Open to opportunities

Ratri Kirana

@ratrikirana

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Growth strategist specializing in affiliate marketing, CRM analytics, and customer lifecycle optimization.

Indonesia

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What I'm looking for

I seek roles driving retention and growth where I can lead CRM and channel strategy, collaborate with data teams, and scale lifecycle programs in product-led e-commerce environments.

I am a growth strategist with proven experience in affiliate marketing, CRM analytics, and customer lifecycle management for e-commerce and classifieds businesses. I design channel traffic allocation strategies, user lifecycle segmentation, omni-channel orchestration, and operational processes to drive retention and revenue growth.

I have led small teams and acted as a local point of contact for retention initiatives, including loyalty programs, cashback injections, and segmented vouchers, while collaborating closely with data science to build dashboards and improve operational efficiency.

My hands-on experience spans campaign execution, audience building with SQL, OKR-setting, post-mortem reporting, and delivering analytical insights that materially improved campaign and business metrics across multiple platforms.

Experience

Work history, roles, and key accomplishments

Current

Phone Creator Strategy

Current

TikTok Shop

Aug 2021 - Present (4 years 1 month)

Generated quarterly strategy, defined target metrics and OKRs, and collaborated with data science to build dashboards and post-mortem recaps, improving operational efficiency for creator programs.

Strategy OKRs Dashboarding Creator Programs Reporting

CRM Manager

Zalora

Jan 2023 - Aug 2023 (7 months)

Led a team of 3 as Indonesia POC for customer lifecycle and retention initiatives (loyalty program, cashback, segmented vouchers), increasing retention through targeted campaigns and operational improvements.

CRM Customer Lifecycle Loyalty Programs Segmentation Retention Cross Functional Collaboration

Customer Lifecycle Management Campaign Specialist

OLX Group

Aug 2019 - Mar 2021 (1 year 7 months)

Owned end-to-end in-house marketing channels (push, in-app, EDM, WhatsApp, SMS), built SOPs and channel strategy, created SQL audience segments and automated sends, improving GMV and retention metrics.

Lifecycle Marketing Push Notifications Email Marketing SQL Market Segmentation Automation)SOP Development

Assistant Manager - Demand Operations

Grab

Aug 2019 - Mar 2021 (1 year 7 months)

Monitored competitiveness and generated pricing schemes for GrabExpress Jabodetabek across services and marketplaces, ensuring positive EBITDA by tracking pricing and order trends in weekly P&L reports.

Pricing Strategy Competitive Analysis Operations Data Analysis Stakeholder Management

Senior Associate - CRM Lead

Lazada Group

Jul 2017 - Aug 2019 (2 years 1 month)

Led in-house marketing channels and traffic allocation for Lazada ID campaigns, managed schedule planning and audience building, and delivered analytics that improved engagement and purchase rates across agencies.

CRM Campaign Management Traffic Allocation Analytics Performance Optimization

Assistant - Transportation

Arghajata Consulting

Dec 2016 - Jun 2017 (6 months)

Supported transportation team with desktop research, SME interviews and deliverable generation, contributing to analyses that redefined metrics and achieved 217% target performance for client projects.

Research Report Writing Presentation Data Analysis Consulting Client Engagement

Education

Degrees, certifications, and relevant coursework

University of Indonesia

Bachelor of Engineering, Chemical Engineering

2012 - 2016

Grade: GPA 3.54, Cum Laude

Activities and societies: Silver Medalist of National Research Competition held by Indonesia's Directorate General of Higher Education; Lecturer Assistant of Molecular Biology and Health, Safety & Environment in Engineering (2019.08-2021.03).

Graduated Cum Laude with a Bachelor degree in Chemical Engineering and achieved a GPA of 3.54; received a Silver Medal in a national research competition.