KUSHENDARDI HENDY
Tangerang
Summary
Senior Commercial & Sales Leader with 10+ years of FMCG experience across multinational organizations including Nestlé, DKT and Kimberly-Clark. Proven track record in leading national sales organizations, driving Route-to-Market transformation, managing full P&L ownership, and delivering sustained double-digit revenue growth across Indonesia. Experienced in leading sales professionals for over 10 years sales professionals across General Trade, Modern Trade, National Key Accounts, Medical & Pharmacy channels. Recognized for commercial transformation excellence with multiple KC Softex Role Model Awards. Strong expertise in distributor remodeling, service level improvement, trade investment optimization, and cross-functional leadership across Sales, Marketing, Finance, and Supply Chain. Professional consultant with track record of providing valuable insights and strategic solutions to diverse clients. Adept at leveraging analytical skills and industry knowledge to drive impactful outcomes. Known for fostering team collaboration and adapting to dynamic environments, ensuring project success and client satisfaction.
Overview
17
17
years of professional experience
Work History
Consultant (Contract Project)
PT Dinamis Artha Sukses & PT Mitra Niaga Distribusindo
Jakarta And Bogor, Jakarta
08.2024 - 02.2025
- Appointed to lead operational improvement initiatives for distributor operations handling Nestlé and Mayora principals.
- Directed multi-branch distributor operations across Jakarta and Cilengsi covering Grocery, General Trade, LKA, and E-commerce channels.
- Improved promotion budgeting control, service level performance, forecasting accuracy, and ordering processes.
- Strengthened cash flow and reduced AR risk through structured credit limit governance per outlet.
- Reported directly to business owner to drive commercial process improvement and operational efficiency.
Head of NKA Operation & Execution
PT Kimberly-Clark Softex
05.2021 - 06.2024
- Established and led a newly formed national department responsible for Modern Trade operations across Minimarket and Hyper/Supermarket channels.
- Developed modern trade channel strategy by aligned with business objectives.
- Present monthly sales performance reports review and plan to CEO.
- Monitor competitor activities, pricing, and promotional strategies and provide strategic recommendations to management.
- Led strategic transition from indirect to direct supply model across Sumatra, Java, and Bali.
- Lead sales forecasting & S&OP alignment to Improved Modern Trade Improvement service level from 60% to 90% within one year through structured business reviews and join forecasting with key customers.
- Manage trade budget and P&L performance.
- Support new product launches nationwide.
- Manage listing fees, promotional budget, and trade agreements.
- Monitor sell-in vs sell-out performance.
- Achieved 100% sales revenue vs. target (2022) and delivered double-digit growth in Modern Trade channel.
- Awarded KC Softex Role Model Award 2023 for Commercial Transformation.
Head of Sales & Commercial
PT Kimberly-Clark Indonesia
04.2020 - 04.2021
- Reported to ASEAN Director; led nationwide commercial and sales functions across all channels.
- Develop national sales strategy aligned with business objectives and Set performance KPIs and conduct performance reviews.
- Manage trade spend and Gross-to-Net (GTN) efficiency and Optimize pricing, promotions, and in-store execution.
- Identify growth opportunities by region, channel, and product category.
- Implement corrective action plans when targets are off-track and regularly review with Regional sales manager.
- Lead Joint Business Planning (JBP) with key retailers and work with Supply Chain to ensure product availability.
- Owned national sales target setting and full P&L management in Partner with Finance on profitability optimization.
- Align with Marketing on NPD launch, driving 18% category growth and achieving 100% Operating Profit vs. target (2020).
- Led seamless commercial integration of KC Indonesia into KC Softex, aligning Sales, Marketing, and support functions.
- Work closely with Marketing, Supply Chain, Finance, and HR.
Head of Sales
PT DKT Indonesia
02.2019 - 03.2020
- Led national sales operations across all channels with 200+ team members including consumer, Medical and Pharmacy divisions.
- Develop national sales strategy aligned with business objectives and set annual sales targets and channel strategy (GT, MT, E-commerce).
- Ensure sales practices comply with healthcare regulations. Work closely with Regulatory & Medical Affairs and Maintain ethical promotion standards.
- Lead hospital, pharmacy, clinic, and medical representative teams and Manage relationships with healthcare professionals (HCPs).
- Lead Route-to-Market (RTM) design and distributor strategy and drive market share and Numeric distribution expansion.
- Delivered 102% sales achievement vs. target (2019) and achieved 5% volume growth in competitive market conditions.
- Strengthened service level and in-store execution for top Modern Trade customers.
- Work closely with Marketing, Supply Chain, Finance, and HR.
National Sales Manager
PT Kimberly-Clark Indonesia
12.2012 - 01.2019
- Reported to Sales Director and manage national sales alignment across 30+ distributors and led major Route-to-Market transformation initiatives.
- Set annual sales targets and channel strategy.
- Lead Regional Sales Managers, Area Sales Managers, and field sales teams.
- Coach and develop sales leadership pipeline and drive high-performance culture and accountability.
- Lead Route-to-Market (RTM) design and distributor strategy.
- Remodeled RTM structure from single national distributor to 36 multi-distributor networks (recognized as ASEAN Best Practice).
- Drive market share and numeric distribution expansion.
- Lead Joint Business Planning (JBP) with key retailers and work with Supply Chain to ensure product availability.
- Manage trade spend and Gross-to-Net (GTN) efficiency and Collaborate with Trade Marketing to execute promotions and campaigns.
Head of Region
PT Nestlé Indonesia
01.2010 - 01.2012
- Break down national target into regional and territory targets and deliver regional revenue and volume.
- Managed regional sales operations across 10 distributors Jabotabek and West Kalimantan.
- Evaluate distributor financial health, Service level achievement, Coverage expansion.
- Inventory management, Trade program execution.
National Sales Training & Distributor Development Manager
PT Nestlé Indonesia
01.2008 - 01.2010
- Governance & Compliance
- Ensure distributor follows pricing and trade policy.
- Align trade spend execution.
- Reduce grey market / leakage risk.
- Distributor Performance Management
- Evaluate distributor profitability and financial health.
- Analyze and review Sales growth, Inventory turnover, Service level, Coverage expansion, Collection performance.
- Route-to-Market (RTM) Design & Optimization
- Develop territory coverage models and restructure distributor network if needed.
- Helping distributor and sales team to Optimize: Sales force allocation & Area coverage efficiency.
- Distributor Capability Building
- Train distributor sales teams, Improve reporting systems, Implement digital tools or sales automation and Improve forecasting discipline.
Education
Diploma of Business Studies - Marketing
Metropolitan Business College
Sydney, AustraliaSkills
Sales Strategy & Execution
Distributor Management
Route-to-Market Optimization
P&L Management
Trade Marketing
People & Capability Development
Client relationships
Problem-solving
Team leadership & development
Process optimization
Market penetration
Performance assessments
Budget management
Trend analysis
Performance tracking
Continuous improvement
Best practices implementation
Decision-making
Business analysis
Timeline
Consultant (Contract Project)
PT Dinamis Artha Sukses & PT Mitra Niaga Distribusindo
08.2024 - 02.2025
Head of NKA Operation & Execution
PT Kimberly-Clark Softex
05.2021 - 06.2024
Head of Sales & Commercial
PT Kimberly-Clark Indonesia
04.2020 - 04.2021
Head of Sales
PT DKT Indonesia
02.2019 - 03.2020
National Sales Manager
PT Kimberly-Clark Indonesia
12.2012 - 01.2019
Head of Region
PT Nestlé Indonesia
01.2010 - 01.2012
National Sales Training & Distributor Development Manager
PT Nestlé Indonesia
01.2008 - 01.2010
Diploma of Business Studies - Marketing
Metropolitan Business College