Experience

RELX International

• China
• Manufacturing
• 100 - 200 Employee

• Consumer Engagement Manager

  • Sep 2021 - Present

  RELX International is a multinational electronic cigarette company that research, produce and markets RELX, Asia’s leading e-cigarette brand. RELX International’s products are available in numerous countries across the world, including the UK, Russia, Canada, New Zealand, Indonesia, Philippines, and the UAE. Key Responsibilities: - Translate global brand guidelines to better suit the Indonesian market. Ensuring that the compatibility between communications from brands can be digested properly by the target consumers of adult smokers in Indonesia. - Strategically analyses target market consumers, set strategies and tactics to quickly made consumers understand the RELX brand. At the same time, increase understanding of the brand and increase the brand love. Proven results, RELX is currently known in Indonesia as the market leader in E-Cigarette. - Ensuring perfect execution for all Consumer Engagement RELX programs. As a key contributor, brief agencies and select them, supervise directly, and ensure that all KPIs and activity objectives are achieved 100%. Proven Results, RELX has always managed to be available and seen at major Indonesian events that match RELX's target market. In 2022, Some of them are Pekan Raya Jakarta, We The Fest and Ultra Beach Bali. - Become an expert in consumer profiles and how to reach them, Have a “know-how” to achieve the appropriate target market. . Contribute to RELX's overall strategy in Indonesia and support other functions such as business development, sales, operations, and finance. Ensuring that all RELX marketing programs are not only effective from achieving KPIs but also from the use of budgets and returns on investments. Show less



JTI (Japan Tobacco International)

• Switzerland
• Tobacco Manufacturing
• 700 & Above Employee

• • Apr 2020 - Aug 2021

  Lateral move to Media & Digital Activation Manager, developed expertise in Media both Traditional and Digital to reach JTI Indonesia objective in awareness building.- Strategically plan Above the Line and Media Digital Activation marketing activity, including creation and attraction of media interest for brand-building goals.- Engages third-party agencies to plan, implement and monitor JTI Indonesia’s digital marketing performance across all digital networks and channels - Creates and activates Traditional Media OOH plans that have helped raise brand portfolio and sustain market share growth - Generates digital activation ideas, ensuring excellent execution from a 3 Associate, 1 Digital Media Agency and 1 OOH Media Agency team - Develops ideas from briefs through to realization in the full direction on internal and external resources in marketing activity Show less

• • Apr 2019 - Apr 2020

  Lateral move to Trade Marketing Strategy Manager, and developed expertise on Trade Marketing and BTL marketing activity for JTI. Implement strategic program in Indonesia traditional and modern retail outlet.- Analyzed competitor, consumer and market behaviors to activate retailer and consumer-targeted marketing activities, trials and sponsor projects in Indonesia- Improved Trade Strategy team capability through coaching, new ways of working and activities focused on achieving ROI- Created and executed regular brand health checks on performance, and feedback for the National Strategy for Trade Marketing - Created an annual business plan for trade marketing, consumer engagement and field marketing, and developed all PoS materials, creative content and marketing assets - Tracked and analyzed performance, reported on KPIs and budget utilization and ensure maximum performance from marketing investment Show less

• • Jul 2018 - Apr 2019

  Promoted to a Senior Leadership position as Consumer Activation Manager to oversee all consumer activation activity of JTI Indonesia in Sales Promotion Girls, Event and HORECA portfolio. - Crafted the roadmap for JTI Indonesia consumer activities, using consumer, competitor and market research to execute and insight-driven operation- Managed a 9-strong team members through consumer activation implementation. The objective for each brand is different, for Apache Brand we successfully rejuvenated the brand for a younger demographic, for Camel Brand we maintain our relevancies toward our target market- Selected third-party vendors and agencies to support consumer activation, and led development of campaigns for targeted brands that answered brand needs Show less

• • Jun 2016 - Jul 2018

  Promoted to strategically implement a Direct Marketing (Sales Promotion Girl and Community) program to target the consumer demographic.- Managed a strong Direct to Consumer team and the consumer activation agency to create a foundation on 1on1 sales promotions, that positioned the channel to become the main Trial Generator for numbers and targeted brand message- Sponsored the first community program of JTI for Camel Activate and Mild, driving Camel’s brand image in communities to for a loyal consumer base - Activated the trial’s of Apache, Camel and Mevius at national levels, and successfully packaged communications, events and brand messaging Show less

• • May 2015 - May 2016

  Headhunted to implement and activate a new marketing programme in West Indonesia, and support all marketing across the JTI Indonesia product range- Successfully executed a 5-series event for Camel that increased brand awareness in the targeted consumer segment and accelerated the brand to the Top 5 in Indonesia- Increased brand awareness through trial, event activation, 1-2-1 initiative and community initiatives in the West Region for Camel and Mevius, including for the Camel Activate Purple Mint launch, the most successful SKU in JTI Indonesia Show less



PT HM Sampoerna Tbk.

• Indonesia
• Tobacco Manufacturing
• 700 & Above Employee

• • May 2014 - Feb 2015

  - Promoted into the Legal Age Meeting Point division to develop strategy, map sales activities and accelerate the market share of Marlboro and A Mild cigarettes - Managed agency costs and performance for consumer activation campaigns- Managed budgets, brief-to-execution and the growth of the Area Marketing team

• • Mar 2013 - May 2014

  - Utilised expertise in Area Strategy, Planning, Trade Marketing and Consumer Marketing to create and execute a highly successful consumer program for the West Sumatera region, that achieved customer activation KPIs - Created the highly success Area Padang HM Sampoerna Business Plan (2013) that achieved 100% budget usage and 100% ROI from vendor services- Created the master plan for West Sumatera, coordinated all marketing activities and collaborated with the Supervisor in regional marketing campaigns - Created a counter plan to competitor activity that raised market share Show less

• • Jun 2012 - Mar 2013

  - Headhunted for the Supervisor role, tasked with planning, creating and accelerating marketing and merchandising initiatives for multiple Cigarette brands- Performed managed a 17-strong Merchandiser and Assistant team in the delivery of the 3 Stick Selling programme across 1000+ retail outlets



Bank Mandiri (Persero), Tbk

• Sales Representative EDC

  • Dec 2011 - Jun 2012

  As a Sales Representative EDC in Bank Mandiri, I am responsible to find, maintain and assist customers in installing Electronic Data Capture Machine facility. As a Sales Representative EDC in Bank Mandiri, I am responsible to find, maintain and assist customers in installing Electronic Data Capture Machine facility.