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Work Background
GLGMarketing Consultant
Jun. 2019Work with clients to provide insights on cosmetics, cosmeto-pharmaceuticals, cosmetics compliance, packaging, advertising, consumer & market trends as well as campaign strategies.
PT. Akasha Wira International, Tbk.International Business & Strategic Marketing Director
Jul. 2013 - Jun. 2019Greater Jakarta Area, IndonesiaLed global direction in terms of: - Strategic brand & product development, mid and long-term business development and acquisitions, and over-all brand guidelines - Product development, communications/PR/advertising development, all creatives and merchandising for international roll-out via internal creative team and via advertising and PR agencies. - Led the International Business Division (Exports): Marketing, Product & Catalogue development, Sales, Recruitment, Customer Service, and P&L responsibility - International Business Development: Acquisition of new distributors to expand locally developed brands internationally as well as the acquisition of new brands from overseas to distribute in Indonesia - Developing new websites, e-commerce sites. Initiated app development. - Developing communication strategy, plan, and content for social media platforms for all brands - Led development of formulation from outsourced OEM vendors, labs and chemists based in the EU - Guided local and international marketing and education teams - Enhanced cost efficiencies (i.e. COG, media / advertising investments, business operations streamlining, etc) - Aligned all countries and Management into a single brand and business direction across several countries/ business units/ in two divisions (Consumer and Professional B2B like Salons and Spas) - Business, Consumer and Market insights data mining and analytics - Visual Merchandising (international trade shows, events, in-salon, in-trade, shop displays) and planogramming - Best practices sharing across business units - Member: BOARD OF DIRECTORS - Total direct team size: 6
L'OréalBrand General Manager
Oct. 2010 - Apr. 2013Indonesia- Led the Kiehl’s brand to become the fastest growing brand in the Luxury division - Led the first brand specific website in Loreal and started the first e-commerce sales via Facebook, working with e-tailers, the Kiehl’s e-commerce site. - Led digital communication from planning to execution. Worked closely with brand agencies on Key Opinion Leaders’ association with brands. - Led the first Boutique Strategy for Loreal Indonesia which was adopted by the rest of the brands in Loreal - Responsible for over-all marketing, public relations, sales/ retail management, people development, training, CRM, visual merchandising directions (BOUTIQUES, department store counters and promotional event merchandising) and has over-all financial business accountability - Directly managed Kiehl’s (new investment) and Biotherm (challenging brand) - Budget and long-term plan responsibility - Accountable for inventory levels within the company and in the trade. - Successfully kept within target inventory levels and forecast accuracy. - Full P&L Accountability for both brands - Marketing, Trade marketing, CRM and PR responsibilities - Directly negotiated with retailers and mall owners on space allocations and MOAs - Member: DIVISION MANAGEMENT COMMITTEE - Directly managed a team of 10. - Total team size inclusive of field team: 60
L'OréalManagement Consultant
Sep. 2009 - Jun. 2010Philippines- Started and headed up Market and Consumer Intelligence Department
- Developed, structured and started Customer Advisory Department
- Assisted Managing Director in developing strategies (3-Year plan) that were presented to the Worldwide CEO
L'OréalGlobal Marketing Manager - Maybelline DMI
Dec. 2006 - Aug. 2009New York, New York- Manage needs of 11 Asian countries in terms of:
1.) Over-all brand development
2.) Product development & launch needs
3.) Providing technical assistance
4.) Strategic marketing
5.) Communication/ advertising development 6.) Packaging development
7.) Regional needs analysis --> Addressing need gaps
8.) Seasonal Animations and trends development & monitoring
L'OréalMarketing Manager - Maybelline & Garnier
Feb. 2003 - Dec. 2006Indonesia- Successfully led the business growth to 5x the size in 3.5 years. - Led the mass distribution of Maybelline in the lower trade via a successful Pricing and Recruitment Strategy - Managed the brand and multi-category businesses of the Maybelline NY and Garnier brands in Indonesia - Acted as brand guardian and ensured that local launches/ promotions and communication executions were aligned with global guidelines while incorporating local insights, trends and needs - Delivered P&L objectives of each brand - Responsible for product and concept development for key local products (Garnier Neril) until launch execution - Delivered Market share objectives of each brand - Managed cross-functional teams (brand, logistics, merchandising, promotions and events, sales, finance as well as factory) to ensure the timely and successful launch of each product - Strategized, managed and executed launch plans, media plans, brand budgets and P&L of each brand - Developed advertising / communication strategies especially for key local products (Garnier Neril) with advertising agency - Liaised with Asian counterparts, laboratory heads, development and regulatory personnel in and outside Indonesia - Developed, executed and monitored PR activities and events, assisted by third party agencies to generate hype for the brand and/or product launch - Led the visual merchandising and planogramming for more than 20 department store counters, 55 modern trade accounts and 150 pilot general trade stores in traditional markets. - Successfully fixed over-stock issues within 1 year. - Managed and developed a team of 5-8 people and ensured professionalism, operational excellence and very good team spirit and dynamics
Cadbury PhilippinesMarketing Manager
Mar. 2001 - Feb. 2003Philippines- Developed and successfully implemented marketing activities/ promotions, & advertising communication strategies especially for key local products which led to the brand gaining 1st in rank in the market. - Led the development of a Pricing Strategy that increased off-take and better distribution - Part of the Regional Drive Team for the Sugar category. Successfully developed a Sugar Strategy for Asia. - Developed, executed and monitored PR activities and events to generate hype for the brand and/or product launch - Managed monthly rolling forecasts with forecast accuracy at 95%. - Successfully brought down inventory levels at the distributor warehouse and managed to fix stock issues at distributor level - Proposed orders for the distributor based on marketing objectives and activities for the month as well as inventory levels for both Duty Free and domestic markets which led to 100% internal targets achievement for 2 years. - Proposed brand objectives based on market trends and consumer needs for use for the annual company Contract with the Regional Office based in Australia - Value based management champion / liaison - Acted as company spokesperson - Developed and managed a team of 3
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