Experience

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  Imogen pr

  Feb 2012 - Oct 2013

  Senior consultant - account director

  × Mange full-year PR campaigns across industries, ranging from HM Sampoerna, Intel Indonesia, Unilever, to Kohler Indonesia and Premiere Hospital Group --managing different dedicated teams for each brand.× Develop integrated marketing communication plan (social media activation, media pitch, ) while at the same time prospect for new potential clients.× Responsible for company business revenue projection in an annual and quarterly manner.

• 

  Pt hm sampoerna tbk.

  Mar 2014 - Oct 2017

  Native Digital Platform is a baby-born digital department which was established to oversee and manage an independent digital ecosystem named Qubicle.id (in collaboration with NET TV Group). Qubicle.id’s vision is to become a millennials hub that is relevant for any brand, so that they can advertise and do consumer activation in this platform by utilizing creative communities. Not only focusing on digital media, Qubicle.id also developed some community activation hubs that connect creative communities in Jakarta, Bandung, Yogyakarta, Surabaya, even Makassar and Pekanbaru.My area of responsibility includes:× Project lead for this first marketing venture capital project of PT HM Sampoerna.× Responsible for business growth, ranging from recruiting and developing the team, managing monthly reports for investors, to evaluating product balance score cards and making a call for product pivot.× Ensuring monthly marketing and non-marketing spending compared with user acquisition growth and advertisers’ investment. Show less × Crafting brand campaigns into valuable stories for media consumption to ensure publicity in national and international media.× Initiate new approach of community engagement for online and offline activation as the replacement for brand publicity --when cigarette companies have the restriction to engage with media houses due to government regulation.× Manage annual budget planning & monitoring of brand communication projects for Phillip Morris' backbone brands, i.e. Sampoerna A and Marlboro. Show less

  • Supervisor Native Digital Platform Development

    Jan 2016 - Oct 2017

  • Media Relations Executive

    Oct 2013 - Jan 2016

  • Change Management Coordinator

    Mar 2014 - Nov 2014
• 

  Tokopedia

  Oct 2017 - Sept 2019

  Senior brand specialist

  At Tokopedia, Brand Team's main responsibility is to streamline all consumer communications to diverse formats of marketing channels. Our mission is to build the company's reputation as an aspirational discovery app and at the same time grow company revenue. Through its latest marketing campaign of #MulaiAjaDulu, we want to empower people to start making baby steps to work on their dreams and encourage people to uplift their daily lifestyle through practicality that is provided by Tokopedia's latest technology.Together with my team, I was responsible to:× Develop yearly marketing campaign strategy (#MulaiAjaDulu) to transform company’s vision into actionable consumer takeaway, incld. assist for #MulaiAjaDulu derivative communication and manage excellent marketing execution.× Define and assess 360 marketing channels, incld. ATL & BTL medium, sponsorships/partnerships, and in-platform communication assets, to ensure efficient marketing spending compared to traffic growth and daily active users metric.× Take charge as project lead of Tokopedia's first owned activation: MAKERFEST Indonesia, which aimed to gather curated Indonesian local brands and support their business by giving more exposure as well as business capital. My area of responsibility is ranging from developing strategy to acquire this group of creative-preneurs through a business competition, managing O2O bazaar to bring them buyers and loyalists, to ensuring long-term business plan to anticipate post-activation glory.× Work together with the product team and business development team to develop a go-to-market product marketing plan for new features within Traveloka products.× Get involved in a series of consumer research (brand health, campaign tracking, user acceptance and social listening), to evaluate marketing effort and investment spent for each project. Show less

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  Traveloka

  Sept 2019 - now

  As a regional brand, Traveloka is currently operating in 6 countries in Southeast Asia. To be widely recognized as a leading lifestyle superapp always be our ambition. Therefore, it is very much important to understand the gap and opportunity of each market in accordance of their lifestyle aspiration, so that Traveloka services and communications is relevant and fit to the market needs. Together with the Insight & Market Knowledge team, Product Marketing team, Product Platform team and Global Communications team, I am responsible to: × Identify and analyze the ongoing opportunity and strategy for brand building effort in each market groups based on the Traveloka positioning in that respective market. This masterplan is used as the communication framework for any marketing campaigns and sales activation. × Develop medium to long term product portfolio strategy that suits the lifestyle aspiration in each market, yet supportive towards the global premise as the lifestyle superapp. × Set up a foundational customer segmentation within Traveloka environment to design an efficient product cross-sell roadmap for optimum customer acquisition and retention strategy. × Design quarterly marketing alignment to streamline upcoming marketing focus and initiatives as one Traveloka and enable collaboration among products in multi-market. Show less Traveloka Eats is the latest lifestyle product from Traveloka that was established in May 2018. Traveloka Eats has the vision to help users to discover various options of restaurants as well as get easy access to dining deals. Transforming previous campaign of #CaraEnakMakanEnak to #PengalamanMengenyangkan, we want to pursue memorable dining out experiences beyond deals, including perks and privileges, so that everyone does not take dining out for granted. As part of Product Marketing team, my responsibility includes: × Develop narratives and relevant content for both hygiene and promotional campaigns (daily, categorical, and big scheme) to ensure best conversion rate to traffic and transaction, by also considering competition landscape & granular user behaviour data. × Convert marketing objective to campaign objective, define actionable metrics & target for all channels in upper & lower funnel, and define allocated investment for each marketing medium. × Ensure excellent execution in online and offline channels, monitor campaign performance on a regular basis and when needed make a call for improvement (incld. channel switch, budget swift and creative asset improvisation) to achieve the best possible campaign result. × Collaborate intensively with the cross-functional teams, including -but not limited to- Product Managers to ensure user-friendly product enhancement, Merchant Partnership Manager to accelerate partners’ business performance, Revenue & Growth Manager to oversee monthly P&L balance sheet. × Lead research for communication initiatives, initiate user acceptance research for new product/feature launch evaluation and together with the Research Team, analyse the performance of quarterly brand health & brand index tracking. × Manage monthly report for C level, covering: marketing achievement compared to product growth and adoption rate, marketing spending prioritisation and marketing exploration & innovation strategy. Show less

  • Lead of Global Brand, Creative and Marketing Infrastructure

    Oct 2023 - now

  • Sr. Brand Strategy Manager for Southeast Asia

    Dec 2021 - Oct 2023

  • Product Marketing Manager

    Sept 2019 - Dec 2021