Responsibilities: • Lead performance marketing team to drive digital and O2O marketing campaigns.• Lead brand management team to sharpen Torch's brand identity and drive brand awareness nation-wide.• Lead Customer Relationship Management team to improve customer's longevity and drive value maximization.• Lead Customer Service team to build O2O CS operations.

• Established the company and successfully launched Waei; a new daily wear for conscious Muslim during my career break.• Drives the adoption of Indonesia’s syari daily wear based on innovative fabric and design.• Manages end-to-end business P&L from company funding, design, sourcing, production, creative artwork, sales and marketing.• Defines the company valuation enroute to driving maximum O2O presence in national Muslim major events.• Envisions the products to be vastly distributed across all main islands in Indonesia in 2025.

Responsibilities: • Collaborated with The Ministry of Education, Culture, Research, and Technology on leading and driving meaningful tech adoptions of diverse priority platforms; Google ID Account for education personnel, Platform Merdeka Mengajar for teachers, Rapor Pendidikan for school headmasters, SIPLAH and ARKAS for school procurement and budgeting platforms.• Led the team across all priority platforms to develop growth marketing strategy and execution towards driving digital ecosystem adoptions across all education levels and geographical areas.• Drove growth marketing best practices to accelerate irreversible transformations via tech ecosystem for schools.• Led the knowledge transfer project to the ministry in the information dissemination transition scope of work.• Advised the best intervention method to The Ministry stakeholders to drive higher adoptions on priority tech platforms.Results:• Achieved 85% out of 435k schools have adopted the tech platforms nation-wide with 3.6mio teachers using Google ID accounts within 1 year of operations.• Transferred best practices to the Ministry by establishing a new organization.• Proposal on intervention methods accepted and implemented across functions and digital products within the Ministry.• Built digital campaign capabilities to deliver user engagement programs by partnering with global campaign operator startups.

Responsibilities: • Created and overseen all marketing strategies across multiple Enterprise business solution to deliver original and cutting-edge programs for Large and Small-Medium Enterprise segments.• Ran multiple projects with management level stakeholders and synergize with other business segment owners.• Responsible to manage advertising agencies (creative, digital and media buying) to improve brand awareness in ATL, BTL and TTL.• Conducted event-management collaborating with all enterprise segment and product owners.• Led, planned and developed B2B Digital marketing campaign capabilities and commercial schemes to leverage digital presence by strategic partnerships.Results:• Rebranded XL Axiata Business Solutions from solely B2B connectivity operator to an integrated ICT solutions provider.• Launched 4 B2B new product partnerships (XL – Suryacipta fiber optic, XL Bizplan – Google Workspace, XL Bizplan – Gopay, IoT Health Monitoring – RS MMC) in less than a year.• Activated the first ever Enterprise Customer Experience monitoring in XL Axiata.

Responsibilities: • Defined enterprise segment customer base management/CRM, channel mix optimization, and volume targets.• Initiated and develop enterprise segment-on-1, a one of its kind in Indonesia both for individual subscribers and accounts.• Established the capability tool set required to deliver base management strategy today and tomorrow.• Input into proposition development carried out by enterprise segment owners and advise of base management implications on specific initiatives.Results:• Awarded as Axiata LEAP NOW 2020 Winner of 2 categories (a) Best Use of Analytics & AI and (b) Runner Up with “Enterprise Bullseye” program from 150 projects across all Axiata Operating Companies.• Managed to cut down Enterprise prepaid churn rate <2% the lowest in across all Axiata operating companies.• Invented a new methodology of seeing Enterprise corporate client profitability, the first and only in all Axiata OpCos so far.

• Appointed as a part of 0.5% employees to accelerate digital transformation via internalizing XL Axiata’s corporate identity• Awarded as the best cultural change agent• Trained >100 employees averaging successful rate 92 out of 100• Led a cross-functional team to deliver a corporate culture building program covering >50% XL Axiata employees within 12 months of activities

Responsibilities: • Managed XL and Axis brands' subscribers to drive like for like ARPU increase and engagement improvement for specific customer segments by executing programs of proactive customer contact (both inbound and outbound) that delivers the defined segment strategy.• Planned and launched the one and only omni-channel telco campaign in Indonesia.Results:• Contributed in commercial setup for MCCM Next-Best-Offer for consumer segment with project awarded as Axiata LEAP NOW 2019 Winner, The Best Digital Initiative.• Pushed incremental average revenue per user uplift of 140% with aggressive upsell.

Responsibilities: • Led several functions; Telemarketing, Customer Experience Management, Customer Analytics, and Social Commerce.• Planned, designed and launched campaigns with the objective of generating revenue, gross profit, increasing new customers and expanding sales nation-wide.• Conducted cohort-analysis to improve returning customer rate.Results:• Built the organization; hired, led and grew a team of 45 people (junior managers, supervisor, team-leaders, and conversational marketing agents).• Transformed social media campaign capabilities use into sales and service channels such as Facebook, Whatsapp, BlackBerryMessenger, Line, and website livechat and contributed 35% of the company’s revenue in less than a year.• Implemented the initial retention campaign to increase frequency of visit and average basket size.

Responsibilities: • Supervised end-to-end product preparation process from product design and feasibility test, customer journey design, product placement, pricing, proposition and post-launch monitoring.• Managed XL subscribers to drive ARPU increase for specific customer segments by executing programs of SMS campaigns that delivers the defined segment strategy.• Drove interdepartmental campaign-team to plan, develop, launch and evaluate marketing campaigns.Results:• Led, designed and executed a special task for voice service usage stimulation called Dark Knight Project with 20mio XL users that generated Rp300 millions revenue/day in estimation.• Launched more than 50,000 mobile marketing campaigns per year.• The proposed customer journey designs were implemented for Serbu and Rp 1 BISA products.

Responsibilities: • Analyzed revenue and subscriber growth, identify potential growth factors and initiate market development programs.• Prioritized specific areas for commercial activities based on network distribution and prioritization.• Acted as an ‘thinktank’ for marketing and commercial functions. Results:• Launched Telkomsel Community for Sumatera, Super Sale 2010, and Broadband Expo Batam 2009