Experience

(G)Tech Digital

• Information Technology & Services

• Chief Operation Officer (COO) Of MAPCLUB

  • Jul 2017 - Present

  As a Chief Operating Officer (COO), I oversee, develop, and employ our marketing strategy, initiatives, vision, and branding efforts to accelerate revenue growth and achieve brand objectives. As a key part of our executive team, I have full oversight of the company’s marketing and brand strategy and lead a team of enthusiastic professionals in digital marketing, social media, brand development, PR, product marketing, and content development. I provide strategic insight and direction to the biggest Coalition Lifestyle Loyalty Program in Indonesia: MAPCLUB. I also oversee and coordinate a wide coverage operation in 33 provinces, 2500+ stores, and 150+ international brands in multi-lifestyle categories: Sport (Nike, Adidas, Skechers, Kids station, Planet Sport, etc.), Fashion (Marks & Spencer, Zara, Mango, Cotton On, TUMI, etc.), Department Stores & Grocery (Sogo, Seibu, Gallery Lafayette, Foodhall, etc.), Food & Beverages (Starbucks, Pizza Marzano, Krispy Kreme, etc.), Travel & Leisure (Samsonite, Pacsafe, etc.), and Technology products (Apple). Key achievements: • Successfully acquired 3 million members • Re-launched MAPCLUB in the mobile app as the main channel: 700,000 app downloads within 1 year with 44% of monthly active users • Increased Customer Engagement: grew active members rate to 60% and increased redemption rate from 50% to 63% YoY • Achieved sufficient growth of key performance indicators of Business Units in each category (Member Sales Contribution, Transaction, Frequency, Average Transaction Value, and Unique Member Transaction) • Planned and organized the biggest branded bazaar in Indonesia, the first branded sale on the largest sales floor (4000 m2) Show less



KFC Indonesia

• Indonesia
• Retail
• 400 - 500 Employee

• Chief Marketing Officer

  • May 2014 - Dec 2015

  As a Chief Marketing Officer (CMO), I planned and orchestrated all aspects of Marketing and Product Development for KFC Indonesia across 500 stores in 33 provinces. I provided leadership to KFC’s brand strategy, marketing, food, merchandising, category management, digital, pricing, and communications to drive customer engagement and innovation in all stores. Key achievements: • Launched the New Product Development (Limited Time Offer) “Red Hot Chicken” that generated the highest sales in KFC Indonesia history • Increased frequency visit/transaction of customer by improving customer experiences: revamped menu mix in dine-in and home delivery menu and developed the first home delivery mobile application • Efficiently managed media spending in placement and buying strategy for TV and Outdoor media (same budget with triple exposure result) Show less



Telkomsel

• Indonesia
• Telecommunications
• 700 & Above Employee

• Vice President Loyalty & Lifestyle Marketing Group

  • Aug 2011 - May 2014

  In this position, I managed the Loyalty program for the biggest customer database (150 million members). I efficiently drove positive customer experiences that created client and consumer value and satisfaction, retention and growth, building on voice of the customer feedback and qualitative and quantitative data. I championed and leveraged data sources such as the voice of customer insights and analytics to fully understand our customers’ experience while focusing daily on delivering value to the company, solving customer problems, and realistically developing new opportunities. I also identified key opportunities for improving the customer experience and build customer loyalty as well as executed multi-channel programs designed to recruit and retain customers. Key achievements: • Restructured the Loyalty design program: implemented new calculation of customer value, new tier system to reward the right customer as well as increased consumer touch point, choice selection to redeem, and personalized customer engagement • Improved loyalty program participation rate and increased participant redemption • Reduced the churn rate to 3.4% as opposed to the 11% of non-loyalty participants • Developed partnerships with other brands and services, including synergy within the Telkom/ Singtel group, which resulted in new revenue streams and new experiences for subscribers Show less



Self Employed

• Real Estate
• 1 - 100 Employee

• Independent Strategic Consultant

  • Jul 2009 - Aug 2011

  1) Project for FIFA World Cup 2010 project As an Independent Strategic Consultant, I served as a subject matter expert in Marketing Communication & Business Development providing direction for “FIFA World Cup 2010” project. I established and exploited reciprocal partnerships and ran off air World Cup activities, which resulted in the largest market penetration in the history of “Nonton Bareng World Cup” in Indonesia (2,372 indoor venues in 101 cities throughout 32 provinces, 1,421 outdoor venues in 106 cities across 31 provinces, and with 759 schools in 9 cities). 2) Project for Coca Cola Company I was invited by Coca Cola Company to support “Buka Semangat Baru” Campaign (open up the new spirit). For this project, I utilized music as a medium to increase brand recognition and achieve brand awareness objectives. The campaign soundtracks became hits and held top positions at number one chart music for more than 10 weeks and earned special recognition from Coca-Cola Global. Show less



PT Direct Vision (Astro Indonesia)

• Telecommunications
• 1 - 100 Employee

• Senior Vice President Marketing

  • Aug 2008 - Aug 2009

  During this tenure, I was responsible for overseeing the marketing operations of the company. This included planning, development and execution of the organization’s marketing, advertising, public relations, and internal as well as external communications initiatives. I also managed Customer Loyalty Program and Customer Experience, including Customer Service. During this tenure, I was responsible for overseeing the marketing operations of the company. This included planning, development and execution of the organization’s marketing, advertising, public relations, and internal as well as external communications initiatives. I also managed Customer Loyalty Program and Customer Experience, including Customer Service.



Sony Music Entertainment

• United States
• Musicians
• 700 & Above Employee

• Senior Marketing and Promotion Director

  • Nov 2000 - Jul 2008

  Previously: Marketing Director (2000 - 2001), Marketing and Promotion Director (2002 - 2006) As a Senior Marketing and Promotion Director, I led and coordinated activities of the Marketing and Promotion team for local (Sheila on 7, Padi, Glenn Fredly, Gita Gutawa, Regional (F4 ) and International Repertoire (Jennifer Lopez, Destiney’s Child, Beyonce, Celine Dion, Westlife, etc.). I developed and managed marketing and promotion activities across all channels (TV, radio, print, events, and website) as well as effectively grew digital media coverage. Show less



L'Oréal

• France
• Personal Care Product Manufacturing
• 700 & Above Employee

• Marketing Manager

  • Jan 1998 - Nov 2000

  Previously: Group Product Manager (Jan 1998 – Dec 1998) I developed and managed effective corporate consumer marketing strategies, supporting the growth of the company’s global business. I led product and marketing brand managers of all product categories (make up, skin care, hair coloring, hair care, and hair style) in the development and implementation of brand strategies, advertising promotion, media planning, and brand positioning. I also continually evaluated and recommended new marketing solutions based on comprehensive marketing analytics to assess what best met changing business needs and best aligned with company strategies and focus. Key achievements: • Delivered the highest sales volume and brand awareness among all Asia Pacific Regions for White Perfect (whitening skin care series) from L’Oreal Plenitude • Implemented the first mobile demo unit system for a public product demo • Devised and executed Quality Guaranteed Project that brought new customers for hair category Show less



The Coca-Cola Company

• United States
• Food and Beverage Services
• 700 & Above Employee

• Senior Brand Manager Coca Cola

  • Aug 1994 - Dec 1997

  Previously: Non-Carbonated Product Manager (Mar 1995 - Dec 1995), Youth Market Manager (Aug 1994 - Mar 1995) In the position of Senior Coca-Cola Brand Manager, I provided country-wide brand leadership driving the development of the brand growth and strategy, from concept to activation plans. I also planned and spearheaded flagship Coca-Cola brand activities, including control and evaluation of promotions, advertising, media, merchandising, packaging, pricing strategy, and sales volume. Key achievements: • Successfully developed and launched Kesegaran Tiada Tara, a media and PR campaign customized to Indonesian consumer habits and core values that resulted in 8 local TV and radio advertising series and 2 Audience’s favorite advertisement awards from national TV stations, RCTI and SCTV • Voted No. 4 overall “Top of Mind Brand 1997” in Indonesia • Launched the 500ml Coca-Cola, the first on the go package in the market • Created new product and business development initiatives for non-carbonated Ready to Drink tea (known as Frestea) that became number 2 leading brand for RTD tea in Indonesia Show less



Lowe Lintas

• Advertising Services
• 1 - 100 Employee

• Senior Account Executive

  • Nov 1990 - Aug 1994

  Previously: Account Executive (Apr 1991 - Dec 1991), Junior Account Executive (Nov 1990 - April 1991) As a Senior Account Executive, I developed and executed the brand strategy on advertising and promotion, elaborated media placement strategies, evaluated campaign’s overall performance with consumers and competitors, and ensured projects remained on schedule and within the budget for the following companies: Wall’s Ice Cream (Unilever), Acer Computers, Top Chocolate, and Royco. I was instrumental in product development, product positioning, and integrated marketing communication strategy development that drove the Wall’s Ice Cream to a new level. I also planned and executed a great number of advertising, media, trade, and consumer campaigns as well as product launch campaigns. Show less