About
I’ve spent over 13 years building marketing where it doesn’t yet exist and changing organisations that weren’t sure they needed it.
My career has moved through digital native companies, multi-brand retail, and traditional manufacturing conglomerates. The thread through all of it: I come in when there’s nothing structured, and I leave with systems, teams, and momentum that outlast me.
At CT Corp Digital, I worked simultaneously across 24+ business units, building digital infrastructure from scratch and running performance campaigns across a group-level ecosystem. At Mikatasa Group, home to Lem Rajawali and Cheers, I did something harder: created an entire marketing function inside an organisation that operated for decades without one. At peak, that meant three departments and 35+ people across ATL, digital, field activation, brand architecture, new product launches, and the cultural shift needed to make branding matter in a place that had never really considered it before.
Get in touch →
The hardest marketing work isn’t writing the brief. It’s convincing an organisation to see its market, its customers, and itself differently.
— Edgar Gerriano
I write occasionally about marketing leadership and digital transformation in the Indonesian market. If that resonates, let’s connect.
Connect on LinkedIn ↗YearsExperienceWorking
13+
Years in marketing & digital
35+
People led across three departments
30x
Peak ROAS on Meta, featured in a Meta business case study
24+
Business units advised at group level
Skills and Expertise
My approach to digital marketing is founded on three essential components:
01Reliable.
02Measurable.
03Adjustable.
I believe that every effort should be aimed at achieving outcomes for the business. I bring a distinct viewpoint to each project, combining technical expertise with innovative thinking to develop new approaches that meet the business’s expectations.
- 01
Digital Strategy & Planning
Group-level marketing strategy, brand direction and architecture — set against real business numbers, not vanity metrics.
- 02
Digital Campaign Management
360° campaigns across ATL, SEM, paid social, SEO, email and CRM — with every channel working together, not on its own.
- 03
Digital Transformation
Measurement stacks, MarTech and operating models built from scratch — so whole organisations work from the same data foundation.
- Brand Strategy✦
- Brand Architecture✦
- Digital Transformation✦
- Marketing Leadership✦
- ATL & BTL Campaigns✦
- Omnichannel Marketing✦
- Performance Marketing✦
- SEO & SEM✦
- Google Ads✦
- Meta Ads✦
- Data Analytics✦
- Google Analytics✦
- CRM✦
- MarTech✦
- Change Management✦
- Team Leadership✦
- Budget Management✦
- Market Research✦
- Consumer Insights✦
- Community & Partnerships✦
- Stakeholder Management✦
- FMCG✦
- Multi-brand Portfolio✦
- Marketing Operations✦
Experience
13+ years.
Seven chapters.
Mikatasa Group.
- Group Head of Marketing & Brand Communication
- – PT Mikatasa Agung
- – PT Atlantic Biruraya
- – PT Dian Nusantara Murni
- – PT Bhinneka Inovasi Global
- 35+team members at peak
- 14+product lines rebranded
AdvisoryPeterinary Medical Centre.
- Advisory Board of Digital
- 2clinic locations
CT Corp Digital.
- 1.Group Digital Marketing Senior Manager
- 2.Group Digital Analytics Senior Manager
- −70%cost per click
- +50%CTR vs. benchmark
METRO Department Store.
- Digital Marketing Manager
- −20%CPA vs. industry average
Kanmo Group.
- 1.Associate Digital Manager
- 2.Sr. Digital Marketing Executive
- 3.Digital Marketing Executive
- 4.eCommerce Marketing Executive
- 30xpeak ROAS on Meta
- 4roles in 5 years
Bhinneka.Com.
- 1.Features and Marketing Campaign
- 2.Commercial Platform & Syndication
Stingray Multimedia.
- Business Development
Recognition
Recognition, on and off the stage.
Judge, Marketing Excellence Awards Indonesia 2026
I joined the judging panel next to senior marketers from Samsung, POCARI SWEAT, Bluebird, Lemonilo, Taman Safari and more, evaluating the market-leading campaigns of the year.
View judge profile ↗Panellist, Indonesia Retail & E-commerce Summit 2023
I spoke on revitalising eCommerce strategy by going back to basics: the importance of simplicity, and the elements of successful online retail.
Best Employee & Perfect Attendance 2021
Two awards from CT Corp Digital for 2021, shared with a team that proved a team is a group of people who trust each other.
Meta Business Case Study
Our Meta campaigns reached a peak of over 30x ROAS, recognised and featured in an internationally published Meta business case study.
Education
2006 — 2011
Bina Nusantara University
Computer Science & Mathematics
Double Degree — Bachelor of Computer Science & Bachelor of Science in Mathematics. A formal grounding in Computer Science and Mathematics brings a different lens to marketing and data.
Certifications
- Google Analytics
- Google Ads — Search
- Google Ads — Display
- Google Ads — Video
- Google Ads — Shopping
- Google Ads — Apps
- Google Ads — Mobile
- Google Ads — Creative
- Google Tag Manager
- Google Data Studio
Testimonials
Exceptionally passionate yet humble professional
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