Leader in metal cutting Sandvik Coromant has appointed Melda Siregar as its new senior marketing specialist for Thailand. Siregar has managed the marketing activities for Southeast Asia and Oceania (SEAO) at Sandvik Coromant since January 2021, but her new role will now see her take on Thailand — a key market within the region.

With a degree in economics and marketing management from Atma Jaya University Yogyakarta in Indonesia, Siregar’s career has centred around marketing roles for technology and IT companies in Indonesia.

After a ten-year career in various marketing positions across Indonesia and Singapore, Siregar joined Sandvik Coromant in 2019 as the senior marketing specialist for Southeast Asia. Under this role she handled the marketing activities for Indonesia, Singapore, Malaysia and Vietnam, before her job role expanded a year later to cover Australia and New Zealand. Now, Siregar’s responsibilities have widened even further to include managing the marketing activities in Thailand.

“Thailand is developing as a key player in the Asian industrial space, as the second largest automation and robotics market in Asia Pacific,” said Melda Siregar, senior marketing specialist for SEAO at Sandvik Coromant. “Considering the significant growth in this area, we acknowledge our need to focus on Thailand and ensure our presence there is felt.

“My role involves working with nearly all of the departments at Sandvik Coromant, so it’s vital that our strategy aligns with the other divisions of the company.” This includes the sales team, product and innovation team, application specialist team, operations, finance and the global marketing team.

“Furthermore, I’m part of the SEAO cluster management team and actively take part in driving and leading changes to improve the overall marketing strategy at Sandvik Coromant. This involves monitoring, analyzing and evaluating business activities to identify new opportunities and adjust marketing strategy to meet changing markets and competitive conditions in the SEAO region.”

“Although my role means I essentially work behind the scenes at Sandvik Coromant, marketing is vital to success of Sandvik Coromant,” explained Siregar. “I’m excited to begin these new responsibilities and look forward to working with the team in Thailand.”