Hesty Damayanti

Achievements:

• Spearheaded the commercial strategy and revenue growth of Indosat’s B2B2C ecosystem (FWA/5G, retailer network, and fintech marketplace channels), delivering double-digit month-over-month growth in sales and lead generation.
• Optimized sales P&L structure and realigned marketing and sales KPIs, improving ROI visibility, cost efficiency, and revenue accountability across business units.
• Led end-to-end go-to-market (GTM) execution across channel sales, retail activation, and lifecycle marketing, driving adoption uplift, and increasing monetization rates across B2B2C channels.
• Built joint business plans (JBPs) and co-marketing programs with strategic partners (fintech, PayLater, and device) to expand penetration, improve customer lifetime value (CLV), and unlock new revenue streams.
• Deployed integrated sales and marketing performance dashboards, enabling real-time monitoring of P&L, revenue KPIs, and campaign ROI to support data-driven decisions.
• Drove cross-functional alignment between Sales, Product Development, Digital Growth, and Marketing teams to accelerate B2B2C growth, and operational excellence.

Role and Responsibilities:

• Lead the commercial strategy and revenue growth of Indosat’s B2B2C ecosystem (lead generation, data commercialization).
• Manage sales P&L, align marketing and sales KPIs, and oversee channel expansion strategy.
• Drive end-to-end go-to-market execution across channel sales, retail activation, and lifecycle marketing to boost adoption and monetization.
• Build joint business plans (JBPs) and co-marketing programs with strategic partners (fintech and PayLater) to expand penetration, improve customer lifetime value (CLV), and unlock new revenue streams.
• Lead integrated sales and marketing performance management, ensuring alignment of P&L targets, revenue KPIs, and marketing ROI metrics across teams.
• Foster cross-functional collaboration between Sales, Product Development, Digital Growth, and Marketing to accelerate B2B2C growth, and operational excellence.

Key Achievements:

• Drove 264% Fintech revenue growth (Rp 15.3B) from cash loans, secured loans, paylater, and credit card products, increased landing page traffic and high-quality users by 46%, and boosted CTR by 220% through targeted, full-digital marketing.
• Led Martech innovation by launching 178+ monthly automated campaigns, planning to implement AI-driven Martech with cost-saving solutions, and building real-time dashboards for deeper insights and funnel tracking.
• Achieved Rp 85.1 billion March '25 revenue performance by optimizing telco loan growth and recovering fintech portfolio momentum (+24% MoM).

Role and Responsibilities:

• Leading the Indosat Fintech business growth, go-to-market strategy, and brand positioning for Indosat’s Fintech division. Responsible for driving customer acquisition, retention, and revenue generation while ensuring seamless digital financial services adoption.
• Growth Marketing: Develop and execute a comprehensive marketing business growth strategy for Indosat Fintech to drive high-quality leads for partners (banks and fintech). Also, identify market opportunities and emerging trends to drive expansion.
• Marketing & Brand Positioning: Build and strengthen Indosat Fintech’s brand identity, “DigiFin,” awareness, and differentiation. Also, oversee customer acquisition, engagement, and retention strategies across digital and offline channels.
• Data-Driven Decision Making & Martech: Leverage customer insights, analytics, and performance metrics to refine marketing campaigns. Implement A/B testing, growth hacking, digital performance marketing tactics, and personalization marketing to maximize revenue and user acquisition. Also, deploy Martech stacks: CDP (Customer Data Platforms) and CMP (Campaign Management Platform) for unified marketing intelligence.

Role and Responsibilities:

• Leading the digital lifestyle and marketing content strategy for IM3 and 3ID, aligning initiatives with the company’s overarching goals. Responsible for driving audience engagement, revenue growth, and digital transformation through innovative VAS, Google DCB, and OTT services (Games, Movies, Music, Storage, Mobile Security, etc.).
• Audience engagement and retention: Enhance user experience and engagement through compelling digital content and services.
• Revenue Growth & Monetization: Implement revenue generation strategies via subscriptions, advertising, and e-commerce partnerships. Also, monitor revenue streams and optimize profitability.
• Manage the budget for digital lifestyle and content initiatives, ensuring resource efficiency.

Key Achievements:

• Integrated Brand Strategy Across Retail and Institutional Segments by delivering unified brand positioning, 'Live more, bank less,' for CBG and IBG while aligning product offerings to customer insight.
• Strengthened strategic brand governance, served as brand guardian, streamlining cross-departmental marketing efforts, and ensuring compliance with global brand guidelines.
• Optimized Cross-Channel Communication Effectiveness: Led the development of brand-aligned campaigns that elevated customer engagement and supported revenue targets through consistent omnichannel delivery.

Role and Responsibilities:

• Develop a marketing communication strategy for related business units in accordance with the brand positioning that wants to be driven in the market, and also in accordance with the key brand drivers that need to be strengthened based on the needed/current data and analytics.
• Develop a marketing communication strategy for related business units (CBG/IBG) that supports business targets and aligns with the products/services in focus.
• Work collaboratively with BU teams to create and manage single or cross-organizational integrated marketing and branding strategies, as well as providing strategic counsel for branding applications.
• Coordinate marketing communications projects with vendors and contractors for the development and production of educational event promotional materials, website production, and other core collaterals.
• Work with the business unit and support unit team to assist in developing new revenue sources through exhibits and sponsorships.
• Brand Guardian for promotional materials to drive effectiveness, cross-selling implications, and adherence to brand guidelines; also, develop regular reports (annual, semester, quarterly basis).

Key Achievements:

• Launched 'Grab Bersatu untuk Indonesia' COVID campaign, created a donation-driven initiative in collaboration with 23 national brands to gather Rp 11 billion for COVID-impacted individuals, converting user promo codes into automatic charitable contributions, and gathered Rp 7 billion in donations, gaining cost savings for Grab. Award-winning: Best Brand Experience – Citra Pariwara; Twitter SEA’s Best Campaign for Social Impact.
• Scaled financial products and B2B growth across the OneGrab ecosystem drove penetration for new verticals (e.g., GrabHealth, Clean & Fix) and financial services (insurance, OVO cashback), with segment-based acquisition tactics also engaging with bank partners to drive multiple retention programs to enhance cashless penetration and loyalty.
• Built an end-to-end demand engine across the consumer and merchant base. Executed integrated campaigns across GrabFood, GrabBike, and GrabCar with localized targeting, and delivered EBITDA positive for the first vertical, GrabCar, in 2019.

Role and Responsibilities:

• Drive multi-vertical demand generation and brand building via the OneGrab campaign.
• Increase gross revenue and reduce costs to serve via marketing partnership.
• Increase penetration for new business (GrabHealth, Ticket, Hotel, Clean & Fix, Attraction).
• Increase B2B segment penetration and revenue via GFB marketing.

• Drive multi-vertical demand generation and brand building via the OneGrab campaign.
• Increase gross revenue and reduce costs to serve via marketing partnership.
• Increase penetration for new business (GrabHealth, Ticket, Hotel, Clean & Fix, Attraction).
• Drive GMV for payment and insurance financial products.
• Increase loyalty, reward redemption, and move customers through the funnel via Rewards OVO cashback.
• Increase B2B segment penetration and revenue via GFB marketing.

• Drive profitability of GrabFood Indonesia, and maintain category leadership (market share).
• Manage the development and planning of the marketing strategy to ensure targets and objectives are met.
• Launch and manage partnerships for 6 tiles: New Business (hotels, groceries, ticketing, video, health, and clean and fix).

• Manage the development and planning of the marketing strategy to ensure targets and objectives are met.
• Lead and develop digital online marketing strategies.
• Manage 4-wheel e-communication with the purpose of engaging existing and new customers.
• Manage suppliers to meet business requirements to ensure projects are delivered on time and on budget.

• Handle all verticals (GrabCar, GrabBike, GrabExpress, GrabFood, GrabGerak, GrabRewards) campaigns under the Jabodetabek area for both passengers and drivers.
• Create passenger segmentation, targeting, and positioning for existing passengers to move their funnel to the heavy segment.
• Create an acquisition campaign through integrated media for building awareness until consideration by delivering new acquisition numbers, conversion rates, and effective cost per acquisition.
• Drive brand health, especially important attributes: reliability, safety, etc.
• Create a strategy for Jabodetabek social media, PR, and event communication to enhance brand health, ride transactions, revenue, and cost efficiency.

• Brand Management & Strategy for Supply Marketing by focusing on acquiring new drivers via Digital and create Brand perception through PR and Social Media for Supply Marketing and create an effective communication towards Drivers

• Manage the development and planning of the marketing strategy to ensure targets and objectives are met.
• Lead and develop marketing strategies.
• Manage 4-Wheel Business, Brand, and Communication with the Purpose of Engaging Existing and New Customers.
• Managing suppliers leads to meeting business requirements to ensure projects are delivered on time and on budget.
• Executing the marketing plan against the budget.
• To monitor the campaign against KPIs, be fully aware of trends and analytics, success and risk, in order to increase sales.
• Ensure adherence to the operating budget of the country marketing and vertical.
• Develop talent within the team by providing consistent direction and support to achieve stretch targets and take leadership positions.
• Manage the team on a daily basis, including resolving issues and maintaining high motivation levels within the team.
• Complete accurate, objective, and fact-based performance appraisals for all direct reports on time.

• Key Achievements:
• Ranked Top 3 globally for the 'Bend the Rules' campaign, won Q1 2016 Global Marketing Rockstar, beating regional benchmarks with localized storytelling that resonated in Indonesia, despite having just joined HP for the first 3 months.
• Built end-to-end GTM across devices (PC, notebook, printer), created customer-segmented GTM plans, value propositions, and performance dashboards across all product lines.
• Streamlined Customer Database and Analytics Strategy: Led CRM segmentation and marketing scorecard initiatives to align creative execution with sales performance.

Role and Responsibilities:

• Creating an end-to-end (integrated campaign) from research, brand, media, digital, and event for all consumer products (PC, notebook, tablet, printer, and accessories).
• Develop and secure approval for GTM plans and budget.
• Direct cross-functional, cross-organizational teams and agencies in the development and execution of GTM plans and budget.
• Develop overall HP value propositions and offering segment messaging, and manage/monitor the delivery of the same.
• Develop customers' segmentation strategies, define customer experience plans, and execute/monitor them.
• Develop/manage customer database/analytics.
• Develop and own the overall marketing scorecard/dashboard, along with associated metrics, goals, and benchmarks, and track and report progress against them.
• Develop a closed-loop post-analysis for marketing programs and identify and execute indicated actions. Manage business relationships with advertising, direct marketing, and/or marketing research vendors.
• Drive, execute, and evaluate marketing strategies and tactics.

Key Achievements:

• 3-Time SCTV Award Winner for TVC Execution: “Ampun Murahnya,” “Nelpon Seharian,” and “Rp25 First Minute” are memorable mass campaigns that boosted awareness and brand equity.
• Led the Brand Guardian role for XL and AXIS during the merger transition, maintaining brand clarity and alignment across internal and external stakeholders during one of Indonesia’s largest telco brand transitions.
• Delivered 360 campaigns for loyalty, postpaid, and mobile products. Oversaw full-funnel execution (digital, ATL, event, PR) and budget efficiency across multiple B2C and B2B product lines.

Role and Responsibilities:

• Deliver the strategy of product marketing concepts into more understandable forms of communication for each customer segment based on each Unique Selling Proposition.
• Create a grand strategy for the XL and AXIS brands, and collaborate with other departments to deliver end-to-end communication for XL and AXIS. - Become the XL and AXIS Brand Guardian, ensuring all XL and AXIS branding is within the guidelines and delivers message consistency.
• Managing a team of five members in order to create distinct communication materials.
• Managing the timeline and budget for overall activities.
• Liaise with other departments and brief the internal team (CorpComm, Brand Activation and Media, Regional) as well as the external team (agencies, PH, Talent, Photographer, etc.) in order to create a 360 marketing campaign and achieve communication objectives.

• Create new product innovation to drive the company's business.
• Responsible for supporting efforts in analyzing, developing, and maintaining the Go-To-Market strategy, competitive seed technology offerings, and assisting in the launch of strategic trait initiatives.
• Monitor market reactions to the marketing campaign, and evaluate for necessary actions to maintain campaign performance.
• Drive business case development to set revenue targets for campaign execution.

• Deliver the strategy of product marketing concepts into more understandable forms of communication for the target audience based on each Unique Selling Proposition.
• Manage the advertising and promotion budget, especially the creative budget, to ensure budget efficiency.
• Analyze and monitor the deployed communication materials, gather regional reports, consumer reports, and some key findings.
• Manage research content, develop the direction of the research, and assess the market reading situation to find the best communication formula (message), and distinct creative output.
• Manage the budget and spending to be effective and efficient.
• Manage 2 subordinates to achieve campaign goals and execute the campaign in a timely manner prior to launch.

• To create an integrated marketing communication and deliver good end-to-end execution, it included covering digital, event, and retail communication.
• Close coordination with the project owner to develop a Unique Selling Proposition for the tactical product campaign.
• Liaise and brief other teams (Media, CorpComm), as well as external teams (PH, Talent, Agencies, Photographer) to create an integrated campaign and good creative execution in a timely manner prior to the launch date.
• Manage the budget and spending to be effective and efficient.

• Execute an end-to-end (Integrated Marketing Communication) for all campaigns, i.e. Brand, Digital, Event, Retail communication.
• Close coordination with the project owner to develop a Unique Selling Proposition for the tactical product campaign.
• Liaise and brief other teams (Media, CorpComm), as well as external teams (PH, Talent, Agencies, Photographer) to create an integrated campaign and good creative execution in a timely manner prior to the launch date.
• Prepare proper documents, ensuring all finance administrative processes are done well (execute creative outputs within advertising budgets); and manage all quotation submissions from PH, agencies, talents, etc.

• Assist the manager in preparing the marketing strategy for a new tariff launch.
• Evaluate product performance for a key learning, and take necessary action and improvements for the next campaign.
• Recommend changes to current product development based on market research and new trends.
• Create an integrated marketing communication plan for the new product launch.

• Analyze the customer and marketing database, and identify revenue potential opportunities.
• Recommend a new strategy and marketing database to drive revenue enhancement from our existing customer base.
• Oversee day-to-day implementation and analysis of customer loyalty management.
• Refine segments, promotions, and campaigns based on the evaluation of campaign conversion, customer retention, and customer cross-sell.
• Build rewards coupons for targeted customer segmentation.
• Validate the proper execution of all marketing campaigns across multiple channels, e.g. Website, direct mail, call center, etc.
• Monitor the competitive landscape, test new loyalty product approaches, and adopt best-practice strategies.
• Create an integrated marketing communication plan for a new loyalty program.

• Provide policy and procedural guidelines that will support best practices for customer service.
• Liaise with other departments, e.g. Marketing, Regulatory, Network, etc., in providing ethical standards and procedural business processes for the Customer Service Team.

• Answering incoming calls for problem-solving, inquiries.