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