Lydia Fransiska Sahertian

Reporting to Brand Director | Led an Assistant Manager for Brand Insight & Strategy, a Senior Brand Specialist, and a Senior Assistant for Partnerships

Driving end-to-end brand strategy for vivo Indonesia, shaping product narratives, leading brand campaigns, forging strategic partnerships, and driving CSR initiatives—reporting directly to the Brand Director.

Accountabilities:

• Develop annual business plans for all product series, aligning with HQ and local market dynamics.
• Define and manage communication strategy and messaging framework per product line (X Series, V Series, Y Series, and iQOO).
• Lead end-to-end brand campaigns, from strategy, creative development, production, to execution.
• Drive and implement strategic brand partnerships, from opportunity mapping to activation and post-campaign review.
• Plan and execute CSR strategy aligned with vivo’s brand purpose, focusing on long-term impact and stakeholder engagement.
• Oversee digital and offline brand activations, ensuring consistent messaging and consumer experience.
• Collaborate with Marcom, Integrated Media, Social Media, GTM, Sales, and Retail teams to ensure full funnel alignment and brand consistency.
• Manage external agencies and vendors for campaign execution, creative production, and partnership implementation.

Key Achievements:

• Pioneered vivo Indonesia’s first high-impact sports partnership by collaborating with PERSIB and key Timnas players—leveraging national pride to boost brand consideration, elevate image perception, and generate significant campaign impressions.
• Launched vivo NexGen Scholars, the company’s first CSR initiative in education, strengthening brand purpose and contributing to long-term social impact.

Reported to Category Marketing Manager

Led brand management for DANCOW FortiGro RTD and overseeing digital marketing strategies across the full DANCOW FortiGro portfolio.

Accountabilities:

• Ensured alignment of all brand-related activities with global direction, including brand guidelines, vision, and value proposition.
• Developed the annual integrated commercial plan for the DANCOW FortiGro portfolio.
• Formulated and led marketing strategies across multiple touchpoints, both offline and online.
• Planned and executed digital marketing campaigns for Total DANCOW FortiGro (Powder and RTD), conducted test-and-learn initiatives to uncover new opportunities, and continuously optimized media performance.
• Led product innovation and renovation initiatives, while also exploring potential new business opportunities.
• Collaborated with trade marketing and sales teams to design tailored strategies per channel and focus region.
• Conducted market research to stay ahead of consumer trends, evaluate product competitiveness, and identify opportunities beyond current portfolio offerings.
• Managed budgets for DANCOW RTD and digital activities across the total DANCOW FortiGro portfolio.

Key Achievements:

• Successfully launched DANCOW RTD multipack, established the brand as one of the fastest-growing brands in the RTD children's milk category, achieving +69.6% MAT growth in Dec 2022, and continue to grow double digit in focus channel.
• Award winning campaign 'Cinta Bunda Sempurna': Citra Pariwara 2022 for the category of Online Video (bronze) and Investing in Women (bronze); APAC Effie Awards 2023 (silver); Marketing Excellence Awards 2023 for the category of Excellence in Advertising (gold), Excellence in CSR/Cause Marketing (gold), and Excellence in Digital Marketing (bronze).

Reported to Category Marketing Manager | Led a Brand Executive

Served as Brand Manager in Nestlé Nutrition Business Unit, I was accountable for leading the DANCOW Growing Up Milk portfolio—specifically DANCOW 3+ and 5+ targeting children aged 3–6.

Accountabilities:

• Ensuring all brand related activities are aligned with global direction, including brand guidelines, brand vision, and value proposition.
• Contributing in annual integrated commercial plan development.
• Developing strategies and managing marketing campaigns across touchpoints, both offline and online (focusing on communication, recruitment, and retention).
• Managing DANCOW Parenting Rewards as loyalty program to ensure retention within the brand journey.
• Planning digital marketing campaigns, maintaining brand presence across all digital channels, and measuring the performance of all digital marketing campaigns.
• Leading product innovation and renovation, as well as developing new business opportunities.
• Collaborating with trade marketing and sales team to initiate specific strategy for each channel and/or focus region.
• Carrying out market research in order to keep up to date with consumer trends, as well as trying to predict future trends (in collaboration with Consumer Insight team).

Key Achievements:

• Successful launch of DANCOW 3+ and 5+ Nutritods in 2020 with great result in increasing our brand imagery as the expert in nutrition for toddler and preschooler, as well as increasing the top box consideration.
• Relaunch of Dongeng Aku Dan Kau campaign in 2020 successfully increasing sales baseline +11% during promo period vs. average P3M sales, increasing related brand imageries and top box consideration, and gaining positive feedback from government and consumers.
• Retention activity resulting in in high retention rate from DANCOW 1+ to 3+ (80%) and DANCOW 3+ to 5+ (65%) within DANCOW Parenting Rewards.
• Awards: MMA Smarties Indonesia 2022: DANCOW Dongeng Aku Dan Kau - Programmatic (silver); MMA Smarties Indonesia 2021: Bunda Bangga Campaign - Seamless Consumer Experience (bronze); MMA Smarties Indonesia 2020: DANCOW Nutritods - Seamless Consumer Experience (gold & bronze), Product / Services Launch (silver & bronze)

Reported to CEO | Led a Marketing Executive, 2 Graphic Designers, and an Admin

RS Pondok Indah - Pondok Indah is one of the leading hospitals in Indonesia, located in South Jakarta, which caters upper class customers by providing the first-class healthcare services.

As Associate Marketing Manager, I drove impactful marketing initiatives that elevated brand equity and successfully accelerated premium customer acquisition through integrated campaigns and strategic partnerships.

Accountabilities:

• Managed end-to-end marketing activities, promoting the hospital’s integrated healthcare system and service lines.
• Identified and pursued new business opportunities aligned with strategic objectives, including cross-industry partnerships.
• Collaborated with department heads to develop initiatives that enhanced service quality across hospital units.

Key Achievements:

• Spearheaded the launch of RSPI Mobile, a dedicated app enhancing customer access to healthcare services.
• Successfully executed integrated marketing campaigns that drove notable growth in customer acquisition and retention.

Reported to Marketing Manager

As Brand Manager in the Consumer Healthcare division, I led the end-to-end strategy for Lactacyd Women, Lactacyd Baby, and Phisohex.

Lactacyd Women—recognized as the No.1 feminine hygiene brand globally and the market leader in Indonesia’s non-sirih segment—continued to strengthen its category dominance through targeted innovation and integrated brand-building efforts.

Accountabilities:

• Oversaw end-to-end brand management for the feminine and baby hygiene categories.
• Led product innovation and renovation initiatives to expand the Lactacyd portfolio.
• Collaborated with regional teams ensured alignment on global strategy, particularly in communication development and insight-driven research initiatives.
• Planned and executed integrated marketing campaigns across offline and digital platforms.
• Managed A&P budgets to ensure strategic allocation and optimal ROI.
• Directed media planning and execution in collaboration with agency partners.
• Conducted market research to guide positioning and assess consumer insights.
• Monitored business performance and worked closely with trade marketing to optimize in-market execution.

Key Achievement:

• Successfully launched Lactacyd White Intimate and Lactacyd All Day Fresh in Q4 2014—innovative variants that positioned Lactacyd beyond basic cleansing and strengthened category leadership.

Reported to Brand Director | Led Assistant Brand Manager

Appointed to lead the relaunch of Vitalac, a growing-up milk brand, following prior experience with SGM. Oversaw end-to-end brand strategy and execution in alignment with Danone Baby Nutrition’s global and regional direction.

Accountabilities:

• Led overall brand direction and positioning for Vitalac, ensuring relevance and competitiveness in the growing-up milk category.
• Planned and executed 360° marketing campaigns across ATL, BTL, and digital to drive awareness and conversion.
• Collaborated with R&D and supply chain teams to develop and roll out product improvements aligned with consumer insights and business goals.
• Managed the brand’s advertising and promotional budget to ensure optimal ROI and alignment with strategic priorities.
• Oversaw media strategy and execution in collaboration with agency partners to maximize brand visibility and effectiveness.

Key Achievement:

• Successfully developed and launched full-funnel communication assets—including a national TVC—in collaboration with Danone’s global and regional teams.

Reported to Marketing Manager | Led an Assistant Brand Manager

Promoted to lead SGM Eksplor 3+, the flagship brand dominating Indonesia’s mainstream growing-up milk category, successfully sustaining its market leadership while driving brand growth through innovation and consumer acquisition.

Key Accountabilities:

• Led brand strategy and portfolio management to defend market leadership in the 3+ segment.
• Developed and executed integrated marketing campaigns across ATL, BTL, and digital channels.
• Drove product innovation and renovation initiatives to meet evolving consumer needs.
• Managed A&P budgets to ensure effective investment and strong business returns.
• Oversaw media planning and execution to maximize campaign effectiveness and reach.

Key Achievements:

• Successfully implemented recruitment and retention programs that delivered solid business growth for SGM Eksplor 3+.
• Spearheaded the launch of SGM Eksplor & SGM Aktif Presinutri Buah & Sayur, an innovative product containing 19 fruit and vegetable extracts to support digestive health and optimal growth.
• Acted as Project Leader, driving cross-functional alignment across Medical, Sales, Regulatory, Sourcing & Development, Operations, Supply Chain, and Finance.

Reported to Brand Director

Graduated as 'high potential' from the management trainee program and promoted to Assistant Brand Manager for SGM Eksplor, a leading growing-up milk brand for children aged 1–3 years, where I contributed to strengthening brand fundamentals and driving volume growth through portfolio optimization and integrated campaigns.

Key Accountabilities:

• Supported end-to-end brand management and day-to-day brand operations.
• Executed integrated marketing campaigns to strengthen brand visibility and relevance.
• Assisted in product innovation and renovation initiatives to address evolving consumer needs.
• Monitored A&P budget utilization and ensured alignment with strategic goals.
• Coordinated media planning in collaboration with agency partners.
• Conducted market and competitor analysis to support strategic reviews for BOD, marketing, sales, and medical teams.

Key Achievement:

• Successfully co-led the SGM GUM relaunch, focusing on brand portfolio optimization through strategic pack size reconfiguration to drive relevance and affordability.

Reported to Brand Manager

Completed a one-year management trainee program in the Marketing Division, assigned to the Marketing Affordability Team overseeing Gizikita, a brand focused on serving bottom-of-the-pyramid consumers in line with the company’s mission, “Nutrition for the Nation.”

Accountabilities:

• Supported brand management initiatives tailored for low-income segments.
• Executed integrated marketing communication strategies.
• Monitored business performance and market response.

Key Achievements:

• Led market testing ahead of Gizikita’s launch in Garut, West Java, in collaboration with sales and medical teams.
• Co-developed and launched Ayo Melek Gizi, an educational nutrition software to support Indonesian health workers and mothers in building balanced daily menus.

Reported to CEO

Joined Ardan Mindworks, an independent event organizer under Ardan Group Indonesia—best known for Ardan Radio 105.9 FM. Handled high-profile projects for major clients such as Djarum, Unilever, Pertamina, BNI, and Blitz Megaplex.

Accountabilities:

• Developed event concepts and client proposals tailored to brand objectives.
• Maintained strong relationships with key clients and stakeholders.
• Led end-to-end event execution as Project Officer, managing project teams of 10–30 people.

Key Achievements:

• Successfully led nationwide consumer activations for major brands, including Taman Cinta Conello Royal in 2 cities (Unilever), Grand Opening Blitz Megaplex Bandung (Blitz Megaplex), Djarum Super Soccer Game in 5 cities (Djarum).