Agus Nugraha
Marketing Director
Jakarta,JI
Summary
Innovative professional skilled in creating and implementing marketing strategies, executing budgeting plans and utilizing market research to identify customer needs. Demonstrated ability in increasing brand visibility and market share. Possesses excellent communication and customer service skills.
Overview
17
17
years of professional experience
Work History
Brand Director
Danone
09.2023 - Current
- Spearheaded rebranding efforts that revitalized AQUA image, leading to increased sales performance.
- Flipped negative brand perception due to boycott and turn around sales in 3 months by launching new campaign 100% Murni 100% Indonesia
- Deliver festive sales target with full 360 degree campaign: Out of Home campaign 'breakfasting' and 'homecoming' and In-home campaign of 'Jug Stock Up'
- Regain AQUA jug penetration with sharpt marketing strategy to source growth from refilling station with new campaign 'clear is not necessarily clean' and launch new material jug (PET) in Greater Jakarta to amplify the '100% pure' proposition
- Accelerate AQUA bottle growth, by tapping the lowest penetrated consumer group gen Z via their passion point of travelling as anchor to drink more AQUA with '100% Petualangan Indonesia campaign'
- Mentored junior team members, fostering a culture of collaboration and professional development.
Hair Care Business Unit Director
Unilever Indonesia
01.2021 - 08.2023
- Monitored financial performance, set budgets and controlled expenses to provide financial stability and long-term category growth. Key achievements: Growing hair care profitably in tough environment of Covid in 2021 and 2022 via focusing on core portfolio management (leveraging portfolio findings, optimizing promotion, hyperaccelerated dcomm growth with D4E innovation)
- Developed and recommended product positioning, packaging and pricing strategy to produce highest possible long-term market share. (New pack/format for eCommerce, Price reset for CLEAR and Sunsilk)
- Rejuvinate the growth of Dove Indonesia by adopting Dove global brand idea 'real beauty' into local articulation 'Rambutku Mahkotaku' awarded youtubeworks 2022 category force for good and Bronze MMA (Resulted in +30 bps brand power and a 4% MoM increase in brand imagery of 'Inspires women to feel more optimistic about the way they look')
- Refresh Lifebouy brand perception from 'economy brand' to 'value brand' by Launching Lifebouy Indonesia new communication platform 'Kuat Untuk Berbagi' the first launch in 2022 awarded Citra Pariwara, the second Ramadhan campaign in 2023 garner strong talkability and virality, Lifebouy gain share +50bps and penetration +70bps
- Mentored and developed team members for professional growth, leading to higher employee retention rates and improved performance. Internal survey showing hair care team member engagement rate +300bps in 2021 exit
Home and Hygiene Business Unit Director
Unilever Indonesia
01.2018 - 12.2020
- Managed budget planning and financial forecasting, consistently meeting or exceeding fiscal targets set by the organization. Key achievements: Consistently delivering high double digit turnover growth in home and hygiene with 10 to 50bps profit increment per annum, growth and profit driver for global market
- Increased market awareness and penetration through development brand activation and creative collateral for cleaner category: Hygiene education for Muslims community in Indonesia reaching 100,000 mosques and 2mio people in 2020, strategic partnership with Amartha (local P2P) to upskill 400,000 women entrepreneur in rural
- Developed and implemented strategies to increase sales and profitability during COVID growth to triple digit for key hygiene brands (Wipol, Vixal) during Covid-19 surge by launching new format for covid (Wipol wipes, Wipol Spray, Vixal Bleach, Superpell Antiseptic) deliver into market less than 3 months, resulting +800bps penetration increase and high ever growth at +80%- vs PY
- Setting up and running first B2B business for Home Care Indonesia targeting Hotel Restaurant Café and laundry service delivering additional 20bn IDR in first year, with high double digit growth YoY
Senior Manager Foods Innovation Indonesia
Unilever Indonesia
02.2017 - 12.2017
- The role is to deliver innovation pipeline for Foods Business Unilever Indonesia, including updating the current portfolio and launching new portfolio with main objective to make the business fit for future and profitable
- Launched innovation by tapping growing segment of health and wellbeing by launching Bango Light, first soy sauce in using healthy sugar made from stevia plant (full mix including formulation, concept, pack designa and communication creation), exceeding business case 130% in 1st year launch
- Setting up sustainable supply for Bango together with supply chain through end to end activity, resulting in +10bps profit improvement Bango
Senior Global Laundry Manager
Unilever Asia
05.2015 - 01.2017
- The role is to deliver innovation in premium segment (core plus) for the whole world, by setting innovation pipeline program on global emerging segment in Gentle, Color and Fragrance
- Redesign global portfolio of Core Plus to have strong equity cues on packaging, mnemonic, consumer segment and claims roadmap
- Launch global innovation full mix 'gentle on skin' delivering winning product with relevant consumer communication (TVC tested and win in 4 continents - Vietnam, UK, Brazil and China) and delivering business case of incremental +70mE, doubling size of global portfolio of benefit plus detergent in 1 year
Senior Regional Manager SEAA
Unilever Asia
12.2012 - 04.2015
- The role is to manage brand development for Bango (Indonesian Local Brand) and Lady's choice (Regional SEA mayonnaise brand) - the scope is on revamping the current brand equity and launching new innovation under the masterbrand
- Turnaround lady's choice from a cash cow to growth star brand in PH and MY by relaunching the brand proposition (from 'spread' brand to become 'breakfast' brand) and launching new penetration pack '10 peso salo-salo pack'
- Landing a differentiated campaign platform for Bango (Malika) resulting a consistent double digit growth YoY and longest running campaign until today
Brand Manager
Unilever Indonesia
01.2008 - 12.2012
- Bango Senior Brand Manager 2010-2012 - Accelerate the growth of Bango by developing innovation (Bango 1000, Bango Pedas) and driving dish penetration in top Indonesian Dish (Semur in Festive and stir fry in non-festive)
- Blue Band Brand manager 2008-2010- grow spread business by deploying market development campaign and collaborate together with the biggest bread maker in Indonesia 'Sari Roti' resulting a growth of 12% in a declining category
Education
Bachelor of Economics - Economics
University of Indonesia
IndonesiaCertificate of Specialization in Strategy - Business Management
Harvard Business Online
Online2023
Skills
- Advertising and marketing
- P&L Management
- Operations Management
- Business Analysis
- Team Leadership
- Project Management
- Performance Improvement
- Strategic Planning
Timeline
Brand Director
Danone
09.2023 - Current
Hair Care Business Unit Director
Unilever Indonesia
01.2021 - 08.2023
Home and Hygiene Business Unit Director
Unilever Indonesia
01.2018 - 12.2020
Senior Manager Foods Innovation Indonesia
Unilever Indonesia
02.2017 - 12.2017
Senior Global Laundry Manager
Unilever Asia
05.2015 - 01.2017
Senior Regional Manager SEAA
Unilever Asia
12.2012 - 04.2015
Brand Manager
Unilever Indonesia
01.2008 - 12.2012
Bachelor of Economics - Economics
University of Indonesia
Certificate of Specialization in Strategy - Business Management
Harvard Business Online
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