Open to opportunities

rima alatas

@rimaalatas

Strategy Director specializing in insight-led brand strategy, integrated campaigns, and team leadership across Southeast Asia.

Indonesia

Message

What I'm looking for

I’m looking for a strategy leadership role where I can build insight-led brand and communications platforms, lead and coach strategy teams, and turn cultural and consumer signals into omni-channel campaigns with real business impact.

I’m a Senior brand and communications strategist with 20+ years in advertising and 11.5 years in strategy and planning. I develop brand, go-to-market, communications, content, and experience strategies that translate directly into action across omni-channel touchpoints.

I define business and human challenges, identify jobs to be done, and build insight-led strategies grounded in consumer pain points, cultural shifts, and social conversation. I lead and coach strategy teams with a human-centred lens, presenting strategies clearly to senior client stakeholders.

My track record spans FMCG, beauty, health & wellness, banking, telco, and e-commerce, with cross-border work across Indonesia, Thailand, and the broader SEA region. Highlights include growing Le Minerale to #2 in Indonesia, delivering Entrasol 5x sales growth, and helping Susu Zee move from #5 to #2.

Most recently, I’ve been delivering end-to-end CRM and audience growth work for Benesse Shimajiro Indonesia, including WhatsApp Business via Qontak CRM and multi-channel execution—delivering 133% of the lead target. I’m at my best when building brand strategy, campaign platforms, and capability within teams that care about consumers and craft.

Experience

Work history, roles, and key accomplishments

Current

Brand & Comms Consultant

Current

Independent Brand & Communications Consultant

Jan 2025 - Present (1 year 5 months)

Built end-to-end CRM and audience growth strategy for Benesse Shimajiro, executing WhatsApp Business (Qontak) and social campaigns that delivered 133% of the lead target (6,547 leads) and 70% form completion. Managed multi-channel journeys across YouTube Shorts, Instagram Reels, Facebook, and a landing page to keep CPL at benchmark.

CRM Strategy Qontak CRM Audience Growth Landing Page Optimization Lead Generation Conversion Rate Optimization

Senior Planning Director

Ogilvy Indonesia

Feb 2024 - Jul 2025 (1 year 5 months)

Developed social-first brand narratives for Unilever Beauty brands (Pond's, Glow & Lovely, Dove Hair) using cultural insight validated through 100M+ social conversation data points. Led campaign reframing for Dove Hair #SalahFokus and Glow & Lovely #GetReadyHadapiMatahari to shift positioning for Gen Z Indonesian women.

Social Listening Campaign Strategy Positioning Content Strategy Go To Market Planning

Planning Director

Artek Group

May 2013 - Jan 2024 (10 years 8 months)

Led challenger and category-growth brand strategies across Le Minerale and Teh Pucuk Harum, including a Ramadan campaign that increased market share by +3% in 8 weeks and a 1.5L variant sell-out. Drove Entrasol Active Aging to 5x sales growth vs Anlene and Susu Zee from #5 to #2 while mentoring a team of 3–4 strategists.

Brand Strategy Go To Market Strategy Team Leadership

Account Director

Oze Integrated Creative Communications

Jan 2011 - Jan 2013 (2 years)

Owned integrated strategy for XL Axiata, Microsoft Indonesia, Telkom Indonesia, and Bank Mega, winning all four new business pitches. Led account strategy work to develop communications approaches across client portfolios.

Strategic Communications Client Account Management New Business Pitches Strategy Development Campaign Planning

Public Relations Lecturer

London School of Public Relations

Jan 2004 - Jan 2006 (2 years)

Taught PR strategy, tactics, and publicity using LSPR and LCCI syllabuses.

PR Strategy Teaching & Curriculum Delivery PR Fundamentals Syllabus Based Training

Account Executive / Associate

Ogilvy Indonesia

Jan 1997 - Jan 2004 (7 years)

Worked on national and brand communications campaigns, including Suami Siaga to reduce maternal mortality (Asian PR Award honorable mention) and Nestlé Dancow 'Ini Dulu. Baru Itu' (D&AD Wood Pencil + Citra Pariwara). Contributed to Unilever Molto’s 14x Citra Pariwara Awards and Best TV Campaign (Asia Advertising Awards).

Account Management Brand Communications