Candri Herawan

Key Achievements :

• 2025 - Achieve Sales Growth Frutivit +332% vs 2023
• 2025 - Maintain Sales Growth Superstar as Market Leader +24% vs 2023
• Successfully raise the level of ND superstar from 23 to 35

Main Role :

• Managing brand Coated Wafer & Jelly Division (Kalpa, Superstar & Frutivit) including marketing & communication activity (ATL : TVC; Digital & BTL : Promotion, Events, Trade Marketing Etc).
• PnL, AnP Monitoring; Managed budgets, allocating funds strategically towards high-impact initiatives that supported overall business goals.
• Boosted sales performance through the creation of engaging promotional materials and targeted advertising strategies.
• Increased brand awareness by developing and implementing strategic marketing campaigns.
• Collaborated with cross-functional teams to ensure consistent branding across all company touchpoints and communications channels.
• Coordinated with sales teams to align marketing and sales strategies, driving revenue growth.
• Lead Brand team to achieve all KPI performance including Business & Brand Performance
• Trained junior marketing staff, Brand Manager, elevating team capabilities and performance.
• Conducted market research to identify trends, informing product development and positioning strategies.
• Monitored competitor activities, adapting strategies to maintain competitive advantage.
• Analyzed and reported on KPIs to validate and demonstrate success of marketing campaigns.
• Lead innovation strategies with across divisions from consumer insight, finance, R&D and supply chain for new product development (NPD)
  

Key Achievements :

1. Achieve Sales growth 6% for Fatigon Spirit, Maintain sales value growth 14,8% in Retail Nielsen [2022 vs 2021].

2. Successfully carried out campaign "SPIRIT MERAH PUTIH" in 2022-2023, impact to sales growth +21% during independence day moment

Main Roles :

• Managing brand Vitamin Adult (Fatigon Group & Xonce Vit C) including marketing activity, communication and NPD Strategic
• P&L and AnP Budget controller. Optimized budget allocation, ensuring efficient use of resources to drive sales growth and profitability.
• Planned, implemented and tracked sales and marketing strategies to promote brand products.
• Cooperated and worked closely with communications team to develop marketing strategies to boost brand awareness.
• Monitored online advertising and social media campaigns to assess success of different strategies.
• Coordinated innovative strategies to accomplish marketing objectives and boost long-term profitability.
• Evaluated consumer preferences and behaviors, combined with market trends and historical data, to adjust and enhance campaigns.
• Planned and implemented studies to assess market conditions and evaluated results to enhance marketing campaigns.
• Work closely with creative, activation & media agency partner to manage Brand activation plan & execution, ensures the activation meets brand objectives
• Lead innovation strategies with across divisions from consumer insight, finance, R&D and supply chain for new product development (NPD)

Key Achievements :

1. Sales growth (Consumption volume in cup growth 15%)
2. Achieve Brand Awareness : 90% , BUMO 26-35 Yo incrase from 27% to be 37%

3. Maintain leadership Kopi ABC in R&G 3in1 Category with 43% share, increase +3 point from 2019.

4. Campaign : "25 Tahun Kopi ABC - Mantapnya Kebersamaan" ; Special Partnership with Persib; Collaboration with VINDES

Main Roles :

• Managing brand Kopi ABC including marketing & communication activity (ATL : TVC; Digital & BTL : Promotion, Events, Trade Marketing Etc).
• Planned, implemented and tracked sales and marketing strategies to promote brand products.
• Conceptualized brand identity and developed unique accompanying graphic style and tone for use in communications.
• Cooperated and worked closely with communications team to develop marketing strategies to boost brand awareness.
• Monitored online advertising and social media campaigns to assess success of different strategies.
• Create, develop and execute new approach for KOPI ABC including marketing campaign to support its growth and market share target
• Coordinate and monitor of all project with team member to ensure the project in achieving its objective
• New Product Development plan & strategy including marketing mix activity
• Work closely with Trade Marketing & Shopper Marketing team to set trade and consumer engagement program to ensure brand strategies & objectives are executed & evaluate at field level
• Work closely with creative, activation & media agency partner to manage Brand activation plan & execution, ensures the activation meets brand objectives
• Lead innovation strategies with across divisions from consumer insight, finance, R&D and supply chain for new product development (NPD)
• Budget control and monitoring
• To Create the program for both customer & consumer

Key Achievements :
1. Achieve The sales growth 45% 2019 vs 2016 for SUKRO
2. Recover Sales growth TicTac 63% 2018 vs 2016 & so closed to recovery the best achievement in last 2014
3. Top brand digital category peanut (2019)

4. UNLOCK NPD "SUKRO OVEN"

5. Campaign Portfolio : Collaboration with Esports "RRQ, GARENA" and Partnership with REAL MADRID

Main Role :

• Managing brand SUKRO & SNACK (TicTac & Pilus), DUA KELINCI including marketing & communication activity (ATL : TVC; Digital & BTL : Promotion, Events, Trade Marketing Etc).
• Create, develop and execute new approach for SUKRO & SNACK (TicTac & Pilus) marketing campaign to support its growth and market share target
• Coordinate and monitor of all project with team member to ensure the project in achieving its objective
• New Product Development plan & strategy including marketing mix activity
• Work closely with Trade Marketing & Shopper Marketing team to set trade and consumer engagement program to ensure brand strategies & objectives are executed & evaluate at field level
• Work closely with creative, activation & media agency partner to manage Brand activation plan & execution, ensures the activation meets brand objectives
• Lead innovation strategies with across divisions from consumer insight, finance, R&D and supply chain for new product development (NPD) to strengthen Dua Kelinci Snack & New Product Development portfolio with range of products that suits to drive consumer penetration
• Budget control and monitoring
• To Create the program for both customer & consumer
• To ensure good implementation of product strategies in the management of the product

• Planned, implemented and tracked sales and marketing strategies to promote brand products.
• To focus on marketing activities in Indonesia, especially on brand building exercise
• Plan, create, evaluate marketing program (advertising, promotion, digital media)
• Managing Brand Yeo’s Soyrich, Yeogurt & PET Products (beverages)
• Managing Canned Food products (Sardines, Tauco, Kaya)
• To Create the program for both customer & consumer
• To ensure good implementation of product strategies in the management of the product
• Controlling Budget & Marketing Plan, Promotion
• Negotiate with supplier (third party/agency)
• To coordinate & work closely with sales department for the limplementation of the program
• Monitoring ML number for new SKU’s
• Focus on Consumer Engagement activities through : Mass, Targeted and Personalized Channel:
  o Out of Home Media
  o Legal Age Meeting Point / Hang Out Place - Event
  o Direct Selling Team / SPG
  o Direct Selling Community

• Planned, implemented and tracked sales and marketing strategies to promote brand products.
• Conceptualized brand identity and developed unique accompanying graphic style and tone for use in communications.
• Oversaw product planning and demand management on monthly basis in order to maintain adequate product levels.
• Developed and implemented favorable pricing structures balancing firm objectives against customer targets.
• Managing three brands (CALPICO TEENZ, CALPICO FREZZ & CALPICO Soda)
• Controlling Budget & Marketing Plan, Promotion
• Negotiate with supplier (third party/agency) including Digital Media marketing, BTL (event) - in store program, New Product Launching (develop, control, monitoring)
• Coordinate closely with sales team , and R&D (factory)Design and Create the new products or improve existing product.
• Analyzing to gain product awarness and stay abreast of market trends.
• Make a research and product test to know about the consumers needs.
• Create/Analyze the STP Products, product price, and selling reports.
• Work closely with Trade Marketing & Shopper Marketing team to set trade and consumer engagement program to ensure brand strategies & objectives are executed & evaluate at field level