Team size: Six

What are the most significant cases, projects and transactions that you and your legal team have recently been involved in?

The most significant project my team and I completed was a strategic investment transaction in which a foreign partner became a shareholder in our company, the authorized distributor of an EV car brand. As head of the legal team, I addressed complex legal challenges arising from differing expectations regarding company management.

A key challenge was aligning distinct legal practices and regulatory frameworks. I prepared detailed legal briefings and worked closely with senior management to craft solutions that addressed the partner’s concerns while ensuring full compliance with Thai law.

We closed the transaction on schedule and established management mechanisms that promote transparency and protect all shareholders’ interests. Since the investment, operations have run smoothly, with unanimous approvals on key matters, reflecting the legal framework’s effectiveness.

This project’s success is reflected in our company’s sustained growth, even in a difficult economic environment that has impacted many automotive brands.

How do you approach managing legal aspects during periods of instability or crisis to ensure the organisation’s resilience?

My approach to legal management during crises combines proactive planning with people-centered leadership. I regularly meet with my team and key stakeholders to assess business scenarios and potential legal risks before they escalate. During the automotive market’s rapid shift from combustion engines to electric vehicles that changed our business direction, we worked together to revise our procedures and agreements, including supplier contracts with specific delivery timeframes and marketing guidelines that align with volatile market conditions.

Clear communication is vital during uncertainty. I empower team members by setting clear expectations while giving them room to solve problems creatively. I recognise their contributions publicly while offering private support when challenges arise, building a culture where smart risk-taking and ongoing learning are valued.

By maintaining consistent compliance with laws and regulations and following regulatory suggestions, we get timely information that helps us quickly adapt our strategies. This approach has helped us manage various business risks and maintain operations without disruption, even during major industry changes and market uncertainty.

We are currently living through a time of geopolitical change, and the world order that we have come to take for granted for many years is being rewritten. Does this affect your company’s risk profile and, if so, what are you doing to mitigate this?

Geopolitical shifts have significantly impacted our risk profile as an automotive distributor that relies on international supply chains. Trade tensions and changing regulations between major economies have created uncertainties about import conditions, tariffs, technology transfer, and import-export laws, affecting the entire electric vehicle industry.

To address these risks, we closely monitor global developments, track relevant regulations and trade policies, and work with regulatory authorities to explain our business needs and constraints. This forward-looking approach helps create understanding about our business realities, allowing us to adapt our compliance strategies ahead of time rather than reactively, and maintain business continuity despite complex international challenges.

What do you think are the most important attributes for modern in-house counsel to possess?

Today’s in-house counsel needs to be more than just a legal advisor; they must be a strategic business partner. The most important skills I’ve developed include business understanding alongside legal expertise, knowing not just what’s legally allowed, but what adds value to the organization while managing risk effectively.

Adaptability is crucial, especially in the fast-changing automotive industry where new technologies and regulations constantly emerge. I’ve found that being proactive in problem-solving and communicating complex legal concepts in simple business terms greatly improves my effectiveness.

Modern counsel also needs digital literacy and change-management skills. As we’ve transitioned to electric vehicles, I’ve used data analysis to anticipate compliance trends and implemented legal technology that simplifies contract and license management, improving efficiency and accuracy while reducing the time needed to complete tasks.