Phunnapa “Framee” Limtansakul is a seasoned eCommerce leader with over 15 years of experience driving e-business growth across Asia, both local and regional. She is currently the ASEA eCommerce director at Opella, overseeing strategy and execution across and South Korea, Hong Kong/Taiwan and Southeast Asia. Specialising in non-electronic categories such as FMCG, healthcare, skincare, moms&babies, homecare, petcare, and nutrition. Framee has held leadership roles at Opella (previously Sanofi Consumer Healthcare), JD Central, Beiersdorf, Reckitt, and McKinsey & Company. She excels in commercial management, operations, and brand communication building, delivering strong double and triple-digit growth. Known for her strategic vision and P&L ownership, Framee leads cross-functional teams to innovate customer engagement and accelerate omnichannel transformation. Her expertise in e-fundamental management, performance marketing and digital shelf excellence, and high-performing team development has made her a key driver of eCommerce as a sustainable growth engine for global and regional brands.