Ellya Cen

Retail Marketing, Field Force Management , Channel Marketing.

- Manages the selection of HP Consumer Tablet product portfolio - Analyze market trend of the tablet category. - Create product strategy includes channel, product and pricing. - Contribute to the development of marketing campaign strategy. - Engage in Retail promotion planning and ensure proper execution of retail activities.

- Grow HP Inkjet Printer market in Indonesia through managing various Inkjet Products , aligned with route to market strategy - Maximize profitability of the Inkjet Printer business for HP - Evaluate and analize market demand for inkjet printers and maximize potential for profitable growth - Execute marketing campaigns and demand generation - Liaise with media for brand and product awareness - Drive Sales through attractive end user programs - Control supply thorugh wholesaler management - Ensure visibility of HP Inkjet Printer products and branding at the retail space - Ensure maximum share of HP Inkjet Printers amongst competition, HP - top of mind for Inkjet Printer Purchase.

- Responsible to open new business field for Hewlett Packard Imaging and Printing group. - Key concentration towards affinity programs through various partnerships (banking, telco, education, etc) - Responsible to plan and execute store activation programs for HP Store across Jakarta, Sumatera and Surabaya. - Ensuring HP Store standard of layout and planogram are aligned to the direction from product managers to support the sales of hero products on quarterly basis. - Responsible to push sales numbers of HP Stores through various programs (i.e. Affinity, Installment Program, Employee Purchase Program etc). - Responsible to monitor the execution of product training via physical training or web base for HP sales promoters nationwide. - Negotiate Affinity deals to benefit partners of HP and to minimize cost to support the sales of HP Imaging and Printing products. - Ensuring all marketing communication materials are ready and at the best concept to support Affinity Related promotions. - Ensuring Promotion Pricing are well monitored and managed to prevent any potential price war. - Project leader for RPS (Retail Photo Services), the new project roll out is expected to be one of the most contributing line of business for Hewlett Packard.

- Responsible for initiation and planning to expand the current Standard Chartered Merchant Relationships to up country cities (Started Semarang and Surabaya). - Reconstruct payment system for installment program for Standard Chartered Credit Card. - Planned and execute marketing campaign, inclusive installment in store branding and concept in conjunction to grow the sales volume at collaborating merchants. - Direct and lead a team to further maintain the relationship with merchants and ensuring all deliverables of each marketing promotion are successfully implemented. - Ensuring best negotiation deals are won, in respect to the revenue contribution of Standard Chartered credit card business.

- Responsible for new product development / initiatives for Standard Chartered Personal Loan business. - Designed and created the system functionality of Standard Chartered Personal Loan Balance Transfer. - Enhanced the transfer out application to smoothen the process of loan disbursement to customers. - Designed, Create and implement Standard Chartered Personal Loan Sms reminder to anticipate delinquency and lower the provision for SCB's Personal Loan. - Project lead for Approval in Principal, meant to create 1 day approval process for SCB's personal loan. - Managed to execute cross sell of SCB's personal loan to one of a well established TV cable company in Indonesia. - Project lead for the first 3 in 1 consumer product of Standard Chartered "JustOne", the card is uniquely designed to cater Personal Loan product, Credit Card as well as Savings. - Managed team work with various departments to deliver new process and policy for JustOne.