Nadia Devisa

Responsible to manage overall business of HGJ and specifically manage brand and commercial strategy and implementation for SKIPPY Brand. In this role I also sit as member of HGJ Board of Directors.

• Lead a team with 6 direct reports with role of of Customer Marketing, Food Service, Finance, R&D, and Manufacturing.
• Setting strategic direction and goals for the business and develop and implement plans to achieve those goals.
• Implemented data-driven decision-making, enhancing overall business performance and growth.
• Managed P&L and forecasting activities, ensuring accurate budgeting and resource allocation decisions were made.
• Develop integrated marketing campaigns across various channels both above and below the line and execute the campaign to live.
• Plan and execute product launches, including market research, competitive analysis, pricing strategy, and promotional activities. Collaborate with cross- functional teams to ensure successful product introductions.
• Establish and grow relationships with relevant stakeholders and partners.

SKIPPY campaign portfolio:

https://www.youtube.com/watch?v=8GV15qiMgt0

Responsible for handling end-to-end marketing strategy starting from creating and initiating plans, implementation as well as evaluating marketing initiatives that lead to brand growth. Key Responsibilities are:

• Develop and execute comprehensive brand strategies aligned with overall business objectives.
• Conduct market research, competitor analysis, and consumer insights to identify growth opportunities and brand positioning.
• Managed budget allocation and resource utilization to maximize marketing ROI.
• Lead the product innovation and renovation projects, working together with cross functional team from concept and product creation to development of launch plan and strategies.
• Develop integrated marketing campaigns across various channels both above and below the line and execute the campaign to live.
• Evaluate and monitor the execution of marketing initiatives, brand plan and their impact on key brand health measures to make recommendations for future improvements.

As Brand Manager I've managed several brands which are:

DANCOW FortiGro (March - October 2023)

• DANCOW is the number 1 milk brand in Indonesia, market leader in Children Milk Powder Category.
• Successfully execute "Cinta Bunda Sempurna" - award winning campaign (2023 - APAC Effie Awards, MMA Smarties, Marketing Excellence Award) about challenging mom-shamming and redefining motherhood in Indonesia. Link reference https://www.youtube.com/watch?v=E3Q7Cvld9i4

S-26 IFFO & GUM (January 2022 - February 2023)

• The brand is under Infant Formula & Growing Up Milk category, segmented in Super Premium market.
• Strengthen the S-26 Nutrissential brand power through the launch of "Percaya Pilihan Pintar" campaign followed by "See Think Act" campaign. Link reference https://www.youtube.com/watch?v=vPl-aBbl9i0 & https://www.youtube.com/watch?v=KXTMy6G_FT8

NAN IFFO & GUM (July 2018 - September 2020)

• The brand is under Infant Formula & Growing Up Milk category, segmented in Super Premium market.
• Successfully turn around total NAN IFFO & GUM business through "Siapkan Sekarang" campaign highlighting NANKID benefit for allergy prevention that is strongly known by mothers and health care professionals. Link reference https://www.youtube.com/watch?v=JMAAMkZcQ-k

The role was focusing on managing consumer engagement & e-business activities for DANCOW Nutritods:

• Planning, developing, implementing and managing the overall digital marketing strategy.
• Establish consumer loyalty through CRM activities in https://www.dancow.co.id/parentingrewards
• Collecting and analyzing customer data also activate it for brand campaign purpose.

Achievement:

Successfully launched "Gebyar Explorasi" - a campaign created to increase brand loyalty by creating aspiring & exciting way of loyalty point collection and redemption. Link reference https://www.youtube.com/watch?v=yF9EW87jOQo

Responsible in strengthening brand engagement and deliver good brand experience through excellence in implementation of assigned brand consumer activations on a nationwide scale starting from strategizing, planning, and reporting. Brands that I managed was LACTOGROW, CERELAC, NANKID, KOKO KRUNCH, ALPO, FRISKIES, and KITKAT. The role was:

Sampling Management

• Develop, plan, and propose total year sampling allocation for all brands above nationwide
• Together with Business Units develop strong and measurable KPI for each type of sampling activity
• Monitors implementation, achievement, feedback, and issues on a daily basis ensuring excellent execution.

Consumer Activation

• Develop concepts and detail proposal of below the line activities align with brand objectives.
• Lead the chosen agency on activation execution, monitor the activity implementation, and making sure that the standard of the execution is met nationwide and meet the KPIs.

Achievement:

The Best Role Model of Trust Respect Excellence Q2 2017 for planned and managed huge complex event which contributing to event sales increase and for willing to coach and develop other colleagues. Some activities reference:

• https://www.youtube.com/watch?v=RoShgwgUBYE&list=PLLKWnfB8cF_ntzBsAhCF8fU9uhytMXqOw&index=2
• https://www.youtube.com/watch?v=g6M5Mid76QM

Nestlé Breakfast Cereals (NBC) business in Indonesia was successfully became the no.1 in Asia and no.3 globally on year 2012. The role in was to assist the Brand Manager in handling end-to-end marketing strategy for NBC business that include kids, adult, all family category, starting from creating and initiating plans, implementation as well as evaluating marketing initiatives that lead to brand growth.

Achievement:

• Award of the successful “Koko Loves Milk” campaign in Indonesia – Asia Growth Conference Manila 2013
• Together with PERGIZI PANGAN Indonesia successfully launched the 1st National Breakfast Week on February 14th – 20th 2013