Dr. Ruby Hermanto Email & Phone Number

Greater Jakarta Area, Indonesia

Consultancy and executive education. Areas of expertise: Strategic Management (setting strategic intent, strategy formulation, strategy implementation, strategy evaluation, and control), Consumer Marketing Management (Segmentation-targeting-differentiation-positioning, research and customer insight, brand management, pricing strategy, integrated marketing communication), B2B marketing Management (lead generation, account management), Problem-solving and Decision making, and Enterprise Risk Management (COSO and ISO 31000).Industries exposed to (not limited to) Telecommunication, IT, Banking, Financial Services, Insurance, Cigarette, Cosmetics, Foods and Beverage, Pharmaceutical, Oil and Gas, Chemical, Power, Automotive, Mining, Property, and Construction.

Jakarta, Indonesia

Guest Lecturer at ITB School of Business Management (postgraduate and doctoral) on the topics of negotiation and soft systems methodology. Supervisor and examiner of postgraduate thesis.

Greater Jakarta Area, Indonesia

Started as Head of Marketing Support and Business Planning. Senior marketing executive overseeing company wide strategy and execution of marketing communication touch points of Above the Line (TV, Radio and Print), Through the Line (Internet/Social Networking), Below The Line (Event/sponsorship, Branding at high image places/indoor media), Outdoor Media (Billboard, LED), as well as managing research, budget control and business planning.As of December 2012, entrusted to head Light Mild Group Brands which among other secure strategic launch of GG Mild while continuing to nurture Surya Pro Mild.

Greater Jakarta Area, Indonesia

Senior marketing executive of a CDMA Telecommunication service provider operating nationally in Indonesia. Administered marketing roles of Head of Core Products and Branding, Head of Multimedia and latest as Senior Vice President of Corporate Products and Marketing. Entrusted with board scope of responsibility; Marketing/Branding Communication (campaign development, advertising budgeting and media strategy), Product Development, Product Management, Handset/device sourcing, Handset/device partnership, Pricing - P&L and Research. During the first 2 years of employment, in charge of companywide marketing communication while handling products as well.•January 2010, secured the launch of commercially the first in the world EVDO Rev B, CDMA most advanced Mobile Broadband technology prior to LTE.•Secure mobile broadband product and marketing campaign re-launch resulting to the acknowledgement of Smart Telecom being strong player of Mobile Broadband. Awards gained: Broadband Award 2009, Golden Ring Award 2010, Word of Mouth Marketing Award 2010 and Gadget Award 2010.

Greater Jakarta Area, Indonesia

Senior marketing executive of a CDMA Telecommunication service provider operating nationally in Indonesia. Assume leadership of 108 team members of marketing division reporting directly to COO.•Restructuring Marketing organization enabling market focus activity down to district-level.•Consumer segmentation, re-identification of target consumer and building consumer insight understanding.•Redesigning Brand Architecture that elaborates brand essence, core proposition, reason to believe, functional benefit, emotional benefit and brand character. All of these are essential as “guiding principal” for marketing communication as well as product development.•Agency pitching for both creative and media. Secure new campaign launch in 1 month after pitching.

Greater Jakarta Area, Indonesia

Executive marketing position of a GSM Telecommunication service provider operating nationally in Indonesia. Assume leadership of Brand Managers and Retention Managers of Postpaid (Xplor), Prepaid (Bebas), VAS and 3G. End to end marketing responsibility for respective brands from product strategy, pricing and advertising strategy (creative and media placement). - Secured strategic launch of XL-3G that sets the company as pioneer in integrated 3G offering in Indonesia.- Doubling revenue and tripling subscriber base of Xplor (postpaid) within one year.- Initiate the launch of Bebas “Per Second Based - Flat National Tariff” (February 2007) of Rp 10/second for On-Net and Rp 25/second for Off-Net. - Secure the transformation of Value Added Services into “image building” of XL being innovative company. (World Cup 06, box office movies, etc).

Greater Jakarta Area, Indonesia

Executive marketing position of a Multinational Pediatric Nutritional Milk Powder Manufacturer. Assume leadership of all Pediatric Nutritional Division products of Pediasure, Gain, Similac, Neosure, Isomil and Mama’s Best, with 4 product managers and 1 data analyst. End to end marketing responsibility for respective brands from product strategy, pricing and advertising strategy (creative and media placement). During brief assignment have successfully secure strategic launches of Pediasure Complete, Gain Plus EyeQ and Similac EyeQ.

Greater Jakarta Area, Indonesia

Executive marketing position of a Multinational Pediatric Nutritional Milk Powder Manufacturer with end to end marketing responsibility for respective brands from product strategy, pricing and advertising strategy (creative and media placement). As Associate Director: assume leadership of premium ‘growing up’ milk powder products of Sustagen Junior, Sustagen Kid, Sustagen School and new business development.As Senior Brand Manager: Assume leadership of premium ‘growing up’ milk powder products of Enfagrow, Enfagrow A+ and Enfakid A+ with 3 direct reports. Within short time of employment, manage to gain in-depth understanding of the business and identified key opportunities for growth which proves to be fruitful to the brand success in 2002 and 2003: •Introduce first time in the industry a premium brand with 400g boxed packaging resulting in sales volume jump as well profitability.•Identified forecasting system flaw resulting to improved supply to market resulting sales volume increase.•Introduce first time in the industry , total integrated “above the line” and “below the line” that focused on single proposition of being ‘the expert in brain development’. Complementing above the line thematic campaign with: Smart Kids TV program (26 episodes on SCTV), Mozart effect for brain development programs (live concert, CD & cassette sales, seminars), Multiple Intelligence (series of advertorial column and seminars), National Arithmetic Olympiad, etc.

Greater Jakarta Area, Indonesia

Marketing managerial position for a Cigarette Manufacturing Company, market leader and now a subsidiary of Philip Morris. The role requires end to end marketing responsibility for respective brands from product strategy, pricing and advertising strategy (creative and media placement). As Brand Manager: assume leadership of premium cigarette products of Sampoerna Millennium and A Mild 12.As Associate Brand Manager: Assisting Brand Manager in managing marketing activities of A Mild, Dji Sam Soe & Dji Sam Soe Tube and Sampoerna Millennium.During the assignment on Sampoerna Millennium; exposed to full process of Marketing activities from brand planning, concept development, cross functional coordination (R&D, Production, Material Requisition, Distribution), internal & trader launch, PR handling, creative development, media management and brand review.

Greater Jakarta Area, Indonesia

Accountable in managing business relationship with Pertamina, state owned Oil Company. Identify client “needs and wants” which then enabling to the generation of customised total business solutions. IBM Professional Achievement Award was given for 1996 strong performance. Major projects closed and delivered: Pertamina Refinery Unit Plaju (worth of US$ 1.2 Million) and Pertamina Refinery Unit Pangkalan Berandan (worth of US$ 1.1 Million).

Doctor Of Science In Management, Management Science

Magister Management, Marketing Management

Awarded with Presetiya Mulya Business School Dean’s List Award for G.P.A above 3.6 (max. score of 4) for the last two semesters (Sep 95 &.

Under Graduate, International Relations

Activities and Societies: Active in student organizations during university years. Two last responsibilities prior graduation: 1991-1992.