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"Under his guidance, we look forward to boosting our branch-network capacity," Tan Kong Khoon, president and CEO of BAY, said yesterday.

With the departure of Piriyah to BAY, GE Capital Global Banking has named Philip Tan as his successor at GE Money Thailand.

BAY chairman Veraphan Teepsuwan said the appointment of Piriyah reflected GE's commitment to supporting the bank operations with a top executive of GE Money who possesses great experience and performance.

This financial institution, with GE as the major shareholder, will now become stronger, he said.

With more than 30 years in the local consumer financial-services industry, Piriyah has grown the business to become the biggest consumer financial-services company in the country.

Today, the business enjoys leading market shares across all categories.

Philip Tan, with more than 16 years at GE Capital and most recently serving as its chief marketing officer, brings extensive experience across a number of areas including quality, information technology, business development and marketing.

He latest achievement was spearheading the launch of Money Thailand's innovative First Choice 3-in-1 card.