Rendy Pratama Putra
Marketing Manager Lipid & Urology
Tangerang Selatan,Banten
Summary
Passion in marketing and product management, especially in the pharmaceutical industry. My competencies are in marketing, strategic planning, product lifecycle management, and marketing communication. I am also skilled in managing retail channel marketing.
I have a wide range of market experience, ranging from mass market products (hypertension, hyperlipidemia, pain, erectile dysfunction, etc.) to niche market products (oncology), and have managed both regular & JKN markets.
Overview
15
15
years of professional experience
8
8
years of post-secondary education
Work History
Marketing Manager Lipid & Urology
PT. Aurogen Pharma Indonesia
04.2024 - Current
- I have been given the opportunity to spearhead the marketing efforts of 2 backbone therapeutic areas (TA) in our company: Lipid & Urology
- Currently, I also act as an interim Marketing Manager for Hypertension and Pulmonary Hypertension TA
- I had also been given the opportunity to act as an interim Field Manager for our Urology Sales Team in Jakarta Area.
Retail and Trade Marketing Manager
PT. Aurogen Pharma Indonesia
12.2023 - 04.2024
- Pfizer Upjohn products are acquired by Aurobindo Pharma Limited (a multinational pharmaceutical company based in Hyderabad, India)
- The acquisition led to the development of new company: PT Aurogen Pharma Indonesia (member of Aurobindo Pharma Group).
Retail and Trade Marketing Manager
PT. Pfizer Indonesia
08.2019 - 12.2023
- Optimize retail mix (AVRR: Availability, Visibility, Recommendation & Relationship) to increase product share of voice in each retail channel of ethical product (chain pharma/modern trade, regular pharma & PBF) Focused on 3 therapeutic areas: Cardiovascular, Pain/CNS, and Men’s Health
- Also marketing manager for Pfizer’s Men’s Health TA with an iconic brand for the treatment of erectile dysfunction
- Launches several campaigns for Men’s Health to: 1. Raise awareness on erectile dysfunction (ED) and increase screening for ED, especially in patients with high prevalence; 2. Differentiate the product against its competitors; 3. Protect the product against generic/branded generic switching
- Speed recovery after the impact of COVID-19 pandemic with significant growth for major promoted products in FY 2021 (some products has double-digit growth)
- Significant growth in three consecutive years (2021, 2022, and 2023 YoY) for Men’s Health TA.
Brand Lead for Oncology and IBD
PT. Takeda Indonesia
10.2018 - 07.2019
- Secure double-digit growth for the product by optimization of product potential in all market segments and channels (both JKN & regular market)
- Ensure strong endorsement from key customers in the newly gained market segment (breast cancer market)
- Collaborate with Medical to pioneer the release of IBD consensus in Indonesia.
Jr. Product Manager for Oncology Franchise
PT. Takeda Indonesia
10.2017 - 09.2018
- Ensure market leadership by optimization of resources in three different market segments of the product: endometriosis/obgyn; prostate cancer/urologist; and breast cancer/oncologist
- Ensure successful entry to new market segment (breast cancer market) as the source of growth of the product
- Create comprehensive marketing campaign through solid product story and positioning in each market segments.
Jr. Product Manager for Cardiovascular Franchise
PT. Takeda Indonesia
12.2016 - 10.2017
- Build strong relationship with key customers to ensure their continuous endorsement and preference for the product
- Pioneering the campaign of ARB as the drug of choice for hypertensive hemodialysis patients
- Ensure successful launch of new product extension.
Product Executive for Cardiovascular Franchise
PT. Takeda Indonesia
06.2012 - 11.2016
- Formulate marketing plan, focusing in the optimization of marketing mix
- Create marketing activity programs based on advocacy continuum
- Run comprehensive campaign to minimize generic/me too erosion.
Brand Executive for Corporate Branding, Marketing and Communication
PT. A. J. Sequis Life (an insurance company)
11.2011 - 05.2012
- Planned, arranged, and conducted TV marketing campaign
- Liaise with Brand Manager for the execution of ATL activities and implementation of marketing collaterals
- Conduct below the line activities in several cities.
Marketing Executive for CV Hypertension Products
PT. Pfizer Indonesia
03.2010 - 10.2011
- Assist Product Managers in achieving their goals and objectives
- Arrange and conduct scientific events
- Execute marketing programs to maintain product’s market leadership.
Education
Magister Manajemen - undefined
Paramadina Graduate School of Business, Universitas Paramadina
01.2016 - 04.2019
Department of Biology - undefined
Faculty of Mathematics and Natural Sciences, Universitas Indonesia
01.2005 - 04.2009
Skills
Product Management
Timeline
Marketing Manager Lipid & Urology
PT. Aurogen Pharma Indonesia
04.2024 - Current
Retail and Trade Marketing Manager
PT. Aurogen Pharma Indonesia
12.2023 - 04.2024
Retail and Trade Marketing Manager
PT. Pfizer Indonesia
08.2019 - 12.2023
Brand Lead for Oncology and IBD
PT. Takeda Indonesia
10.2018 - 07.2019
Jr. Product Manager for Oncology Franchise
PT. Takeda Indonesia
10.2017 - 09.2018
Jr. Product Manager for Cardiovascular Franchise
PT. Takeda Indonesia
12.2016 - 10.2017
Magister Manajemen - undefined
Paramadina Graduate School of Business, Universitas Paramadina
01.2016 - 04.2019
Product Executive for Cardiovascular Franchise
PT. Takeda Indonesia
06.2012 - 11.2016
Brand Executive for Corporate Branding, Marketing and Communication
PT. A. J. Sequis Life (an insurance company)
11.2011 - 05.2012
Marketing Executive for CV Hypertension Products
PT. Pfizer Indonesia
03.2010 - 10.2011
Department of Biology - undefined
Faculty of Mathematics and Natural Sciences, Universitas Indonesia
01.2005 - 04.2009
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