Arief B. Destika

Brand & Commercial Marketing professional with experience in FMCG brand development, commercialization, and market expansion across multi-channel environments. Led product positioning, go-to-market execution, activation programs, and localized market approaches to support business growth and market competitiveness. Worked closely with Sales, Distribution, Production, Finance, and operational teams to align commercial strategy with execution realities and market readiness.

Managed challenger brand development, regional market expansion, and commercialization initiatives while balancing growth, operational capability, and profitability across competitive market environments.

Brand & Commercial Marketing Manager - PT Tirta Amarta Bottling Company (TAB) - Padalarang, Indonesia

(2021-02 - 2025-10)

Led brand development and commercialization across FMCG brands portfolio by defining positioning, driving product and packaging innovation, and translating market opportunities into scalable go-to-market execution across diverse channel environments. Worked closely with cross-functional teams (Sales, Trade, Distribution, Production, Finance) to translate brand strategy into scalable business performance across diverse channel and regional markets.

• Led the development and launch of SHOFA Mineral Water by identifying an underserved community-driven segment and translating it into an integrated go-to-market strategy supported by SFA-based sales monitoring and execution control, achieving Rp 2B sell-out within the first 2 months while validating scalable channel adoption.
• Repositioned AXO Mineral Water by establishing Low TDS as the brand's core USP and simplifying its product benefits into more relevant consumer messaging for the mid-tier market segment.
• Initiated a localized GT/MTI distribution and activation model for AXO across Jabodetabek and key Pantura markets in West and Central Java, combining city-based market activation and localized O2O execution, contributing to the establishment of 17 sales and distribution hubs across 11 cities.
• Managed TEDS 600ml as the core growth brand within the entry-level segment by aligning product, pricing, and channel strategies to sustain high-volume market penetration and strengthen in-market competitiveness.
• Developed TEDS 250ml as a label-free challenger product within the mini-size segment by introducing recycle-ready packaging, logistics-efficient carton configurations, and marketplace-friendly pack formats to improve channel flexibility and expand usage occasions.
• Developed GRACIA Mineral Water as a challenger brand within the entry-level segment to strengthen portfolio competitiveness alongside TEDS, aligning product concept, pricing, and channel approach to capture price-sensitive market opportunities.
• Developed private label mineral water partnerships, including Day2Day with Ranch Market, to improve production utilization and achieve healthier manufacturing economies of scale through flexible MOQ and volume-driven commercialization strategies.
• Managed FMCG brand growth and commercialization across multi-channel markets
• Developed product, pricing, and go-to-market strategies to support market expansion and competitiveness
• Led ATL, BTL, digital, and activation programs to improve brand relevance and market conversion
• Coordinated Sales, Trade, Distribution, Production, and cross-functional teams to maintain aligned market execution and execution governance across channels.
• Translated consumer and market insights into product development and commercialization initiatives
• Managed channel execution across GT, MT, digital, and emerging B2B/HoReCa markets
• Maintained execution consistency, market competitiveness, and profitability across varying regional conditions

Brand & Product Marketing Manager - PT Tirta Amarta Bottling Company (TAB) - Jakarta, Indonesia

(2018-01 - 2021-01)

Led the launch and market expansion of TEDS 600ml as a challenger brand within the entry-level segment by driving General Trade penetration, distribution scaling, and rapid market adoption.

• Launched and scaled TEDS 600ml from 500K to 1.2M cartons/month within 4 months through phased pricing, Pareto-based General Trade expansion, and high-volume outlet programs to strengthen market availability and accelerate outlet adoption within the entry-level segment during a highly challenging business transition period.
• Built a Pareto-based General Trade distribution approach to prioritize high-volume outlets and accelerate product adoption.
• Developed a hybrid distribution push model by leveraging key outlets as localized market hubs supported by dedicated sales execution.
• Led go-to-market execution and field activation across General Trade markets
• Collaborated with sales teams to scale distribution and improve outlet productivity
• Monitored sales performance and market response to support field-driven strategy adjustments
• Supported product and packaging development to align with pricing strategy and market competitiveness

Product Marketing Specialist - PT Tirta Amarta Bottling Company (TAB) - Jakarta, Indonesia

(2011-09 - 2018-01)

Supported end-to-end product development and commercialization across FMCG beverage categories by coordinating packaging execution, market rollout, and early channel validation across GT and MT markets while managing external agency coordination.

• Contributed to the launch of TEDS Cola as TAB's first carbonated beverage brand, supporting category expansion and early Modern Trade placements
• Supported the introduction of VIRO 10L single-use PET gallon, contributing to an early single-use packaging format innovation within the market
• Supported early Modern Trade rollout for AXO Grass Jelly across key retail channels in Jakarta and West Java
• Supported VIRO Water's early digital presence development across website, social media, and e-commerce initiatives, contributing to a 2nd Place Digital Marketing Award (Marketing Magazine, 2016)
• Coordinated international campaign asset production for VIRO Ferrari Racing Team across multiple international events
• Coordinated end-to-end NPD execution including packaging development, supplier coordination, and regulatory readiness
• Supported ATL campaign development, agency coordination, and media execution
• Supported go-to-market rollout across GT and MT channels including pricing and distribution alignment
• Collaborated with brand, production, and commercial teams to support product performance and market execution

Account Manager - ELIPSIS – Advertising Agency - Jakarta, Indonesia

(2003-01 - 2011-09)

Managed integrated marketing and brand communication projects across corporate, FMCG, and public sector clients, covering campaign development, client coordination, and execution delivery.

• Led storytelling and content development for WWF's Heart of Borneo initiative, contributing to conservation and ecotourism communication materials.
• Delivered corporate and documentary communication projects for clients including Freeport and Pupuk Kujang, supporting brand communication and CSR initiatives.
• Supported early-stage product and brand launch initiatives, including AMDK development for Bandoengsche Melk Centrale (BMC)
• Contributed editorial photography content on youth culture and lifestyle as Indonesian correspondent for Courrier International (France)
• Acted as primary client liaison, translating business objectives into integrated campaign briefs across ATL and BTL execution
• Managed end-to-end project execution, coordinating creative, production, and media teams to ensure timely delivery

Corporate Communications Executive - PT Asuransi AIA Indonesia - Jakarta, Indonesia

(2000-09 - 2003-09)

• Supported corporate and internal communications within a multinational financial services environment, ensuring consistent stakeholder communication
• Contributed to crisis communication support during the September 11 period, assisting press release distribution and stakeholder communication efforts
• Developed internal communication materials, building early exposure to corporate communication, brand governance, and stakeholder engagement

Brand & Product Development Advisor (Project-Based) – Health & Beauty - Independent

(2024-11 - 2025-09)

Provided advisory support for early-stage skincare brand development, focusing on brand positioning, product concept validation, and packaging strategy to ensure commercial viability and go-to-market readiness.

• Advised on product concept development, brand positioning, and packaging direction aligned with pricing and formulation feasibility
• Coordinated formulators and packaging vendors to support execution-ready products and marketplace launch preparation
• Supported early marketplace launch and initial customer traction

Strategic Advisor – Formula E Jakarta E-Prix (Concept Development Phase) - Independent

(2021-07 - 2021-08)

Contributed to early-stage concept development for the Jakarta E-Prix event.

• Proposed Ancol as a destination-based race venue concept to support simplified execution planning and integration with existing tourism infrastructure
• Concept was incorporated into the planning framework for Jakarta E-Prix

Independent Commercial & Business Development Projects - Shankara Buana Logistik

(2025-10)

Supported business positioning and digital credibility development for B2B logistics communication initiatives. Assisted managerial and business support activities related to operational coordination and business visibility.

Independent Commercial & Business Development Projects – HoReCa Commercialization Initiative - Coco Scooter

(2025-10)

Involved in operational and commercial setup planning for fresh coconut water bulk supply initiatives targeting HoReCa channels in Bali.

• Developed operational and sales playbook frameworks to support early-stage commercialization and market execution initiatives

Bachelor of Social and Political Science - International Relations - Universitas Katolik Parahyangan (1994 - 1999)