REDDIA VIRGINIA

• Develop Mass Media (upper funnel) strategy based on business objective for conventional (TV, Out Of Home, Radio) & digital channel as to grow number of customer of Blibli
• Determine way-forward strategy’s impact with measurement tools: Digital channel dashboard (Youtube, Meta, Tiktok, X, Google Analytic), Brand Health Track, digital channel Brand Lift Study (BLS)
• Aligning Mass Media (upper funnel) strategy to middle funnel (consideration channel) and low funnel (conversion channel)
• Identify & execute new media innovation that adopting the advance technology & deliver incremental on business impact (conventional & digital)
• Initiate media barter value with brand partners as to achieve mass media core KPI
• Maintain Cost efficiency on Mass Media metrics and investment

KPI:

• Unique Visitor with high low cost efficiency metrics (CPM, CpUV, CPS)
• Set baseline for creative content quality (CTR, View Rate)
• Increase Brand Awareness to Brand Consideration (from Brand Health Track & Brand Lift Study)
• Outcome KPI: impact to conversion

Media Competition Judge Experience:

• Festival Of Media Apac Awards 2025 (Evaluated entries from over 100 participants across APAC countries in categories such as Best Use of Technology, Best Use of Mobile, Best Local Execution of a Brand, etc)
• Youtube Works SEA 2025

• Identified, developed and evaluated media & marketing partnership strategies based on knowledge of company objectives and market trends s to increase brand awareness and generate leads.
• Achieved new revenue streams and incremental sales through innovative initiatives like Teman Tanggal Tua (KPI: sales/GMV, order, new customer)
• Executed paid media strategies across platforms, including TV, OOH, radio, and digital channels.
• Spearheaded award-winning campaigns, including Bliblihome's Inspirasi Pasti Jadi and voice-enabled banner ads.
• Established performance benchmarks and monitored media & marketing partnership cost efficiency in collaboration with agencies (KPI: Traffic, CPM, CPS, CPuV)
• Collaborated with Growth Marketing to integrate marketing funnels across various channels.
• Served as keynote speaker at industry events, sharing insights on maximizing brand reach.
• Led cross-functional teams in the execution of innovative marketing initiatives that drove revenue growth, customer acquisition and retention.
• Conducted competitive analyses to identify opportunities for differentiation in the marketplace.
• Created budgeting plans for advertising, public relations, and promotional activities.
• Negotiated contracts with vendors to ensure cost-effective solutions while maintaining quality standards.
• Collaborated with creative teams to develop campaigns across multiple channels.
• Guided the creative direction of advertising and promotional materials to ensure brand consistency.
• Coordinated with internal departments such as sales, finance, operations, IT on projects related to marketing efforts.
• Identified potential partnership opportunities to increase brand awareness.
• Reviewed all communication materials prior to release ensuring accuracy of message delivery.
• Generated monthly reports summarizing progress against key performance indicators.
• Monitored performance metrics associated with various marketing campaigns in order to optimize investments.
• Established relationships with industry influencers who could help extend reach into target markets.
• Analyzed campaign performance data to identify opportunities for optimization and improvement.
• Expanded new businesses by developing powerful sales, advertising and marketing campaigns.
• Provided mentorship and training to junior marketing staff to develop their skills and expertise.
• Developed budget forecasts for marketing initiatives and monitored expenditures to ensure compliance.
• Negotiated contracts with media outlets for advertising and promotional activities.
• Prepared detailed marketing forecasts on daily, weekly and quarterly basis.
• Established and maintained effective communication channels with stakeholders to ensure transparency and alignment on mass media initiatives.
• Negotiated with vendors to obtain most cost-effective pricing for product distribution.
• Created media policies and procedures, evaluating and revising to maximize team efforts.
• Delivered mass media strategy updates to upper-level management.

• Developed & Executed Strategic planning for client’s Communication Strategy
• Evaluated and selected prospective innovation to increase Agency business and revenue.
• Initiate new campaigns/new marketing activities for Client business growth

Client: Diageo spirits (Smirnoff, Captain Morgan)

• Strategic planning for client’s Communication Strategy
• Agency Revenue
• Initiate new campaigns/new marketing activities for Client business growth

Clients:

• Ford Motor Indonesia (ATL & Digital activities)
• Sampoerna Dji Sam Soe (ATL)
• Unilever Indonesia: Sunsilk, Lux and Molto Indonesia (ATL & digital)
• Ultra Jaya: Ultra Milk Flavor
• Gudang Garam Signature Mild (digital)

• Developed & Executed Strategic planning for client’s Communication Strategy
• Evaluated and selected prospective innovation to increase Agency business and revenue.
• Initiate new campaigns/new marketing activities for Client business growth

Clients:

• BII Maybank for micro banking and credit card
• Nexmedia
• Indofood for Freiss syrup
• Mie ABC
• PT Djarum for “LA Lights”, “Djarum Super Mild”, “Envio Mild”, “Nuu Mild”, “Access Mild”, “TEN Mild”, and “Slic Mild”

• Developed and maintained relationships with clients to ensure satisfaction with advertising campaigns.
• Identified new opportunities for growth in existing markets through competitive analysis.

Clients:

• PT Toyota Astra Motor SUV & MPV line up.
• PT Amerta Indah Otsuka for “SOYJOY”
• PT Fumakilla Indonesia for “VAPE” aerosol & coil
• PT Djarum for “LA Lights”, “Fellas Mild”, “Polo mild”, “Hits Mild”, “Relax Mild”, “In Mild”
• Identified new opportunities for growth in existing markets through competitive analysis.

• University of Indonesia Program Vokasi Advertising for subject Account Management Skill.

• Developed and maintained relationships with clients to ensure satisfaction with advertising campaigns.
• Identified new opportunities for growth in existing markets through competitive analysis.

Clients:

• PT Multi Bintang Indonesia for “Bir Bintang” & “Bintang Zero”
• PT Acer Indonesia for “Mini PC”

• Developed and maintained relationships with clients to ensure satisfaction with advertising campaigns.
• Identified new opportunities for growth in existing markets through competitive analysis.

Clients:

• PT Astra Daihatsu Motor for “Daihatsu Xenia” & Daihatsu Corporate
• PT Astra France Motor for “Peugeot”
• PT Petronas Niaga Indonesia for “Syntium” & “Sprinta” lubricant
• PT Pepsi Cola Indobeverages for “Pepsi” & “Tekita”

• Daimler-Chrysler (Mercedes-Benz) for “Mapping the End-User and Body Builder of Daimler-Chrysler” research.

• Pusat Kajian Komunikasi FISIP UI for “Lifestyle and Political Orientation of Senior High Students in DKI Jakarta” research.