Ayshabella Rifdah Shelia

Led a market immersion program in Surabaya with business development and regional stakeholders, collecting insights from 25+ users and identifying market opportunities. Conducted in-depth interviews with 60+ users and translated findings into actionable recommendations through market intelligence projects and cross-functional stakeholder collaboration.

Delivered CI reports across multifinance and P2P competitor sets to support management decisions through structured benchmarks, pricing updates, and merchant/ads tracking. Improved reporting workflows by optimizing templates and restructuring delivery timelines while monitoring competitor marketing and product updates through deep-dive analysis.

Built the competitor intelligence (CI) function from the ground up by defining reporting standards, competitor scopes, and delivery timelines. Delivered weekly competitor marketing and pricing updates while supporting ad hoc deep-dive requests and customer experience survey work with cross-functional teams.

Analyzed customer tickets using Zendesk and Google tools to identify patterns and trends from sampled data to support issue diagnosis and prediction. Produced monthly final reports and supported operation excellence sampling and ongoing data accuracy monitoring for OVO products.

Resolved 90% of customer issues by analyzing and managing daily BAU conversion data. Maintained SLA using daily samples, ran a survey with 60+ participants to improve the learner journey, and led a small team through weekly scheduling.

Supported customer conversion by communicating product benefits, helping increase conversions to paid by 67%. Coordinated marketing and learning support activities to help ensure 10 programs per month ran optimally.

Developed a new SOP and provided technical oversight for day-to-day member activities and performance. Innovated the ANGKOT internal program to improve bonding and updated 50+ member records and job reports regularly.

Collaborated with 10+ external parties to secure external partnerships. Organized social-issue actions such as fundraising and teaching elementary-level students.

Managed the registration division for 200+ applicants.

Directed, conducted, and controlled a main event with 300+ participants.

Led projects and helped maintain a cohesive internal collaboration within CERDAS FIB UI.

Created concepts and led an educational project for 30+ students.

Grade: Cum Laude, 3.76/4.00

Activities and societies: Managed campus projects as project officer/head of division; volunteered in social community projects (e.g., moderator, master of ceremony, English teacher).

Bachelor’s degree in Russian Literature (Cum Laude) at Universitas Indonesia, completed from Aug 2018 to Aug 2022 with a GPA of 3.76/4.00. Led multiple campus projects and volunteered in social community initiatives requiring public speaking.