With more than 20 years of regional and global experience across logistics, F&B, automotive, retail and eCommerce, Adchana CH, Global Director of Group Marketing, Go-to-Market, Product and Social Media at Rhenus Logistics, brings a distinctly commercial perspective to modern marketing. Ahead of The MarTech Summit Bangkok, we spoke with Adchana about connecting marketing with business outcomes, bringing creativity and data together, and ensuring technology remains an enabler rather than the end goal. She also shares lessons from leading teams across cultures, generations and continents – and why the human side of marketing matters even more in an increasingly technology-driven world.
About Rhenus Logistics
Rhenus Logistics is a global logistics company providing solutions across a broad range of supply chain and transportation needs. Operating internationally across multiple business units, the organisation serves customers in diverse markets and industries. Within this global environment, marketing plays an important role in strengthening the Rhenus brand, supporting go-to-market activities and connecting marketing initiatives with demand generation and commercial objectives.
Quick Q&A with Adchana CH
Could you please give us a quick introduction of yourself and share a bit about your role at Rhenus Logistics?
I have 20+ years of regional and global experience leading both marketing and commercial teams across logistics, F&B, automotive, retail, and eCommerce. At Rhenus Logistics, I am a global marketing director leading GTM, product marketing, and social media across all business units. By integrating CRM and demand generation within marketing activities, we aligned our lead pipeline with sales, drove commercial accountability and successfully showcased the Rhenus brand as a global strategic partner.
Why did you choose to participate in this summit?
Because marketing right now has a real problem with more technology than anyone knows what to do with and is still struggling to connect it to commercial outcomes. I want to be part of a conversation that’s honest about today’s gap between capability and execution. Being around marketers who are wrestling with the same questions, i.e. how to prove ROI on tech investments, how to get data to drive commercial decisions, how to keep the human element alive in increasingly automated customer journeys. I hope we will walk away with at least one idea we can implement from this summit.
Your work combines branding, CRM, and commercial growth. How do you balance creative thinking with data-driven decision-making when planning marketing strategies?
I don’t think of it as a balance. I think of it as a sequence. Data tells you where the opportunity is and whether something works. Creativity is what gets someone to stop, feel something, then act. You need both, and neither replaces the other. In practice, it’s best to start with the data. What does our customer journey actually look like, where are we losing people and why, what does lifetime value look like across different segments? That serves as a base for marketing strategy.
You have led numerous digital transformation initiatives throughout your career. How do you ensure technology supports business objectives rather than becoming the objective itself?
By being ruthlessly commercial about it from the start. Before any technology investment, I ask what decision will this help us make or what friction will this remove for the customers? If the answer is vague, the investment is premature. I’ve seen organisations fall in love with platforms nobody uses. The tech gets implemented, the vendor celebrates, and months later the data sits untouched. The other discipline I use is to make sure the team understands the goal before they touch the tool. Technology should be a multiplier; it amplifies and scales whatever direction you’re already pointed in.
Can you share one personal or professional goal you’d like to achieve in 2026?
My goal is to speak more on something I’ve lived rather than studied, i.e. leading teams across cultures, generations, and time zones in a world where tech and AI are making us more connected yet increasingly isolated. How do you build trust when your team has never been in the same room? How do you hold a global brand consistent when Thailand, Germany, and Colombia have completely different customer expectations? Having led teams across continents, I’ve seen how a Gen Z in Malaysia and a senior stakeholder in the U.S. can define the same word differently. That gap is real and growing. I want to pay that experience forward, and I hope this summit is just the beginning of those conversations.
For Adchana, effective marketing starts with a clear understanding of the business and customer challenge – not the technology itself. Data can reveal where opportunities and friction exist, while creativity turns those insights into experiences that make people stop, feel and act. Her experience also highlights a wider challenge for global leaders: as technology and AI make teams more connected, building trust and shared understanding across different cultures and generations becomes increasingly important. We look forward to welcoming Adchana to The MarTech Summit Bangkok and continuing these conversations with our MarTech community.
The MarTech Summit Bangkok
The MarTech Summit Bangkok returns for its 5th edition in 2026, bringing together Thailand’s most senior marketing, digital, customer experience, and data leaders for a focused day of practical learning, meaningful networking, and peer-to-peer knowledge sharing.
As AI rapidly transforms how brands engage customers, measure performance, and build loyalty, marketing leaders face increasing pressure to deliver growth while navigating new technologies, changing customer expectations, and evolving privacy requirements.
The MarTech Summit Bangkok 2026 is designed to help marketing leaders move beyond the hype and focus on what truly matters: practical implementation, measurable business outcomes, and real-world experiences from brands already leading the way.
Hosted once again at the prestigious Hotel Nikko Bangkok, this closed-door summit creates an environment where senior decision-makers can openly discuss challenges, exchange ideas, and learn from one another.
➡ Interested in becoming a partner? Don’t hesitate to get in touch with us at sponsor@themartechsummit.com.
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Last updated: August 2026
