Martha Ayu Grashiana

Commercial & marketing leader with 20+ years’ experience in customer & channel strategy, shopper execution, and P&L delivery across multinationals (Diageo, BAT, Microsoft, Home Credit). Proven record of linking brand strategy with commercial growth, driving joint business planning, and leading high-performing teams in highly regulated markets.

Professional marketing and branding strategist with strong focus on driving impactful campaigns and fostering team collaboration. Adept at developing and executing innovative marketing strategies, enhancing brand visibility, and adapting to changing market needs. Known for reliability, creativity, and effective communication skills. Proficient in digital marketing, brand management, and market analysis, ensuring successful project outcomes and sustained growth.

• Increased A-B risk profile customers by +12% YOY (HCID 2025).
• Negotiated 25% cost reduction in sponsorship while expanding brand visibility.
• Scaled financial literacy programs reaching 3M+ Indonesians.

• Home Credit Indonesia – Grew digital contribution from 5% to 15% of contracts; built ROI framework capturing 17K+ monthly sign contracts.
• BAT – Launched digital-first consumer ecosystem, boosting engagement by 3x and delivering equity growth across key brands.
• Diageo – Directed customer marketing for Johnnie Walker, Smirnoff, Guinness, Captain Morgan; doubled sales target achievement despite regulatory constraints; grew Guinness share +1%.
• Microsoft – Partnered with Ministry of Education to deploy Office 365 & e-learning, aligning technology adoption with compliance.