From Developer to Director: Noon’s Business Intelligence Journey

As a Business Intelligence Director at Agoda, Kamonchanok (Noon) Rattanasrimata has grown with the company, seen its evolution, and helped shape Agoda’s data-driven approach. Here, she shares her journey, learnings, and why she chose to build her career at Agoda. 

Joining Agoda’s Business Intelligence Team

I first joined Agoda in 2009 as a Business Intelligence Developer. Back then, Agoda was just beginning to build its analytics capabilities, and our Data team consisted of only 5-6 people. We were starting from scratch, building new data solutions and analytics frameworks with nothing but our passion and curiosity to guide us.  

Since then, our team has expanded to over 60 members, and I now serve as a Business Intelligence Director, leading the Business Intelligence Product team. We specialize in delivering end-to-end data solutions for analytics, enabling other teams to gain insights into their achievements and track performance through data. Our work drives informed decision-making across areas like user experiences, customer satisfaction, marketing strategies, and operational efficiency. 

Agoda’s Journey with Data 

When I first started working at Agoda, we didn’t dive too deeply into data. We mostly looked at basic metrics, like bookings per day. But as the business grew, so did the importance of understanding our data. Other teams like Marketing and Product began wanting deeper insights, to better analyze and understand their goals. That was a turning point, when I saw Agoda going from being run purely as a business to being treated and developed as a product, too.

At the same time, the volume of data we were working with grew significantly. We began tracking daily web activity on the Agoda site, which introduced us to the world of big data. We had to completely rethink how we did things in the past and start migrating our technology to handle big data effectively.  

We’ve come a long way, and today, Agoda is a proudly data-driven tech company. Data influences every decision we make, and I love being part of a team that plays a core role in supporting the business’s success. We get to initiate new projects and solve problems all the time, and it’s taught me to love a challenge.  

Staying Inspired and Motivated at Work After Fifteen Years 

Sometimes I feel a bit shy when people ask me how long I’ve worked at Agoda. Fifteen years sounds like such a long time, but it honestly feels like I just joined a few years ago. Our industry is constantly changing, with revolutionary technologies transforming the way we work, like with big data. GenAI is another recent example. A few years ago, we’d never touched this technology, and now it’s a huge part of what we do. That’s why I never feel bored: I’m always pushed out of my comfort zone. 

Another advantage of being at Agoda for fifteen years is knowing so many people. I’ve had time to build good relationships with other teams, which makes it easier to negotiate and ask for help. Those connections have really helped me grow. 

I never thought I’d stay at one company for so long. Before Agoda, I worked as a consultant and loved the variety that came with it. I struggle with bureaucracy and rigid hierarchies, as they make work feel stagnant. At Agoda, we never let those things slow us down. Our work is so fast-paced that I feel like I’m working in consulting every day. 

“Be Direct and Respectful”: A Culture of Openness and Communication 

“Be direct and respectful” is one of Agoda’s core values, encouraging open-mindedness and clear communication. I see this openness every day, especially in development, where unexpected issues always arise. It allows us to listen to all perspectives and work together to find the best solution for the situation. Openness applies to all levels at Agoda. If I can have an idea, I know I can share it with my colleagues – even from other teams – and they’ll happily offer their knowledge and help me think it through.

Clear communication keeps everyone aligned with our vision and goals as the company grows. Under the leadership of our CEO, Omri, there’s a strong collaboration between Agoda’s Tech and Business teams. As Tech directors, we work and speak directly with the CEO instead of having messages relayed to us, which helps bridge our teams and ensures we work together effectively. 

How Does Career Growth Happen?

Career growth looks different for everyone. Personally, I love solving problems, which is why I often take on work outside my scope. It’s a bit tricky because, as women, we’re sometimes advised to stay focused on our own promotion track (laughs). But whenever a project came up that no one wanted to start, I’d jump in and say, “I think my team can do it!” 

Together, we’d take these overlooked projects and turn them into something meaningful. Over time, we built a reputation for taking the initiative. People started to notice, and when new opportunities came up, we’d be top of mind. They’d think, “Ah, maybe Noon can help jump-start this,” and would even allocate people and resources to help us initiate projects. That’s how I started having more responsibility and leading bigger teams. 

Growing as a Leader 

Being part of the Booking Holdings (BHI) group means endless opportunities to learn – not just within Agoda, but from other brands in the group as well.  Last year, I had the privilege of joining the BHI Women in Leadership Program, where I connected with inspiring leaders from around the world. It was amazing to discover how much we have in common, from shared challenges to similar goals. Our discussions were full of ideas on overcoming obstacles and leading our teams to success. 

Even though the program ended a year ago, the community we built is stronger than ever. When leaders from other brands visit Bangkok, we’ll grab lunch or coffee to catch up and share support and advice.  

Overcoming Failure 

If something fails, I see it as a learning opportunity. Mistakes are always going to happen when working with data, so I’ve learned to stay positive. I want my team to do the same and give them the freedom to make mistakes as part of their growth. 

I set ambitious KPIs to help us learn what works. When targets aren’t met, we sit down as a team to understand why, what went wrong, and how we can improve. Sometimes, there are unexpected blockers, and learning from them helps us do better next time. 

Becoming a Working Parent 

I had both of my kids while working at Agoda, and they’re now 10 and 6. It was a difficult transition, but Agoda supported me well. Hybrid work has been amazing for managing my schedule. Before, I had to hire a nanny for help, but now I can spend more time with my kids and save money on childcare. I can take them to school, help them with their homework, and even during work, they can sit with me and feel that I’m around. This has brought us much closer as a family.   

Now, Agoda has parental leave for both parents, which I think is an amazing benefit. When I had my second child, I remember thinking “If only my husband worked at Agoda, he could be here to help me!”  

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