Andrea Blessia Siahaan

Bogor, Indonesia | 08111152411 | andreablessia@gmail.com|LinkedIn: Andrea Blessia Siahaan

PROFILE SUMMARY
Andrea is a Communication Management Fresh Graduate with highly demonstrated business, marketing, and communications skills.
During her four years of Bachelor study, she has been exposed to various industries ranging from Banking, Technology, and FMCG
companies. Her previous internship, pro-bono consulting project, and business case competition experiences enable her to
outperform strategic thinking, leadership, communications, business acumen, problem-solving, and analytical skills for brand
marketing scope in a fast-paced work environment. Through her past brand and marketing experiences, she is well-equipped with
customer-centric mindset to be a good marketer and brand story-teller. As a result-oriented person, she won two prestigious
business case competitions at national and international levels. Her ability to learn fast and be a strong team player are valuable
assets to grow agile as a strong-impactful sales and marketing talent.

EDUCATION
Universitas Padjadjaran Bandung, Indonesia
Communication Management 2018-2022
Current GPA: 3,98/4,00; a merit-based scholarship awardee from the Central Bank of Indonesia.

ACADEMIC RESEARCH & INDEPENDENT PROJECT EXPERIENCE

Brodo Footwear Bandung, Indonesia
Independent Researcher & Consultant August-December 2022
Brodo is a Bandung based footwear brand which aims to transform the business into a local sustainable brand. I took role as the
academic researcher and independent consultant to help Brodo achieves sustainable brand marketing roadmap.
 Published an academic thesis entitled “PENGARUH CUSTOMER-BASED BRAND EQUITY BRODO DALAM “PROYEK LESTARI”
TERHADAP INTENSI PEMBELIAN SEPATU (Studi Analisis Jalur Moderasi Kesadaran Perilaku Konsumsi Berkelanjutan Pada
Pengaruh Customer-based brand equity Brodo Terhadap Intensi Pembelian Sepatu oleh Pengikut Aktif di Kolom Komentar
Akun Instagram @bro.do)”, graduated with honorable judicium.
 Successfully identified Brodo’s customer-based brand equity as the key solution for Brodo’s sustainability roadmap of
brand marketing, the idea was accepted by Brodo’s marketing team.
 Gathered primary data, analyzed with statistics procedure, synthetized findings with secondary data, and delivered key
implications for Brodo’s marketing team.

INTERNSHIP EXPERIENCES
Unilever Indonesia South Tangerang, Indonesia
ULIP-Marketing Intern March-August 2022
 Defined, created, and managed TRESemmé’s new Double Cleansing Hair social media marketing campaign called
#DoubleCareAlaSalon in Q1, overall campaign performance contributed to increase digital awareness performance by
~33%.
 Analyzed and identified marketing collaboration project with Emtek as the most strategic option for driving both brand
and sales traffic in Q2, achieved KPI target by 100% and outstand the views performance by 6x compared to other brand
partnership collaboration projects.
 Successfully handled Q3 marketing budget by executing e-commerce livestreaming, resulted as highest viewers livestream
compared to all Unilever brands and win sales conversion compared to livestream with same product category.
 Supervised and led TRESemmé POSM activation in HABA stores, managed to always pass with high scores.
 Led TRESemmé Professional Hair Studio digital activity and operations in Q3 to be executed smoothly by engaging various
stakeholders.

Tokopedia Jakarta, Indonesia

Media Intelligence Intern October 2021 - February 2022
 Synthesized complex findings about consumer's media usage behaviour and delivered impactful insights to the Senior
Lead.
 Analyzed and monitored 100+ daily media insights regarding corporate, brand, competitor, and industry news to ensure
the company outstands media coverage and positive conversations.
 Took part in planning and publishing monthly Tokopedia Buletin for high-level stakeholders to update Tokopedia's progress
as Government's partner in the digital economy.
 Learned to understand consumer's perception by performing social media listening analysis.

Bank Rakyat Indonesia Jakarta, Indonesia

Marketing Communication (Strategy & Research) Intern March - September 2021
 Graduated as student intern with incredible performance criteria.
 Completed 37 strategic recommendation summaries for the Executive-level decision-making purpose based on ROI
measurement and marketing framework analysis.
 Synthesized complex findings about consumer's media habit for 10 BRI products.
 Developed 3 quarterly media monitoring insights reports for the Senior Manager's decision-making purpose.
 Analyzed competitor's marketing strategy to help the company in navigating marketing plan for Super Apps launch.
 Proposed a marketing dashboard system to increase performance efficiency, the idea was accepted by the mentors.
LEADERSHIP EXPERIENCES
Bangun Citra Jakarta, Indonesia
Project Leader July - October 2021
Bangun Citra is a pro-bono consulting group established collaboratively by students across major universities with equal interests in
marketing communications under YLI Wave 12 by McKinsey & Company program. The service scope provides strategic
communication consulting to support Indonesia's SMEs' growth.
 Achieved a 95% satisfaction rate from the clients and was promoted to be the project leader in the next batch.
 Exceeded the target by 200% to close project deals with the clients.
 Completed 2 consulting projects from tech companies which helped them with go-to-market and product marketing initial
recommendations.
 Led 6 analysts to perform data mining, research proposal, and data visualization analysis for accurate initial
recommendations.

ShARE Universitas Padjadjaran Bandung, Indonesia

Media and Communications Manager June 2020-July 2021
 Managed to increase 30% Instagram page's followers.
 Developed new digital communication strategy through nurturing contents related to consulting knowledge from top
company and consulting background (BCG, McKinsey).
 Developed new brand guidelines.
 Planned content calendar.

Himpunan Mahasiswa Manajemen Komunikasi Unpad Bandung, Indonesia
Head of Academic and Career Department August-December 2020
 Developed HIMA MANKOM FIKOM UNPAD's new active LinkedIn Page to increase professional career literacy and connect
to professional network.
 Managed to increase 70% HIMA MANKOM FIKOM UNPAD's LinkedIn Page's followers compared to previous LinkedIn Page
in 3,5 months.
 Generated strategic plan to boost up 223 student achievements through webinar projects and training.
 Led the content manager to produce nurturing content and update job, competition, and scholarship opportunities.
 Oversaw a national scale virtual career fair project entitled "Communication Career Fair." Main webinar event with
guestspeakers from Nestle and Go-Pay gained 700+ viewers during YouTube Air Live Streaming, exceeding KPI's target up
to 600%.

ACHIEVEMENTS
International Business Solution Competition Universitas Padjadjaran, Case Contributor: Garena Free Fire
2nd Runner Up Winner November 2021
MarkPlus, Inc. WOW Case Competition, Client: MyPertamina
3rd Runner Up Winner September 2021

SKILLS
Brand Marketing, Brand Insights, Brand Innovation, Business Acumen, Consumer Insights, Digital Marketing, KOL Management,
Marketing Campaign, Project Management, Social Media Marketing, Microsoft Office, Adobe (Illustrator, Photoshop, Premiere Pro),
Canva.