Martha Ayu Grashiana
Jakarta
Summary
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.
Overview
20
20
years of professional experience
2
2
Languages
Work History
Head of Brand & Marketing Strategy
Home Credit Indonesia
04.2022 - Current
- Repositioned brand to meet customer needs & regulatory compliance (+6% awareness, improved equity).
- Drove joint business planning with Telkomsel, Erafone, Nitori; unlocked new growth in modern trade, OEM channels.
- Developed ROI reporting frameworks capturing true 17–18K sign contracts/month vs 3.5–4.5K earlier.
- Led multi-channel activations (Jakarta Fair, Festival Belanja Erafone, Hari Pelanggan Nasional).
- Directed field execution teams (brand ambassadors, merchandisers) to ensure channel consistency.
Head of Consumer Experience & Brand Activation
British American Tobacco
05.2018 - 12.2020
- Established digital ecosystem integrating trade + digital touchpoints, tripling customer engagement.
- Crafted channel growth strategies delivering stronger brand equity for Dunhill, Lucky Strike.
- Managed A&P with strict ROI, balancing acquisition vs equity in regulatory environment.
Head of Customer Marketing & Brand Roles (CP&A)
Diageo Indonesia
03.2015 - 04.2018
- Built channel & portfolio strategy for Johnnie Walker, Guinness, Smirnoff, Captain Morgan.
- Surpassed sales targets by 100% via shopper activations & customer business planning.
- Partnered with distributors & regulators on compliant customer marketing campaigns.
- Increased Guinness market share +1% through innovative retail programs.
Sr. Sales Manager – Education
Microsoft Indonesia
01.2012 - 01.2013
- Launched national e-learning platform with Ministry of Education.
- Drove digital adoption across regulated education sector, ensuring compliance.
Brand & Trade Marketing Roles
British American Tobacco
01.2006 - 01.2012
- Advanced from Brand Executive → Group Global Brands Manager, leading Dunhill, Lucky Strike, Ardath, Country.
- Directed product, packaging, comms strategy, ensuring alignment with regulations.
- Strengthened brand equity through innovative campaigns, sustaining growth in competitive markets.
Education
Bachelor of Accounting -
University of Atma Jaya
JakartaDiploma in English -
English First
Cambridge, United KingdomTimeline
Head of Brand & Marketing Strategy
Home Credit Indonesia
04.2022 - Current
Head of Consumer Experience & Brand Activation
British American Tobacco
05.2018 - 12.2020
Head of Customer Marketing & Brand Roles (CP&A)
Diageo Indonesia
03.2015 - 04.2018
Sr. Sales Manager – Education
Microsoft Indonesia
01.2012 - 01.2013
Brand & Trade Marketing Roles
British American Tobacco
01.2006 - 01.2012
Bachelor of Accounting -
University of Atma Jaya
Diploma in English -
English First
Skills
Customer & Channel Strategy Shopper & Retail Execution
Business Planning & Forecasting (P&L, A&P, Depletions)
Trade Marketing Joint Business Planning ROI Optimization
Cross-Functional Leadership (Sales, Finance, Supply Chain)
Campaign management
Brand-building strategies
Category growth
Strategy development
Team Capability Building Regulatory & Stakeholder Engagement
Customer segmentation
Marketing analytics
CRM management
Creative direction
Accomplishments
- 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.
Career Highlights
- 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.