Robby Andre
Direct Retail Executive
Jakarta,DKI Jakarta
Summary
Results-oriented retail executive with extensive experience in managing high-volume store operations. Demonstrated ability in strategic planning and team leadership, leading to successful store turnarounds, and substantial sales growth. Proven track record of enhancing customer satisfaction through innovative marketing strategies that boost revenue and profitability.
Overview
10
10
years of professional experience
1
1
Certification
Work History
Direct Retail Executive
Philip Morris International (PT HM Sampoerna, Tbk affiliate of PMI)
Jakarta
09.2024 - Current
- Managed and developed RTM assets of the IQOS Direct Retail Channel to drive consumer acquisition and retention, ensuring high-quality conversion of IQOS users, and Heated Tobacco Unit growth.
- Formulated and enhanced the business model of IQOS Partner for greater accessibility, profitability, and sustainability of potential leads in Indonesia.
- Orchestrated IQOS partner toolboxes to enhance performance and sustainability through integrated programs.
- Developed and monitored a fraud prevention system for IQOS partner toolboxes to ensure program effectiveness.
- Created and analyzed reports on IQOS Partner toolbox utilization to drive program development for HTU growth.
- Regularly monitored IQOS partner performance through the reporting system to enhance IQOS RTM assets in Indonesia.
- Monitored the IQOS partner expansion and renewal process to ensure compliance with company policies.
- Developed AYO Toko and AYO Kasir platforms to enhance user experience and distribute IQOS products effectively.
- Explored and implemented the IQOS Partner model in the Key Account channel for wider product availability.
Supervisor Direct Retail
Philip Morris International (PT HM Sampoerna, Tbk affiliate of PMI)
Surabaya
08.2022 - 08.2024
- Managed multi-channel strategies to drive customer acquisition and active user growth.
- Ensured field force quality through regular quality assurance measures.
- Led recruitment, training, and management of field-force personnel for optimized performance.
- Forged strategic partnerships with potential affiliates to enhance offline presence.
- Activated affiliate networks to establish customer hubs for targeted engagement.
- Orchestrated exclusive events and community gatherings to elevate brand image.
- Led B2B initiatives with prospective institutions to amplify IQOS's societal benefits, and expedite message delivery.
- Surpassed East Java consumables volume growth target by achieving 242% of the year-to-date goal for 2023.
- Exceeded East Java consumables volume target, reaching 130% of the annual objective for 2023.
- Outperformed East Java Acquisition growth expectations with a remarkable 247% of the year-to-date target for 2023.
IQOS Expert
Philip Morris International (PT HM Sampoerna, Tbk affiliate of PMI)
Surabaya
04.2022 - 07.2022
- Engineered bespoke engagement tactics to promote IQOS adoption, leveraging data analytics for user base growth.
- Orchestrated tactical events and community projects to enhance IQOS brand visibility in Surabaya.
- Utilized data analytics to discern membership trends and capitalize on community engagement for user base augmentation.
- Led the 2022 Member Get Member initiative, fostering key member relationships, and driving program success.
- Exceeded the East Java IQOS Expert Acquisition target by 133% in 2022, showcasing outstanding sales performance.
Retail Engagement Executive
Philip Morris International (PT HM Sampoerna, Tbk affiliate of PMI)
Surabaya
10.2020 - 03.2022
- Leveraged diverse marketing channels to generate and nurture new sales leads, ensuring robust pipeline development.
- Delivered exceptional post-sales support and customer service to enhance customer satisfaction and loyalty.
- Fostered strategic business partnerships, driving the expansion of the study abroad business within the Indonesian market.
- Conducted competitive analysis and gathered customer insights to refine service offerings.
- Provided strategic input on platform enhancement, revenue optimization, and new business opportunities.
- Played a pivotal role in driving company growth through data-driven decision-making.
Business Development Executive
Flying Chalks
Singapore
12.2018 - 03.2020
- Sourced new sales leads through various marketing channels to drive business growth.
- Provided exceptional post-sales customer service to ensure customer satisfaction.
- Built and maintained strategic business partnerships to expand the study abroad business in Indonesia.
- Analyzed the competitive landscape and collected customer feedback to improve the service offerings.
- Contributed to the overall growth of the company by providing input to develop the platform, current revenue streams, and new businesses.
Corporate Sales Officer
The British Institute
Surabaya
02.2015 - 12.2018
- Spearheaded sales and marketing initiatives, significantly boosting corporate in-house training hours on a quarterly basis.
- Orchestrated socialization and quality assurance for corporate branding materials, leading promotional events tied to corporate identity.
- Supervised the production of promotional merchandise and graphic design elements to align with marketing strategies.
- Developed comprehensive business plans targeting both public and corporate sectors to drive sales growth.
- Monitored sales and promotional staff performance to ensure adherence to company standards, and achievement of objectives.
- Exceeded corporate sales hour targets by 188% in 2017, demonstrating exceptional sales acumen.
- Surpassed corporate sales income goals by 107% in 2017, reflecting strong revenue generation skills.
- Efficiently managed the 2017 marketing budget, utilizing only 54% of allocated funds, while maximizing impact.
Student Services
The British Institute
Surabaya
11.2014 - 02.2015
- Managed walk-in inquiries and oversaw the enrollment process for new students.
- Delivered outstanding customer service to both prospective and current students.
- Achieved targeted student enrollment growth each quarter.
- Conducted follow-ups with potential clients to convert leads into registered students at TBI, Surabaya.
- Ensured that timely tuition payment reminders were communicated to existing students.
- Maintained and updated student records with high accuracy and confidentiality.
Education
Magister Humaniora - Linguistics
08-2018
- Chief of Student Association in the first year, spearheading the execution of initiatives that significantly increased student publications in nationally-accredited journals.
- Authored a compelling Master's thesis on "Undergraduate Thesis Introductions: A Study of Lexical Errors Committed by the English Literature Students at Universitas Airlangga".
Sarjana Humaniora - English Literature
08-2014
- Wrote an Undergraduate Thesis entitled "An Analysis of Lexical Errors in the English Narrative Writing Produced by the Tenth Grade Students of SMA Negeri 9 Surabaya in EFL Classroom".
Skills
- RTM Assets and Management
- Business Development
- Business-to-Business (B2B)
- B2C
- Business model development
- Data analysis
- Market expansion
- Strategic partnerships
- Retail Sales
Accomplishments
Winner of PEDE AJA 2023
Issued by PT HM Sampoerna, Tbk, October 2023
I am proud to be recognized for spearheading the most successful project initiated by the SFP Team, Java 4, aimed at enhancing the performance of IQOS Partner My strategic focus on amplifying IQOS partner initiatives and optimizing clustering techniques has led to a significant increase in the IQOS partners' consumables volume, boosting it from 43.2% to an impressive 55.6% of the year-to-date volume target for 2023. This achievement not only demonstrates my ability to drive performance, but also underscores my commitment to fostering active user engagement Furthermore, my efforts have been instrumental in elevating the IQOS partners' contribution to an outstanding 52.9% of the overall consumables volume for Java 4, encompassing all channels My dedication to excellence and collaborative approach are the cornerstones of my professional ethos, ensuring that every project I undertake is executed with precision, and leads to tangible results.
Above and Beyond Call of Duty (ABCD) Award
Issued by PT HM Sampoerna, Tbk, October 2022
I am a dynamic professional with a proven track record of spearheading successful B2B activation projects that have significantly boosted brand awareness for IQOS within key demographics. My initiatives have established Ciputra World Surabaya as the pioneering IQOS-friendly mall in Indonesia, setting a benchmark for industry innovation, and I have played a pivotal role in transforming Maxone Dharmahusada and JW Marriott Hotel into the first IQOS-friendly hotels in the country, creating exclusive spaces where IQOS users can enjoy their products with ease My strategic approach to project management and marketing has consistently delivered exceptional results in brand positioning and customer engagement
On the Spot (OTS) Award
Issued by PT HM Sampoerna Tbk, December 2021
Best NTP Selling Out Booster for the Surabaya area
On the Spot (OTS) Award
Issued by PT HM Sampoerna Tbk, December 2021
Best NTP CPD Program C1 for the Surabaya Area
Winner of PEDE AJA 2021 (Pekan Ide East Java) Batch 1
Issued by PT HM Sampoerna Tbk, April 2021
PEDE AJA East Java Zone
Languages
Indonesian
First Language
English
Proficient (C2)
C2
Certification
Driving License
- Driving license categories SIM A and C
Timeline
Direct Retail Executive - Philip Morris International (PT HM Sampoerna, Tbk affiliate of PMI)
09.2024 - Current
Supervisor Direct Retail - Philip Morris International (PT HM Sampoerna, Tbk affiliate of PMI)
08.2022 - 08.2024
IQOS Expert - Philip Morris International (PT HM Sampoerna, Tbk affiliate of PMI)
04.2022 - 07.2022
Retail Engagement Executive - Philip Morris International (PT HM Sampoerna, Tbk affiliate of PMI)
10.2020 - 03.2022
Business Development Executive - Flying Chalks
12.2018 - 03.2020
Corporate Sales Officer - The British Institute
02.2015 - 12.2018
Student Services - The British Institute
11.2014 - 02.2015
Universitas Airlangga - Magister Humaniora, Linguistics
Universitas Airlangga - Sarjana Humaniora, English Literature
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