Irfan Prarendra

Sales & Channel Development, Shopper Marketing Researcher

[email protected]

Summary
- Experienced Sales & Trade Marketing Manager with exposure in coverage expansion project, optimizing
distributor's financial, supply chain, and sales process, managing distributor and agent performance, Shopper
based Trade initiative formulation, Trade Marketing Budget Management, Customer & Consumer Promo
Integration in Consumer Telco-Handset, FMCG, Consumer Lubricants, and Consumer Banking Industry
Exposures:
1. Coverage expansion project - P&G
2. Distribution Models Generation - Shell
3. OTC Shopper's behaviour research - J&J
4. Distributor Sales Database Utilization through Sales Cube - J&J
5. Principal-Distributor Supply Chain improvement through CPFR - J&J
6. Lead Distribution Drive, Shopper Promo, and BTL Consumer Integration Pilot (North Jakarta) for NPD Bintang 7
7. Facilitating and field coaching on sales capability for several clients within pharmacy and consumer product
industries - Team CORE
8. Lecturer - Tel-U
- Right now pursuing academic career as lecturer at Business Administration study program, Telkom
University, Bandung.

Experience
Faculty Member, Researcher at Telkom University
November 2013 - Present (1 year)
As Lecturer at Business Administration Program Study, Telkom Economic and Business School, Telkom
University. Telkom University previously well known as IM Telkom, STT Telkom, STISI Bandung, and now
has been merged into Telkom University.
Consultant at Team CORE Pte Ltd
February 2013 - Present (1 year 9 months)
Team CORE Pte Ltd (Center for Organization Excellence) aims to leverage on its and its partners' experience
and network in the region to help their client's expand and/or achieve sustainable growth in Southeast Asia.
With all experience and exposure across many industries in sales & channel development function, right now
take part in class room training facilitating, field training, and skill internalization training for clients.

Page1

Regional Manager at Nokia

February 2011 - January 2013 (2 years)
Accountable for all business operational aspects for Nokia Handset Business in West Java with size of annual
Biz +/- USD 50 million.
2011 Focus: Establish new Distribution Model implementation, Improving Key Retailer Biz Development
Model, and Localized demand creation strategy.
2012 Focus: Aligning push and pull strategy and execution within region to strengthening market share by
driving certain focus model in selected channel to drive overall in-store business growth
2 recommendations available upon request
Trade Marketing Manager at Bintang 7
February 2010 - January 2011 (1 year)
Trade Marketing Manager for Consumer Goods products/category for all distribution channel.
Accountable for category and brand development trade strategy for all trade Channel. Currently hold strategic
role to orchestrating the balance of customer promo (push) and shopper promo (pull) in all channel.
Having role in S&OP process development, as well as Trade Marketing plan, Channel Development Plan,
new product launch and short term sales forecast.
Involve in projects to develop best approach to align distribution drive, shopper activation, and consumer
activation to make sure successful New Product Launch.
1 recommendation available upon request
Trade Marketing Manager for OTC category matrix to Medical Channel at Johnson & Johnson
January 2009 - February 2010 (1 year 2 months)
Trade Marketing Manager for Medical Channel and matrix to OTC category franchise. Accountable for
Channel strategy development and execution on Trade Marketing plan, promotion, distribution, new product
launch and short term sales forecast.
Involve in many multifunctional project to create additional value to the business, such as: Shopper behaviour
research, Distributor sales database utilization to increase forecast accuracy, and optimising distributor
inventory.
2 recommendations available upon request
Business Development manager at Johnson & Johnson
June 2007 - December 2008 (1 year 7 months)
Acquiring Medical channel business knowledge and develop best practices business model due to early J&J
acquisition on Pfizer OTC and Consumer Brands.
Receiving OTC Franchise award in 2008 for growing the Franchises business by developing best approach
strategy for our key customer.
Page2

2 recommendations available upon request

Cluster Manager at Bank Danamon Indonesia Tbk.
January 2007 - May 2007 (5 months)
Handling Several Branches/Units in Jabotabek (Jan 2007 May 2007)
The job descriptions are, start up a new team consist of 100 outsource Sales Officer to expand existing
channel, and build their Skill to achieve Business Objectives. Manage Revenue, Operational expenses, Credit
costs to achieve targeted yearly NPAT.
Regional Sales Manager at Shell Company in Indonesia
November 2001 - March 2004 (2 years 5 months)
Handling All Java Island excluding Jabotabek (Nov 2001-Mar2003)
Handling Central Java, East Java, and Other Islands (Apr2003-March2004)
Resigning for taking Master Degree (March 2004)
The job descriptions are, start up a new paradigm on building distributor channel network capability in Sales,
Finance, Logistic, and Organization to achieve Business Objectives.
Projects done regarding the job:
Develop Shell Company Owned Company Operated Distributor in Banten, Develop Sales Team-Standar
Operating Procedures (SOP) for Shell Distributor and for Distributor Selection Criteria, Develop Distributor
Sales Team Skill through Sales Training and Coaching, Restructuring Distributor Organisation, Develop
Receivable and Stock management system for Distributor. This New System increase sales 50% first year,
20% second year, 20% third year, within 3 years of my employement.
2 recommendations available upon request
Account Manager at Procter & Gamble Indonesia
November 1999 - October 2001 (2 years)
Handling Small Retail Account in Tangerang distributor (Nov1999-Feb2000)
Handling Cilegon distributor Banten-Indonesia (Feb-Dec 2000),
Handling Bogor distributor (Jan 2001- Nov2001)
The job description is, aligning strategy, create demand, optimizing supply, and enabling distributor
organization capability, to achieve Sales Objective.
Projects done regarding the job:Peddler (Third Party) channel owner for South Jakarta DistrictDevelop and
execute new trade channel operated by Third Party business partner which is called Peddler to be one of
four channel from the coverage strategy in order to build bigger business. Contribute 20% of sales increase vs
year ago.

Page3

Test Scores
Tes Potensi Akademik
December 2013 Score:648
TOEFL
December 2013 Score:587

Languages
English

Skills & Expertise

Shopper Marketing
Demand Forecasting
FMCG
Sales Operations
Trade Marketing
mobile phone industry
Managing Distribution Channels
Forecasting
Strategy
Product Development
Distributed Team Management
Business Strategy
Trade Promotion Management
Marketing
Sales
Leadership
Retail
Strategic Planning
Supply Chain
Training
Key Account Management
Brand Development

Education
Universitas Gadjah Mada (UGM)
Master, Management, 2004 - 2006
Institut Teknologi Bandung (ITB)
Bachelor, Civil Engineering, 1995 - 2000
Activities and Societies: 1. Student Welfare Cooperation
as Souvenir Shop Division Staff in 1996-1997
as General Secretary in 1997-1998

Page4

2. "Perisai Diri" Martial Art

as co trainer in 1996-1998
as trainer in 1998-2000
3. Loedroek ITB, a Cultural Theatrical group originally from East Java
as member in 1995-1999
SMAN 5 Surabaya
senior high school, science, 1992 - 1995

Honors and Awards

2000 - Speed to Market award for new product distribution. (P&G-Ascend leave-on conditioner)
2008 - Franchise Award for category business development (J&J-OTC franchise)

Interests
sales, marketing, business development, general management, consultancy

Page5

Irfan Prarendra
Sales & Channel Development, Shopper Marketing Researcher
[email protected]

9 people have recommended Irfan

"Dear Pak Irfan, Pak Irfan is very detail person as Regional Manager (his last position), very strong analytical
and able to work under pressure. He is the best mentor also. I believe that Pak Irfan will success to his further
career.."
Fitriawan Fitriawan, Teritory Manager, PT. Nokia Indonesia, worked indirectly for Irfan at Nokia
"Pak Irfan is very detail person,i was directly report to him at PT Nokia Indonesia as Regional Manager (his
last position),very strong analytical and able to work under pressure,i was worked with him at least 2 years at
West Java. I believe that Pak Irfan will success to his further career.."
Rivie Rahman, TERRITOY MANAGER, PT.NOKIA INDONESIA, reported to Irfan at Nokia
"It's a great opportunity that i can work together with Irfan as a team on my career journey. As a marketer
specially for Trade Marketing, he has a great understanding to see business from other perspective and sharp
analytical as his talent."
Michael Livianto, Associate Channel Development Manager, PT. Bintang Toedjoe, reported to Irfan at
PT. BINTANG TOEDJOE
"From my opinion, it was a great opportunity being able to work with Mr. Irfan. I was an intern at that time.
Mr. Irfan as my mentor from trade marketing, were able to provide me many knowledge and case studies
where i could not get at my MBA school. As his former trainee, i consider Mr. Irfan as great mentor, very
strong in statistical analysis, consumer behavior, and of course, sales. I am sure will be thanking Mr. Irfan
sometime in the future."
Agan Ardiwidjaja, Supply Chain Analyst - CPFR Project Intern, Johnson & Johnson, worked indirectly
for Irfan at Johnson & Johnson
"Irfan is a high caliber FMCG professional with rich exposure in major Multi National companies.
Leadership, analytical thinking, curiosity and passion would really bring him climb the ladder of success. It is
fun, enjoy yet full of quality times while working with him!"
Kurniawan Santoso, Trade Marketing Manager, Johnson & Johnson Indonesia, worked directly with
Irfan at Johnson & Johnson

Page6

"I have been working with Irfan since several years ago. He came as Business Development Manager for
Jakarta area and then his creativity in developing effective promotion programs to build business has given
him the opportunity to work as Trade Marketing Manager as well. Irfan is not only creative, but also very
analytical and forward-thinking, an excellent sales trainer and excellent people developer."
Ira Rahmawati, Senior Key Account Manager, Johnson & Johnson, worked directly with Irfan at
Johnson & Johnson
"Irvan has a strong character with lots of positivity which help out his colleague during tough time. He's a
great business partner which always share his best practice to others, to encourage his partners to achieve
more and more...... His positivity will bring his career forward and do believe in him!"
Andreas Santoso, Brand Manager - Oral Care, Johnson&Johnson Indonesia, worked with Irfan at
Johnson & Johnson
"During our work together, Irfan was very hands on with his work and excel during difficult timing. He has
been very supportive in implementing marketing program and manage to achieve his target. It was certainly
fun working with Irfan."
Gita W. Sastroamidjojo, Brand & Communication Manager, Shell Indonesia, worked directly with Irfan
at Shell Company in Indonesia
"Irfan is person with strong leadership and he has a good interpersonal relationship. As his experience, he also
developed his knowledge & skill. His excellence contribution has been awarded for several time."
Widjayanti Bismo, HR Administration Assistant, PT Shell Indonesia, worked with Irfan at Shell
Company in Indonesia

Contact Irfan on LinkedIn

Page7