Sylvia Rizal

• Led commercial team (marketing and sales) to drive business growth in sales, profit and market shares. Report to CEO Corporate and indirectly to Board Committe
• Led cross-functional teams (marketing, busdev, RnD, Medical, Regulatory) to develop a Road Map New Products for 5 years based aligned strategic directions with top management.
• Led cross-functional teams for 3 major projects to accelerate company growth (VCP 1-Extension Imboost to new categories, VCP 2- Increase Imboost Awareness and Penetration, VCP 7 - Evolve Digital Transformation to Accelerate Growth). Progress update reviewed by CEO, CFO and investor team.
• Managed financial planning and budgeting processes, ensuring fiscal responsibility and maximizing return on investments.
• Implemented advanced data analytics tools to drive data-driven decision-making across all levels of the organization, leading to better business outcomes.
• Established and maintained strong relationships with customers, vendors, and strategic partners.

Achievements :

1) Double Imboost Regular Sales vs Pre Pandemic and grew market share from 6.0% (2019) to 14.5% (MAT Aug24). Support Imboost Franchise #1 m.s in Body Defence Vitamins, grew from 21.3% (2019) to 28.8% (MAT Aug24). Consumer Health Sales +26% and EBITDA +78% vs Pre pandemic 2019.

2) Set up E-commerce official stores from scratch and it contributed 4% of business now. Also developed in house creative team for digital marketing

3) Launched several new products Imboost Effervescent, Imboost Extra (tablets, effervescent, chewy kid), Imboost Bone, Curcuma Plus Honey Vitamin, Fitkom CalciGrow, Fitkom Strawberry Fantasy, Curcuma Plus Milk Chocolate upgrade.

4) Rejuvenated all brands packaging artworks (Imboost Franchise, Curcuma Plus, Fitkom, Diapet, Laxing, Lelap).

• Led marketing team to have stronger brand building strategies and activities based on strong insights
• Managed Trade marketing team to support sales director strategies and optimized cost
• Developed NPDs Roadmap 5 years for both Consumer Health and Professional Products (Ethical)
• Improve collaboration with Distributor Group Parit Padang as Power of One
• efficient financial planning and budgeting processes, ensuring fiscal responsibility and maximizing return on investments.

Achievement

1. Imboost Regular grew with CAGR +35% and drive overall Imboost Franchise achieved market leader position by end 2018.

2. Drove Imboost franchise during pandemic with Campaign "Superior immunity protection" and "recommended by doctors" using 2 marketing approach. CH Team with TVC, Built in program in news, PR Campaign, digital and in stores visibility. PP team via Internist doctors symposium how to manage potential Corona outbreak, expert forums, product donation for hospitals, medreps detailing to doctors and pharmacists.

3. Turned around CP Vitamin with strengthening positioning appetite+ growth with BA Nagita and Rafathar in 2020. Launched CP Honey Vit variant in 2021.

4. Relaunched Fitkom tablet with new packaging curvy bottle, new artwork, new TVC with BA Selebrity. Sales +75% vs LY in 2019.

5. Upgrade Curcuma Tablet with pepperin to improve absorbancy (launched Curcuma Force) and new artwork for range.

6. Relaunched Noroid, skin barrier lotion with new artwork, regained KOLs dermatologysts recommendation, roadshow symphosium and trip to Korea. This brand continued stronger till now.

• Evaluate and led commercial team to turn around CH business from negative EBIDTA in 2015-2016
• Do brand health assessments for key brands and identify root cause issues
• Improve organization way of working, talent profiles and agencies

Achievements :

• Identified and address key issues (too big discounts, lack of demand creations, weak brand positioning and lack of collaboration with distributor team)
• Strengthened marketing strategies and activities for Imboost as back bone with a New TVC Campaign " Imboost protects active Family" and appointed new Brand Ambassador Selebrity Titi Kamal and Christian for Imboost
• Managed to reduce trade discounts for Wholesalers/PBF significantly from 25% to 14% with smooth transition within 2-3 months.
• Turn around business growth and started profitable in 1 year

• Worked collaboratively with Global Team to develop new communication campaign and new products for Asia Region. Provide local consumer insights and competitions as input for Global Team
• Led local commercialization activities (marketing and customer marketing) to meet business objectives (Sales, Share, P&L, NPDs/Restages/Campaigns). Report to Country Manager Indonesia
• Proposed Indonesia Pest Control Turn Around Business plans to get global support
• Developed marketing organization capabilities and bench strengths. Managed local agencies (advertising, media, research)
• Expanding the roles to also manage Customer Marketing since Oct 2013 (before transformation)
• Led sales transformation in vacant sales director

Achievements

• Led development stronger business strategies (short and mid terms) and investment plans to turn around Indonesia Pest Control business (Baygon and Autan) and strengthen market leadership for Kiwi Shoe Care.
• Accelerated JHHP sales growth in FY 15 vs. CAGR 5 years despite major organization transformation in company with smaller marketing team and no Sales Director for 8 months.
• FY 16 results showed turned around Autan with sales +19% vs. LY and Kiwi grew +9% vs. LY, both exceeded budget. Arrested market share declines for Autan.
• FY 17 YTD showed beginning turn around of Baygon with significant market share growth on Baygon Aerosol (biggest segment) by +3pts vs. LY and Autan share +1pts vs LY. Net sales FY 17 met target with operating profit exceeded target.
• Successfully launched/relaunched inititiatives with local commercialization IMC ( integrated marketing campaign) - (TVC, In store activation, promotion, digital) , i.e, Baygon Aerosol Fresh Scent, Aerosol Hidden Mosquitoes claim, Eucalyptus Line Launched (Aerosol and Liquid Electric) in 2013, Natural Orange Restage-local, Liquid Electric Restages, Autan Restage new claim, Autan Spritz launched, Kiwi Restage.
• Significantly improved Baygon brand equities (Brand Tracking 2015) after several years declining
• Won Global SC Johnson Winning in store awards every year since 2013 with Bronze Award “Eucalyptus Launch” in 2013, Silver award “Edie Dual Restage Activation” in FY 14, Gold Award “Autan Activation in GT Channel” and Silver Award “Kiwi Winning with price management” in FY 15. Best practices for KIWI in store visibilities.
• World Class Disease Prevention Campaign for “Fight Dengue Campaign” working collaboratively with employees, key customers, NGO (Public Health Association), Academy (University of Indonesia) and Government (Ministry of Health Dept, Ministry of Education Department).
• Led Sales Transformation for Sales Transformation and Led Project Bang for Distributor transition in Jabotabek in the absence of Sales Director for more than 6 months and New GM.
• Top Brand Awards, Super Brands, Customer Satisfaction Award, and Word of Mouth for Baygon and Autan.

• Led sales team to achieve sales, distribution, market share and profit target. Report to Country Manager
• Develop sales strategies to win in store, expand distributions and support Nivea Relaunched.
• Managed multi distributors effectively to achieve sales, share and distribution target with new contracts conditions
• Managed trade allowances and optimize working elements, improve sales promotion effectiveness and fixed costs. Reduce cost of sales
• Strengthen sales organization structures, profiles and capabilities to support company strategies

Achievements

• Turned around Hansaplast’s market share from declining in past 4 years by + 3% pts in 2011 by increasing distribution, more effective promotions and improving operational.
• Hansaplast got the highest growth and increased the Global rank of Indonesia Hansaplast from no. 6 to no. 4.
• Successful Restage of Nivea Body with dramatic change of bottle shape achieving sales growth target with smooth transition at distributors and accounts with minimum scraps.
• Effectively managed 23 multi distributors to focus on distribution and visibilities, reduced margin by 0.5%-1.0% , and replaced non performers distributors in E.Java, C. Java, W. Java and Makasar.
• Strengthened sales capabilities on basic fundamentals via by conducting SALES COLLEGE & on the job coachings.
• Some of key sales talents got promoted to RSMs level (internal and external), KAM, Customer Marketing and even to Brand Manager.
• Hired, trained and built high-performing team of sales representatives.

• Led commercial OTC (over the counter) Division in Dexa Medica to achieve sales and profit. Report to Presdir and owner.
• Developed roadmap of new products launches in 5 Years from idea generations and consider also existing products from ethical divisions
• Set up a new and strong OTC organization (all functions) from hiring, create jobdesc and onboarding
• Set up trainings new mind set for Overall Dexa Organization about OTC products and way of working including Distributor Group (Anugerah Argon Medica)
• Developed business processes following ISO standard
• Hire research, advertising, and media agencies to support new Brand/product launches.

Achievements

• Developed a strong 5 years blue print of Dexa OTC business supported with strong marketing & sales team.
• Successfully led the launch of STIMUNO (herbal immunomodulator) with BEP in 18 months. STIMUNO is now a leading brand for immunomodulator with strong equities in body immune category, sales 5x from original sales with ethical marketing. STIMUNO awarded as a)Original Product from Indonesia for drug category from Bisnis Indonesia newspaper (Dec 2008), Most Recommended Brand for Children Immune by SWA magazine & Onbee (Apr 2009)
• Launched Lytacur (Kids Multivitamin for appetite), Tripoten (Men Stamina), Toxilite (Detox suplement) and Vitafem (Women vitamins)

• Developed strong marketing strategies and activities for each core country in the region
• Led multifunctions and advertising agency to conduct strong consumers and customers understanding for core countries to identify root causes issues and potential ideas to grow
• Support Marketing Director vision to re-built Health Care businesses in region achieving sales and market share target with approved budgets via (a) prioritizing support, (b) strengthening the brand fundamentals (equities, characters, value, distribution), c) optimize marketing mix, (d) developed and launched NPDs successfully

Achievements:

• Led marketing role to turn around business, stabilized in 1st year, regain best year’s sales in less than 3 years behind strong marketing and trade programs focusing on fixing brand fundamentals (equities, values and distribution). This achievement won Global Health Care President in 2004 for the best team performances for “JOB WELL DONE”.
• Developed very strong TVC for Vicks (Vaporub Restage, Action 500, Vicks Drops) best copies in the last 5 years that increased brand equities and sales. Improved value with extrafilled Vaporub and drops. Regained distribution via launching very small 5gram Vaporub and optimized trade promotion in India
• Developed new TVC for Indonesia Vicks F44 cough with strong insight, sales +30% vs. LY in 01/ 02 despite of pricing 300 index vs. Avg. category. Initiated a strong Project to reduce significant price of F44 syrup supported with cost savings and launched F44 sachet.
• Successfully led Metamucil Relaunched in Australia & New Zealand with TVC, PR, in store POSM and thematic promotion, exceeded target growth despite a very limited budget and advertising agency transitions. Initiated a very creative approach to develop a very strong TVC at 1/10 of cost with local advertising agency . This TVC also won 2 P&G AAI Brand Building Award with a very low production TVC Metamucil (1/10 of cost) for 1) Best Advertising Idea “your trusted effective product for healthy stomach can make your heart healthy, too” and 2)Best benefit visual with “toilet tissue paper transition as ECG’s graph showing a health heart beat “

Achievements :

- Led successfully the Vicks Relaunch with very strong holistic marketing plans (new pack, new TVC, POSM and activations in 70 cities across Java). The business grew by +55% vs. year ago, double the sales value and profit. It was the highest record growth in AAI Region.

- Led successfully launched of Olay Lightening Upgrade with strong TVCs, PR and in store activities. This initiative exceeded the financial target, grew the overall franchise. It was the only growth of Olay after crisis in 1997 till 2000.

- Led the biggest launch for Indonesia (Relaunch Whisper) with TVC, very big school program, 1 millions of Junior High School students and big in store activities (POS, promotion, activations).

Achievements :

- Got promoted as BM in Aug 1999 after successfully led Vicks business independently despite of major transitions and managed to develop strong Relaunch plans to turn around business..

- Identified a strong insight for Vicks F44 during financial crisis and led to successful new TVC ‘Don’t Buy the Price”.

Achievements :

- Successfully developed new TVC for Vaporub with new route with Child point of view. Recognized as Global Success

- Successfully initiated a first ever merchandising device for Vicks product ranges with Counter Top Acrylic that led

double digit growth for Vicks in tested areas and expanded nationwide.

- Led a strong recommendation to discontinue a weak brand (Vicks Action Syrup) within 4 months as marketer.

Achievements

- Led development of NPDs (Vicks Blackcurrant, Reformulated Japan with CPC) for Asia Pacific and set up Australian and Japan’s consumer panel among expatriates in Jakarta to ease qualifications of NPDs.

- Led Asia Drops Harmonization (formulas, packaging) project reported to UK leader in Rasham Park Technical Center.

- Validated the new pilot plant manufacturing candy making process at Bekasi Plant

Achievements :

- Led development of new Buttermenthol throat drops for Australia and New Zealand.

- Led the sourcing change of all Australian and Philippines drops from Australia plant to Indonesia plant.