Content, Event, and KOL Engagement Expert
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Marketing Communications professional with 17 years of experience in digital and broadcasting in national and multinational companies. The broad experience helps me to collaborate with diverse stakeholders and contribute to the success of rapid projects based on research insights. In my leadership, I cultivate a culture of resilience through developing a growth mindset, increasing emotional intelligence, encouraging effective communication and creating psychological safety.
HEAD OF LIVESTREAMING & KOL
LAZADA, INDONESIA, 2023 - Present
● Oversee the whole operations of livestreaming and KOL Engagement from strategy, planning, and execution.
● Liaise & prepare cadence with regional counterparts to ensure OKR achievement and determine effective ways of working.
● Form and lead internal teams, providing empowerment and mentorship as needed to help each individual on reaching their goals and unleash their true potentials.
● Achievement: Optimised KOL engagement to increase social mentions by 20%, while maintaining low CPE at 0.08, maximized LazLive conversion with over 100% uplift on GMV and increased Order by 60%, while lowering CPUV to only 0.02.
LAZADA, INDONESIA, 2021 - 2023
● Collaborate with internal & external marketing stakeholders to achieve mutual objectives through both PGC and UGC.
● Compose in-depth analysis of external and internal data to strategize effectively & provide insights and support in key battle analysis.
● Initiate, manage & sustain good relationship with key LazMall brands and social sellers to strengthen trust and loyalty.
● Achievement: Grew over 242% on GMV, enhanced LazLive effectiveness as a channel for monetisation by 9% while increasing purchase consideration (IPV-UV/UV) by 16%.
LAZADA, INDONESIA, 2019-2021
● Define tactical direction that has strong potential to impact conversion trajectory and monetization significantly through PGC livestreaming on BAU basis.
● Directly and indirectly manage team members with the aim of enhancing professional development and personal growth
● Supervise livestreaming ops from backend to execution.
● Achievement: Obtained 166% uplift on traffic (UV) and increased 217% Engagement Rate through a diverse of interactive programs, while consistently contributing 4% on Lazada App Daily Active User.
LAZADA, INDONESIA, 2018-2019
● Organize customer-facing and seller-onboarding on ground activations
● Initiate LazLive establishment in Indonesia and conduct PGC livestreaming accordingly with demands and needs from brands.
SSR, INDONESIA, 2011
ENTERTAINMENT & NEWS PRODUCER
METRO TV, INDONESIA, 2011
NON-NATIVE CONTENT SUPPORT
SBS, AUSTRALIA, 2011
PRODUCER & PRESENTER
NUSANTARA ON CHANNEL 31, AUSTRALIA, 2010-2011
MASTER OF ARTS & ENTERTAINMENT MANAGEMENT, 2010-2011
DEAKIN UNIVERSITY, AUSTRALIA
BACHELOR OF ECONOMICS & MANAGEMENT. 2003-2008
UNIVERSITAS ATMA JAYA, INDONESIA
