Women to Watch 2024: Patra Patrasuwan, Yum Restaurants International

Patra Patrasuwan

Associate director, brand experience
Yum Restaurants International
Thailand

A job of a marketer, particularly within QSR, is perhaps the most challenging. Add to that, running KFC in a country like Thailand that is globally known for its cuisine. This must make Patra Patrasuwan’s job not one to envy. 

The brand champion has successfully launched products like Zabb chicken skin, KFC’s green curry rice and Chicken Pop Bomb Zabb; expanded KFC to 1,100 stores across the country; and made it as an undisputed leader in the QSR industry. Thanks to her efforts, KFC is now a key part of Thai culture.

Patra's dedication to excellence is combined with her passion to make a positive impact beyond traditional business metrics. One of her most significant contributions is her collaboration with the Equitable Education Fund to develop Thailand’s first-ever flexible learning curriculum. Through this initiative, youth who are at risk of dropping out due to financial constraints can transform their work hours into school credits, allowing them to complete their high school education while working at KFC. This work-and-study vocational programme helps underprivileged youth develop essential skills, talents, and aspirations, giving them the tools they need to build a brighter future. 

Moreover, Patrasuwan has set an ambitious goal of providing 1,000 scholarships by 2025 to underprivileged children across Thailand to bring opportunities through education and drive societal change.

A marketer is closely connected to a consumer but a brand must always serve its community. In a country where many have been left behind in their pathway to success, Patrasuwan’s efforts to address social inequities is benefitting the communities while setting a powerful example for others to emulate.