Maytinee Phisutsinthop, chief operating officer — Small Format at CFR, has transformed Tops Daily
PUBLISHED: 13 Mar 2025 at 04: 49
With her achievement of combining business acumen with social responsibility to create a lasting positive impact in Thailand’s retail sector, Maytinee Phisutsinthop, chief operating officer– Small Format at Central Food Retail Co Ltd ( CFR ), is one of this year’s Women of the Year.
Ms Maytinee has established herself as a remarkable chief throughout her 33-year voyage at CFR.
Rising from a management trainee to the position of chief operating officer of the company’s Small Format business ( Tops Daily ), her career exemplifies dedication, innovation and resilience.
Since commencing her present position in 2019, Ms Maytinee has transformed Tops Daily, revitalising the firm and achieving a major turn in 2023.
Her proper vision and authority were important during the pandemic. She implemented a complete business interbreeding approach that enhanced customer convenience, convenience and safety.
By redesigning business design and adapting product jobs to changing needs, she ensured Tops Daily remained an important and trusted company for customers.
Her innovative method to financial led to the introduction of a mini-supermarket principle at Tops Daily, offering a unique shopping experience through special class themes such as Snacker, Beauty and Personal Care and Asian Cooking.
These efforts not merely separated Tops Daily from rivals but also created a more interesting and individualized customer knowledge.
One of her striking efforts has been leading the marketing of FamilyMart to Tops Daily.
This transformation resulted in outstanding customer satisfaction metrics, with an impressive net promoter score of 67.2 % and a customer satisfaction score of 92.6 %.
She also pioneered the start of new business formats tailored to specific user demographics and locations, including Tops Daily X Wines Cellar, a niche concept then operating in 16 branches, and Tops Daily X The Baker Café, an impressive café-retail cross introduced in Phuket.
Recognising the growing importance of digital connectivity, Ms Maytinee has implemented a smooth holistic approach, ensuring clients can get Tops Daily’s services across physical and digital platforms.
Beyond her business achievements, Ms Maytinee has demonstrated a commitment to social responsibility. Her leadership in the Jingjai Market initiative has supported over 11, 000 local farmers and created sustainable income opportunities for farmers, small and medium enterprises and Otop producers.
Since its establishment in 2018, the initiative has expanded to 32 locations, creating a positive impact on local economies.
Ms Maytinee’s leadership philosophy is rooted in empowering her team, prioritising customer-centricity and driving operational excellence. She is known for her active listening, respectful engagement and ability to balance business growth with community development.
Under her leadership, Tops Daily has received significant recognitions, including the NACS Retailer of the Year Award 2024 and the Engaging Leaders Special Recognition by Kincentric Thailand. These achievements reflect her influence not only within the organisation but also in the retail industry more broadly.
Her journey in Thai retail is a testament to how innovation, resilience and a commitment to community can drive both professional success and impactful contributions to society.
Maytinee PhisutsinthopChief Operating Officer, Central Food Retail Co