In the constantly changing world of consumer marathons, being a leader is about more than just having a title. It’s about a deep commitment to transforming companies from the inside out. In a business world filled with gender stereotypes and old traditions, Wilasinee (Lala) Parnurat, CEO of Bata Thailand is making big changes and creating an inspiring story that reflects the diversity and forward-thinking nature of today’s leadership.

Lala stands out as a transformative leader with a deep passion for building beloved brands and nurturing teams. She began her journey with an engineering degree, later pivoting to a marketing career that boasts numerous successes across global FMCG giants such as Samsung, Unilever, L’Oreal, and Yves Rocher. Her career has spanned various major cities including the USA, Shanghai, London, Singapore, and Bangkok, where she has amassed 19 years of experience in turning around and successfully launching or relaunching brands. Currently, Lala holds the distinguished positions of being both THE FIRST WOMAN and THE FIRST LOCAL to serve as the Country Manager of BATA THAILAND since its inception in 1929. She is dedicated to leveraging the company’s rich heritage and her talented team to foster engagement and inspire consumers through positive actions both internally and externally.

Having dedicated over 14 years to the beauty industry at renowned companies such as Unilever, L’Oreal, and Yves Rocher, Lala embarked on a new journey with the Bata group in July 2022. With a lofty ambition, she aimed to spearhead the transformation of this heritage-rich and widely recognized brand, enhancing its competitiveness and aligning it more closely with contemporary market shifts and consumer trends. The goal was to elevate the brand from simple “awareness” to becoming a top-of-mind choice, by capitalizing on its iconic legacy that stirs a deep sense of nostalgia in everyone. While this transformation is still underway, the early outcomes have been highly encouraging.

Furthermore, Lala’s selection as the Country Manager for Bata Thailand marked a historic moment, being the first woman to assume this role since the company’s inception.

Lala says, “Despite the challenges, I am truly excited and immensely proud to have a chance to challenge preconceived notions to serve as a living testament, breaking the stereotype and unconscious bias around gender roles.”

Lala’s Leadership Philosophy

Lala’s ascent to the helm of Bata is emblematic of a leadership approach that marries astute business acumen with a profound human touch. Central to her philosophy is the belief that at the core of any transformation lies the people. The teams she molds are fuelled by creativity, empowered by her unwavering support, and united by a singular vision—to make Bata the archetype of modern footwear retailing.

Armed with her extensive experience in brand resurrection and market positioning, she is scripting a compelling narrative for Bata. Her aspirational goals, including redefining the brand, refreshing product lines, and realigning with the pulse of the contemporary consumer, are the strategic milestones on her leadership map.

Vision for the Company

Bata, a brand with over a century of heritage deeply embedded in the footwear industry, has long been a trusted name, offering high-quality shoes to a broad consumer base. The brand is especially known for its durable school shoes and comfortable sandals. Thanks to its affordable pricing and extensive distribution network, Bata has been a household name for generations.

However, Bata acknowledges the necessity to refresh its brand image and appeal, particularly to prevent being perceived as a choice only for older consumers. The brand is poised for evolution, aiming to resonate more with contemporary trends and shifts in consumer preferences. This strategic shift involves refining their messaging for clearer brand positioning, enhancing their product portfolio, and mapping out a new consumer journey to optimize every interaction. Their unique advantage—Bata’s iconic legacy, which carries a deep sense of nostalgia for many—will be leveraged to not only retain their existing loyal customers but also to engage and inspire a younger demographic.

Their current mission is clear: to establish Bata as the premier destination for “Shoes for All,” making fashionable, high-quality footwear accessible to all shoppers in Thailand. This goal is shared across their entire team, driving them forward as a united force.

Navigating Industry Tribulations

The footwear industry, like many others post-pandemic, is sailing the turbulent seas of changing retail dynamics. Bata Thailand’s predicament is no different. The brand is not just adapting; it is thriving under Lala’s stewardship—a testament to her resilience and foresight.

Lala says, “Given the dynamic retail landscape after the pandemic, all brands and companies are required to stay agile and responsive to emerging market trends and consumer needs. For us, we also have adopted “Consumers First” or “Consumers centricity culture” in recent periods to cater all strategies and action plans according to the real consumers needs. This requires an obsession with everyone in the organization to follow what consumers are talking about and demanding for. In addition, we also start to leverage the social listening tool to gain more insight and stay responsive and define how we should respond/react.”

With an agile approach ‘survival of the fittest,’ Lala is leading Bata’s charge against market challenges focusing on emphasizing the need to be agile and flexible in the face of challenges and constant changes. “This is particularly important when we have a team of a high degree of diversity as part of this transformation agenda. We foster a ‘One team’ mentality to overcome obstacles, leverage our strengths and achieve our goals more efficiently.” she says.

Looking to the Horizon

Lala’s leadership at Bata Thailand is a symphony of legacy and innovation. It’s an ode to the brand’s storied past and an anthem to its vibrant future. Her vision for Bata is one where quality, style, and accessibility intersect harmoniously, making it the undisputed No.1 destination for footwear enthusiasts across Thailand.

For Lala, the horizon is not just a vantage point to admire the distance covered; it’s a beacon that guides her and the Bata team towards new frontiers. In her words, “Together, we will not just move with the current—we will be the architects of the tide.” It’s a call to action that resonates with every member of the Bata family and heralds the dawn of an exciting new chapter in the brand’s legacy.

Lala’s legacy at Bata Thailand is still being written, and it’s shaping up to be a narrative that transcends business leadership. It’s about stories brought to life, and narratives that bind people in a shared quest for excellence. In a world where change is the only constant, Lala stands tall as an exemplar of leadership that not only navigates change but also affects it, with stoic resolve and an inspiring finesse.

Symbiotic Leadership

In an industry where gender diversity is still a work in progress, Lala stands as a beacon of hope for inclusive leadership. Her appointment as Bata Thailand’s first female Country Manager is not just a milestone for the company; it’s a cultural harbinger for the entire industry.

Lala’s leadership isn’t just about driving numerical success; it’s about nurturing talent and fostering an environment where diversity is celebrated. At Bata, she has championed a ‘one team’ mentality, where every member is integral to the collective success. This inclusive approach has not only galvanized her team but has also set a new standard for corporate leadership in the region.

Vulnerability, although an unexpected bedfellow in the arena of leadership, has become Lala’s secret to unlocking the full potential of her team. Leaning into vulnerability, Lala has discovered, facilitates a different kind of connection; one based on authenticity and shared experiences. Her testimonies are those of a leader unafraid to show her weaknesses, thus providing her team with the courage to do the same.

Within the sanctuary of Lala’s leadership, vulnerability is not a sign of incompetence, but rather a demonstration of courage. It’s an invitation for her team to collaborate, not from a place of fear, but from a wellspring of confidence and mutual respect. The result? Team members who are not only more productive but also emphatically committed to the organization’s cause.

Lala believes empathy is the oil that lubricates the wheels of her organization. Where many leaders are content with placid disinterest, Lala champions the causes of her team members, crafting a workplace that is as compassionate as it is efficient. Her empathetic leadership style is not a mere veneer but an integral component of her management approach, alleviating stress and burnout, thus paving the way for innovative and agile teams.

Lala’s leadership is a testament that empathy need not be sacrificed for efficacy. Rather, when harnessed correctly, it becomes the bedrock for long-term sustainable growth and loyalty. It’s through empathy that Lala has managed not just to lead her team but to create an engaged and impassioned community of collaborators.

Lala states, “I am always committed to create and cultivate such a positive organizational culture where everyone can proudly bring their whole self to work as they are empowered and treated with respect, fairness and understanding. This has been proven so far that by embracing vulnerability and authenticity, a range of benefits is opened up as it helps evoke respect rather than pity and inspiring collaboration rather than compliance.”

Charting the Course for Future Leaders

Lala says, “Mindfulness equipped leaders are required now more than ever! Mindfulness, the practice of being present and fully engaged with the here and now, without judgment, is revolutionizing leadership. The call to join the Mindfulness Revolution in leadership is a call to transform not only how we lead but also how we live. It’s about adopting a leadership style that prioritizes self-awareness, compassion, and presence, thereby creating work environments that are not only more productive but also more humane and fulfilling.”

Lala’s leadership narrative is not just a tale for the digital archives but an actionable blueprint for emerging leaders. It underscores the importance of forging connections, not just contracts; and fostering an environment where the corporate mission is imbued with personal meaning. Her story reminds us that leadership is not just about charting the course but about doing so with a moral compass and an empathetic heart.

Whether in the boardroom or on the shop floor, the lessons from Lala’s narrative remind leaders that the human element is non-negotiable. In the symphony of business, it’s the notes of vulnerability, empathy, and mindfulness that resonate the loudest, creating an opus that is both profitable and profoundly human.

In closing, as we reflect on Lala’s leadership philosophy, it becomes clear that the future of successful business is one that places a premium on the interconnectedness between leaders, teams, and tasks. It’s a future where the currency of transparency and empathy are as valuable as the bottom line, and where each individual’s growth is celebrated as a collective victory. Lala’s leadership is not just a model; it’s a movement—a call to arms for a more enlightened and humanistic approach to the business of leading.