Meet the team

Meet the team

Caelan Wright Senior Management
Caelan Wright is an organisation based on innovation and a wealth of industry and corporate experience enabling it to provide tailormade and pragmatic solutions. The directors have extensive senior management experience within the call center industry, gained from the complementary perspectives of service provision services and technical expertise. Each has a proven track record of delivering results that exceed customer expectations, making for a winning combination.

Larry is the Chairman of CWA a Call Center Company located in Thailand with its HQ in Singapore he is also an active Board Advisor of CyberNet, driving CyberNet’s strategic direction, business development and financial activities. Larry is the CEO of iga partners a management consulting firm supporting US based companies entering Asia. For over 30 years, he has been deeply involved in creating, growing and managing international technology companies. His business acumen is gleaned from a good mix of sales, marketing, finance and general management in dynamic, demanding and industry-leading companies such as IBM, Tandem Computers, Hewlett Packard/VeriFone and Teletech. Throughout his career, Larry was recognized both as an industry leader and a strategic thinker with a bias for action. He has led, motivated and mobilized large numbers of employees, partners and customers in achieving tremendous sales growth and created many new markets, including opening new offices in 15 Asian countries for multiple technology providers. He has successfully built regional and international marketing, sales and support infrastructures, including 26,000 employees, 100 in-country distributors and representative offices, with sales of over US$1 billion, achieving annual growth rates in excess of 100%. In his last assignment as Chief Operating Officer of Teletech, Larry managed 20,000 people worldwide and together they double the business from USD500M to USD1B in 12 months.Larry also co-founded Shanghai Software Systems (SCUBE), the largest application software company in China. He understands what it takes to set a vision, translate it to goals and objectives, communicate them to all relevant audiences, and gather partners and alliances in achieving them in a win-win fashion.

Mark has been working in the direct marketing-telemarketing industry for 19 years and is regarded as a pedigreed international expert with particular emphasis on contact centers and insurance direct marketing.  Prior to founding CWA, Mark was Senior Vice President of direct marketing for Prudential Life Assurance (Thailand). Mark had spent 3 years with Prudential building and managing “PruCall”, Prudential’s in-house direct marketing-telemarketing capability. Previous to this Mark has held regional direct marketing-telemarketing roles for Prudential and ESG Direct, having been exposed to markets such as Taiwan, Hong Kong, Indonesia, Malaysia, Vietnam, Japan and Korea.  Mark began his career in Australia during the ’80s with National Mutual (now AXA Australia). Mark was the Chairperson of the Call Center Industry Association of Thailand for four years and a regular columnist for the Bangkok Post. Mark Has also co-authored a book called the Sales Bound Team Leader in 2001.

Mark is a highly motivated professional excelling within the Asia Pacific markets armed with the relationship management skills to create synergies and smooth interfacing with both internal and external clients.

Mark’s specialism includes product development and pricing (particularly having worked for a re-insurance subsidiary being ESG Direct), financial forecasting and measurement (P&L), business case development, contract negotiations, operational set-up expertise, day-to-day management of programs, implementation of data analysis and data-mining for improved ROI, as well as operational staff management.

Adrian is a founder of CWA. He has worked in Asia since joining Prudential Corporation Asia in the Bancassurance team as Regional Bancassurance Manager in 2001. He’s been responsible for Bank Partnership development across twelve operational markets and has 18 years experience in the UK financial services industry. Formerly with Prudential Assurance Ltd (UK) for 10 years, Adrian has accumulated a wealth of experience, he started as a District Agent moving to Corporate Services Consultant and Area Managing Consultant, providing solutions and services to both private and corporate sectors.

Adrian has worked as Chief Distribution Officer for Prudential Thailand. Adrian’s accountability was for the achievement of profitable Company production targets across all distribution channels (Agency, Bancassurance, Direct Marketing and Broker), together with the acquisition of New Business and development of multi channel distribution methods to leverage insurance sales and fee income.

Michael is currently Chief Operations Officer at Caelen Wright Associates responsible for implementing and managing all necessary operational procedures and tools to manage the business to the P&L commitment. He is also Co-Chairman and VP of IGA Partners Hong Kong Ltd an Asian based business consulting practice.

Michael has over 30 years’ experience in executive positions managing successful sales/marketing and channel/business consulting operations in major international markets with an emphasis on Asia. He grew Asian consulting services revenue to US $100M in 3 years through sales, marketing, partner and channel development, establishing over 20 service partnership agreements in 10 Asian countries such as China, Hong Kong, Singapore, Thailand for Tandem Computers. Michael implemented a management solution strategy that grew Teletech Holdings from $500MM to $1B. He also reengineered a $50MM operating budget saving 25% for a large financial services company. He also has in-depth experience of acquisition integration with Lucent Technologies (Ascend Communications & INS) and Compaq Computers (Tandem Computers & Digital Equipment). Michael’s worldwide business consulting and operations acumen is gleaned from senior management experience in global organizations in companies such as American Express (Snr. Manager), Tandem/Compaq Computers (GM/VP), Ascend Communications (VP Sales & Marketing), Lucent Technologies (SVP) and Teletech Holdings (CMO). Other leadership roles include: Executive VP, Lighthouse Holdings; VP Sales and Marketing, Ascend Communications; VP and General manager Financial Services practice, Compaq Computers 


Marcello is CWA’s Chief Data and Analytics Officer, leading the firm’s practice in the areas of Data Science, Big Data IP development, and analytics platform development and implementation.  

Prior to joining CWA, Marcello was the co-founder and Managing Director of Wavecatch, a Singapore-based start-up operating in the deep analytics, big data and high-performance computing space.  He has also almost 20 years of global experience in financial services and technology/ media companies, where he primarily focused on:

  1. the design and implementation of advanced quantitative systems for business performance optimization (risk management, operational efficiency, marketing ROI)
  2. establishing “repeatable innovation” programs with tangible financial outcomes

He brings to CWA’s team excellent professional credentials in both Executive and Technical roles [Managing Director of FOX Mobile Distribution Asia-Pac; Global Head of Innovation at Standard Chartered Bank; Asia-Pacific Director of Analytics/CRM at AEGON; VP, Market Area Analytics at Wells Fargo; Group Head of Advanced Analytics at Intuit], and first rate analytical expertise.

He holds MSc in Econometrics / Statistics, and earned his MBA at UC Berkeley.  He is an Affiliate Researcher at the Centre of Financial Econometrics at Singapore Management University.

Kitima has been working in project planning, project implementation and management for the past 10 years on Business and Distribution development.  Kitima had deeply involved in the planning, development and implementation during Thai AirAsia fast expansion for 5 years in business and distribution development.  Previous to this with Prudential, Kitima was a major contributor that pioneered team efforts in exploring new business opportunity initiatives having successfully launched and led business strategic partnership programs leading to quality outcome to Prudential.

Her intensive experience covers broad multi-function disciplines and diversity of businesses.  Her strong determination and optimistic attitudes in achieving complex tasks successfully with pre-delineate performance is clearly recognized with her implementation successes of new business projects to her achievement of business and distribution expansion.

Arunee Jitrunganan has been working in contact centre company since 2004.

She was involved as one of the key people in designing and implementing various types of contact center projects, and managing contact center IT infrastructure for customers in various types of industries, some of which are: Insurance, Food Delivery, Airlines, and Technical Support.

She is having call center application design requirement/testing skill and IT project management experience supporting large-scale project implementation in Bangkok.


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