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Shera Bey

Brand Marketing Advertising Specialist

Summary

I’m the Account Director for TCP-TBWA\INDONESIA, an Advertising Company focused on Marketing Communication for Above the Line, Below The line and Digital content activities for most of FMCG, Tobacco, and Banking Financial industry. In this role I lead the account, planner and  production's team, overseeing a team of three account management team and managing the annual spend. Our most exciting work to date was creating an integrated campaign with some of digital content on social media and/or online advertising campaign that generated enormous media buzz and was key to the successful launch of some of the brands in 2016. Not only did we have fun creating that campaign, but also we found it rewarding to see the results.

Before joining TCP-TBWA\INDONESIA, I worked for five different multinational advertising agencies — New Flavour Brand & Communications, Dentsu Indonesia, Ogilvy & Mather Indonesia, Havas Worldwide Indonesia, Mullen Lowe Group & J Walter Thompson –- and was lucky enough to work with amazing clients such as PT Unilever Indonesia, PT Telkom Indonesia, PT Toyota Astra Motor, PT Metropolitan Retailmart (METRO Dept Store), The Pakubowono Residence, Bank Mandiri, PT Bayer Indonesia, PT Johnson&Johnson Indonesia, PT Friesland Campina, ORANG TUA GROUP, PT HM Sampoerna Indonesia, Standard Chartered Indonesia, Nutricia Indonesia (Bebelac), and Ronald McDonald House of Charity (RMHC), and DOKU (Payment Gateaway). 

I’m truly passionate about my work and always eager to connect with other marketers. While I enjoy all aspects of my job, I think my favorite stage of a project is working with the client or business unit leader to understand his or her business objectives. As we go through that collaborative process, the ideas start to flow and that’s always the fun part.

I have degree of MA from University of Western Ontario and Msi from University of Indonesia and Bachelor of Financial Banking & Management from School of Economic PERBANAS Jakarta and a BA from King's College University, Ontario Canada. 

Work Experience

TCP-TBWA\INDONESIA

2016-06Present

Account Director

My role is primarily responsible for the management of relationship with clients/brand team. As the senior point of contact for an agency’s representative, I’m also coordinates the resources needed to service projects, builds strategic operational plans and balances the expectations of clients/brand team with the executions of creative output. Often, I will be expected to plan campaigns, and successfully develop business accounts creatively and financially, while playing a positive role within our agency’s new business programs.

  • Directed and coordinated marketing activities and policies to delivered the expected assets and services that Brand Agency provides for the services.
  • Reviewed the financial aspect of product development, such as budgets, expenditures and research and development appropriations.
  • Initiated market research studies and analyzed finding
  • Completed quarterly forecasting and monthly financial reviews for each brands revenue to the company
  • Directed training and performance evaluation for sub-ordinates teams and supervised their daily activities.
  • Identified value propositions and key messages for all of the brands communications marketing campaigns.
  • Created high-quality marketing strategy documentation, including product-marketing briefs, FAQs and objection handling documents.
  • Communicated marketing teams plans and accomplishment to verify alignment with senior management objectives
  • Traveled nationally and internationally to meet with global counterpart team and deliver clear brand message.
  • Defined and tracked campaign effectiveness and adjusted strategies accordingly.

[Brand Portfolio: PT Sampoerna Indonesia (Sampoerna Hijau & Panamas Kuning, Clove Cigarette), Standard Chartered Bank], Bebelac [Digital Campaign], Ronal McDonald House of Charity (RMHC) [Digital campaign]

J Walter Thompson Jakarta

2014-062016-06

Associate Account Director

My role is all about setting the agenda - leading, planning and managing the activities of the account group and the success of the client relationship along with being responsible for the profitable delivery of well executed creative advertising.  My role leads and sets an example to the account team and other disciplines on how best to manage the creative product and the client.

  •  Reviewed the financial aspect of product development, such as budgets, expenditures and research and development appropriations.
  • Analyzed business developments and monitored market trends, together with brand team/product managers.
  • Worked together with marketing team to drive product promotion as part of marketing plan, initiative, guiding principles and mission.
  • Coordinated and participated in promotional activities and trade show as brand guiarding
  • Collaborate with Event Organizer, Media Agency and also Digital agency for campaign assets development and manage the expected output from each medium.
  • Preserved brand integrity by monitoring the consistency and quality of marketing content.
  • Created high-quality marketing strategy documentation, including product-marketing briefs, FAQs and objection handling documents.
  • Communicated marketing teams plans and accomplishment to verify alignment with senior management objectives
  • Traveled nationally and internationally to meet with global counterpart team and deliver clear brand message.
  • Defined and tracked campaign effectiveness and adjusted strategies accordingly.

[Brand Portfolio: PT Bayer Indonesia (Redoxon, CDR, Bepanthen, Canesten, Elevit), PT Johnson & Johnson Indonesia (Mylanta, Combantrin, Listerine), PT Friesland Campina Indonesia (FRISO), PT Orang Tua Group (Tango, OOPS, Kraffle)]

Mullen Lowe Group Indonesia

2009-012014-05

Sr Account Manager upto Associate Account Director

My role is principally about running the management and delivery of multi-channel projects on a large account. It requires a can-do approach and the drive and ability to spearhead and drive a project forward independently, from concept to production using excellent negotiation and client management skills.

  • Reviewed the financial aspect of product development, such as budgets, expenditures and research and development appropriations.
  • Analyzed business developments and monitored market trends, together with brand team/product managers.
  • Worked together with marketing team to drive product promotion as part of marketing plan, initiative, guiding principles and mission.
  • Coordinated and participated in promotional activities and trade show as brand guiarding
  • Collaborate with Event Organizer, Media Agency and also Digital agency for campaign assets development and manage the expected output from each medium.
  • Preserved brand integrity by monitoring the consistency and quality of marketing content.
  • Created high-quality marketing strategy documentation, including product-marketing briefs, FAQs and objection handling documents.
  • Communicated marketing teams plans and accomplishment to verify alignment with senior management objectives
  • Traveled nationally and internationally to meet with global counterpart team and deliver clear brand message.
  • Defined and tracked campaign effectiveness and adjusted strategies accordingly.

[Brand Portfolio: PT Unilever Indonesia (Laundry (Rinso, VISO (new business development), Oral Care (Pepsodent), Personal Care (Lifebuoy Soap), NGO East Timor (New Business Development)]

Havas WorldWide Indonesia

2008-012009 - 01

Sr Account Manager 

Help the marketing team to achieve its Vision and Goals by driving and maintaining brand team satisfaction through effective and efficient execution of assigned tasks and effective and efficient coordination with stakeholders. 

  • Links idea to execution from the client to the agency through drafting great creative briefs.
  • Runs account projects including timing plans, production budgets, timing plans, resource, client requests etc.
  • Progresses project with initiative and understanding, based on client insight and the role played by other departments.
  • Ensures all requirements are being met in terms of overall project delivery by continual reviews with the team.
  • Organizes and is accountable for timelines, status reports and internal reviews.
  • Builds and own a good, long-lasting relationship with clients, the account, planning and creative teams.
  • Understanding of the client’s business and solid knowledge of the competitive market in which the brand operates.
  • The ability to present and sell creative ideas, by persuading the client of its merits.
  • Has responsibility for the financial activity on the account.
  • Accurately estimates and invoices activity on the account.
  • Understands the strategic tools and qualitative and quantitative research and their pros and cons.
  • Undertake/oversees good competitive reviews and compiles brand audits.
  • Supervises and provides appropriate direction to the team Account Executive and other members. 

[Brand Portfolio: PT TELEKOMUNIKASI INDONESIA (TELKOM - FLEXI), PT Kalbe Farma (Promag)- new business development, Castrol Oil 

Ogilvy & Mather Indonesia 

2006-022007-12

Sr Account Executive 

I'm a solution-oriented individual that is responsible for creating partnerships across multiple brands and initiatives while maximizing revenue. I have to persistently explore and uncover the business needs of the agency partners and clients.

I need to understand how our various touch points in advertising solutions can enable advertisers to engage consumers across all multiple channel and create custom solutions for clients while representing Ogilve&Mather value proposition. I continue to take an innovative, thought leadership and quality approach to everything we do. 

  • Liaise with Ogilvy PR, Ogilvy One and third parties/supplier.
  • Supervise any Below the Line activities with Ogilvy PR, Ogilvy One and other third parties/suppliers.
  • Liaise with Regional team.
  • Provide monthly Work In Progress
  • Update Regional with local activities, including competitor’s activities.
  • Managed Regional’s requests.
  • Follow up day-to-day administrative jobs and make sure all jobs meet the deadline.
  • Preparing contact report after meeting with Client.
  • Preparing weekly Work In Progress for local and Regional team.
  • Preparing analysis for competitors’ activities every quarter.
  • Assisted Finance department in following up the outstanding cost approval, invoices and payments.
  • Managed Client’s requirements on creative, audio-visual and media:
  • Make sure that creative works meets the requirement on the brief.
  • Setting the meeting to discuss creative works before present to Client.
  • Update new TVC, Radio Commercials and Print ad for all competitors to Client.
  • Develop brief for photo session, recording for radio commercial and shooting for new TVC.

[Brand Portfoliio: PT Unilever Indonesia – Beverages (Sariwangi), Laundry (Molto)], Skin Care [Pond's]

DENTSU INDONESIA

2005-012006-02

Account Executive upto Associate Account Manager

  • Preparing contact report after meeting with Client.
  • Preparing weekly Work In Progress.
  • Preparing analysis for competitors’ activities every quarter.
  • Managed Client’s requirements on creative, audio-visual and media:
  • Develop creative brief for creative team.
  • Make sure that creative works meets the requirement on the brief.
  • Setting the meeting to discuss creative works before present to Client.
  • Update new TVC for all competitors.
  • Develop brief for photo session, recording for radio commercial and shooting for new TVC.
  • Develop media brief for yearly or monthly plan.
  • Assisted Finance department in following up the outstanding invoices.
  • Assisted Account Director in preparing pitching proposal by providing all relevant background information of the market that includes:
    • Develop creative and media brief.
    • Market share analysis.
    • Conducting an informal research (Pulse/Adwork).
    • Competitors campaign activities.

[Brand Portfolio: PT Toyota Astra Motor – Toyota Sedan class (Vios, Altis, Camry, Yaris – Dedicated team)]

Other Experiences

20032008

Ada Production

December 2007 – January 2008   GAMA PRATAMA Production House as Asst. Producer/Production Assistant, Jakarta, Indonesia (Freelance)

TVC Produced: CITRA Corporate with Lowe Indonesia

October – December 2007 Wallstreet Institute School of English as Ass. Marketing Manager, Jakarta, Indonesia

June 2003 – January 2004, PT. Artha Dwi Atmapura (Ad A Productions) as a Line Producer/ Production Assistant, Jakarta, Indonesia

(TVC produced; ANZ Platinum Card, Fruit Tea “Brekele”, Suzuki Baleno, GE Sumber Kredit, Kontrabat, Fruit Tea Strawberry & Blackcurrant, Nyam-Nyam, BII Porsche Boxter, Mentari Mudik 2003, Company Profile “The Peak”)

Education

University of Indonesia

20052007

Master of Social Science

Management of Communication

University of Western Ontario

20012003

Master of Arts

Sport Management 

King's College University

20012002

Bachelor of Arts

Econometrics 

STIE PERBANAS, Jakarta

19951999

Bachelor of Economics 

Economic in Financial Management 

Professional Skills

Brand Management | Brand Architecture | Customer Insight
Consumer Behavior | Marketing Strategy | Product Marketing
Advertising | Networking | Team Leadership

Core Competence 

Creative: out of the box thinking approach
Active listener and learner
Excellent organizational skills
Multi-tasking

Portfolio

Dentsu Indonesia                    

2006 Launching Campaign for Toyota Yaris 

Ogilvy & Mather Indonesia      

2007 Launch SariWangi Mobil Mudik (Annual Festive Campaign for Sariwangi)

2007 Launch of SariMurni Rounded Tea Bag  (New Product from SariWangi)

2007 Launch Social Movement Campaign for SariWangi tea on "Mari Bicara" campaign

HAVAS WORLDWIDE INDONESIA

2008 Launch Promo Flexi Tariff Nool

2008 Launch Campaign Flexi Mesra

2008 Pitch Winning for Promag (one of the market leader for Digestion Medicine)

MULLEN LOWE GROUP

2009 Launch new campaign line for RINSO "Sekali Kucek"

2009 Roadshow RINSO for 10 big cities in Indonesia

2010 Launch of Lifebuoy CSR Campaign for Global Campaign in Indonesia (Global Handwashing Day)

2011 Launch new product extension from RINSO - Rinso Liquid (with 5 big cities events roadshow)

2013 Launch new product variant on Lifebuoy Soap 

2014 Launch CSR Campaign for Lifebuoy Soap for CSR at Kupang, Indonesia 

J Walter Thompson

2016 Launch Festive Campaign for Listerine