Summary
Overview
Work History
Education
Skills
Core Competencies
Entrepreneurial Ventures
Advisory Roles
Industry Leadership
Thought Leadership
Awards And Recognition
Certification
Publications
Languages
Work Preference
Affiliations
Quote
Timeline
Hi, I’m

Pungkas Riandika

Chief Digital Officer & Web3.0 Innovation Leader
Jakarta,Indonesia
Pungkas Riandika

Summary

Transformational Digital Leader with over 13 years of experience driving growth across FMCG, Omnichannel Retail, and Web3.0 ecosystems.

Strategic architect of digital transformation, skilled in scaling emerging technologies into commercial reality. Selected globally for Facebook's Global Creative Accelerator Program and founder of a local Google Business Group. Expert in monetizing cutting-edge innovations like NFTs, DeFi, and the metaverse, blending corporate discipline with startup agility to deliver measurable business impact.

Key Achievements:
Spearheaded Indonesia's first curated NFT marketplace to national prominence, generating IDR 350 billion in investment impact | Delivered a 400% growth in digital engagement | Managed over $1 million in marketing budgets | Received national awards for best social media management | Featured speaker at regional conferences

Overview

13
years of professional experience
10

Awards

6

Certifications

25

Brands Portfolio

Work History

PT WIR Asia Tbk
Jakarta

HEAD OF MARKETPLACE AND NFT SOLUTIONS
07.2022 - 01.2025

Job overview

  • Led Indonesia's pioneering Nusameta.io as a web3 metaverse marketplace transformation, establishing the country's first curated gaming-to-trading platform with comprehensive blockchain-as-a-service solutions.
  • Architected a decentralized marketplace by creating tokenomics for IPs, brands, and enterprises.
  • Established partnerships with Indonesia's leading intellectual property, putting together a roadmap for digitizing manifesto content into over 100,000 tradable NFTs, such as MotoGP, Si Juki, Jakarta Fashion Week, ESMOD Fashion School, Bumilangit Universe, and more.
  • Led a cross-functional team of five specialists across web3 market entry, branding, art directing, project management, and business operations.

Kolektibel.com

CHIEF DIGITAL OFFICER
10.2021 - 06.2022

Job overview

  • Pioneered intellectual property monetization through blockchain technology, creating Indonesia's first IP-focused Web3 marketplace.
  • Built an MVP and secured $500K in pre-seed funding from a prominent collective of Southeast Asian investors.
  • Established a legal framework for IP tokenization, working with government regulators and legal experts.
  • Onboarded over 100 creators and 10 corporate partners within 15 months.
  • Developed a go-to-market strategy, resulting in a $100K pre-launch valuation.
  • Published by over 100 national media outlets during the initial launch.
  • Created a proprietary IP trading system with a simplified fiat-to-crypto payment mechanism.
  • Innovating an on-chain custodial trading mechanism using fiat payments.
  • Launched creator economy platform supporting 50+ digital artists.
  • Co-develop corporate web2-to-web3 transformation procedure.

Kawanlama Retail Group
Jakarta

CORPORATE HEAD OF DIGITAL
01.2016 - 04.2021

Job overview

  • Transformed a traditional retail giant into an omnichannel powerhouse, managing the digital strategy for eight major brands, including ACE Hardware (today AZKO), Informa, Toys Kingdom, Pendopo, Cupbop, and Chatime.
  • Led a team of over 20 digital specialists across 5 group heads in media planning, strategic planning, project management, content production, and social media.
  • Drove strategic initiatives in handling COVID's work-from-home digital campaign to generate incremental revenue through integrated online-offline customer journeys.
  • Achieved 400% social media growth, and 250% web traffic conversion improvement across all brands.
  • Recognized as 'Best Performing Manager 2017' by PT Home Center Indonesia (Informa).
  • Drove 1.5 million downloads in six months for the Chatime Mobile App, solving 80% of in-store queue issues.
  • Managed $125K co-op funding for 10 partner products, achieving brand consistency across O2O touchpoints.
  • Developed rapid-response communication protocols, resolving brand crises within an average of 4 hours.
  • Delivered a one-day, one-video campaign to uplift store promotion awareness through video marketing campaigns.
  • 2.3x ROI on paid media investments.
  • 93% quality viewership increase in content marketing.
  • Sixty percent audience reach during Instagram takeover campaigns.
  • $50K cost savings through marketing automation and efficiency programs.

Reckitt Benckiser

DIGITAL MARKETING MANAGER
07.2014 - 01.2016

Job overview

  • Spearheaded digital transformation for global FMCG brands, including Dettol, Durex, Scholl, Vanish, Strepsils, and Harpic, in the Indonesian market.
  • Achieved a 4-point purchase intent lift and a 25-point ad recall improvement for the Durex campaign (Nielsen Brand Effect Study).
  • Generated a 5% sales uplift over 10 weeks, with a 0.89 ROI for Vanish Performance, reaching 80% of the target audience.
  • Ranked #1 worldwide in the Health & Fitness category, with over 34,000 downloads for the Strepsils App.
  • Delivered 6.7M engagements and 2.3M online pledges (12x YoY growth) for Dettol Global Handwashing Day.
  • Pioneered 360 integrated O2O campaigns for the FMCG industry in Indonesia for Dettol Indonesia and Durex Indonesia.
  • Developed mobile-first strategies, generating 3.7M YouTube views and 57,000+ microsite visits for Dettol Indonesia.
  • Implemented data-driven attribution models, improving campaign efficiency by 45%.

XM JWT (Mirum)

DIGITAL BUSINESS DIRECTOR
12.2012 - 07.2014

Job overview

  • Established a digital business unit for an integrated advertising agency, serving premium clients including Indosat, L'Oréal, Nestlé, Samsung, and Gudang Garam.
  • Built a significant annual revenue stream from digital services within 18 months.
  • Led a 25-person multidisciplinary team, including strategists, creatives, and technologists.
  • Developed UX assessment methodology using persona testing and eye-tracking analytics.
  • Launched a 35% conversion rate improvement for The Body Shop Indonesia successfully by conducting thorough market research and developing comprehensive ecommerce performance strategies.

Education

University of Atma Jaya Yogyakarta
Yogyakarta, Indonesia

Bachelor of Communication Science from Advertising & Integrated Marketing Communication
01.2004 - 2008.01

University Overview

  • Member of Bohlam Advertising

Skills

Brand Building and Creative Management

Core Competencies

Core Competencies
  • Corporate branding implemented to measurable digital transformation roadmap
  • An omnichannel ready infrastructure by activating commerce in O2O environment
  • Blockchain protocol to elevate conservative CRM to NFT as loyalty rewards

Entrepreneurial Ventures

Entrepreneurial Ventures
  • Voyage Web3, Founder | Real World Asset Tokenization Provider appointed by state owned institution to be Strategic Advisor in Blockchain to meet country leading B2B potentials.
  • Marinyanyi.com, Co-Founder | Educational platform serving 5,000+ children with interactive content.
  • Twitalk, Founder, Indonesia's first Twitter talkshow @twitalkid | Achieving 50K+ monthly impressions and exclusive-titled radio talkshow.
  • Google Business Group Yogyakarta, Founder | Built 200+ member community for digital entrepreneurs.

Advisory Roles

Advisory Roles
  • Principal, NFTIndonesia.xyz, August 2024 - Present
  • Indonesia Chamber of Commerce for Digital and Research Technology, Staff Advisory Member, January 2021 - present
  • M Bloc Space, Investor Relations, April - September 2021
  • Kejora Capital, Corporate Communications, June - August 2021
  • XL (today is Axiata), Digital Opinion Leader, 2010 - 2012

Industry Leadership

Industry Leadership
  • Asia Pacific Media Forum, Committee member and regional competition winner
  • Multiple Creative Festivals, Served as Executive Director, Program Director, and Judging Coordinator (Citra Pariwara, Pinasthika Creative Festival, IDBYTE Conference)
  • Hootsuite Envoy, Official ambassador for Southeast Asia region

Thought Leadership

Thought Leadership
  • Indonesia Blockchain Association 2022: Non Fungible Talk
  • Digital Marketing World Forum 2021: Omni Experience; The Belt and Roadmap
  • Chief Digital Officer Summit 2021: Unlocking Digital Maturity in Corporate and Branding
  • Future Commerce 2019: Secrets of Social Media Marketing
  • e2e Ecommerce 2019: Ways to Omnichannel
  • The Smarties APAC 2015 Mobile Marketing Awards MMA Global, Jury

Awards And Recognition

Awards And Recognition

2019: Best Home Improvement Retail Digital Marketing | SWA Magazine Awards

2019: Best Home Category Social Media Awards | Marketing Magazine Awards

2013: Young Local Heroes Nominee | Kick Andy Metro TV

2009: Bronze Direct Mail | Pinasthika AdFest

2008: Best of Point of View | Asia Pacific Media Forum

2008: Best Client Service | Finalist of Cakram Magazine Awards

2008: Best of the Best Medium TVC | Pinasthika AdFest

2007: Gold TVC PSA | Pinasthika AdFest

2007: Silver TVC PSA | Citra Pariwara AdFest

2006: Bronze Unconventional Media | Pinasthika AdFest

Certification

Certified NFT Expert - Blockchain Council

Publications

Publications
  • ADWEEK Article: "How Facebook Targets Ads Globally Based on Users' Phones"
  • Facebook Business Article, "Success Story: Facebook Marketing in Health Category"
  • Dailysocial.id Article: “Accelerating NFT Adoption in Indonesia”
  • Liputan6.com Article: “ACE Indonesia Launch Mobileapp as Modern Shopping Solutions”
  • SWA.co.id Article: “Web3.0 Technology Will Creates New Media Paradigm”
  • investor.id Article: “NFT is the ticket to the metaverse”
  • Raditya Dika Podcast Spotify: “NFT”
  • JPNN.com Article: “Informa App on Strengthening the Digital Marketing"
  • Jogjaberry community, book publishing: "Life on A Blackberry."
  • Twitalk and Ministry of Trade & Creative Economy, e-book, "Travelling with Creativity."

Languages

English
Bilingual or Proficient (C2)
Indonesian
Bilingual or Proficient (C2)

Work Preference

Work Type

Full Time

Work Location

HybridRemoteOn-Site

Important To Me

Healthcare benefitsCareer advancementStock Options / Equity / Profit Sharing

Affiliations

Affiliations
  • Indonesia Chamber of Commerce

Quote

Business has only two functions – marketing and innovation.
Peter Drucker

Timeline

HEAD OF MARKETPLACE AND NFT SOLUTIONS
PT WIR Asia Tbk
07.2022 - 01.2025

Certified NFT Expert - Blockchain Council

03-2022
CHIEF DIGITAL OFFICER
Kolektibel.com
10.2021 - 06.2022

RPA, AI and Cognitive Tech for Leaders - Linkedin Learning

07-2021
CORPORATE HEAD OF DIGITAL
Kawanlama Retail Group
01.2016 - 04.2021
DIGITAL MARKETING MANAGER
Reckitt Benckiser
07.2014 - 01.2016
DIGITAL BUSINESS DIRECTOR
XM JWT (Mirum)
12.2012 - 07.2014

Internet Marketing Institute - Econsultancy Asia

11-2011

Best of Student Media Forum - Asia Pacific Media Forum

08-2008
University of Atma Jaya Yogyakarta
Bachelor of Communication Science from Advertising & Integrated Marketing Communication
01.2004 - 2008.01

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Pungkas RiandikaChief Digital Officer & Web3.0 Innovation Leader