DIANA RIAYA

Started as Brand Manager for NIVEA Female Face Care, NIVEA Lip Care, and All Purpose Cream (NIVEA Crème and Soft) in 2013

Assigned as Media Manager in 2016 - 2018 for 2 brands NIVEA & Hansaplast, a new function to support media (digital acceleration)

• Responsible for media strategy with acceleration in digital throughout all touchpoints/medium : TV, Digital (Paid, Owned, Earned, SEO, e Commerce, e CRM) & PR
• Driving the media mix to reach out our target audience with relevant contents, viewable, on target and implement precision marketing.
• Setting up the benchmark and KPI guarantees & efficiency cost, reach, PIB, CPM, viewability, etc) with coordination with global and regional media team
• Organize the pitch for 2-3 years contractual retainer media agencies (digital agency, media agency, and PR agency) and conducting agency evaluation and media audit every year
• Responsible for contract negotiation with Brand Ambassadors and main Influencer
• Internal and external communication which act as well as country crisis manager

Assigned as Marketing Manager in 2019 until now for Total Skin care category (Body Care, Face Care, Sun Care, Lip Care, All Purpose Cream)

• Define the long term and short term NIVEA Skin Care and sub brands strategic direction, finding white spots within the category
• Drive new innovations pipeline and rejuvenation for existing portfolio (local initiatives, regional/global collaboration), working intensively with regional and global marketing team
• Performance tracking against competition : penetration, market share & brand health
• Constructing consumer research, both qualitative and quantitative: Brand Health Tracking, New Product launch, concept test, U&A, in-depth consumer analysis, etc
• Team Development :Making sure that all the team are highly engaged and performed under Beiersdorf core values also in relation with cross functional departments.
• Responsible for NIVEA Master Brand Umbrella Campaign and CSR NIVEA Care Beyond Skin since 2015

Achievement

• Total Skin care cat growing at +33% in 2020 and +8% in 2021 vs the market -7% in 2020 and 2% in 2021 – High contribution to total NIVEA growth as one of the fastest growing company in skin care in Indonesia
• Won NIVEA Best Advertising Award for Best Blue NIVEA Master Brand Activation in 2015 for NIVEA #PSILOVEYOU campaign (global NIVEA advertising award) The campaign also won many awards as best creative PR, etc.
• NIVEA Sentuhan Ibu won Best CSR Initiative for MIX Magazine in 2018 for Best Social Marketing Initiative category
• Success launch of Hijab Range (Body care & deodorant) in 2020, Cross category product based on local Hijabi insight.

• No. 1 market share for kids’ multivitamin in Indonesia with unique USP.
• Lead New Product long term Innovation/Development plan (on-going project)
• Lead New Product Launch to strengthen the complete assortment for Curcuma Plus : Curcuma Plus Fruit & Veggie
• Develop TVC for Curcuma Plus Fruit & Veggie and effective media mix planning
• Rebranding - to Rejuvenate the Brand’s old perception to be more modern and appealing to young moms : consumer research, new Logo design & typography, New 2D design & implementation.

• Proud being part of the launch team of "Cervarix" the most innovative vaccine for Cervical Cancer disease prevention.
• Cervarix is GSK’s one of the greatest innovative vaccines that has the biggest contribution to women’s health in the world as Cervical Cancer has been a number one cancer among women in the world
• Cervarix continues to success in delivering product efficacy & credibility among Healthcare Professionals (HCP) and maintained 70% market share driven by Cervarix Market Access project that leads Cervarix to be the major contributor for GSK’s Vaccine Business Unit
• Cervarix consistently doing pull and push communication to HCP (doctors) and consumers (women) despite of the strict limitation of pharmaceutical code of conduct.

• Demo PowerIndonesia - In-store media agency
• Manage Client Service Department’s accounts, sales and profitability and successfully lead my team to be the best achiever in 2006 and 2007
• I intensively involved with Pampers & Pantene (P&G) to help them optimize their in-store communication and integrated campaign since 2006.