Rifka Auliya

• Managed end-to-end digital marketing strategy for market leading Deodorant & Baby Brands (Rexona, Axe, Dove & Zwitsal), including media planning & execution (YouTube, Meta, TikTok), influencer & community marketing, SEO/SEM, and digital consumer journey optimization.
• Led the development of Unilever Personal Care’s overarching influencer strategy, spearheading innovative social-first initiatives, directly reporting to Unilever Head of Media.
• Oversaw the in-house creative & digital agency (U-Studio) to ensure its capabilities align with brand objectives and deliver cutting-edge creative solutions.

I work as Digital Excellence Manager for Deodorant Brands and PC Social 1st Strategy & U-Studio Lead.

• Managed end-to-end digital marketing strategy for market leading Deodorant Brands (Rexona, Axe and Dove), including media planning & execution (YouTube, Meta, TikTok), influencer & community marketing, SEO/SEM, and digital consumer journey optimization.
• As PC Social 1st champion leading the development of Unilever Personal Care’s overarching social 1st and influencer strategy, spearheading innovative social-first initiatives, directly reporting to Unilever Head of Media.
• UStudio Lead : Oversaw the in-house creative & digital agency (U-Studio) to ensure its capabilities align with brand objectives and deliver cutting-edge creative solutions.
  

Achievement :

• Successfully turn around the declining Brand Power & Brand Awareness of Rexona trough unmissable digital experience.
• Won 6 MMA Smarties Awards & 1 Digital Marketing Awards from Marketeers
• Won Unilever CEO Marketing Awards and got learning trip to Google USA
• Get internal Best Talent Recognition - Unilever Personal Care GM Awards

• Leading Toothbrush & Mouthwash category end to end marketing activities including product development, 360 integrated communication plan, 5 years brand strategy & roadmap development.
• Successfully turn around Pepsodent toothbrush performance in 2022 with Highest USG in the last 5 years (+22%) and Business winning market share.
• Achieved Klub Juara Awards for over achieving business ambition & showcasing outstanding individual performance.

• Handling Unilever biggest Brand : Pepsodent Toothpaste.
• Responsible to lead 360 marketing activity for Pepsodent Core as well as leading the launch of 2020 Innovation Big bets (Pepsodent Siwak) to serve Muslim consumer and initiate the first ever Pepsodent Core Limited Edition MERDEKA.
• With strong consumer & market insights analysis as well as excellence execution both Innovation projects are able to exceed PLE target (Pepsodent Siwak iTO +121%, MERDEKA +140%).

• Handling all Nutrinidrink & Neocate products range, also acting as Brand Manager to replace the BM that was on a maternity leave, report directly to Marketing Manager & Head of Brand.
• Analyzing consumer & market insights to unlock key business opportunities, and translating into mix consumer-medical strategy to grow the business.
• Leading all Medical & Consumer projects for both brands including integrated ATL & BTL activities.
• Result & achievement : Nutrinidrink & Neocate able to achieve highest volume growth in 2018 by +40%.

• As a Management Trainee Rifka was assigned into 3 different role and was given some special projects.
• ABM for Nutrilon Royal Tailored Nutrition Handling all Nutrilon Royal Tailored Nutrition Product, report directly to Marketing Manager.
• Analyze consumer & market insight to create data driven marketing strategy to turn around Nutrilon Royal Soya's business.
• As a brand guardian and leading on 360o ICP development & Implementation of Nutrilon Royal Soya.
• Driving the launch of new product innovation for Nutrilon product range, with strong project management working cross functions between Danone Indonesia & Thailand team.