CURRICULUM VITAE

Personal Details
Name : Merlin Tjahjadi
Nickname : Merlin
Permanent Address : Jl Alam Pesanggrahan IV Blok OH 14, Bukit Cinere
Indah, Jakarta Selatan
Place and Date of Birth : Jakarta, 7th of November 1984
Phone (Home) : 021-7542520
(Mobile) : 0818 99 2345
Email : tjahjadi.merlin@gmail.com
Nationality : Indonesian
Sex : Female
Religion : Christianity (Protestantism)

Formal Education
 2005 – 2009 : GS FAME Institute Of Business
Bachelor of Science in Business Administration
Major in marketing
 2003 – 2005 : MIBT ( Melbourne Institute of Business and Technology )
Glenferrie Rd, Kooyong Melbourne, Australia
 2000 – 2003 : Senior High School - St. Theresia
 1997 – 2000 : Junior High School - St.Bellarminus

Courses Taken
 General English Intermediate level in TBI – Jakarta ( 2005 )
 TOEFL Courses in TBI – Jakarta ( 2004 )

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  Mandarin Language Course – Jakarta ( 1994 – 1997 )

CURRICULUM VITAE of Merlin Tjahjadi

Page 2
Organization and Extracurricular Activities

GS.FAME
Head of Modern Dance Club (2007-2009)
President of Management Club (2007)
Vice President of Management Club (2006)
Secretary of Management Club (2006)
Modern Dance club member (2005-2006)
Management club member (2005-2006)
Marketing club member (2005)

Seminars Attended at GS FAME:

 “The Key to Success of Sari Roti”; speaker Mr. Yusuf Hady, (June, 2008),
Jakarta

 “Building an independent nation through entrepreneurship”; speaker Mr.

Sandiaga Salahudin Uno, (7 April, 2008), Jakarta

Working Experiences

1st - Duration: June 2007-June 2009

Position: Marketing Promotion
Company: PT. Globe Photo (Photography)
 Create annual promotional activities plan
 Identify and analyze sales growth
 Maintain both present and potential customers to achieve sales target
 Provide weekly and monthly product updates and marketing report to Director
 Monitoring and analyzing market data or research and competitors
information to identify and develop market opportunities and strategies to
tackle them
 Day to day management of all aspects of the brand – consumer insight,
advertising development, media planning, consumer and trade promo, market
research, pricing S & OP Forecasting, financial mix
 To continuously develop sales and profitability plans of store by implementing
product/brands standards, promotion programs, customer service and staff
developments plans

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2nd - Duration: June 2009-December 2009
Position: Marketing Staff
Company: PT. Mazda Motor Indonesia (Automotive)
 Maintain both present and potential dealers to achieve sales target
 Establish tri-party relation among PT. Mazda Motor Indonesia dealer network
 Responsible in regular monitoring dealer, wholesaler and POP stock material
and developing sales program for dealer base on management target.
 Responsible in developing and maintaining customer relationship management
in order to seek competitive customer retention, and lead generation. Devise
one to one marketing strategy, and manage customer database

3rd- Duration: March 2010 – February 2011

Position: B2B Sales Staff
Company: PT. Lock & Lock Indonesia (Plastic Container)
 Maintain both present and potential customers to achieve sales target
 Maintain both present supplier
 Do presentation
 Handling and develop product
 Reporting weekly sales updates to Sales Manager

4th- Duration: February 2011- April 2013

Position: Marketing Assistant Manager
Company: PT. Chowking Indonesia (QSR-Quick Service Restaurant)

 Takes charge of the whole process in planning, development and

implementation of a particular product within their product category
 Monitoring and reviewing monthly volume sales performance of each product
and its category group and analyzes the causes of decline and incline in
volume
 Create marketing program that will help increase current volume sales in order
to sustain its marketability
 Collaborates of ideas during PWG with simulations, product testing,
brainstorming to arrive with development plan
 Coordinate with other departments in planning, preparation, forecasting, and
monitoring in new product launching and product campaigns
 Initiates development of packaging and wares that are cost efficient and
conforms with the standards
 Ensures that all the products within its category maintain the profitability and
desired product margins.
 Proposed business plan for every year
 Direct and supervise development of annual marketing plan

From JobStreet.com
  Develop portfolio strategy of existing or new brands
 Day to day management of all aspects of the brand – consumer insight,
advertising development, media planning, consumer and trade promo, market
research, pricing S & OP Forecasting, financial mix
 Exceed marketing performance/product performance measures
 Analyzes current performance, trends and market conditions, and other
contributing factors for revenue goals in upcoming years
 Collaborates with consumer insight, to ensure the brand remains relevant to
consumers and that all initiatives support the brand promise
 Monitoring and analyzing market data or research and competitors
information to identify and develop market opportunities and strategies to
tackle them
 Ensures that all the products within its category maintain the profitability and
desired product margins
 Maintain both present and potential customers to achieve sales target
 Provide weekly and monthly product updates and marketing report to GM
 To continuously develop sales and profitability plans of store by implementing
product/brands standards, promotion programs, customer service and staff
developments plans
 To consistently train, coach, and counsel the staff to optimize their capacity
and build a strong and competitive team

5th Duration: April 2013 – December 2013

Position: Marketing Communication Manager
Company: PT. Graha Andrawina Lestari (Takumi Restaurant & Terrace)

 Monitoring and reviewing monthly volume sales performance of each product

and its category group and analyzes the causes of decline and incline in
volume
 Create marketing program that will help increase current volume sales in order
to sustain its marketability
 Collaborates of ideas during PWG with simulations, product testing,
brainstorming to arrive with development plan
 Do partnership with media, bank, cooperate, etc
 Coordinate with other departments in planning, preparation, forecasting, and
monitoring in new product launching and product campaigns
 Initiates development of packaging and wares that are cost efficient and
conforms with the standards
 Ensures that all the products within its category maintain the profitability and
desired product margins.
 Manage and monitor the member of customer
 Monitor and control marketing budget
 Develop portfolio strategy of existing or new brands

From JobStreet.com
  Day to day management of all aspects of the brand – consumer insight,
advertising development, media planning, consumer and trade promo, market
research, pricing S & OP Forecasting, financial mix
 Exceed marketing performance/product performance measures
 Analyzes current performance, trends and market conditions, and other
contributing factors for revenue goals in upcoming years
 Create and manage all marketing communications including advertisement,
social media branding, marketing support events and promotions, press release
 Collaborates with consumer insight, to ensure the brand remains relevant to
consumers and that all initiatives support the brand promise
 Monitoring and analyzing market data or research and competitors
information to identify and develop market opportunities and strategies to
tackle them
 Ensures that all the products within its category maintain the profitability and
desired product margins
 Maintain both present and potential customers to achieve sales target
 Provide weekly and monthly product updates and marketing report to Director
 To continuously develop sales and profitability plans of store by implementing
product/brands standards, promotion programs, customer service and staff
developments plans
 To consistently train, coach, and counsel the staff to optimize their capacity
and build a strong and competitive team

6th Duration: January 2014 – March 2015

Position: Marketing Manager
Company: Boga Group (Paradise Dynasty/Canton Paradise/Paradise
Inn/Master Wok)

 Create marketing program that will help increase current volume sales in order
to sustain its marketability
 Prepare and implement a restaurant marketing budget and plan
 Analyze and take corrective action as necessary to help ensure that budget are
attained
 Understand the competitive market place and implement approaches to ensure
that restaurant stays ahead in the local market
 Manage of restaurant’s content on the website
 Manage and update of media database in cooperation with the PR Agency
 Manage an event schedule to maximize yield and ensure the complete
administration and execution of all planned events
 Analyzes current performance, trends and market conditions, and other
contributing factors for revenue goals in upcoming years
 Exceed marketing performance/product performance measures
 Provide weekly and monthly product updates and marketing report to GM
Marketing

From JobStreet.com
  To continuously develop sales and profitability plans of store by implementing
product/brands standards, promotion programs
 Collaborates of ideas during PWG with simulations, product testing,
brainstorming to arrive with development plan.
 To consistently train, coach, and counsel the staff to optimize their capacity
and build a strong and competitive team

7th Duration: March 2015 – March 2018

Position: Marketing Manager
Company: Imperial Group (Imperial Kitchen/Imperial Lamian/Grand Imperial
Lamian/Imperial Shanghai/Imperial Tables/Happy Day/Yumzaa/Imperial
Cakery)

 Prepare monthly and yearly budgets and submit estimates for program costs as
part of campaign plan development
 Plan and prepare advertising and promotional material to increase traffic,
working with TR malls, media and advertising agencies
 Create and conceptualize the marketing communication strategy using all
media channels including prints, broadcasts, and digital
 Managing online brand and product campaigns to raise brand awareness
 Create the ideation and delivery of our content marketing efforts with fun,
entertaining and valuable ideas
 Coordinate activities with other departments involved
 Managing the redesign of the company website
 Developing and managing digital marketing campaigns
 Create and implement all campaigns based on target requirements, including
campaign implementation
 Analyze performance daily to ensure programs meet enquiry and cost per
enquiry goals
 Quality control for visual promotion images
 Coordinating and negotiating for media advertisement placement
 Supervised the coordination media advertisement production
 Maintain Imperial Group Brand image to public
 Responsible for every media communication output
 Analyze and take corrective action as necessary to help ensure that budget are
attained
 Manage and update of media database in cooperation with the PR Agency
 Manage an event schedule to maximize yield and ensure the complete
administration and execution of all planned events
 Analyzes current performance, trends and market conditions, and other
contributing factors for revenue goals in upcoming years

From JobStreet.com
  Exceed marketing performance/product performance measures
 Ensure all marketing collaterals for opening new outlets are executed well
 To continuously develop sales and profitability plans of store by implementing
product/brands standards, promotion programs
 Collaborates of ideas during PWG with simulations, product testing,
brainstorming to arrive with development plan.
 To consistently train, coach, and counsel the staff to optimize their capacity
and build a strong and competitive team

8th Duration: March 2018 – Present

Position: Head of Marketing & Communication Manager
Company: Texas Chicken (PT. Quick Service Restaurant, member of Envictus Group)

 Create marketing program that will help increase current volume sales in order
to sustain its marketability
 Preparing and managing monthly, quarterly and annual budgets for the
Marketing Department
 Create and conceptualize the marketing communication strategy using all
media channels including prints, broadcasts, and digital
 Design branding, positioning and pricing strategies
 Create and conceptualize new product
 Exceed product performance measures
 Analyses performance daily to ensure programs meet enquiry and cost per
enquiry goals
 Developing and managing digital marketing campaigns
 Developing plans to help establish the brand, allocating resources to different
projects
 Setting short-tem & long-term department goals,
 Plan and prepare advertising and promotional material to increase traffic,
working with TR malls, media and advertising agencies
 Manage an event schedule to maximize yield and ensure the complete
administration and execution of all planned events
 Manage and update of media database in cooperation with the PR Agency
 Collaborates of ideas during PWG with simulations, product testing,
brainstorming to arrive with development plan.
 Maintain Texas Chicken Brand image to public
 Create and implement all campaigns based on target requirements, including
campaign implementation
 To consistently train, coach, and counsel the staff to optimize their capacity
and build a strong and competitive team

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Other Skills

 Computer : Able to use computer, especially Internet, Microsoft Words,

Excel, Microsoft power point, audio and visual arts productions

 Languages: Bahasa Indonesia, English and Mandarin.

 Proven brand management, brand and events management

 Exceptional marketing and communication skills

 Excellent people relation skills, superb managerial and leadership skills

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