Annaz Trio Wardhana
Ecommerce & Performance Marketing
Jakarta
Summary
Ecommerce and performance marketing professional with 8+ years of experience across ecommerce marketplace advertising, paid media, and performance analytics. Proven track record in driving ecommerce growth for leading brands through data-driven campaign strategy and cross-functional collaboration
Overview
8
8
years of professional experience
Work History
Ecommerce Group Head
WPP Media
10.2025 - Current
- Lead ecommerce buying team for L’Oréal Indonesia, overseeing marketplace media across 14 brands and 4 divisions
- Manage hundreds of billions rupiah in marketplace advertising investment across Shopee, Lazada, Tokopedia, and TikTok Shop to support portfolio-level growth
- Support trillion rupiah GMV generation by driving cross-brand ecommerce strategy, campaign optimization, and execution consistency at scale
- Partner with client stakeholders, internal planning teams, analytics teams, and platform partners to align ecommerce media strategy with commercial priorities
- Lead reporting and automation initiatives that reduced manual workload and improved process efficiency by 50%
Ecommerce Manager
WPP Media
06.2022 - 10.2025
- Managed ecommerce onsite advertising for the L’Oréal Indonesia across 4 brands within one major division
- Managed hundreds of billions rupiah in marketplace advertising investment across Shopee, Lazada, and Tokopedia
- Contributed up to 10% year on year ecommerce sales growth through campaign planning, optimization, and platform execution
- Developed campaign plans based on brand priorities, promotional calendars, and platform opportunities in collaboration with planning teams
- Partnered with data and analytics teams to build performance dashboards and improve reporting processes for campaign monitoring and optimization
Performance Marketing Specialist
OLX Group
08.2021 - 05.2022
- Managed lead generation and user acquisition campaigns across search, display, and paid social channels for the Indonesia market
- Increased lead generation and user acquisition by 25% through campaign planning, execution, and optimization
- Collaborated with the Business Intelligence team to develop dashboards and reporting frameworks for performance monitoring and decision-making
- Worked with Google, agencies, and external partners to support campaign delivery and ongoing optimization
SEM Specialist
Mindshare
07.2020 - 08.2021
- Managed SEM campaigns for Unilever across 22 beauty and personal care brands
- Managed tens of billions rupiah in SEM investment, driving paid search performance across brand portfolios
- Optimized search campaigns to improve efficiency, visibility, and performance against campaign objectives
- Worked with the data team to develop reporting tools and billing automation solutions
- Coordinated with clients, Google, and external vendors to support campaign execution and operations
Data Analyst
Mindshare
12.2018 - 07.2020
- Prepared and distributed performance, finance, and billing reports for leadership, planning, and buying teams
- Built dashboards and automation tools that reduced manual workload by up to 70% and improved reporting efficiency
- Improved data visibility and reporting accuracy to support campaign monitoring and operational decision-making
- Supported internal teams with analysis and reporting to strengthen business processes and workflow efficiency
Education
Bachelor of Science - Statistics
Universitas Gadjah Mada
Yogyakarta, Indonesia07-2018
Skills
Ecommerce Strategy
Marketplace Advertising
Performance Marketing
Campaign Strategy & Optimization
Marketing Analytics & Reporting
Client & Partner Management
Process Automation
Timeline
Ecommerce Group Head
WPP Media
10.2025 - Current
Ecommerce Manager
WPP Media
06.2022 - 10.2025
Performance Marketing Specialist
OLX Group
08.2021 - 05.2022
SEM Specialist
Mindshare
07.2020 - 08.2021
Data Analyst
Mindshare
12.2018 - 07.2020
Bachelor of Science - Statistics
Universitas Gadjah Mada