How would you describe your current role and the biggest challenges you face?

My role right now is to advise the C-level in the company about how to best shape the company's narrative in both the public and the media. Other than that, I am also in charge of the company's reputation management, meaning that I have to also deal with crisis management in the company internally and externally.

What is a common misconception about the work you do?

I think lots of people perceived my work as "easy" when it is far from that. I have a huge responsibility in the company, and anything that I do wrong could cost my company millions of dollars in damage, in which would also impacting our share price as we have been a Public company since 2021.

How did you get started in your marketing career?

I've spent a decade in advertising agency creating brand campaigns on social media and digital marketing strategies before moving on to more of a communication role that works closely with the BOD and the BOC.

Describe the most impactful marketing campaign/project you've personally worked on.

My most notable achievement in the company was to turn back the negative sentiments of Bukalapak from 65% (a record high) to 2% as of 2024. I've started in 2019, when the company was in a tumultuous period due to mismanagement of the media and the public perception, and I have been working to repair that in the past 5 years.

What is one marketing trend or change you're not convinced will work for SEA tech brands?

I think excessive cash-burn (in the ecommerce space) in the form of ads, and influencer marketing, are a thing of the past now. It might worked best 5 to 7 years ago, but most of the tech companies right now are figuring out the best way to approach this by venturing to new products.

What is one marketing trend or change that you hope to see more of at SEA tech brands? And, why?

I think growth hacking has been the one thing that is highly underrated, and I saw this firsthand during my time with Bukalapak. With the global economy that is going on a rather bleak outlook, I am not a fan of overspending in terms of marketing.

What is your favourite marketing resource that you would recommend to this community? And, why?

Live shopping, or email marketing are proved to be highly effective. We can look at TikTok Shop, and their robustness in doing that to gain traction.

Lastly, where are you based, and where would you take friends visiting your city for the first time?

I am based in Jakarta, Indonesia!