DEWI

SETYANDARI
Senior Category Development Head

D E TA I L S

Contact Date of birth

Tangerang, Indonesia 13-05 1984
dewisetyandari.cip@gmail.com
62 8119681305

PROFILE

experienced Category Manager with demonstrated history of working in retail industry for more than 10 years
and now take the lead for Retail category Analyst. Handled : Building Material, sanitary, Private Label and last
Health, beauty and pharmacy Category. I am ready to join your passionate team, to build and Growing big
business in Indonesia

E M P LOY M E N T H I S T O RY

Category Management Head, PT Lion Superindo, Jakarta

JUNE 2022 — PRESENT

• Product Performance review

• Change the Role by using some indicators (average sales qty monthly, rank, transaction, and weekly
target)
• Review assortment grade using similar data with New Product Performance Review, to optimize
performance by assigning item at the right assortment grade
• Make promotion result for make some promotion analyzation further

• Category Assessment/ Catgory Management

• category deeply analysis by using 4 P Approach to maximize it category performance
• Using Nielsen data to get visibility compared to market
• Review potential item in market as insight for buyers (potential listed as new item in LSI)
• Make A clear timeline of corrective action plan base on category assessment and monitoring it by Weekly

• Assist Buying team to Analyze special project like : Healthy section, Asian Module, Cosmetics backwall,
etc

Key Account and Category Development Head, PT Astro Technologies Indonesia, Jakarta
DECEMBER 2021 — JUNE 2022

• Strategic Planning :
• Make sure Big National brand, partner with Astro and have a good deal
• Make sure Astro Have SKU that happening in the market
• Sales, GP, Inventory days, Growth Monitoring
• Monitoring Trend through Nielsen data , competitor Checking,
• Promotion Planning : existing, new item, flush out
• Both Prepare and Negotiate Trading term agreement for every single supplier
 • analyze market map
• together with marketing prepare campaign or event
• Supervision Category Manager so they can keep running right on KPI track

Private Label Brand Manager, PT Duta Intidaya (Watsons Indonesia, Jakarta

SEPTEMBER 2019 — DECEMBER 2021

• Strategic Planning :
• Monitoring to keep Margin , % Sales Participation, Growth stay on the budget (including decide RSP and
GP)
• Monitoring availability product booth local & import, including shipment monitoring for every single SKU
• Monitoring Trend through Nielsen data , competitor Checking, Regional data Sharing
• Promotion Planning : existing, new item, flush out
• Together with Marketing team decide what's to expose on any promotion Media > promotion and New
Items (including own Platform and Market Place)
• Prepared Report booth Local and Regional, on excel, ppt, etc. including study data by category, OB
Product Planning, including Communicate with all PIC that need to be contacted with
• Local Supplier engagement to OEM OB Product
• New Product Development Booth Local & Import
• Supervision Asst Brand Manager, RA SPV and admin on Daily Basis Job

Senior Merchandising Manager, PT Solusi Sarana Sehat, DKI Jakarta

MARCH 2018 — SEPTEMBER 2019

• Maintain relationship with suppliers

• Expand company SKUs
• Be aware of market trend & competition, what product is hot and what is not.
• Sales target and profitability target
• Sales promotion budgeting
• Sales promotion execution and control
• Inventory control
• Build team as necessary
• With management discuss and set budget and target
• Provide feedback to management regarding market / competition
• Provide feedback to operation regarding fulfilment
• Provide feedback to IT regarding website / apps build / problems
• Decide what items and price that will be sell on Market Place ( tokopedia, Goapotik, bukalapak, blibli,
Lazada and Shopee)
• Negotiate with supplier regarding big campaign promotion for website and marketplace
• Together with Marketing team decide what product that will be in a program with third party (Go deals,
Traveloka poin, My Fave, etc)

Merchandising Manager, PT LotteMart Indonesia, DKI Jakarta

J U LY 2 0 1 7 — M A R C H 2 0 1 8

• Find new suppliers and maintain existing suppliers relationship

• Negotiate with supplier (price, trading term, On Top Support for promotion, instore or national activity)
• Define product price base on product quality and competitor price
• Prepare Promotion product and mechanism
• Responsible for sales profit and inventory days (achieve the target)
 • Analyzes for market trend and competition
• Keep the teams balance so can reach the KPI

Category Manager, PT Hero Supermarket (Guardian), Tangerang Selatan

DECEMBER 2014 — JANUARY 2017

• New Product Development,

• Source new product, local or import (in charge from sourcing until the goods ready on shelf)
• Find new suppliers and maintain existing suppliers relationship
• Sourcing from overseas / attend beauty fair ( Hongkong, Singapore, China, Thailand)
• Negotiate with supplier (price, trading term, On Top Support for promotion)
• Visit the suppliers along with QA to make sure that the factory is capable
• Make sure that the product that develop can be accepted by customer
• Analyzing consumer buying patterns and predicting future trends .
• Make order for import product, make sure that the stock is in the correct level
• Define product price base on product quality and competitor price
• Designing private label packaging along with marketing team
• Working on Launching program for private label product
• Liaising with other departments within the organization to ensure projects are completed( such as: decide
which item should be on mailer along with marketing team, decide the item which one should carried
along with planogram team, etc)
• Make Sales performance review every month (Reported to Hongkong Head Office)
• Make sure that the stock transferred well from DC to store
• Decide what item that will be on Weekly and Monthly promotion

Asst Merchandising Manager, PT ACE Hardware Indonesia, DKI Jakarta

NOVEMBER 2011 — DECEMBER 2014

• Outsourcing product throughout countries (China,)

• Attending national –international trade fair. (, Domotex Fair Shanghai, Indo Built tech, Shanghai KBC fair,
etc)
• Define products prices
• Decide which product that should be sold at the modern market (ACE Hardware).
• Analyzing consumer buying patterns and predicting future trends .
• Regularly reviewing performance indicators with sales.
• Managing plans for stock levels, reacting to change in demand and logistics.
• Maintaining relationships with existing suppliers and sourcing new suppliers for future products.
• Liaising with other departments within the organization to ensure projects are completed.
• Participating in promotional activities.
• Writing reports and sales forecasts, and analyzing sales figures.
• Liaising with shop personnel to ensure product/collection supply meets demand.
• Seeking merchandise feedback from customers

Buyer, PT Catur Mitra Sejati Sentosa (Mitra 10), Tangerang

JUNE 2009 — NOVEMBER 2011

• Define products prices

• Design the position of products in the modern market (Mitra10).
 • Decide which product that should be sold at the modern market (Mitra10).
• Analyzing consumer buying patterns and predicting future trends .
• Regularly reviewing performance indicators with sales.
• Managing plans for stock levels, reacting to change in demand and logistics.
• Meeting suppliers and negotiating terms of contract.
• Maintaining relationships with existing suppliers and sourcing new suppliers for future products

Purchasing Staff, PT TMD Lippo Karawaci, Tangerang

J A N U A R Y 2 0 0 8 — M AY 2 0 0 9

• Meeting suppliers and negotiating terms of contract.

• Choose which one supplier that used for maintenance
• Provide Maintenance request from another department.
• Liaising with other departments within the organization to ensure projects are completed.

E D U C AT I O N

Amd, Politeknik Negri Brawijaya Malang, Malang

JUNE 2003 — SEPTEMBER 2006

Electronics Engineering

SMU Negeri 1 Malang, Malang

J U LY 2 0 0 0 — J U LY 2 0 0 3

Science

SKILLS

Adaptability Microsoft PowerPoint

Ability to Multitask Communication Skills

Leadership and Teamwork Microsoft Office

Communication and Negotiation Space management

Inventory control Purchasing management

Marketing and promotion Analytical Skills

LANGUAGES

English

COURSES

negotiation skill , Dale Carnigie

2015

HOBBIES

Ready, Listening to Music, Talking with People, traveling, Playing catch the doll @timezone,

REFERENCES

References available upon request