Jakarta, Jakarta, Indonesia
Experienced Brand Manager with a demonstrated history of working in the business supplies and equipment industry. Skilled in Marketing Strategy, Integrated Marketing, Advertising, Market Analysis, and Brand Management. Strong marketing professional with a Bachelor focused in Public Relations from The London School of Public Relations.
During my role as Group Brand Manager of GOOD DAY Coffee and RTD, I’m leading the great team to achieve the Company’s target and Objective with full support on the plans and executions of Marketing Plan into a powerful engagement brand activities to grow the business. It is a very though year in 2019 as there’s new competitors in Instant 3in1 and Ready To Drink category that come with a good resource to support their marketing launch activities, but with a solid good team, and a quick integrated marketing activities on ATL and BTL, we managed to counter the new comers in the category, defending our brand and growing the brand even bigger this year and maintain it leadership in the category.
Within 4 years of my role as Brand Manager in marketing team, I managed two giant market leader coffee brands, in Indonesia, KOPI ABC and KOPI KAPAL API. Starting from the market insight, external and internal data, together with the team we successfuly managed to growing the brand by create an impactful Integrated Marketing Activities that wins people’s heart that lead to a long term positive connection (sustainable business) between the brand and the consumer. The result, KOPI ABC SUSU’s leadership been strengthened for 3 consecutive years and made the ABC White Instant as the 2nd leader below Luwak White Coffee . During the short period as part of the KAPAL API team, as the Brand Manager of Kapal Api in 2018, we as a team succeed to grow Kopi Kapal Api 2in1 business and also maintain its leadership by gaining more share. There’s few projects initiated during my role: - BINTANG BOLA KOPI ABC 2015-2017 (by riding on PERSIB, the biggest Indonesian Soccer club that have massive followers) - COFFEETONE X YOU 2017 (empowered and encouraged the HIJABERS in Indonesia to create a beautiful artwork inspired by a coffee color of ABC White Coffee), the campaign generated thousands sketches and participants. - SECANGKIR SEMANGAT UNTUK INDONESIA 2018 (Sociopreneurship Movement, that encourage the Indonesian strivers that have a big dream to become a entrepreneur, we’re not only motivate and give them knowledge to become entrepreneur, but we also coaching them and give them stage to become sociopreneur that can bring Indonesia into a better future and fund their project at the end of the campaign). - BONEK ACADEMY 2018 (riding on KAPAL API sponsorship with PERSEBAYA, one of the biggest and oldest club in Surabaya).
During this period, I'm back in the Brand Building team, handling Mass Cleanser Pond's mass cleanser and Pond's Men Cleanser + Moisturizer. In 8 months, we as a team working together to roll out plan for Pond's cleanser, especially Pond's Men 2nd year campaign. I also working with other supporting functions of the brand team such consumer insight team, customer marketing/sales team, finance team, R&D, Packaging and Supply Chain to ensure smooth brand activation in terms of planning marketing strategy and execution. There’s few numbers of campaign during my role for Pond's Men to strengthen their image as Male cleanser called "Recharge Dirimu Recharge Bangsamu” to encourare the young modern male Indonesia support the good cause without being hazzled by the dirt on their face and "Solusi Polusi with Pond's Pure White" as the cleanser that not only clean your face from dirt with its activated carbon, but also keep your face beautiful, white, and looks translucent
After contributed for about 1 year and 8 months in Brand Building team, I exposed myself to Customer Development (CD team) to learn the sales and operation in the most growing modern trade channel, Mini mart channel, handling Alfamart account. As the Assistant Account Manager, I'm working together cross-functionally with other team such Supply Chain, Operational team, CSO team, and the field team to make sure we have a smooth operational on distributing the goods to the customer, and strategically grow the business in store level. During this period, I learn to put myself in consumer’s and customer's shoe so that every plan has a feeling of consumer touch, also give positive and effective output for the brand.
During this period, I joined the Brand Building team in Unilever Indonesia, handle various brand in Oral Care category, specifically Pepsodent Premium brands such: Pepsodent Sensitive Expert, Herbal, Whitening, Complete 8, etc. In my role, I also building business partnership with other supporting functions with the brand team, consumer insight, customer marketing/sales team, finance team, R&D, Packaging and Supply Chain, to ensure smooth brand activation, marketing strategy, and execution (including launch, roll out plan, and result monitoring). In Brand communication, I also deal with advertising and activation agencies, media management, PR & sponsorship. This includes brand marketing plans, activity plans, and timing as well as executing and monitoring activation, point of sale development, promotions, and launch management. by working with the solid team crossed the function we grow the Oral Care business especially Pepsodent Premium, we have shown a sample on how we can speeding the process of launch, and how to make a concept locally for the communication and implement it as integrated campaign in local country. I’ve been successfully launched the new Innovation of within the fast track period. The result, we’re not only successfully counter the competitor’s launch, but also double the growth within one year period and make it one of the biggest sales contributor in Oral Care. I’ve also done the new innovative campaign during festive called “Sahur Amal” through Pepsodent Herbal, and it was done flawlessly with massive and strategic activity end up with good result. This campaign started with Consumer Promo, massive visibility in-store level, supported by in-store activation, heavy ad display in segmented and targeted print-ad media, Invitation and amplification using TVC. The result has become magnificent; it became one of the biggest contributors that increase the business of Pepsodent Premium.
During this period, my role is to create Strategic plan to grow the category and the brand by build, create and maintain the image of the Brand in Consumer's mind to achieve target (Sales and Growth) through a solid teamwork with cross functional team (Sales, finance, activation, production, etc) to develop and execute marketing activities. a.ATL : (TV Commercial, Radio, and Print Ad) - Analyze and Plan the strategic placement to increase the brand awareness to its product/brand using media (Television, Radio, Billboard, Flyer, Poster) b.BTL: - Planning the strategy to penetrate focus/potential area: - National Consumer Promo: Direct prizes promo using Hologram (Nation Wide) and cash money inside the pack (for localized support) - Consumer Promo Activities: House to House (Direct Selling), Product bundled, Product Sampling (Dry and Wet Sample) - Trade Promo - Event: Jalan Sehat, Modern Aerobic, Wayang Golek, Music Concert, SPG Pasar Kapal Api, Pasar Rejeki Kapal Api, Kapal Api Mocha Campus to Campus.
Sambal Super Pedas Chili dibuat secara homemade dari bahan alami (cabai rawit) pilihan berkualitas tinggi, dicampur dengan bumbu-bumbu "secret recipe" yang khas sehingga menciptakan Sambal yang sedap, lezat, dan gurih serta rasa pedas yang khas. Our Mission Memberikan kepuasan serta sensasi pedas yang tak terlupakan kepada konsumen saat mengkonsumsi makanan dengan menggunakan Sambal Super Pedas Chili
Planning and Organizing the event, starts from concept, arrangement with Suppliers (sound system, manpower, talent, decoration, etc) until executing and managing the whole event so it reaches the objectiveness of our event/client. Client List: - PT Sensient (Flavour and Yeast Extract): Seminar at Mercure Hotel, Ancol AMC Singapore: * Discovery Day in Indonesia at Shangrila Hotel, Jakarta 23rd-27th Nov 2008 * NSN Gathering with Telkomsel Event, 15th – 19th December 2008 * NSN RMS Jakarta – Four Season Hotel, Jakarta 2nd — 5th June 2009. * Hewlett Packard – Kempinski Hotel - ASEAMCO (Australia & South East Asia Mining Consultant): * Mining Expo 2008 at Mulia Hotel * Mining Expo 2009 at JiExpo Kemayoran - PT UPTREND (Seminar) at Twin Plaza Hotel, 26th October 2008