Natcha Thanakitamnuay is the vice president of Kirimaya Company Ltd, which is owned by her family and led by her father, Kitti Thanakitamnuay. Natcha is responsible for managing the resort, with a mission to modernise its image and bring it up to global standards.

In addition to her management role in the company, Natcha is an influential figure on YouTube and Instagram, showcasing her personal lifestyle and offering a behind-the-scenes look at her work, fashion choices, and home.