Cendana Biru
Jakarta
Summary
Strategic digital marketing professional specializing in performance optimization and campaign management. Expertise in enhancing brand visibility and driving consumer engagement through targeted media planning and buying. Background in business administration focusing on organizational behavior and strategic marketing, combined with skills in data analytics and brand consulting.
Overview
12
12
years of professional experience
Work History
Associate Partner
WPP Media
Jakarta
04.2025 - Current
- Directed communication with brand stakeholders, aligning objectives and clarifying roles across L'Oreal Dermatologist Brand, L'Oreal Professional Product, and L'Oreal Luxury Division.
- Developed strategic planning initiatives for branding and e-commerce, improving media marketing strategies.
- Collaborated with cross-functional teams to design and implement integrated marketing strategies that met client objectives.
- Managed digital media campaigns across multiple platforms, driving engagement and results.
- Analyzed market trends to guide client strategy and creative direction effectively.
Media Group Head
WPP Media
Jakarta
07.2021 - 04.2025
- Directed strategic communication initiatives with brand stakeholders, enhancing collaboration and alignment on key objectives.
- Led and developed a strategic planning team to provide top-performing brand and media consultation for Garnier and Maybelline, New York. Integrated comprehensive brand strategies focusing on awareness, transactions, and advocacy for stakeholder recommendations.
- Initiated media strategies based on audience insights and data-driven marketing, driving engagement and brand visibility.
Senior Digital Manager
Omnicom Media Group
Jakarta
07.2019 - 06.2021
- Led digital planning and performance team for IM3 and Indosat Ooredoo PHD Team, supervising online media plans and campaign execution.
- Developed digital marketing strategies to increase client engagement and brand visibility.
- Managed cross-functional teams to execute integrated media campaigns successfully.
- Analyzed performance data, optimizing digital advertising efforts to enhance ROI.
- Collaborated with creative teams to produce impactful online content and visuals.
- Oversaw social media presence, maintaining consistent messaging across channels.
- Coordinated with clients to identify needs and align digital solutions accordingly.
- Ensured campaign performance met OKRs for brand awareness and ROAS, deriving insights for future strategies.
Digital Media Manager
Omnicom Media Group
Jakarta
07.2018 - 06.2019
- Executed digital media strategies across various platforms to enhance brand visibility for SC Johnson, IKEA, Singapore Airlines, and HSBC.
- Analyzed audience engagement data to optimize marketing tactics and improve results.
- Developed and implemented digital media campaigns to effectively promote products and services.
- Managed a digital planning team, overseeing online media plans and campaign execution.
- Monitored performance across social media platforms, including Meta, TikTok, Google, and Programmatic.
- I participated in the Omnicom pitching team, contributing to two successful pitches for XL Axiata and IKEA Indonesia.
Strategic Planning Manager
Mindshare
Jakarta
07.2017 - 06.2018
- Developed strategic plans aligning with client goals and market trends.
- Facilitated cross-functional collaboration to enhance project execution and communication.
- Analyzed performance metrics to inform strategic decision-making processes.
Strategic Planner
Mindshare
Jakarta
01.2016 - 06.2017
- Developed strategic marketing plans for diverse client portfolios.
- Collaborated with cross-functional teams to align strategies and campaign execution.
- Managed project timelines and deliverables for multiple strategic initiatives.
Media Buyer
Mindshare
Jakarta
06.2014 - 12.2015
- Negotiated with vendors to secure competitive rates for advertising placements.
- Collaborated with creative teams to align messaging across multiple platforms. Managed media budgets effectively to ensure maximum resource allocation.
- Purchased and monitored advertising space in different publications for companies in sector.
Management Trainee
GroupM
Jakarta
03.2014 - 05.2014
- Completed three-month GroupM Media Masters Program, Batch V, enhancing media and advertising expertise.
Acquired insights from industry experts through comprehensive training by GroupM Indonesia.
Engaged in extensive learning modules to deepen understanding of media strategies and trends.
Education
BBA - Human Resources Management
Universitas Katolik Parahyangan (UNPAR)
Bandung06-2013
MBA - Strategic Marketing
Institut Teknologi Bandung
JakartaSkills
- Strategic planning
- Client relationship management
- Cross-functional collaboration
- Performance optimization
- Team leadership
- Innovation management
- Competitive analysis
- Digital marketing
Accomplishments
Awarded Bronze for MMA Indonesia 2022 in the “Instant Impact” category for the utilization of Livestream and Videostream ads on TikTok through the Maybelline NY all-range campaign.
Timeline
Associate Partner
WPP Media
04.2025 - Current
Media Group Head
WPP Media
07.2021 - 04.2025
Senior Digital Manager
Omnicom Media Group
07.2019 - 06.2021
Digital Media Manager
Omnicom Media Group
07.2018 - 06.2019
Strategic Planning Manager
Mindshare
07.2017 - 06.2018
Strategic Planner
Mindshare
01.2016 - 06.2017
Media Buyer
Mindshare
06.2014 - 12.2015
Management Trainee
GroupM
03.2014 - 05.2014
BBA - Human Resources Management
Universitas Katolik Parahyangan (UNPAR)
MBA - Strategic Marketing
Institut Teknologi Bandung