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Paul Pharaphop Phonoii, Ph.D., currently serves as the Chief Commercial Officer at Do Day Dream and holds the position of Guest Lecturer at the Sasin Graduate Institute of Business Administration at Chulalongkorn University. With over two decades of experience in retail and commercial strategy, notable past roles include Head of Large Format Development and Customer Insight Analytics at Lotus's, Vice President of Merchandise at Central Group, and Vice President of Space Management at BigC Supercenter. Paul possesses a strong academic background with a Ph.D. in Organization Development and an MBA with Academic Excellence in Finance and Marketing from Assumption University of Thailand, alongside extensive training experience across various retail organizations.