William Rusli

• Developing promotion activity plan based on marketing objectives, area potentials, and market update. One of which: Central Java Freelance Activation, in 3 months span, able to increase 18% weekly sales with 2% cost ratio.
• Involved in new product development distribution road map by prioritizing marketing objective (trial/multiple purchase), availability & visibility by channel (drop-size, targeted customer, and length of program).
• Evaluate supplier/vendor/agency/EO of current registered vendor within compliance according to deliverables and timeline management.

• Develop business plan for Trade Marketing Department 2024 based on availability (Brand/SKU Mix), visibility (planogram in regular/secondary/hot zone display type), channel mix (sales contribution by type of account), resources of SPG/MD, and promotion activity.
• Formulate picture of success by display placement type (in main shelf, secondary, and hot zone display) which consist of organizing plan-o-gram, must have SKU by channel and account type, and ideal placement of brand product; which then function as guideline of implementation across national sales team.
• Managing resources of SPG/MD to be prioritized in pareto account, including operations as routing, target/actual call, reporting, and regular training and meeting.
• Translate Marketing Campaign within Sales Touchpoint through SPG execution (Creating 90% Increase in New Register and Upload Receipt for DUNIA MAMA by enabling SPG as 'Consumer and Trade Educator'
• Restructure MD benefit and roles & responsibilities for more effective coverage.

• Provide a portrait of market and consumer in regional level and the analysis of the integrated implementation based on CE strategy, allocated budget and regular survey on the consumer channels and behaviour in order to contribute to the success of regional business objective.
• Analyze, recommend and assist Regional Manager in developing CE strategies within the Region by taking into consideration in-depth markets dynamics, competitive activities, consumer segmentation and trends, opportunities, brand performance, etc., in order to support decision making process in region.
• Coordinate, monitor and communicate the centralized CE program implementation with the respective stakeholder (internal & external) in order to ensure superior execution in accordance with Company standard guidelines.
• Identify, analyze and provide timely report of strategic issues related to area and market situation which may have significant impact to the business/area objectives in order to ensure smooth business operational in the field.
• Update and maintain accurate data through current tools (SMART, iSMS, etc), system and infrastructure that can improve business process effectiveness and validity in order to support excellence execution.

• In charge of strategic execution within regional level for all aspects from building digitally connected Ecosystem (Sampoerna Retail Community or well known as SRC), channel management across GT and SRC, outlet expansion, brand/cycle calendar, POSM Investment, and budget phasings to be running well and within allocation.
• As gatekeeper between direction from top management to be executed in field by our salesman across Areas within 1 Region. Handles 6 Areas (Depok, Jakarta Barat, Jakarta Pusat, Jakarta Selatan, Jakarta Timur, Jakarta Utara). This includes achievement of weekly sales, program achievement, trending/performing brand purchase, supervising POSM allocation and distribution, routing management, profiling segmentation of retailers, and monitoring ecosystem performance along the program calendar.

• Above and Beyond Call of Duty Award

Spider Zone Project: An integrated channel activity between retail, wholesale, and consumer engagement team to leverage hotspot potency, by securing visibility – boosting trial – giving O2O experience through brand online platform, resulting in 15% higher than non-spiderzone hotspot.

Kick Off PRN: Preparing event for SRC - Pesta Retail Nasional Kick-Off, in which we collaborate with field team to invite all SRC partners from Mitra/Retail/Consumers in Jakarta to join on an exclusive event and brief all the participant on parameters on how to get invited to Pesta Retail National, resulting in 60% participant get invitation within mid-period.

PIC SRC Berkah: As a form of initiative from SRC to regain offtakes post pandemic, in which 4,500 SRC retail join forces to create consumer activation program across Jakarta for 3 months program resulting in 20-30% increased offtake during program.

• Initial overview on GT fundamentals from territory/district management by channel and investment priorities based on business index.
• Boosted sales through the development and implementation of targeted marketing strategies.
• Streamlined inventory management processes for improved efficiency and cost reduction (right composition of vehicle/drivers/deliveries on weekly basis).
• Reduced stockouts and overstocks by implementing effective demand forecasting techniques.

• Responsible for developing annual trade/calendar plan for all key account banners within brand plan and financial phasing.
• Developing suitable portfolio of our product lines to determine the right products listed, displayed, and activated in the right channel/stores.
• Providing regular updates on performance of our key customers performances and match them with our brand calendar and budget phases.
• Skilled at working independently and collaboratively in a team environment.

• Focusing on growing our business together by ensuring proper development, planning, control and evaluation of investment for accounts to be in line with strategic initiatives.
• Manage the relationship with the Account's HQ working team to ensure smooth negotiation during contractual renewal and secure support for activation of trade programs and consumer engagement activities in the downlines.
• Liaise with brand team on cycle plans activities to build awareness, trial and adoption.
• Plan and coordinate placement of our invested visibility display (backwall) in partners outlets and give feedback to management on competitor activities and Account's initiative that could be leverage to drive our brand building.
• Manage the account annual credit review to determine adequate credit limit is given to the customer to maximize sales potential.
• Liaise with area sales team to ensure quality execution of activities planned.

• Developing a trade plan with key customers to achieve business objectives across all product categories and also monitor & evaluate promotion activities across sales and marketing division plan (above the line – advertising).
• Plan & execute trade-marketing plan to achieve business objectives of all categories based on availability, distribution, communication, promotion, and profitability.
• Manage and monitor sales promotion expense and sales promotion discount.
• Conducted comprehensive market research to gain insights into consumer behaviors and competitor activities, informing strategic decisions.

• In charge of festive (2014) and valentine (2015) of Cadbury Dairy Milk for media communication, PR activation, and digital. Work closely with internal team (sales, trade marketing, demand-supply, and supply chain) and third party (creative, digital, social media, and SPG agencies) to ensure the communication and activation go accordingly with the plan. Also help with the new product development plan.
• Help define the launch of Cadbury Dairy Milk valentine campaign. From coming up with the right insight to be then deeply developed across all of our communication channels and touch points, leveraging our digital advantage as a global brand to be locally implemented.
• Lead the project for new product development to help grow the business.
• Manage marketing spending on a quarterly basis to ensure effective use of resources and financial compliance.

• Help to plan holistic grand strategy for Mini Oreo (ATL and BTL) on media communication and brand activation. Also Handle Oreo Selection during festive 2014 in Indonesia for digital marketing and in-store activation program.
• Help marketing communication of Mini Oreo across all media (ATL, BTL, and social media) to meet marketing objectives based on GRP and engagement rate.
• Plan and execute Mini Oreo Sampling Program to deliver 1.5 million consumers product trial through in-store and out-of-home occasion.
• Plan and execute consumer activation and visibility in 33 thousand key outlets for both Mini Oreo and Oreo Selection, including media and SPG agency brief.
• Manage marketing spending on a quarterly basis to ensure effective use of resources and financial compliance.

• Assisting the re-launch the new thematic campaign of Cadbury Dairy Milk. Translate the consumer-marketing plan to trade-marketing activation plan in the best suitable/profitable way.
• Manager’s Award in October 2013 for the great commitment and accountability in leading and executing the 2013 Cadbury Dairy Milk relaunch campaign.
• Plan and execute trade-marketing plan to achieve defined business objectives of Cadbury Dairy Milk based on product availability, distribution, communication, promotion, and profitability.
• Manage trade-marketing fund from planning and monitoring monthly spending.
• Coordinate with other divisions (sales, marketing, and demand-supply team) to support promotion & marketing objectives.
• Monitor monthly distribution of each SKU across area.
• Monitor the investment of primary & secondary display at across all channels.
• Negotiate with supplier for the price and quantity of material promotion.