Marketing
Candri Herawan
Senior Brand Manager
Summary
Innovative Marketing leader with 11+ years of experience in brand Management, delivering exceptional marketing campaigns, content and collateral based on established and innovative strategies. Results-oriented and collaborative professional bringing expertise in brand management and social media engagement. Detail-oriented, attentive and decisive leader. Experienced in managing all stages of campaigns, deepening partnerships and boosting sales with creative and proactive approaches. Expertise includes market research, plan optimization and viral content development.
Overview
12
12
years of professional experience
6
6
years of post-secondary education
2
2
Languages
Work History
Marketing Manager
PT Mayora Indah Tbk
Jakarta, Jakarta
10.2023 - Current
- Managing brand Coated Wafer & Jelly Division (Kalpa, Superstar & Frutivit) including marketing activity, communication and strategies following with Journey plan initiative
- 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.
- Analyzed campaign performance data to adjust tactics and maximize ROI.
- Increased customer engagement with creative content strategies, tailoring messages to target demographic preferences.
- Lead Brand team to achieve all KPI performance including Business & Brand Performance
- Trained junior marketing staff, 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.
Senior Brand Manager
Kalbe Consumer Health
Jakarta
06.2022 - 10.2023
- Managing brand Vitamin Adult (Fatigon Group & Xonce Vit C) including marketing activity, communication and strategies following with Journey plan initiative
- 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.
- 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)
Senior Brand Manager
PT Santos Jaya Abadi (Kapalapi Global)
Jakarta
06.2020 - 06.2022
- Managing brand Kopi ABC including marketing activity, communication and strategies following with Journey plan initiative
- 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
Brand Manager
PT Dua Kelinci
Jakarta
01.2017 - 06.2020
- Managing brand SUKRO & SNACK (TicTac & Pilus) including marketing activity, communication and strategies following with Journey plan initiative
- 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
Brand Manager
PT YHS Indonesia
Jakarta
06.2016 - 12.2016
- 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
Associate Brand Manager - CALPICO
PT Calpis Indonesia
Cikarang Bekasi
10.2012 - 06.2016
- 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
Education
Bachelor of Economics - Marketing Managemenr
Widyatama University Bandung
Bandung 01.2013 - 10.2015
Diploma - Marketing Management
Politeknik Pos Indonesia
Bandung 09.2009 - 10.2012
Skills
Category growth
Interests
Sports
Social Media
Multimedia
Accomplishments
2010 National Marketing Conference – Organized by RISTRA
4th winner of National Marketing Plan 2010 (UK maranatha Bandung)
2011 Yamaha Marketing Idea Competition
1st Winner YAMAHA Marketing Idea Competition
2011 Bandung Marketing Tourism Competition
Finalist Bandung Tourism Competition
2011 HIPMI Jabar – National Bus
3rd Winner
Timeline
Marketing Manager
PT Mayora Indah Tbk
10.2023 - Current
Senior Brand Manager
Kalbe Consumer Health
06.2022 - 10.2023
Senior Brand Manager
PT Santos Jaya Abadi (Kapalapi Global)
06.2020 - 06.2022
Brand Manager
PT Dua Kelinci
01.2017 - 06.2020
Brand Manager
PT YHS Indonesia
06.2016 - 12.2016
Bachelor of Economics - Marketing Managemenr
Widyatama University Bandung
01.2013 - 10.2015
Associate Brand Manager - CALPICO
PT Calpis Indonesia
10.2012 - 06.2016
Diploma - Marketing Management
Politeknik Pos Indonesia
09.2009 - 10.2012
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