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Nalendra Widigdya Wiryawan

@nalendrawidigdya

I build growth, brand, CRM, and digital adoption programs across multi-industry of ICT, retail, education, government and consumer businesses.

Indonesia

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What I'm looking for

I'm looking to lead brand, growth, CRM, and digital transformation work where I can build high-performing teams, accelerate customer adoption, and deliver measurable commercial outcomes.

Seasoned marketing leader with 17 years of experience across leading telecommunications, retail, technology, education, and government digital ecosystems in B2C, B2B and B2G markets. Proven expertise spanning marketing strategy, brand management, growth and performance marketing, CRM/CVM, customer analytics, digital transformation, and go-to-market leadership. Holds an MSc in Strategic Management from Tilburg University and a Bachelor’s degree in Marketing from ITB, graduating Summa Cum Laude.

Experience

Work history, roles, and key accomplishments

Head of Brand & Marketing

Torch

Nov 2024 - Feb 2026 (1 year 3 months)

Led brand and creative teams, performance marketing, CRM, and customer service, introducing the 'Life Ready' brand idea and expanding into Malaysia. Achieved 45% YoY ad revenue growth and improved CS response time from 3 minutes to under 30 seconds in 6 months.

Brand Strategy Performance Marketing CRM Customer Service Meta Shopee TikTok Tokopedia Lazada

Head of Go-To-Market (Reports to COO)

GovTech Edu by Telkom Indonesia

May 2022 - May 2023 (1 year)

Led go-to-market and growth marketing for Indonesia’s national education digital ecosystem, driving adoption of 5 major tech platforms. Achieved adoption across 85% of 435K schools and 3.6M teachers using Google ID within one year.

Project Management CRM Data Analysis Microsoft Office Stakeholder Management Analytics Collaboration With Senior Stakeholders Team Management GTM Strategy GTM Enablement

Head of Enterprise Marketing

XL Smart

May 2021 - Jun 2022 (1 year 1 month)

Led B2B marketing strategy across Enterprise solutions, transforming XL Axiata Business Solutions from a connectivity provider into an integrated ICT solutions brand. Launched four strategic product partnerships and established XL Axiata’s first-ever Enterprise Customer Experience monitoring capability.

Brand Management Marketing Strategy Agency Management Vendor Management Customer Experience Management Digital Marketing Analytics Google Analytics Team Management Partnership Management

Senior Manager – Enterprise CVM

XL Smart

Apr 2019 - Jun 2021 (2 years 2 months)

Led enterprise CRM, customer base management, analytics and channel optimization, developing innovative approaches to customer profitability and engagement. Cut Enterprise prepaid churn to below 2%, the lowest across Axiata operating companies, and won Axiata LEAP NOW 2020 awards for Analytics & AI outperformed 150 contestants.

Customer Value Management Lifecycle Marketing Campaign Management Customer Analytics Marketing Strategy Customer Behavioral Analysis Market Research and Analysis Marketing Reporting Presentation Skills Team Management B2B Marketing

Senior Manager – Mass Market CVM

XL Smart

Dec 2016 - Apr 2019 (2 years 4 months)

Led customer value management for XL and AXIS, driving ARPU, engagement and retention through targeted customer lifecycle programs. Developed Indonesia’s first omni-channel telecom campaign and contributed to the Next-Best-Offer initiative, which won Axiata LEAP NOW 2019 Best Digital Initiative, while driving 140% incremental ARPU uplift.

Head of Customer Mgt & Social Commerce

Berrybenka (now Growcommerce)

Mar 2015 - Dec 2016 (1 year 9 months)

Led Customer Development, Telemarketing, CX, Analytics and Social Commerce, building and managing a 45-person organization. Transformed social media into integrated sales and service channels across Facebook, WhatsApp, LINE and live chat, contributing 35% of company revenue within one year while strengthening customer retention and basket size.