Former Thai revenue and finance regulator Dr. Kulyaa Tanthitimit, after 25 years in government managing four major departments, has transitioned to lead TS Cell & Marketing (part of TSTE group) as chairman. He brings data-driven management skills from government digital projects (notably the "Paotang" app) to private sector marketing and distribution operations, offering fresh perspective on Thai SME challenges in brand-building and competing globally while adapting to the faster decision-making pace required in commercial business.