Iona Carina

Provide strategic marketing consulting for brands and businesses, specializing in: - Performance Marketing: Advising on paid ads, content strategy, and email marketing. - Brand Growth & Digital Strategy: Helping businesses optimize digital presence and customer engagement. - Business Expansion: Experience in launching and managing franchise businesses. - Marketing Leadership: Short-term consultancy and leadership roles, including project-based work.

Led the marketing strategy, digital growth, and brand positioning for Indonesia’s leading coffee e-commerce company. - Strategy & Budgeting: Developed and executed comprehensive marketing strategies, aligning with company goals. Managed budgets efficiently, reducing acquisition costs from 5.9% to 5.5% of GMV. - Digital Growth: Led SEO revamp, increasing organic revenue share from 52% to 55%. Optimized paid marketing, CRM automation, and customer retention strategies. - Campaigns & Events: Spearheaded Kopi Fest Indonesia, a multi-city event with 400+ participants and 80+ merchants. Designed and executed data-driven marketing campaigns across multiple channels. - Leadership & Collaboration: Managed a high-performing marketing team while working cross-functionally with sales, product, and customer support to drive business objectives.

- Align strategy and oversee Performance Marketing agency - Management and execution of Performance Marketing Budgets - Traffic and conversion forecasting and reporting

At the beginning of 2016, I started my career at EF Kids & Teens Indonesia. Over the years, not only did I manage performance marketing, but also numerous campaigns on brand awareness, community, and referral marketing. Key highlights: - Built an online marketing team. From 0 to managing SEO & Content Team, Social Media & KOL Team, CRM, and SEM & Analytics Team - Managed digital marketing budgets. Successfully reduced COA (Cost of Acquisition) from over 20% to below 15% - Managed referral marketing program called EF Buddy, from creating the concepts to managing the design creations, and technical aspects of the website. EF BUDDY contributed to 25-30% of overall new students, with YoY growth of around 25% - Managed digital campaigns, and constantly tested diverse ad formats and placements to find the best results. YoY growth of Leads and New Students is at 50%. The best achievement was in 2021 with a growth of over 100% - Created content marketing strategy for social media and blog. In 2020, collaborated with the global team for CMS migration to Storyblok. EF.co.id/efblog contributed over 90% of total traffic to EF Kids & Teens website - Created and managed an annual branding campaign called EF Challenge, which is an online talent competition for kids under 18. My contributions include creating the program concepts, managing the design creations, and the technical aspects of the website. Participants' growth YoY is 97% - Planned and organized localized content across 34 cities in Indonesia in a campaign called Amazing Journey (https://bit.ly/3OzmgOB). Centers' videos are used to introduce centers' environment and teaching methods, and destinations videos are used to recruit international teachers. - Initiated EF Super Parents Community and selected 8-10 Ambassadors across Indonesia per quarter. The ambassadors created Instagram content based on brief, resulting in 2% engagement rate, which is higher than the average IG engagement rate (0.83% from all industries)

- Manage a team of digital marketing specialists and enthusiasts - Plan, execute, and analyze online marketing campaigns, as well as other digital marketing aspects such as SEO/SEM, Social Media, Email Blast, and Content Marketing - Create monthly reports and campaign reports, and assess their performance in terms of spending, ROIs, and KPIs - Identify new insights and strategies, and perform tests to maximize growth

- Managing marketing budget - Monitoring all marketing activities - Planning and implementing promotional campaigns - Creating online marketing strategies: SEO, SEM, Social Media, Contents, and Newsletter - Coordinating marketing campaigns with sales activities

- Creating SEO Strategies & SEM Plans - Creating Social Media strategies and engagement. - Managing Google Adwords - Creating web contents - Creating marketing materials

- Maintaining a real estate website and updating the contents - Conducting online research and writing blog articles - Managing contacts database - Creating online marketing materials - Managing Social Media Networks