level up on that,” Chitanuwat added.
“As the country grows, there [are] a lot of MSMEs in the food industry. We expect MSMEs to come to the show and see the technology that WOULD fiT THEIR NEEDS,” CHITANUWAT continued.
She also worked with the team to bring more visitors from big enterprises such as San Miguel Corp., Universal Robina Corp. and other companies with manufacturing facilities to visit the event as well.
The show would also feature a variety of seminars with international experts sharing the best practices of the trade, training workshops, entertainment, a resting area and activities for the audiences.
At the end of the show, Chitanuwat hoped it would help improve the Philippine economy through a higher number of exports and quality products, made in the Philippines and enjoyed around the world.
She said: “Packaging can also encourage MSMEs and start-ups to export more because packaging can handle the products longer and increase the economy of the Philippines. That’s what I believe we can do to help.”
She added: “We see that a lot of MSMEs rely on the government. We expect that with our show [being] here, the government could see the new technology, and [it] could provide a share for the MSMEs in the future.”
Aside from the Propak event, Informa markets also organized the PhilEnergy show, which would be held at the SMX Convention Center in Pasay City from March 20 to 22, 2024.
Chitanuwat said she and her group were collaborating with the Department of Energy and the Philippine Energy Efficiency Alliance for this mini exhibition. It would showcase energyrelated technology and would focus on the topic of improving energy efficiency with renewable energy.
She also stated that there would be six conferences in this mini exhibition, discussing energy effiCIENCY, fiGURING HOW TO HANDLE renewable energy and building electric power.
Chitanuwat started her career in 1995 at a local exhibition organizer in Thailand and continued for 12 years. As a fresh graduate of a business administration program, she grabbed the opportunity to join the company and meet a variety of people. Immediately, she was assigned to handle administrative work in the Asean region.
“That time, to be honest, I also [didn’t] know what [an] exhibition [was], but once I was already in the industry, I brought myself up, and I had the opportunity to do many international trade shows that made me equipped today to do international events,” Chitanuwat shared.
Afterwards, she took a short break from the exhibition industry to join Novus International Inc., a United States-based company that specialized in food and feed. She returned to the exhibition industry through her present company, Informa Markets.
Going back on her experiences, Chitanuwat said her self-driven approach had helped her adapt to the industry.
“I think I am self-driven. That’s why I have ambition. I want to learn more. I want to grow more. I want opportunities for networking in the area,” Chitanuwat continued.
“If I get assigned to do any exhibition in food, lifestyle or pharma, I will really understand the industry fiRST. I WILL NOT WORK AT THE SURFACE level,” she said.
Building connections was also important.
“I always believe in networking. So, I will try to build my connections around. I love to get to know people and to share and expand my network,” she added.
Innovation was also one of the assets of Chitanuwat’s leadership. She displayed this by organizing online events during the pandemic and by successfully incorporating her advocacies on sustainability and community service.
For Chitanuwat, sustainability was an important part of her projects because it affected the economy, people and environment.
Chitanuwat said: “Informa Markets has a very strong commitment [to] sustainability. We will need to drive sustainability in every exhibition, meaning we have to engage ourselves in a sustainable approach in every industry we work in.”
Chitanuwat and her team incorporated sustainability by being mindful of the materials they would use in the booths to reduce waste. They would encourage conference topics that involved sustainability, and they would educate the audience about sustainability.
Chitanuwat added: “I make sure [in] all my exhibitions that [what] I am responsible [for] is sustainable from the conference topic [to] working with partners [and] doing some displays to educate people what the 17 sustainable development goals are. I embed sustainability across all projects I deliver, and I am very successful. In Informa Markets, everywhere around the world, we have to submit a competition on how you do good in sustainability. [My team and I] are always in the top list among global managers.”
“I want a better world for my kids. So, I think sustainability is everywhere, but how we want it into action is important,” she said.
Because of the nature of her job, leadership skills became an important aspect in Chitanuwat’s success. She had to build teams across different countries with various cultures and attitudes, and SHE HAD TO MAKE IT WORK EFfiCIENTLY and effectively.
One of the challenges she experienced was the language barrier, stating that she still could not speak other languages in the countries she handled, but she continued making an effort to try and practice them. The culture shock was also one thing.
“The pacing of people is different country by country,” she added.
“When I work across the country, I really need to put myself in the culture. When I am in the Philippines, I need to adjust myself. The way they greet and communicate is different,” she continued.
Aside from culture, working with people in different generations was also challenging,
Chitanuwat stated: “The generation is different. [People in different generations] perceive things differently, and I have to cope up with the new generation; what they expect and how to drive them to work.”
Despite these challenges, Chitanuwat attested that communication and trust were the keys to a successful leadership.
“I have to build a team that communicates with each other. I have to make them trust each other,” Chitanuwat said.
“Whatever obstacle that happens, it’s all about teamwork. To drive teamwork, communication and trust should be there. Communication and trust can build other PARAMETERS [SUCH AS] CONfiDENCE and transparency,” she said.
She did this by sharing success stories between each team, building the same communication pattern with the leaders under her care, spending quality time with the team and following up or monitoring them adequately.
“I’m lucky that the team always shares when they have concern, when they have things that they feel is not right,” she concluded.