Digital Marketing
Elsa Melanie
Merchandising & Product Development
Tangerang
Summary
With a strong track record and extensive experience in the furniture and home decor industry, I have progressed from merchandising to gaining a deeper understanding of product research and development. My expertise lies in furniture and home decor construction, production, and materials, as well as a keen understanding of the buyer's perspective. This allows me to create visually appealing and marketable products that are also feasible for production. Known for my attention to detail, strong work ethic, and problem-solving abilities, I am a proven team player within complex organizations. I consistently monitor industry trends, develop strategies, and execute plans to achieve company objectives.
Overview
22
22
years of professional experience
2
2
Languages
Work History
Research & Development Manager
MEMORY Furniture
Tangerang, Banten
05.2020 - 08.2024
- Company Overview: RTA furniture manufacturer & exporter
- Lead in the area from design expansion, execute in correct constructed product samples, until delivered based on client's requirement
- Curate existing designs as well as aggressively expanding new designs for international trades as well as fulfilling daily clients demand
- Initiate in material and hardware research based on released designs
- Managed to achieve higher product success rate at 20% become above 50% while maintain development cost on budget
- The first in company history to showcase in 2 international exhibition occurred at the same time (Ifex & Vifa), finish samples in timely manner, and displaying more than 100 newness providing higher successful products
- Greatly contribute in smooth production of ongoing active 1000+ SKUs by leading the team through SOP of review master sample and production book guide, and ensure team provides thorough and detail drawings, initiatives of pre-production meeting to take place prior to each new SKU production
- Actively involved in sales to buyer's communication to enable better understanding and direction for R&D team in delivering all aspect of development and production, and gaining understanding of customer's behavior, demand and market trend
- Manage a team to conduct reputable in industry's product test and transit test, ensuring product pass each client's requirement
- Understanding of product costing
- Managed a diverse portfolio of projects, balancing priorities to achieve timely completion and desired outcomes.
- Led multidisciplinary teams through complex projects from idea generation to final product delivery.
- Collaborated cross-functionally to drive innovation and integrate new technologies into development processes.
Commercial Marketing Manager & Japan Sales Channel
MEMORY Furniture
10.2019 - 04.2020
- Increased brand awareness by developing and executing strategic marketing campaigns, such as e-catalog, updated website, promotional content for exhibition and effective sales tools to generate more sales
- Improved customer satisfaction rates through ongoing market research, analysis of consumer trends, and implementation of actionable insights. This includes close coordination with sales team to get updated insight from existing & potential customer and translate into department initiatives.
- Led marketing team meetings to facilitate communication, encourage collaboration within organization and foster culture of continuous improvement.
- Collaborated with sales teams to create compelling sales collateral that effectively communicated product value propositions to prospective clients.
- Lead a sales team specialized in Japan market.
Senior Merchandiser
William E. Connor & Assc. Ltd
01.2014 - 10.2019
- Company Overview: A global sourcing and buying agent with reputable clients in retail industry of furniture, home decorative and apparel
- Manage several account with USD 4 million in yearly turnover, for some USA retailers with 1000+ stores
- Account growth by 20-30% yearly from some specific department
- Study product brief / trend board, evaluate and determine vendors options that is suitable for the client and product, communicate specifications and follow up
- Successfully hosted 2 minifair yearly for buying trip with multiple of selected vendors presenting thousands of products, tailored to each buyer's need and contribute to sales volume increase
- Professional arrangement for buying trip of clients in country and accompany the buyers to review samples and discussion with vendors
- On behalf of clients perform terms and price negotiation
- Study the client's competitor and follow trend enable giving direction to vendors with objectives more items to be offers and result in more sales
- Maintain 95% + of on-time shipment
- A global sourcing and buying agent with reputable clients in retail industry of furniture, home decorative and apparel
Non-medical Purchasing Assistant Manager
International SOS (PT Asih Eka Abadi)
Jakarta, Jakarta
11.2011 - 12.2013
- Company Overview: A world's leading medical and travel security services company
- Initiate looking for new supplier of IT Virtualization project, impact to cost saving up to USD 25K
- Executing company's needs by direct negotiation with vendors
- Develop price comparison system which contribute to cost saving up to 25% without compromising quality and delivery time
- Maintain service level in all aspects of supply chain management as per company's SOP
- Responsible for synchronization the whole supply chain process in order to increase productivity and coordination between user, purchaser and warehouse team
- A world's leading medical and travel security services company
Senior Merchandiser
MEMORY Furniture
Tangerang, Banten
12.2009 - 11.2011
- Company Overview: knock down furniture manufacturer which market laid across the globe
- I'm managing an account of 30% more of the company's total turnover reaching USD 13 million
- Reporting directly to Divisional Sales Manager
- In charge of sales activity within the region (France and Italy) which holds 30% of the company's total turnover, including preparation of offer sheet/quotation for new products
- Responsible for product development and sample inquiries from clients, following up from the design and details with buyers and coordinating with R&D team for the prototype build up, and make sure all samples follow to the requested specification and quality
- Knock down furniture manufacturer which market laid across the globe
Senior Market Representative
William E. Connor & Assc. Ltd
08.2007 - 04.2009
- Company Overview: A global sourcing and buying agent with reputable clients in retail industry of furniture, home decorative and apparel
- Within 11 months grow higher position from Market Representatives become Senior Market Representative
- Study product brief / trend board, evaluate and determine vendors options that is suitable for the client and product, communicate specifications and follow up
- In charge of company's largest account at that time, including arrangement for buying trip of clients in country and accompany the buyers to review samples and discussion with vendors
- Maintain approved standard color panel to avoid production discrepancy and actively pursuade vendor to settle with their paint vendor if any problem occurs
- Study the client's competitor and follow trend enable giving direction to vendors with objectives more items to be offers and result in more sales
- Maintain 95% + of on-time shipment
- A global sourcing and buying agent with reputable clients in retail industry of furniture, home decorative and apparel
Assistant Manager
Furniche
Surabaya
01.2006 - 07.2007
- Company Overview: A local new furniture retailer in Surabaya
- Joining since pre-establishment, managed to coordinate preparation until showroom opening
- Lead the sales team in showroom as well as projects
- Sourcing products and propose to GM/owner for assortment
- Supplier management
- Lead in activities coordination and daily operation
- A local new furniture retailer in Surabaya
Export Marketing
Mahakarya Rotanindo
12.2002 - 12.2005
- Company Overview: A solidwood and rattan furniture manufacturer in East Java with clients in Japan and USA
- In charge of daily communication with buyers related to development and orders
- Together with PPIC, assist the director in decision related to price
- Coordinate with related internal divisions eg R&D, PPIC related product development and orders
- A solidwood and rattan furniture manufacturer in East Java with clients in Japan and USA
Education
Bachelor of Economy Management - transfer program
Universitas Wijaya Putra
Surabaya 01.2003 - 02.2003
Diploma 3 - Secretary
Akademi Sekretari & Manajemen Indonesia (ASMI)
01.2002 - 01.2002
SMU - Science
SMU Negeri 1
DiliSkills
Product Development
Technical Drawing Reading
Furniture K/D construction
Merchandising skill
Buying Position Knowledge
Purchasing and Sourcing Skill
Material Sourcing Skill
Management Skills
Effective communication
Problem Solving
Cross-functional teamwork
Team leadership
Multitasking Abilities
Adaptability and flexibility
Personal Information
- Gender: Christian
- Marital Status: Married
Interests
Ecommerce Platform Marketing
Timeline
Research & Development Manager
MEMORY Furniture
05.2020 - 08.2024
Commercial Marketing Manager & Japan Sales Channel
MEMORY Furniture
10.2019 - 04.2020
Senior Merchandiser
William E. Connor & Assc. Ltd
01.2014 - 10.2019
Non-medical Purchasing Assistant Manager
International SOS (PT Asih Eka Abadi)
11.2011 - 12.2013
Senior Merchandiser
MEMORY Furniture
12.2009 - 11.2011
Senior Market Representative
William E. Connor & Assc. Ltd
08.2007 - 04.2009
Assistant Manager
Furniche
01.2006 - 07.2007
Bachelor of Economy Management - transfer program
Universitas Wijaya Putra
01.2003 - 02.2003
Export Marketing
Mahakarya Rotanindo
12.2002 - 12.2005
Diploma 3 - Secretary
Akademi Sekretari & Manajemen Indonesia (ASMI)
01.2002 - 01.2002
SMU - Science
SMU Negeri 1
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