Unsung Heroes Technology

Unsung Heroes - the community manager: Sand Pichayarak, Iris Thailand


By Shawn Lim, Reporter, Asia Pacific

December 5, 2018 | 4 min read

The Drum's 'Unsung Heroes' series is a celebration of the people in the industry who slog hard behind the limelight for their companies, brands, and clients. As they are seldom in the spotlight for their contribution to the success of campaigns, this is their time to shine.


Sand Pichayarak works as a community manager at Iris Thailand.

Working and liaising with seven brands and dealing with five teams for Iris Thailand's client Philips, Sand Pichayarak says it is easy for people to mistake her job as a community manager is just replying and commenting on the social media fanpages. Her job though is to build a relationship online for brands and their consumers, rather than just completing a job.

Why is your job important?

For me, every job in every industry is important because they help each other to develop and grow the company. Personally, I feel like my job is a part of communications which is very important as we work closely with the team and the client.

What is the hardest and stressful part of your job?

The hardest and stressful part of my job is “How to communicate and convince” which is the art of speaking and listening. Sometimes, one has to carry out a huge amount of information and brief in short, simple and clear to make everyone understand the point.

What is the most rewarding part of your job?

The compliments from clients and the team. Also, the successful work that we produced.

First thing that comes to people’s minds when you tell them your job?

Everyone thinks that my job is only about replying and commenting on social media fanpages. However, this is just one of my many responsibilities.

How would you correct/explain to them what you do then?

Firstly, I will share about the digital media industry to give them a clearer context before going into details. I will also explain to them the fact that replying the comments in our client’s fanpage is not just for the sake of responding but requires good verbal and managing skills. At the end of the day, we are building a relationship rather than just completing a job.

Is there anything you want to change in your job?

I reckon it would be very insightful if I can work closely with the client in their office for a few days. It would help me to learn more about their industry and working styles.

Which was the campaign/project that you worked on, that you are most proud of?

All Philips projects that I work on because I am working and liaising with seven brands and dealing with five teams.

Who is someone you want to emulate in your industry?

Mark Zuckerberg. He is the most influential person of the era, and I really like his “Never Stop Working” and “Make It a Reality” attitude.

If you weren’t a (community manager), what would you be?

A public relations practitioner. I love communicating with people.

If you think of someone who deserves to be part of this series, please get in touch with Shawn Lim and nominate them. You can read the previous feature on the project manager, here.

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