Experience

Summer International

• United States
• Personal Care Product Manufacturing
• 1 - 100 Employee

• Head of Brand

  • Nov 2021 - Present

  I am currently working as Head of Brand for Summer International. Summer International is a global company focused in health and wellness and we have several global brands. Summer International is a part of Gushcloud International (#1 Global Influencer Marketing Agency). I am in charge for a local brand named SASHI Seoul. SASHI Seoul is more into k-beauty brand and we have several products ranging from sleeping mask, body lotion (tone-up), beauty tools and lined up another 15 SKUs. Our businesses are B2B (which is 70%) and B2C (30%). We sell a lot of brands under the B2B side to resellers across the country and only SASHI for B2C. Our main sales channels: resellers, e-commerce, private offline store, GT (offline beauty store etc) My job responsibilities are including planning, overseeing and executing end-to-end strategy, which consists of: 1. Brand and Marketing Management 2. Marketing channels: KOLs, Digital Marketing, Social Media, Event, E-Commerce Campaigns 3. Sales (B2C and B2B) 4. Channel Expansion (GT, MT, Horeca) 5. Financial aspects (P&L of the brand) 6. New Product Development We are on the mission to grow SASHI Seoul in Indonesia and overseas market.



Selestial Brands

• Indonesia
• Manufacturing
• 1 - 100 Employee

• Group Brand Manager

  • Jan 2020 - Nov 2021

  Norm is a men’s skincare, grooming, and health brand based in Indonesia and is a part of Selestial Group. Selestial Group is the next generation consumer conglomerate that builds and buys brands catering to the modern consumer. We are a growing team and is backed by large VCs that have also invested in companies, such as Zalora, Lazada, Facebook, and much more. My responsibilities: 1. Develop brand guidelines to deliver a consistent brand message to customers 2. Develop brand marketing 360-degree campaign to enhance marketing funnel from awareness to retention 3. Marketing lead for existing products and new product launch from the scratch – research and development, analyze potential users, pricing strategy, and marketing roadmap 4. Drive business and transaction growth through several marketing channels



Funding Societies | Modalku Group

• Singapore
• Financial Services
• 200 - 300 Employee

• Marketing Manager

  • Nov 2017 - 2020

  I am fully responsible for promoting, managing, and maintaining a positive position of the business and the brand in the minds of stakeholders. 1. Develop brand activation campaign for both online and offline (ATL & BTL) marketing channel, coordinated with the vendor to create video thematic campaign and also handling media planning such as digital marketing 2. Collaborate and support the business division team to do event activation in the relevant channels and achieve groundbreaking results to hit the company's objectives. 3. Handling sponsorship and partnership with relevant key partners to increase business performance for Modalku 4. Defined and developed effective marketing promotional campaigns to ensure the best conversion rates to traffic and loan volume and investments. 5. Ensure execution in online & offline channels and monitored campaign performance 6. Developed GTM strategy and marketing roadmap for all loan products (Ultra Micro, Micro, and SME) and Investment products 7. Established joint marketing activation with valuable partners e.g. e-commerce companies, SME Associations, Communities, Investor and Banks



Garuda Indonesia

• Indonesia
• Airlines and Aviation
• 700 & Above Employee

• Assistant Brand Manager

  • Feb 2016 - Nov 2017

  Reporting to Brand Communication Manager. As Assistant Brand Manager, my responsibilities: 1. Responsible for brand strategy plan development and execution to keep GIA as 5-Star Airline. 2. Handled both ATL (TVC, Contents on web homepages, in-flight entertainment, radio, OOH, youtube channel) and BTL (brand concept on annual Garuda Indonesia Travel Fair event and any other events) 3. Responsible for budget utilization 4. Regulate all aspect of activities associated with brand, like consumer insight, sponsorship, customer satisfaction. 5. Coordinate with area branch office to activate local campaign 6. Prepare media plan for every Garuda Indonesia's thematic & tactical campaign 7. Dealing with other potential companies/parties that can support the GA marketing campaigns. Most important thing is understands the portfolio’s market competitiveness and target consumers, translate the understanding into proprietary insights so as to strategize and develop quantified and measurable marketing and brand plan.



PT HM Sampoerna Tbk.

• Indonesia
• Tobacco Manufacturing
• 700 & Above Employee

• Graduate Trainee Marketing

  • Oct 2014 - Mar 2015

  Reporting to Area Marketing Manager. As Supervisor LAMP/HOP (Legal Age Meeting Point/Hang out Places), My responsibilities: 1. Managed promotion activities including contracts, branding, event and direct selling team deployment in Legal Age Meeting Points (LAMP) in Balikpapan area. Explored opportunities for further cooperation e.g sponsorship, trade program, etc 2. Selected relevant LAMP for contract program of Dji Sam Soe, A Mild and U Mild. Socialized the program to LAMP owners and negotiated on contract fees and terms 3. Maintained invested branding on LAMP and maintained good relationship with the LAMP owners by continuously involving them to relevant activities 4. Develop New POSM (Point of sales material) that to be placed at LAMP/HOP outlet to support brand marketing campaign. 5. Provided comprehensive learning and analysis on marketing and promotion activities as part of Graduate Trainee Program As Supervisor Trade Marketing, My responsibilities: 1. Develop and Managed trade program in selected general trade/modern trade outlets to support brand awareness and product selling out. 2. Worked closely with Sales team with selling data to selectively choose outlets for program execution based on district focus and competitor power map 3. Supervised merchandiser force to ensure trade programs well executed in general trade/modern trade including branding, merchandising and selling program and ensure fine product appearance (freshness, availability and feasibility) 4. Provided weekly updates on trade programs and competitor activities and assisted Area Marketing Executive to provide routine analysis on market dynamics by using sales volume, market share, consumer insight data and field monitoring takeaway