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Diyang Gabriella

Marketing Executive, Digital Marketing Strategist, Branding Strategist, Product Development
Business Development Management Marketing Retail Cardano Full time

My name is Diyang Risma Gabriella, you could call me Diyang. Currently, I’m working in Shopee Indonesia as Senior Online Marketing Analyst. As a marketer and business analyst, I am really passionate about my job. I handled more than 45 brands that are running under Shopee brands’ campaign, my aims are to optimize the benefits of each party by doing A/B testing to improve the acquisition funnel conversion rate, ROI, and overall efficiency and scalability towards desired KPI.

I graduated with a bachelor's degree in Economics and Business, Universitas Indonesia with a Cum Laude GPA; 3.69. I took management major and specialization in Marketing. I could define myself as a high achiever student that makes me always want to learn something new as a part of developing myself. I am eager to learn and very committed to what I do, my former managers and directors have defined me as a trustworthy and professional young woman that is willing to do extra-miles effort to achieve her goals. 

To give you a clearer visualization regarding my capability, I have joined various competitions related to marketing and business. Currently, I have been selected and awarded as the Top 5 of LOREAL Brandstorm 2019. In campus life, I also managed to become the 3rd Most Outstanding Student of FEB UI 2019.

In order to sharpen my skills, since early semester, I have worked and had project-based in 5 companies which are Shopee Indonesia as Senior Online Marketing Analyst, Unilever Indonesia in Human Resources Business Partner (HRBP) for Customer Development, Red & White Consulting as Associate Business Consultant, HelloBeauty (startup in beauty services) as Associate Business Development and PT. Citra Surya Indonesia (advertising & branding agency). Other than that, I also work as a teaching assistant under the Department of Management, FEB UI. 

All in all, I am seeking challenges in a dynamic environment which I believe Cardano will be able to provide them. Therefore, it would be an honor to work in Cardano in order to sharpen my skills and give impact to the company and society. I would work really hard and give my best for this position as I have always been implementing in my past and current working experiences.

I look forward to the opportunity. Please do not hesitate to contact me if you require any further information.

Thank you for taking the time to review my application.

Work Experience

Senior Online Marketing Analyst
Shopee Sep 2020 -

- Creating a collaborative and strategic partnership with up to 45 brands (FMCG, Electronics, Home & Living, Beauty & Cosmetics, Fashion, etc.) by executing targeted marketing campaigns (banners, articles, push notifications, KOL, etc.)
- Establish and manage strategic partnership of 50+ ad networks, publishers and agencies across markets.
- Plan and execute A/B testing strategies to improve the acquisition funnel conversion rate and ROI.
- Managing and monitoring partner’s traffic and performance on a daily basis. Ensuring and evaluating overall efficiency and scalability towards desired KPI.
- Benchmarking monthly performance to improve the effectiveness of partner's conversion rates.
- Enlarge new partners and develop products for Affiliate Marketing Solutions for Indonesia market, defined relevant metrics, and manage tracking and reporting system.

Human Resources Business Partner for Customer Development (HRBP CD)
Unilever Feb 2020 - Sep 2021

Project: Customer Development 3rd Party, Depo Compliance, and Customer Development Future-Fit Organization
1. Mapping current 3P vendor & number of 3P employees in Depo
2. Partner with Industrial Relation team in Mapping Legal Document in each Depo
3. Manhour analysis of current employee workload in CD
4. Plan & Operationalizing Internship Scheme for CD - DT

1. 84.88% from total of 47 legal documents have been completed.
2. Completed 51.52% legal documents for WPS function.
3. Project has been improved and completed 12 times from April until July (7% to 84.88%)
4. Able to distinguish core and non-core jobs based on PERKOSMI and GAPMMI
5. Able to generate lists of vendors and legal documents from 34 depo

Associate Consultant
Red & White Consulting Partners LLP May 2019 - Aug 2019

Fully hands-on the project. Along with my team, we worked on a project for a client that would like to establish a digital pawn shop and submit the business to the Financial Services Authority (OJK). Our job is to help them transform scattered ideas into a comprehensive SOP and business plan.

SOP itself arranges from defining the requirements/ characteristic and working scope of each stakeholders involved including business partners, break down the operational journey from partners and customers side, as well as build fraud prevention and management.

While in the business plan, we break down the macro economics, market trend, opportunity, and the root cause of existing pawn shops or pawnbrokers. We were satisfied with the result, we were able to produce a comprehensive SOP and business plan.

Marketing & Advertising Associate
PT. Citra Surya Indonesia Jan 2019 - Mar 2019

Citra Surya Indonesia Incorporated, an advertising agency that has various notable brands as their clients. The main responsibility of my job is about creating effective and efficient advertising and branding strategies.

My job was to define the scope of each project and find the most effective and efficient ways to do advertising hence their budget will be allocated properly to the right inventories that align with the KPIs. The result of my job was satisfying. I am able to recommend a media plan along with its execution that is proven to be able to cut client cost to almost an half and doubled their audience engagement rate.

Teaching Assistant
Faculty of Economics and Business, Universitas Indonesia Aug 2019 - Jul 2020

- Conveying courses in several subjects, such as International Business, Organizational Behavior, Financial Markets and Institutions, Introduction to Business, and Business Communication classes.

- Prepare weekly materials to assist the lecture, quiz, and homework

- Grade the assignments and exams of all students


Economics and Business
University of Indonesia Aug 2016 - Aug 2020

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