Here's a condensed version under 1,000 characters that retains only the core information:

Interview Notes – Inchcape

Applied for Brand Marketing Manager, but HR also approached me for Retail Marketing Manager. The Marketing Director may assess me for both roles and decide the best fit.

Retail Marketing Manager

• Retail marketing strategy & planning
• Dealer marketing collaboration
• Campaign execution
• Showroom/customer experience
• Budget & ROI management
• Performance reporting & insights

Brand Marketing Manager

• Brand strategy localization & campaign management
• Retail & dealer marketing
• Customer engagement & experience
• Performance analytics
• Budget management
• Cross-functional & OEM stakeholder collaboration

Key difference

• Brand Marketing: Builds brand equity, localizes OEM strategy, manages brand positioning.
• Retail Marketing: Drives showroom traffic, dealer performance, customer conversion, and local execution.

Here is the extracted text from the provided document, formatted for clarity and strictly cited according to your guidelines.

Digital, Media & Performance Marketing | Marketing Intelligence & MarTech Leader Jakarta, Indonesia | +62 813-3963-0312 | fidyasyam@gmail.com | linkedin.com/in/fidyasyam

What began with decoding genomes in a biology lab has evolved into decoding consumer behavior and performance patterns for leading brands across Southeast Asia. A data-driven digital, media & performance marketing professional with 5+ years of experience translating commercial priorities into performance-led media and MarTech strategy across FMCG, automotive, finance, property, and multi-industry portfolios.

With a proven track record managing large-scale media budgets (IDR 250+ billion in GMV, IDR 193+ billion in media turnover), optimizing paid digital channels (search, social, programmatic), and driving measurable conversion and ROI improvements through GA4, GTM, and attribution modeling. Experienced leading cross-functional project teams and acting as primary consultant/solution lead across regulated, multi-stakeholder environments spanning Brand, CRM, and external agencies. Strong record of building marketing technology infrastructure that scales acquisition, conversion, and compliance while simplifying complex performance data into clear insights for senior stakeholders.

• Performance Marketing & Paid Media (Search, Social, Programmatic).

• Media Planning & Budget Management.

• ROI/ROAS & Conversion Optimization.

• GA4, GTM & Attribution Modeling.

• Go-to-Market (GTM) Strategy.

• Marketing Automation & MarTech Infrastructure.

• Data Analytics & Visualization (Tableau, Looker, Excel/VBA/Appscript).

• Consumer & Market Research.

• Cross-Functional Stakeholder Management.

• Regulated Compliance & Data Privacy (PDP).

• Project & Team Leadership.

• Process Improvement & RPA Automation.

• Executive Presentation & Public Speaking (MC).

Marketing Intelligence Solution Lead PT Astra International Tbk (AIHO-GDS) | Jakarta, Indonesia | Jan 2025-Present

• Serve as lead solutioning consultant and primary advisor for marketing intelligence across Astra's & external multi-industry portfolio (Automotive, Finance, Healthcare, FMCG, Property, Delivery), directing cross-functional project teams.

• Architected the cross-business-unit Astra Group Loyalty Program and go-to-market frameworks across industries, achieving a 3.3% conversion rate and averaging IDR 250 billion in Gross Merchandise Value (GMV) per business unit.

• Secured stakeholder approval for annual media plans averaging per business unit in IDR 3.5 billion in marketing investment, optimizing budget allocation across channels and business units.

• Developed assessment and go-to-market proposals spanning martech tooling, B2B/B2C GTM strategy, digital branding, and new-channel market solutions.

• Directed consumer research initiatives (Loyalty, Brand Equity, Brand Awareness, Unique Selling Proposition) that informed the launch of new digital marketing products and channels.

• Authored and published a newly invented Annual Astra Digital Marketing Trend Reports used to guide C-level strategy and investment decisions.

• Launched new paid digital channels supporting product and event marketing campaigns, and delivered digital transformation projects spanning digital asset optimization, customer research services, and a loyalty coalition model.

• Audited external agency performance and structured marketing intelligence to drive efficiency improvements in enterprise budget allocation.

Marketing Technology Solution PT Astra International Tbk (AIHO-GDS) | Jakarta, Indonesia | Jun 2022-Dec 2024

• Transformed the marketing technology function from a cost center into a revenue-generating sub-section, delivering multiple MarTech projects across automotive business units and generating IDR 1.77 billion in annual revenue.

• Improved reporting SLA by over 20% and grew marketing acquisition and conversion rate (CR) each by more than 10%, through GA4 exploration/reporting views, enhanced conversions, and Meta/Google conversion pixel implementation.

• Achieved a 90% marketing technology utilization rate across supported business units by driving stakeholder adoption and continuous enablement.

• Engineered enterprise-wide MarTech infrastructure advertising pixel integration customer acquisition cost.

• Marketing automation, CRM, GA4, GTM, Enhanced Ecommerce, and transitioning teams from fragmented data to unified, real-time visibility on lead generation and.

• Reduced manual and reporting process time by up to 90% by designing Robotic Process Automation (UiPath) and Google Workspace-based automation workflows.

• Delivered GA4 migration assessments & Google Tag Manager implementation guides; built and maintained automated performance Looker & Google Sheet dashboards for multiple business units.

• Facilitated hands-on MarTech onboarding and training for 50+ internal stakeholders, improving process ownership and adoption.

• Developed and enforced the company's Personal Data Protection (PDP) compliance strategy for all performance marketing initiatives.

Strategic Marketing & Media Planning Executive Mindshare Indonesia (WPP Media) | Jakarta, Indonesia | Jul 2021-May 2022

• Managed end-to-end full-year media placement for TRESemme haircare with an activity planning (AP) budget exceeding IDR 10 billion and IDR 193 billion in budget turnover; built the 2022 plan scaling to IDR 35+ billion AP / IDR 238 billion turnover.

• Led media placement strategy for Unilever's purpose-driven corporate campaign with an AP budget exceeding IDR 28 billion, spanning digital, KOL, TV, and partnership channels.

• Advised client stakeholders on media point-of-view (POV), contributing to a 10-15% improvement in channel efficiency across FMCG campaigns.

• Directed tactical plan implementation supervision, negotiation, optimization, and evaluation across programmatic, YouTube, Meta, KOL, TV, and OOH channels while maintaining relationships with media and agency partners.

Knowledge Management Data Science Executive Mindshare Indonesia (WPP Media) | Jakarta, Indonesia | Jun 2020-Jun 2021

• Built automated performance dashboards using Tableau, Excel, and MS Access, improving stakeholder access to real-time media and market data.

• Reduced reporting time by 50% and minimized manual errors through VBA scripting and UiPath robotic process automation.

• Standardized data pipelines and reporting formats across APAC regional teams, improving cross-market knowledge sharing.

Media Associate - Accelerated Trainee (Media Master) Program GroupM Indonesia (WPP Media) | Jakarta, Indonesia | Mar 2020-Jun 2020

• Developed media strategy decks across multiple industry verticals through trend, audience, and market performance analysis.

• Executed cross-channel campaign plans spanning TV, digital, programmatic, and search, improving client campaign effectiveness.

Research Assistant - Lead Researcher, Metagenomics Project Institut Teknologi Bandung (ITB) | Bandung, Indonesia | Aug 2019-Mar 2020

• Led a genetics research project using Linux-based algorithmic modeling (Mothur) for microbial community analysis, resulting in publication of 2 manuscripts in Q1 international journals (Elsevier, Springer).

• Organized biology workshops and co-led academic events, facilitating knowledge sharing among students and faculty while managing overall project schedules and administration.

• Translated complex scientific findings into strategic discussions through research presentations, earning 2nd Best Poster Presenter at the "World Class Professor: Bioindustry" International Seminar.

• Institut Teknologi Bandung University

• Bachelor of Science (BS), Biology Degree

• GPA 3.31/4.00

• Aug 2015-Oct 2019

Digital Marketing & Paid Media (Search, Social, Programmatic) Expertise:

• Google Ads Search (2025) - Google.

• Google Ads Display (2025) - Google.

• Google Analytics 4 (2022) - Skillshop X Google.

• Fundamentals of Digital Marketing (2020) - Google.

• Edge Academy: Data Driven Planning (2020) - The Trade Desk.

• Edge Academy: Data Driven Planning (2020) - The Trade Desk.

Data Driven (Data Science, Data Analyst, Process Automation) Expertise:

• Data Scientist - Professional Academy (2021) - Digital Talent Scholarship, Ministry of Communication & Information x DQLab.

• Applied Data Science I: Scientific Computing & Python, with Honours (2020) - WorldQuant University.

• Predicting Salaries with Simple Linear Regression in R (2020) - Coursera.

• Spreadsheets for Beginners using Google Sheets (2020) - Coursera.

• Compare Stock Returns with Google Sheets (2020) - Coursera.

• Visualizing Citibike Trips with Tableau (2020) - Coursera.

• RPA Starter Course (2020) - UiPath.

• RPA Developer Foundation Learning Plans (2020) UiPath.

Business Leadership, Management & Corporate Compliance Expertise:

• McKinsey Forward Acceleration Program (2026) - McKinsey.

• Astra Basic Management Program (ABMP) (2024) - Astra.

• Astra Attachment Program (AAP) (2023) - Astra.

• NextGen Leaders (2021) - Coursera x WPP.

• Preventing Global Tax Evasion (2020) - WPP.

• Privacy and Data Security Awareness (2020) - WPP.

• Code of Conduct: How We Behave (2020) - WPP.

• Anti-Bribery and Corruption (2020) WPP.

Marketing Trend & Forecast Literature Publication:

• "Navigating the New Digital Frontier: Strategic Insight for Growth in a Changing Marketing Landscape" Astra Digital Publication (2026).

• "Future Ready Marketing: Unlocking Growth through Emerging Digital Marketing Trends" Astra Digital Publication (2025).

Scientific Journal Publication:

• "Response of the Microbial Community in Unripe and Ripe Bananas with Chitosan Treatment to Delay Fruit Ripening" Agricultural Research, Springer Science & Business Media (2024).

• "Dataset of microbial community structure in alcohol sprayed banana associated with ripening process" Data in Brief, Elsevier (2020).

Honors:

• Good Employee Hall of Fame (2021) Mindshare Jakarta Unilever Townhall, recognized as a fast learner with highly-rated delivery.

• Data & Analytics of the Year Team Award (2021) Mindshare Asia Pacific Speed, Teamwork & Provocation Award; shortlisted for Provocation for the Network Team Award.

• Best Team Recognition (2020) - GroupM Media Master Program, recognized for delivering the winning final brand study case presentation.

• 2nd Best Poster Presenter (2019) International Seminar "World Class Professor: Bridging Life Sciences to Bioindustry.".

this is my cv