Hansen Wijaya

Results-driven Consumer PC Category Lead with over 11 years of experience at HP Inc and a strong track record in the Indonesian and Southeast Asian technology markets. Proven ability to manage end-to-end P&L, drive market share growth, and build lasting relationships with channel partners and retailers. Recognized for deep market knowledge, hands-on leadership, and consistent delivery of top-line and bottom-line results across multiple markets including Indonesia, Philippines, Pakistan, Thailand, and Vietnam.

Consumer PC Category Lead – Indonesia at HP Inc (2024-01 – Present)

• Develop and manage the overall Consumer PC (Notebook&Desktop) business for Indonesia.
• Own end-to-end Indonesia revenue, P&L management, and market share growth.
• Drive strong collaboration with the Greater Asia regional category team on integrated 4P planning, product portfolio strategy, and GTM communications.
• Lead marketing engagement and market analysis to shape go-to-market execution.
• Manage strategic alliance partnerships with Intel and AMD to maximise joint business opportunities.

Consumer PC Category Lead – IPP TVE (Regional) at HP Inc (2020-02 – 2023-12)

• Led Consumer PC business development across Indonesia, Philippines, Pakistan, Thailand, Vietnam, and SEMC markets, working with local category teams in each country.
• Delivered revenue growth and market share targets, with full P&L accountability for each market.
• Ensured strong GTM execution by understanding channel dynamics and driving 4P collaboration with country teams.
• Served as the primary point of escalation and coordination for regional and country-level business needs.

Consumer Category Manager – Indonesia at HP Inc (2014-06 – 2020-02)

• Led HP Consumer PC (Desktop&All-in-One) business in Indonesia, achieving and maintaining the #1 market share position (GFK 2017–2019).
• Developed market-appropriate SKU portfolios and 4P&1S strategies based on data analytics and market intelligence.
• Built end-to-end channel relationships to strengthen HP's retail and distribution structure across Indonesia.
• Managed all marketing and sales activities to meet revenue targets while maintaining healthy margin levels.
• Oversaw P&L management with a focus on sustained profitability and performance improvement.

Country Product Manager at PT. ASUSINDO Servistama (2010-01 – 2013-12)

• Led and managed business strategies for ASUS Motherboard, Server, VGA Card, and Multimedia products across Indonesia.
• Served as CPM Head for the overall ASUS component business in Indonesia.
• Drove sales activities to meet targets, quotas, and market share goals through 4P implementation.
• Built and maintained strong T1 (Distributor) and T2 (Retailer/Master Dealer) relationships, acting as liaison between ASUS HQ and local partners.
• Delivered regular market analysis and business reporting to Regional Head and Country Manager.

Channel Sales Manager – Jakarta Area at PT. ASUSINDO Servistama (2008-02 – 2010-01)

• Collaborated with Country Product Manager to drive ASUS component product sell-out across Jakarta.
• Developed channel partnerships, including onboarding new ASUS Golden Partners (AGP).
• Enhanced ASUS brand visibility at key IT retail locations and represented the brand at trade shows and product launches.
• Managed T2 relationships to ensure targets were met and share of wallet continuously improved.

Bachelor of Computer Science in Computer Science – BINUS University (2004 – 2008)