Apisit Kuparatana has been appointed as Country Leader and Managing Director to drive the next phase of Salesforce’s growth in Thailand
Singapore – 2 October 2025 — Salesforce, the global leader in AI CRM, has hired seasoned executive leader Apisit Kuparatana to lead its business in Thailand. The appointment comes at a pivotal time in the company’s growth in the market — with Agentforce, the digital labor platform for enterprises, Salesforce is helping Thai organizations across key industries like financial services, healthcare, manufacturing, retail and more, lead in the era of agentic AI.
Apisit brings over 30 years of experience, including executive management roles across leading multinational technology organizations and one of the largest retail conglomerates in Thailand. Most recently, he founded and led Altra Group, a management consulting and business transformation firm specializing in strategic planning, operational optimization, and financial turnaround focused on small and medium-sized organizations across diverse industries. He also has a keen interest in contributing to the Thai community, serving as Advisor to the board of Management – eCommerce at the Federation of Thai Industries and Honor Board of Director, Faculty of Science, King Mongkut’s Institute of Technology Ladkrabang.
Apisit is based in Bangkok, Thailand, where Salesforce established a permanent office space in March 2023. The company has been serving as a trusted digital advisor for local Thai trailblazers for many years prior to that, helping them harness unified data from across CRM processes and company touchpoints. With its Customer 360 offering, Salesforce brings together solutions like Slack, Tableau, MuleSoft and best-in-class CRM apps for sales, service, marketing, commerce and IT on one integrated platform, making it easier for AI agents, employees and data to work together.
As the Thai labor market faces challenges including a declining labor force participation rate and an aging population, Salesforce is now empowering companies in the region to become agentic enterprises with Agentforce. Built on the trusted Salesforce platform, Agentforce works with existing apps, data, and business logic to augment employees and improve customer experiences. Leading Thai organizations like K.W. Metal Work have already embarked on their agentic AI journey with Salesforce.
With Apisit’s appointment and keen understanding of the local market, Salesforce will continue to build on its relationships with Thai customers and partners, and empower its employees to help drive agentic AI transformations at scale.
“We see great potential for agentic AI to boost the growth of Thai businesses.” said Arun Kumar Parameswaran, Salesforce Executive Vice President & Managing Director, South & Southeast Asia. “We’re thrilled to have Apisit leading the charge for Salesforce Thailand as we help our customers and partners harness the potential of this transformational technology. His strategic expertise, deep market knowledge and strong relationships will help Thai businesses become agentic enterprises.”
“Salesforce is at the forefront of agentic AI transformation in Thailand and I’m honored to take on the leadership of the Salesforce Thailand business during this exciting period in the company’s evolution.” said Apisit Kuparatana, Country Leader and Managing Director, Salesforce Thailand. “We’ve got a strong base of local customers and partners, and a fantastic team. I’m excited for the opportunity to build successful agentic enterprises and expand our footprint in the market.”
