Mardianto ST, MM
Digital First Marketer - Commercial
Jakarta Selatan
Summary
Experienced leader with strong background in guiding teams, managing complex projects, and achieving strategic objectives. Excels in developing efficient processes, ensuring high standards, and aligning efforts with organizational goals. Known for collaborative approach and commitment to excellence.
Overview
15
15
years of professional experience
Work History
Product Marketing Lead
Money Management
08.2022 - Current
Report to: CEO
Product portfolio: Liquidity, Banking (Saving, Simpanan, Term Deposito), Investment, Insurance, Split Bill, Cash Loan, BPKB Loan, 3rd Party Loan, & BNPL
Key responsibility:
- Developed comprehensive go-to-market plans that encompassed sales enablement, public relations, and digital marketing efforts (such as increased product awareness - conversion and executing targeted marketing campaigns)
- Managed successful product launches, ensuring timely delivery and coordination across multiple departments. Analyzed and reported on KPIs to validate and demonstrate success of marketing campaigns.
- Enhanced brand positioning with the creation of compelling messaging and content tailored to target audiences (CVP)
- Driving consumers acquisition & retention rates by optimizing business strategies & implemented data-driven (promotion, consumers segmentation, in apps CRM & outside apps coms) and launching products to diversify offerings.
Senior Marketing Manager
Traveloka Eats
11.2021 - 07.2022
Report to: Business Unit Head & CMO
Key responsibility:
- Implemented data-driven decision making by using analytics tools to track campaign performance and adjust strategies accordingly.
- Repositioning Traveloka East as Lifestyle Superapps in Online Food Delivery Business by identifying NeedScope from consumers and create strong strategy to build the brand
- Developed strategic partnerships with complementary brands for co-marketing initiatives that expanded market share significantly.
- Optimize P&L for Business Unit from A&P stand point
- Mentored junior staff members on best practices for marketing strategy development and execution.
- Developed and implemented marketing strategies to use for launches, rebranding campaigns and promotions (GTM)
Health Care Category Manager
Health Care Category
03.2019 - 11.2021
Report to: Marketing Director
Product portfolio: Durex, Sterpsil, Veet, & OTC white space
Key responsibility:
- Durex: Unleashing category opportunity by normalizing conversation about sex by doing: partnership with ministry of health (education), repositioning consumers target to Open & Curious persona, and changing the communication by being bold and focus on women empowerment. Result: penetration increase 200 bps, market share hit highest ever 25.4% Sept 2019
- Strepsils: Break the barrier for daily consumption by strengthening key important value props Fast Relieve during on - season, & double distribution in GT. As a result: Strepsils become market leader with 32.1% - share in Oct' 20
Digital, Media, and CRM Head
RB Indonesia
12.2018 - 06.2019
Report to: Marketing Director
Senior Brand Manager
Enfagrow
02.2016 - 11.2018
Report to: Senior Marketing Manager & Marketing Director
Brand Manager
Johnson Baby Franchise
09.2015 - 02.2016
Report to: Marketing Director
Associate Brand Manager
Johnson Baby Franchise
03.2015 - 08.2015
Report to: Marketing Director
Associate Brand Manager
Health Care Category
09.2013 - 02.2015
- Report to: Marketing Manager
Brand Executive
Consumer Health Care Category
02.2012 - 08.2013
- Report to: Marketing Manager / Senior Brand Manager
Management Trainee in Marketing
Johnson & Johnson Indonesia
09.2010 - 01.2012
- Report to: Senior Brand Manager
Education
Magister Management - marketing
Parahyangan University
02.2010
Chemical Engineering - Technique Faculty
Parahyangan University
06.2008
Skills
Friendly, positive attitude
Biggest Achievement
- Durex grew 40% YTD Sept’21 and driven by E – COM (grew 120% vs. YTD LY)
- Bring Strepsils #1 Sore Throat Brand in market
- Success to recruit 100K New Moms for CRM (5X vs LY), and increase the engagement rate from 3% to 10%.
- Success upgrading image of Enfagrow as premium brand, + 10pp to reach 71 (Nutrilon 65, and S – 26 is 62; BHT 2016) by launching IMC Enfagrow Smart Lock Tub.
- Got James E Burke Award from J&J Asia Pacific for Listerine Ramadhan Campaign: “Xtra Clean within 21 Days”
- Successful launching new product Listerine Natural Green Tea and hit 10% share in the 3rd month after launching.
Timeline
Product Marketing Lead
Money Management
08.2022 - Current
Senior Marketing Manager
Traveloka Eats
11.2021 - 07.2022
Health Care Category Manager
Health Care Category
03.2019 - 11.2021
Digital, Media, and CRM Head
RB Indonesia
12.2018 - 06.2019
Senior Brand Manager
Enfagrow
02.2016 - 11.2018
Brand Manager
Johnson Baby Franchise
09.2015 - 02.2016
Associate Brand Manager
Johnson Baby Franchise
03.2015 - 08.2015
Associate Brand Manager
Health Care Category
09.2013 - 02.2015
Brand Executive
Consumer Health Care Category
02.2012 - 08.2013
Management Trainee in Marketing
Johnson & Johnson Indonesia
09.2010 - 01.2012
Magister Management - marketing
Parahyangan University
Chemical Engineering - Technique Faculty
Parahyangan University