SABINA announced its first major organizational restructuring in 14 years following the Board of Directors' resolution to appoint Duangdao Mahanavanont as SABINA's first woman CEO, succeeding Bunchai Punturaumporn who will assume the role of Chairman of Executive Committee, effective from 1 Jan. 2022. SABINA emphasized that it is time to restructure the organization and make changes in order to "move forward" in a sustainable manner, especially in this new era where the concepts and methods of the new generation will leverage the organization's achievements in stages. The first woman CEO designate declared that she will drive SABINA's success, change, improvement, and innovation to transform the organization into a lean enterprise.
Sabina Public Company Limited (SABINA), manufacturer and distributor of SABINA lingerie, reported that its Board of Directors meeting on 16 December 2021 resolved to appoint Miss Duangdao Mahanavanont as CEO, replacing Mr. Bunchai Punturaumporn who will take on the post of Chairman of Executive Committee, effective from 1 January 2022 onward.
Mr. Bunchai Punturaumporn, CEO of SABINA, stated that this is the organization's first restructuring since he took up the position of CEO in 2007. Considering the fact that SABINA has not changed its leader for over a decade, admittedly this is the opportune moment to do so, right at the turning point in the global landscape as it shifts toward the era of digital technologies. Moreover, the organization in general needs next-gen workforce to help drive SABINA's growth sustainably.
"In addition to keeping pace with the environment and the changing customer behaviors, another main target is succession planning in stages, enabling new talents to leverage SABINA's accomplishments. I believe that our next generation of management, with Khun Duangdao as the soon-to-be CEO and Khun Pitcha Thanalongkorn as the Chief Marketing Officer (CMO) in charge of organizational image as well as seamless integrated online and offline marketing, will undoubtedly liven SABINA up for our employees, customers, vendors, including shareholders," Mr. Bunchai said.
Mr. Bunchai's position as Chairman of Executive Committee, which will come into effect from 2022 onward, focuses on overseeing investor relations (IR) and promoting corporate sustainability according to Environmental, Social and Governance (ESG) principles because SABINA is aware that good governance requires effective communications, especially communication with investors which is SABINA's undertaking and accountability as a SET listed company. ESG affairs have always been one of SABINA's priorities and this organizational restructuring will strengthen and sharply define the direction of SABINA's ESG matters.
Miss Duangdao Mahanavanont, Chief Commercial Officer of SABINA, stated that after taking up the post of CEO in January 2022, her first task is to clearly define SABINA's targets and direction for all the relevant parties -SABINA's personnel, vendors, including investors- so that they all have the same understanding that this transformation will propel SABINA's sustainable growth amid the significantly changed business environment.
The operational framework will be based on the operational objectives that are divided into short and long-term goals. Short-term goals (1-3 years) will be treated as company missions for clarity of operations. Subgoals will be set in each part by using goal-setting tools and Objective Key Results (OKR) to facilitate performance appraisals and actual operations. The OKRs of all SABINA's business units must be aligned in order to contribute to SABINA's overall OKR attainment. Long-term goals will placed be in the company purpose and vision, comparable to laying the foundation of the company and the brand to show how tenacious and utterly resolute SABINA is in conducting business.
"The CEO's duty is to connect all the parts to achieve the shared targets through communicating the same well-defined picture to all the relevant parties, like putting small pieces together into a complete canvas so that the functions that hand over or receive jobs between each other will see the bigger picture. This will bring forth improvement, change, and more empathy, while also reduce disputes and speed up operations by prioritizing them as per the Less-is-More approach, including fostering innovations in conformity with SABINA's mission to ultimately become a lean enterprise," Miss Duangdao said.
Among such challenges, there are also external uncontrollable factors, particularly the COVID-19 outbreaks in the past two years. However, SABINA has proven its capability to deal with unforeseen circumstances, including its swift adaptation and timely adjustment of business plans, while still maintaining profitability despite the immense hardship, Therefore, SABINA is confident that from now on, it will be able to handle the unforeseen difficulties to come, including limiting the fears and risks from these factors to leverage success and maintain the business's growth rate in the future.