ELLEN BRIGITTA
Jakarta
Summary
More than20 years working experience in multinational companies, with various exposure in different industries (Confectionery, Cigarette, Ready-to-drink beverage, Nutrition, Consumer Electronics and Technology) and different functions in marketing (Marketing Research, Brand Management, Marketing Communication, Digital Advertising). Skilled in developing marketing strategy and new product launch business strategy, pricing policy, identifying brand positioning and targeting, developing integrated marketing communication strategy and local claims, offline & online advertising & promotion, digital marketing. Strong analytical, communication and leadership skills, fast learner, self-starter, highly motivated and passionate player with reputation for perseverance and persistently strive for excellence in all aspects.
Marketing professional with passion for delivering impactful marketing solutions and driving brand success. Extensive experience in developing comprehensive marketing strategies and executing high-impact campaigns. Known for fostering collaborative team environments and consistently achieving results, with strong focus on adaptability and innovation.
Overview
26
26
years of professional experience
Work History
Senior Industry Lead for Health & Personal Care Industry
PT Google Indonesia (Large Consumer Sales Division)
03.2020 - Current
- Managing top FMCG accounts as single contributor
- Drive revenue growth of managed accounts by developing senior-level relationship and play a consultant’s role in building advocacy for digital transformation
- Analyze data trends and accounts’ performance, develop solid strategic digital plan to support clients’ business objectives, and prepare and conduct strategic presentation, and advise the learning agenda and digital roadmap for each of the accounts
- Lead the proposals orchestration and work collaboratively with a team to drive revenue growth with new and existing customers
- To master Google's ongoing products and technology developments, to provide information, supports and also recommendation to clients in adapting Google's products to achieve their goals
- Manage multiple cross-product opportunities and projects with Google's regional team, product specialist, Google's marketing team and other category’s verticals
Marketing Director Personal Health
PT Philips Indonesia (Personal Health Division)
01.2018 - 02.2020
- Leading a marketing department, consists of4 categories, with total8 subordinates
- Drives business strategy creation and execution for different categories of product
- Drives demand generation and ensures that business performance is being delivered according to KPIs such as yearly sales, market shares, Gross Margin, A&P, and Products Contribution Margin, marketing ROI
- Develops local go-to-market strategies (Segmentation, Targeting, Positioning, Portfolio definition, pricing, and promotion) to drive profitable growth, in line with Quality & Regulatory requirements
- Determines product portfolio for the Markets, setting up and executing roadmaps for the introduction of new products
Senior Marketing Manager for Enfa Brand
PT Mead Johnson Indonesia, Jakarta
07.2014 - 01.2018
- Started as Sustagen Marketing Manager, then given a bigger responsibility to manage the back bone brand of Mead Johnson – Enfa brand (Children) after6 months
- I was promoted to Senior Marketing Manager’s role in November2012, responsible for total Enfa brand (Infant formula and Growing Up Milk), decided to move in2013 and re-joined the company in July2014
- Determine the strategic plans for total Enfa brands, both short term and long term and translate the strategy into a sharp and distinctive brand plans to grow market share, revenue and profitability
- Develop strong brand proposition and communication strategy for Enfa, despite all the local regulation restriction on formula milk, to generate trials and strong consumer off take
- Develop a total brand plan, including communication, media, and promotion plan for the brand (including digital and CRM elements)
- Work closely with regional marketing team to align and implement brand communication strategy while adapting the strategy with local market context and competition
- Manage the marketing budget (A&P) for the brand and ensure an efficient & measurable budget spending, and to deliver profit as per targeted
- Work closely with Trade Sales department to deliver a solid execution plan of marketing programs in store level basis
- Lead New Product Development projects for Enfa Children and continue exploring new business opportunities for the brand
- Key Achievement:
- Successfully launched a new premium packaging of Enfa in Mar2017, and increase the sales by24% within6 months of launch
- Launch Enfagrow Gentle Care in2016, by nailing down a unique proposition of digestion benefit
- Able to double the business in1 year, exceed the1st year target by124%
- Significantly increased the brand awareness from58% to78% in2 years by implementing targeted marketing strategy in media selection and placement
- Successfully strengthen the equity of the brand on “Highest DHA” as main Enfa’s message from29% to60% despite the strict regulation from BPOM on benefit communication
Head of Marketing, Retail Department
PT Shell Indonesia, Jakarta
09.2013 - 07.2014
- Develop marketing strategy for Shell Retail Indonesia and aligning marketing calendar with global strategy and direction
- Develop long term Fuel Product Portfolio Plan, and coordinating the new product development with R&D, Supply Chain and Regional Fuel Scientists
- Managing creative, media and Public Relation agencies, integrate the total plan, aligning with global strategies and ensure the execution aligned with Shell strategies
- Manage relationship with Bank partners, develop integrated promotion calendar and ensure a beneficial partnership, and regular evaluation on the results for learning and set up next programs
- Increase Retail lubricant sales in Circle K (our retail convenience store partner) and manage a healthy relationship with Circle K
- Explore opportunities with other business partners (stores inside Retail stations and any opportunity of new businesses inside the stations) and ensure a “fit to purpose” proposition of each offer and aligned with Shell brand image
- Develop loyalty programs for the customers and increase payment convenience for customers through various payment methods (voucher, Credit Card, etc)
Senior Brand Manager for Frestea
PT Coca-Cola Indonesia, Jakarta
04.2005 - 10.2010
- I joined Coca-Cola Indonesia in2005 as Activation Manager, handling Coca-Cola brand activation and promotion
- Then I was promoted as Senior IMC (Integrated Marketing Communication) Manager in2006 to manage all Coca-Cola Company’s brand portfolio integrated consumer activities
- In2008 I moved to the Brand function as Senior Brand Manager for Frestea
- Strengthen the marketing and trade strategy that leads to the growth of the business by18%
- Developed ‘cut through the clutter’ commercial for Frestea Green My Body that creates a high awareness within1 month period of the launching
- Successfully developed an integrated launching plan for Coke Zero that reached every consumer’s touch point that created a big noise and news of the Brand
- Managed the team of IMC department (with4 direct reports) and improved the internal working system and working relationship with CCA as our bottler, and in the same delivered solid & successful activation plans for all the brands in the portfolio
- My main responsibilities:
- Define strategy to grow Frestea business and develop an integrated brand plan that will support the strategy
- Monitor and ensure Frestea Brand Health Indicator target is achieved (Market share, Volume, Brand Awareness, Brand Image, Penetration & Distribution)
- Develop brand communication strategy and translate it into a good TV commercial, activation and communication material that relevant with the targeted consumers
- Leading innovation and new product development projects for Frestea and work closely with other functions, to make the feasibility study, research, test market and plan the proposition for feasible product innovation
- Manage the brand budget effectively, to get a good balance of ATL & BTL activities in order to maximize the exposure of the brand
- Develop and monitor programs (both for consumers and trade) that can maintain and increase the brand’s volume performance in order to increase the market share of the brand
Junior Brand Manager
PT Philip Morris Indonesia, Jakarta
10.2001 - 03.2005
- Started as Marketing Executive in2001 and became Junior Brand Manager for Marlboro in2003, my responsibilities ranged from handling the day-to-day activities related with the brand up to developing the strategic plan for the brand to sustain the brand image and awareness
- Increased the product perceived quality and image by introducing a new marketing campaign that communicating the true flavor of Marlboro to the core target market
- Improved Marlboro direct mailing strategy and implementation, as well as exploring new media opportunity, to regain consumers’ contacts substituting the loss of electronic media (TV and Radio)
- Prepared the brand launch plan for the first international female cigarette in Indonesia, this include packaging development and communication Campaign, conduct consumers and market research, set up the brand strategies and promotional platform
- Key Achievement:
Junior Brand Manager
PT Perfetti Van Melle Indonesia, Jakarta
05.2000 - 10.2001
- As Junior Brand Manager, I handled International Brands: Golia, Chlormint and Happydent, which contribute25% to the total sales
- I developed marketing strategy for each brand, proposed and monitored promotion activities, and liaise with the Advertising Agency in developing TV commercials, creative POSM and media placement
- I also required working closely with Sales and Production departments to synchronize the sales forecast and production volume estimation
- Directly contributed to25% sales growth of Golia in year2001 by introducing value-added pack which has better profitability and visibility, implementing new trade promotion programs, proposing more effective trade communication strategy
- Doubled Golia brand awareness level in2001 by developing new and effective communication strategy
- Successfully penetrated a new category chewing gum, by launching Happydent in a very competitive market dominated by Wrigley, designed the launching strategy and communication concept, conducted internal research for concept and product tests, liaise closely with Head Quarter office for packaging and flavor development
- Key Achievements:
Researcher
PT. Asia Market Intelligence (AMI), Jakarta
09.1998 - 05.2000
- Started as a Researcher Trainee and got a promotion as Researcher within8 months, I mostly handled BAT and Nestle as the main clients, handled ad-hock project for Kraft for beverage product test, also handled regional and Omnibus projects, and CATI (Computer Assisted Telephone Interview) projects
- Proposed and designed a nationwide culinary project for Nestle, in order to develop Nestle Regional Culinary Strategy
- The project was extended afterwards as a study for Nestle’s instant seasoning brand extension and development
- Successfully developed a complete ad-test research for BAT, which up to now is used as a standard for BAT ad-test study and conducted periodically as a commercial and image tracking study
- Key Achievements:
Education
Bachelor of Economics - Marketing Management
Parahyangan Catholic University
01.1998
Skills
- Computer Skills: Microsoft Excel, Word, PowerPoint, Microsoft Project, familiar with the Internet
- Digital marketing
- Strategic planning
- Project planning
- Marketing campaign development
- Advertising campaigns
- Branding
- Market analysis
- Market planning and execution
ADDITIONAL
Fluent in English and Indonesia
Training
- Training and Professional Development:
- Introduction to Marketing Research, Phuket Island, Thailand (November1999); held by Asia Market Intelligence
- Product Policy and New Product Management Program, Ahmedabad, India (November2000); held by IIMA (Indian Institute of Management)
- High Impact Presentation Skills, Jakarta (November2001); held by Dale Carnegie
- Business Writing Skills, Jakarta (April2002); held by GMC Indonesia
- Leader Build Winners, Kuala Lumpur, Malaysia (October2002); held by Philip Morris
- Brand Portfolio Management, Hong Kong (October2003); held by Philip Morris
- Liaising with Agencies, Hong Kong (December2003); held by Philip Morris
- Female Leadership in a Diverse World, Thailand (June2006); held by Coca-Cola International
- The Coca-Cola way of Marketing DNA, Singapore (November2006); held by Coca-Cola International
- Advanced Leadership Training, Jakarta (October2007); held by Coca-Cola Indonesia
- Integrated Business& Demand Planning, Jakarta (Jan2016); held by Oliver Wight
- Daily Management & Problem Solving to adopt Lean & Continuous Improvement, Singapore (August2019); held by Philips APAC
Timeline
Senior Industry Lead for Health & Personal Care Industry
PT Google Indonesia (Large Consumer Sales Division)
03.2020 - Current
Marketing Director Personal Health
PT Philips Indonesia (Personal Health Division)
01.2018 - 02.2020
Senior Marketing Manager for Enfa Brand
PT Mead Johnson Indonesia, Jakarta
07.2014 - 01.2018
Head of Marketing, Retail Department
PT Shell Indonesia, Jakarta
09.2013 - 07.2014
Senior Brand Manager for Frestea
PT Coca-Cola Indonesia, Jakarta
04.2005 - 10.2010
Junior Brand Manager
PT Philip Morris Indonesia, Jakarta
10.2001 - 03.2005
Junior Brand Manager
PT Perfetti Van Melle Indonesia, Jakarta
05.2000 - 10.2001
Researcher
PT. Asia Market Intelligence (AMI), Jakarta
09.1998 - 05.2000
Bachelor of Economics - Marketing Management
Parahyangan Catholic University
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