Bernadette A

Brand Activation Executive

Philip Morris International • Temps plein

Jul 2023 - Present • 3 yrs 3 mos

As a Brand Activation Executive for Marlboro, my responsibilities include: Assist Brand Activation Manager in planning and deployment of consumer activation strategy and initiatives in line with the brand objective for combustible cigarette (CC) product across various consumer touchpoints, including online and offline channels (events, community, website, ATL) Understanding market insights to develop strategies for brand building and consumer activations program - from event format, consumer promotions program, and branding toolboxes designing. Responsible for the execution of the strategies and making those executions effective and efficient based on the KPI given. Collaborate with internal and external stakeholders to help support and coordinate all consumer activation activities Connect and maintain relationship with relevant communities for Marlboro activations (motorcycle riding communities, DJ collectives) Analyze business performance (volume, SOM, distribution line) to define stronghold areas, set KPI baseline, and build marketing strategies & allocate area resources for both always-on activation or new product launches

Domestic Marketing Manager

Warner Music Group • Temps plein

Nov 2018 - May 2023 • 4 yrs 6 mos

As a Domestic Marketing Manager after being a Digital Marketing Specialist, my responsibilities include: Planning the budget & strategy, running, monitoring, and reporting all of the marketing plans for all WMI domestic roster artists/musicians, including: Digital advertising campaigns: Facebook & Instagram ads TikTok ads YouTube ads (Discovery, Trueview) Google Display Network Spotify ads Social media influencers campaigns on Instagram, Twitter & TikTok E-mail blast campaigns for existing customer database Digital streaming platforms focused campaigns Social media partnership campaign with social media corporations e.g TikTok, Facebook, and YouTube Above-the-line campaigns (OOH) and Below-the-line campaigns for domestic roster (event activations, experiential marketing) PR activations with local & international music media partners Monitor executions of artists’ marketing activations, such as concerts, showcases, content production, and others. Maintain relationship with artists and manage artists’ schedules for marketing-related activities At Warner Music Indonesia, I’m responsible for marketing activations for artists such as KOTAK, Hanin Dhiya, Rahmania Astrini, Coldiac, Summerlane, The Panasdalam Bank, NaFF, Putih Abu-Abu, and others.