Kingdom Digital names new head of media to lead integrated growth strategy

Kingdom Digital has appointed Pajaree Vatcharateansagul (pictured), as its new head of media, bolstering the agency’s regional capabilities in integrated, full-funnel marketing.

With over eight years’ experience in integrated media strategy, digital transformation and regional campaign leadership, Vatcharateansagul, also known as Mynd, will lead Kingdom Digital’s media strategy planning and ad optimisation. She will also focus on strengthening the agency’s performance marketing and cross-channel delivery for clients across Southeast Asia.

Prior to joining Kingdom Digital, Vatcharateansagul was with SearchGuru, a digital agency recently acquired by NP Digital, for over six years. She was most recently the senior manager for performance marketing. She also worked as a marketing strategist at SCG in Bangkok, and later made a move to Kuala Lumpur for a year-long stint at Teledirect Telecommerce as a Google Ads specialist.

Don't miss: EVA Air concludes creative pitch for MY

Ryan Ong, CEO of Kingdom Digital, described Vatcharateansagul as bringing “the perfect blend of strategic vision, regional perspective, and hands-on media expertise.” He added, “Her leadership comes at a time when our clients are looking for smarter, full-funnel solutions that combine creative excellence with media precision. Her arrival reinforces our commitment to delivering all that and more.”

Ong noted that clients are increasingly seeking growth partners rather than just campaign partners. “They’re asking for tighter alignment between creative and media, more proactive performance recommendations, and above all, agility, to respond to shifting consumer behaviour, competitive noise, and platform algorithms,” he said. “Whether it’s automation, optimisation, or localised storytelling, they want partners who can connect the dots across the full journey.”

For Vatcharateansagul, the appeal of the role lies in the opportunity to integrate media intelligence into every stage of the brand journey. “Kingdom Digital has already made a name for its creative work, now we can take that further by embedding media intelligence into every stage,” she said. “Together, we’ll make creative work not just harder, but smarter.”

She believes the biggest opportunity lies in bridging the gap between media strategy and creative execution, particularly through scalable creative production tailored to each funnel stage. “You can’t expect results if your targeting is perfect, but the creative doesn’t resonate,” she explained. “With Kingdom Digital’s digital creative automation (DCA), we’re able to rapidly adapt creative to match platform formats, funnel stages, and user mindsets, creating the right content for the right audience at the right moment," she added. 

Vatcharateansagul's priorities include strengthening full-funnel strategy, refining campaign measurement frameworks, and building a media function that is fast, data-informed, and regionally agile. “Performance-driven media in 2025 is defined by adaptability, automation, and intelligence,” she said. “Success lies in embracing continuous learning, being responsive to data, and building systems that allow creativity and performance to move as one.”

Kingdom Digital aims to scale “smarter, faster, and further” in 2025 and beyond, with creativity, media precision and performance-led thinking at the core of its regional growth strategy. 

In 2022, the creative agency was acquired by integrated marketing and innovation company Hakuhodo to accelerate Kingdom Digital’s expansion in Southeast Asia. Most recently, Taiwanese international airline EVA Air tapped Kingdom Digital as its new creative agency of record (AOR) for Malaysia.

Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join the industry's leading marketers at Digital Marketing Asia 2025 Malaysia on 30 October to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.

Related articles: 
Hakuhodo acquires Malaysian digital creative agency Kingdom Digital
Meet the CEOs: Kingdom Digital's Ryan Ong
Burger King MY gets juicy with Angus burger launch campaign