Gatam Iskandar

Drive topline and bottom-line growth across modern trade, general trade, and beauty outlets by translating local consumer insights and competitor moves into go-to-market strategies. Lead annual business planning and retailer execution to win market share for BLOOD feminine care brands.

Built strategic plans to grow key brands across retail, beauty, and HORECA outlets, coordinating with finance, supply chain, and HR. Delivered 34% FY2024 volume growth for Jiwater and improved business-unit profitability by 18% through price restructuring.

Accelerated sales ways-of-working via a CRM approach and led multi-branch, multi-category customer management across 13,300 customers in 24 branches. Reduced customer churn from 28% to 12% and strengthened the portfolio by scaling Dairy (+77%) and Chicken (+23%) while reducing dependency on the buffalo category.

Revitalized sales team working model through SKU demand reviews and supply-chain improvements, managing 9 direct reports within a 180-employee team. Improved forecast accuracy from 42% (2020) to 51% (2021 YTD) and reduced dealer days of inventory from 1.10 (FY2020) to 0.91 (YTD Sept 2021).

Led West Java regional sales with annual sales of IDR 1.7 trillion and teams across 7 direct reports and 377 permanent employees, covering 117K stores and 14K wholesalers. Improved weighted distribution from 72 (FY17) to 81 (FY18) and supported market share growth from 4.65 to 5.03 through RTM strategy changes and market driving/penetration.

Led North Division sales operations across multiple regions while reporting to the Head of Trade and managing a large sales organization of 4 senior managers and 21 mid-level managers (total team of 1,300). Drove distribution expansion by opening 17 distributors/agents across Kalimantan, Papua, Maluku, and related areas, contributing annual sales of Rp 121 trillion (56% of national sales).

Managed national key accounts and delivered 42% contribution to the consumer sales business through effective distribution planning with local distributors serving key accounts. Led in-store visibility planning with trade marketing, ensured store-level compliance, and developed annual customer plans aligned with category and channel strategies.

Implemented annual customer plans for modern trade key account customers nationwide and local, driving superior outlet execution across on-shelf availability, service levels, and in-store promotions. Increased modern trade market share (Nielsen off-take) from 12% (FY2013) to 36% (Q1 2016) and added 5 new nationwide chains plus 7 local chains.

Managed operational performance for small-format modern trade customers including Alfamart, Indomaret, Alfamidi, Circle-K, 7-Eleven, and AlfaMidi. Coordinated 15 regional key account executives and 600 modern trade merchandisers (via third parties) to implement nationwide trade promotions and operational excellence.

Owned national account management for major modern trade customers, preparing sales budget and category plans and executing channel/customer planning. Led and coached key account executives to improve in-store conditions (availability, visibility, execution) and minimize market return via ROI-defensible trade investments.

Led a large sampling organization with 12 heads of sampling and sponsorship across 11 cities and nearly 1,000 sampling crews, enforcing the Nestlé Quality System through ongoing training. Optimized sampling infrastructure (7 fixed kitchens, 5 mobile kitchens, 7 sampling vans) and managed performance of 2,000+ brand presenters in modern trade stores.

Provided brand management consultancy to multinational clients using interactive digital media, supporting solution development across creative, IT, media planning, and consumer/customer insights. Supervised execution of monthly below-the-line activities including consumer gatherings, FGD, talks, and seminars for clients such as BP Castrol, Sara Lee Indonesia, and Johnson & Johnson.

Translated brand activation briefs into consumer activation events across rural and urban channels, including Rinso, Lux, Lifebuoy, Molto, Sunlight, Domestos, Kleenex, and Huggies. Led 1,000 Unilever merchandisers in general trade and supervised 2,000 sales push team members to deliver merchandising execution.

Ensured flawless import clearance of purchased materials by working with forwarding agents and relevant government bodies (tax office, customs and excise). Met stationery demand for Jakarta and Surabaya users by selecting suppliers and implementing KPI-based control.

Supported a special project on import duty reimbursement management. Contributed to process coordination for reimbursement activities tied to international procurement.

Performed business process audits across multiple operational areas within the company as part of the Internal Audit management trainee program. Supported audit activities through structured review of processes and controls.

Grade: GPA 3.05

Bachelor of Science in Accountancy (BSA) at the Philippine School of Business Administration in Manila from 1994 to 1998.