Director of Product, Digital Transformation
Suthawan
“Cin” Jirandorn
I run the messy middle where product strategy, engineering vendors, compliance, and commerce systems meet — leading the flagship market of a global F&B group.
Career arc
Engineer → payments → banking → product leadership. Each step added a layer: how systems work, how commerce plumbs together, how to ship inside compliance — and where all of it compounds.
Selected work
03 case studiesCheckout conversion on a platform serving the group's largest market
Six months after the new platform replaced the legacy stack in the Philippines: +12% sales, +13% transactions, 21% engaged-session conversion. The de-risking work that made those numbers durable.
Read the case studyRight idea, wrong moment: fraud validation in the purchase funnel
A fraud control requested at the wrong point in the funnel — and what changed when the question became when does the customer actually signal intent to buy.
Read the case studyVendor governance and the discipline to not switch
Same evaluation method, two vendor calls, opposite answers. One contract structure changed; one popular request was turned down — and accepted.
Read the case study
Solo build · designed, built & run independently
Pawground
A free pet adoption and rehoming platform I built and run independently, serving Thailand in both English and Thai — product, design, engineering, and operations, all me, with AI as an extra pair of hands.
- End-to-end ownership
- Bilingual (EN / TH)
- Free by design
How I work
I stay close enough to the systems to make good decisions. Decisions come from evidence, not gut feel — and when the data isn’t there yet, I run a test to see real behavior first.
- Reads API and middleware flows before ruling on an integration dispute
- Builds own data pulls when reporting lags
- Runs beta programs to observe real behavior before full rollout
The people side: at Minor Food I led a team of eight in-house developers across the group’s two largest brands. At Jollibee I lead two product owners — setting product direction and staying technical enough that the guidance I give them is grounded in how the systems actually behave — and orchestrate the multiple delivery vendors behind the flagship platform, where accountability comes from scope and evidence rather than reporting lines.