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Work Background
GoogleProduct Marketing Manager - YouTube (Southeast Asia)
Dec. 2020 - Oct. 2024Jakarta, IndonesiaDevelop and execute the end-to-end strategy to drive adoption of YouTube Shorts as well as YouTube Premium & Music
GoogleAssociate Product Marketing Manager - Google Store (EMEA)
May. 2020 - Nov. 2020London, England, United Kingdom- Oversaw launch strategies for new Made by Google hardware products on Google Store for the EMEA region
- Led site improvement projects
GoogleAssociate Product Marketing Manager - Ads Marketing, SMB (Southeast Asia)
Apr. 2018 - Apr. 2020Greater Jakarta Area, Indonesia- Developed the plan and led the execution of strategic initiatives with the aim of acquiring new Google Ads users at scale across South East Asia markets (Indonesia, Singapore, Malaysia, Thailand, Vietnam and Philippines)
- Drove programmes and campaigns with the objective of engaging more small and medium businesses in Indonesia with Google My Business
- Conducted researches to generate more insights around SMBs to influence product and programme roadmap
Lazada GroupHead of Non-Performance Marketing (Branding)
Jan. 2018 - Mar. 2018Greater Jakarta Area, Indonesia- Led brand strategy and implemented brand initiatives that were related to the business goals in order to drive brand awareness, perception, engagement and preference - Ensured brand identity and messages were consistently applied across all consumer touchpoints which included, but not limited to, online videos and banners, TVC, radio ads, OOH, influencers
- Defined clear and relevant KPIs for brand campaigns including branded traffic uplift, CPV, CTR, CPO and social metrics (reach and engagement)
- Worked closely with the performance teams to measure effectiveness of brand campaign investment and formulated plans to adjust/improve where necessary
- Tracked brand performance by measuring and monitoring metrics including awareness, impression, perception and buzz
- Ensured that best-in-class project management practices were employed to deliver all brand communications within strategy, budget and deadline
- Reported directly to the Chief Marketing Officer (CMO) of Lazada Indonesia Achievements
- Won WOW Brand 2018: Gold Champion for Category Online Retailing (E-Commerce and Marketplace)
- Won Indonesia Branding Campaign of the Year 2018: Gold Champion for Category Above the Line
- Won Indonesia Branding Campaign of the Year 2018: Bronze Champion for Category Digital
Lazada GroupHead of Social Media
Jul. 2017 - Dec. 2017Greater Jakarta Area, IndonesiaPast Projects
On top of managing free and paid social media channels (Facebook, Instagram, Twitter and Youtube), I was also leading the planning and execution of the online and offline branding activities for Online Revolution 2017 which included:
1. TV Commercial and TV Show
2. OOH
3. Radio
4. Livestreams
5. Influencer marketing Achievement
- Won 3rd place of Viral Commercial Video 3.0 Award presented by Markplus for #KamuJugaBisa video to inspire more local merchants to grow their business with Lazada
Lazada GroupManagement Associate - Social Media Team Lead
Sep. 2016 - Jun. 2017Greater Jakarta Area, Indonesia- Managed a team of three people and oversaw both paid and free social media channels (Facebook, Instagram, Twitter, Google+ and Youtube)
- Conceptualized social media campaigns and generated ideas for content to boost followers and engagement
- Developed strategic plans to reach daily CAC, CPO and CPI targets for static, automated and re-targeted Facebook advertisements
- Heavily involved in video production and managed communication with video production companies
- Built video marketing strategy to maximize videos' performance in terms of reach, views and engagement
- Carried out daily monitoring of performance of all social media channels and created ideas to improve customer engagement
- Was in charge of quality control to ensure that all the creative assets (banners and videos) are aligned with Lazada's branding guidelines
- Kickstarted and coordinated the launch of Lazada livestreaming project by leveraging live videos to connect influencers and brands as well as drive traffic and engagement
- Worked closely with influencers for social media campaigns and special projects, including Lazada TV (livestreaming) Achievements
- Increased Facebook and Instagram's engagement by 50% and 39% respectively within 6 months
- Increased Instagram and Youtube's followers by 77% and 137% respectively within 6 months
- Attracted more than 12,000 submissions for the Instagram photo contest in partnerships with Nikon in September 2016
- Successfully launched Lazada TV during Online Revolution 2016 and Lazada's Birthday Campaign 2017. The project will then be rolled out across the region.
- Lazada's Employee of the Month - January and May 2017
Lazada GroupManagement Associate - Direct Marketing
Jan. 2016 - Sep. 2016Greater Jakarta Area, IndonesiaThe Management Associate Program is a 18-month fast track program which is designed to give the highly entrepreneurial and enthusiastic young graduates the maximum exposure to various pillars of Lazada Group's business and the rapidly developing E-Commerce industry. Direct Marketing (Email and Chat Apps)
- Managed campaign communication to customers through email marketing and chat applications with the objective of driving traffic, sales and engagement
- Generated ideas for content, in terms of visual and copy, of all the marketing messages pushed through email and chat applications
- Ensured that marketing messages cater to customers' needs based on the segmentation
- Responsible for quality check to ensure that all the creative assets follow the guidelines and meet the standards set by the regional team
- In charge of performance monitoring and data analysis to be used as basis for further development Achievements
- Together with the regional team, successfully launched the automation project of SKUs selection for newsletters which increased the click-to-open rate (CTOR) by around 10%
- Successfully increased orders through email marketing by 135% within 6 months
- Lazada's Employee of the Month - May 2016
PT Ace Life Assurance (now known as PT Chubb Life Insurance)Sales Agent
Mar. 2013 - Mar. 2015Bandung, West Java, Indonesia
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