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Lydia Fransiska Sahertian

Associate Marketing Manager at Rumah Sakit Pondok Indah

Summary

  • Marketing professional with more than five years experience in brand management, including new product development (product innovation and renovation).
  • Adept at working with multiple brands and consumer segments.
  • Experienced in both product and service marketing.
  • An organized and detail-oriented manager, able to prioritize and delegate tasks effectively to ensure timely project completion within a team environment.

Work History

Dec 2015Present

Associate Marketing Manager

Rumah Sakit Pondok Indah - Pondok Indah

Rumah Sakit Pondok Indah - Pondok Indah is one of the leading hospitals in Indonesia, located in South Jakarta. Reporting to Chief of Marketing, I am accountable for marketing management of the hospital, including promotion of total healthcare system and its service lines to its customers, identification of new business opportunities in accordance with the hospital strategic direction, and collaboration with Head Units to develop strategies aimed at improving service quality of all units in the hospital.

Main responsibilities:

  • Brand management
  • ATL & BTL planning and monitoring
  • Digital (collaborate with Public Relations department)
  • A&P budget management
  • Market research
  • Pricing
  • Business performance review

Aug 2014Nov 2015

BRAND MANAGER CONSUMER HEALTH CARE

PT Sanofi-Aventis Indonesia (Sanofi Group)

As Brand Manager in Consumer Health Care division, I was responsible for  Lactacyd Women (feminine hygiene wash), Lactacyd Baby (baby wash) and Phisohex (facial wash). Lactacyd Women is currently number one brand worldwide and number one brand in non sirih market in Indonesia.

As a global brand, I worked closely with regional team to have strong alignment especially in communications and research projects.

Key project:

Successfully launched Lactacyd new variants: Lactacyd White Intimate and Lactacyd All Day Fresh, feminine hygiene wash which go beyond cleansing, in Indonesia in Q4 2014.

Main responsibilities:

  • Brand management
  • New product development
  • ATL & BTL planning and monitoring
  • A&P budget management
  • Media management
  • Market research
  • Business performance review (working closely with trade marketing)
Dec 2013Jul 2014

BRAND MANAGER VITALAC

PT Sarihusada Generasi Mahardhika (Danone Group)

Given the experience I had with SGM, I was assigned the position of Brand Manager for Vitalac, growing up milk product from Sarihusada which was relaunched in Q4 2013. I reported directly to Brand Director, and reporting to me is an Assistant Brand Manager.

Key project:

Successfully developed communication materials (including TV commercial) for Vitalac, working closely with Danone Baby Nutrition global and regional team.

Main responsibilities:

  • Brand management
  • ATL & BTL planning and monitoring
  • Product innovation and renovations
  • A&P budget management
  • Media management
  • Business performance review (weekly monitoring)
Jan 2013Nov 2013

BRAND MANAGER SGM EKSPLOR

PT Sarihusada Generasi Mahardhika (Danone Group)

Promoted to be Brand Manager, I had the responsibility to maintain SGM Eksplor position as market leader in mainstream growing up milk category in Indonesia. I reported to Marketing Manager, and reporting to me is an Assistant Brand Manager (project based only).

Key project:

Successfully launched SGM Eksplor & SGM Aktif Presinutri Buah & Sayur, new innovation from Sarihusada which is growing up milk with 19 fruit and vegetables extracts to support kids’ healthy digestive system and optimal growth. 

As project leader, I led cross functional team  consisting of medical, sales, regulatory, supplier sourcing and development, operations, supply chain and finance.

Main responsibilities:

  • Brand management
  • ATL & BTL planning and monitoring
  • Lead cross functional team for several product innovation and renovations
  • A&P budget management
  • Media management
  • Packaging development
Mar 2011Dec 2012

ASSISTANT BRAND MANAGER SGM EKSPLOR

PT Sarihusada Generasi Mahardhika (Danone Group)

Graduated as “high potential” from the management trainee program, I was promoted to be Assistant Brand Manager for SGM Eksplor (growing up milk brand for 1-3 year old kids). In the first year, I reported directly to Brand Director due to the absence of Brand Manager in the organization structure.

Key project:

Successfully co-led SGM relaunch project, specifically for brand portfolio optimization.

Main responsibilities:

  • Brand performance analysis
  • Market competitiveness review (to be reported to BOD, marketing, sales, and medical team)
  • ATL & BTL planning and monitoring
  • Project management (product renovation and innovation)
  • A&P budget monitoring
  • Media management
  • Consumer promo planning and monitoring
  • Packaging development
Mar 2010Mar 2011

MANAGEMENT TRAINEE

PT Sarihusada Generasi Mahardhika (Danone Group)

One year management trainee program in marketing division, assigned in Marketing Affordability team, handling Gizikita. Gizikita is one of Sarihusada’s brands dedicated to bottom-of-the-pyramid consumers in Indonesia, which is aligned with the company mission “Nutrition for the Nation”.

Key project:

Led market test prior to Gizikita launch in Garut, West Java. Working closely with medical and sales team to run key consumer activities.

Successfully developed Ayo Melek Gizi software (together with Sarihusada medical team), which is an application that helps nutritionists/midwives/cadres and Indonesian moms to compose balanced daily menu for better nutrition.

Main responsibilities:

  • Communication and POS material development
  • Consumer education material development
  • ATL & BTL activities planning and monitoring (including BTL activities related to medical channel)
  • Packaging development
Aug 2006Feb 2008

ACCOUNT MANAGER

PT Mindworks Swaratama (Ardan Group)

Ardan Mindworks is an independent event organizer, member of Ardan Group Indonesia (which is well-known for Ardan Radio 105.9 FM, teenage radio station in Bandung), with several big clients at that particular time: PT Djarum, Unilever, Pertamina, BNI, and Blitz Megaplex.

Key project:

Sucesfully led consumer activations for major clients such as Taman Cinta Conello Royal (Bandung & Yogyakarta), Grand Opening Blitz Megaplex (Bandung), Djarum Super Soccer Game (Jakarta, Bandung, Yogyakarta, Surabaya, Semarang).

Main responsibilities:

  • Event concept and proposal development
  • Maintain good relationship with clients
  • Event execution (acted as project officer, leading project team consists of 10 - 30 person)

Education

20082009

Master of Management (Magister Manajemen / MM)

Prasetiya Mulya Business School (Jakarta)

Major: Business Management, minor: Marketing, GPA: 3.296 / 4.000

20012005

Bachelor of Political Science, cum laude

Parahyangan Catholic University (Bandung)

Major: Internal Relations, GPA: 3.53 / 4.00