Sarah H.

Regional Marketing Director APAC/SEA ➤ Driving Go-to-Market Strategy, Growth and Commercial Expansion for SaaS, Marketplace, and Consumer Brands across South East Asia | ex-Shopee & Berrybenka

Indonesia4.1k followers

Canva

ex-Zilingo

ex-Berrybenka.com

As a regional marketing leader with over 13 years of experience across Southeast Asia, I’ve learned that effective marketing is about more than just visibility; it’s about forging genuine connections between brands and people.
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Currently at Canva Indonesia, I’ve had the privilege of steering our go-to-market strategy in one of Canva’s largest global markets. In less than two years, I’m proud to have contributed to a remarkable double digit year-over-year increase in monthly active users and revenue. Before my journey at Canva, I led the marketing efforts at Mangkokku Indonesia where I executed integrated campaigns across platforms like Meta, Google and TikTok. This resulted in a 10% improvement in conversion rates and a significant reduction in cost-per-thousand impressions month-over-month. My time at Zilingo was particularly transformative; I built the Indonesian marketing function from scratch and drove 20x business growth, scaling operations to a remarkable $10 million per month run rate. My career began in communications, where I discovered how culture shapes consumer behavior, a lesson that continues to inform my approach today. Working with Shopee during its market entry phase was an exhilarating experience that taught me the importance of strategic partnerships and agile thinking in fast-paced environments. Outside of work, I enjoy exploring how cultural nuances influence consumer trends whether through local food markets or community events. This passion extends into my professional life as well; for example, I played a key role in organizing Indonesia's National Online Shopping Day which brought together over 100 e-commerce partners nationwide. I’m always eager to connect with fellow marketers or anyone interested in discussing innovative strategies for growth and engagement. Feel free to reach out via 📩 email: com if you’d like to chat about collaboration opportunities or share insights! Skills: Go-to-Market Strategy | Integrated Campaigns | Brand Development | Consumer Insights | Partnership Development | Revenue Growth

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CANVAJOB
1. Country Mktg Lead
  2Y 3M
MANGKOKKU INDONESIAJOB
1. Head of Mktg
  2Y 5M
COVEJOB
1. Country Dir of Sales & Mktg
  8M
ZILINGOJOB
1. VP Mktg, South East Asia
  2Y 7M
2. Mktg Dir, Indonesia
  1Y 5M
SHOPEEJOB
1. Strategic Partnership Mgr
  1Y 4M
BERRYBENKA.COMJOB
1. Mktg Communications & Part…
  4M
2. Mktg Communications Execut…
  9M
AMG, PT ALTERNATIVE MEDIA GROUPJOB
1. Mktg Communications Execut…
  1Y
LITE FM 105.8 JAKARTAJOB
1. Public Relations & Promoti…
  10M
RADIO MS TRI FM 104.2JOB
1. Producer & Announcer
  7M

Job: Zilingo — Marketing Director, Indonesia | Marketplace Growth | GTM | Brand & Funnel Optimization · 2017-03 – 2018-08 — • Built Zilingo Indonesia’s marketing function from the ground up, scaling the business 20x in 8 months to a USD 10M operation. • Grew share of voice from 0% to 20% in under 4 months. • Optimized funnel performance and media mix, driving 20% MoM GMV growth while reducing burn by 20% MoM in partnership with the Country Manager. • Established high-impact brand ambassador and influencer programs, activating 100+ creators and A-list celebrities in Indonesia. • Led an integrated 360° marketing portfolio spanning TV, OOH, digital, onsite campaigns, offline events and strategic partnerships. • Built and managed key strategic partnerships including Go-Jek, BNI, and Mandiri.
Job: Berrybenka.com — Marketing Communications & Partnership Manager | Campaign Strategy | Growth & Strategic Alliances · 2015-06 – 2015-10 — • Led the committee for 12.12 National Online Shopping Day, coordinating 100+ e-commerce partners nationwide. • Drove ~10% MoM growth in new users through partnership and campaign initiatives. • Launched Jakarta Great Online Sale 2015, delivering 5x growth in traffic and GMV. • Partnered with the VP Marketing to identify new market opportunities, strengthen corporate branding, and secure strategic partnerships that increased sales, traffic and user acquisition. • Evaluated campaign ROAS across partnership programs to guide strategic investment decisions.
Job: Canva — Country Marketing Lead | GTM | Brand & Growth, Partnerships & Revenue · 2024-05 – present — • Drive Indonesia’s go-to-market and brand strategy for one of Canva’s largest global markets • Delivered double digit YoY MAU and revenue growth in under two years. • Led government and telco partnerships reaching 100M+ users • Directed campaigns and partnership expansion, influencing key local revenue streams. • Manage multi-million-dollar budgets while leading cross-functional teams and external agency partners
Job: Zilingo — VP Marketing, South East Asia | Regional P&L | Growth Strategy | Brand | Performance & Partnerships · 2018-08 – 2021-03 — • Directed regional marketing across Indonesia, Thailand, the Philippines and Singapore. • Oversaw $100M–$200M+ annual business impact. • Drove 20x business growth, scaling Indonesia to a $10M/month run rate. • Launched and scaled B2C and B2B verticals across SEA, including wholesale e-commerce, MaaS, SaaS and fintech. • Led full-funnel marketing across paid media, CRM, PR, branding, partnerships and offline activations. • Improved acquisition efficiency, achieving ~20% MoM CAC and CPO optimization. • Increased traffic and new users by ~15% MoM. • Generated ~USD 100K/month in earned media value. • Sustained conversion rates 2x above industry benchmarks. • Built and coached teams of 30+ mark…
Job: Shopee — Strategic Partnership Manager | Market Entry | Ecosystem Growth & User Acquisition · 2015-10 – 2017-02 — • Founding team member during Shopee Indonesia’s market entry, shaping early partnership and growth strategy and supporting its rapid rise to become one of the country’s leading e-commerce players. • Led strategic partnerships across telco, banking and ride-hailing ecosystems (Telkomsel, Indosat, Mandiri, BNI, OCBC NISP, Go-Jek, Uber). • Drove ~30% MoM growth in users and GMV through high-impact partnership programs. • Contributed to a 50% expansion of the customer base and supported Shopee’s first 1M app installs. • Supported major Double Date campaigns (11.11, 12.12), delivering record traffic with efficient CAC. • Analyzed market trends and competitive dynamics to inform partnership stra…
Job: Cove — Country Director of Sales & Marketing | GTM | Growth, Digital Acquisition & Conversion · 2021-04 – 2021-12 — • Led go-to-market strategy for country operations, driving 74% increase in top-of-funnel leads within 2 months. • Delivered 30% growth in bookings and revenue within 1.5 months through integrated marketing and sales alignment. • Reduced acquisition costs by 10% month-on-month while improving digital performance across Meta, Google, and SEO. • Improved website and funnel performance, reducing bounce rate by 20% and increasing conversion actions by 30%. • Strengthened sales processes and capabilities, increasing sales conversion by 5%. • Developed brand positioning and content frameworks, driving 20% month-on-month social audience growth. • Boosted digital marketing efficiency on Meta, Googl…
Job: Mangkokku Indonesia — Head of Marketing | P&L | GTM Strategy | Performance Marketing, Brand & Growth · 2021-12 – 2024-05 — • Led integrated campaigns across Meta, Google, and TikTok, achieving 10% CTR, improving conversion by 10%, and reducing CPM by ~5% MoM. • Expanded brand presence across Jakarta, Java and Sumatra, supporting 60+ outlets across online and dine-in channels. • Owned full marketing P&L and drove 40% online sales growth and 60% YoY order volume increase, contributing significantly to top-line revenue. • Repositioned the brand and refreshed visual identity, increasing brand awareness by 10% YoY. • Strengthened cross-functional alignment across marketing, product and operations, improving campaign speed-to-market by 25%. • Led and developed a high-performing team across performance, partnerships,…
Job: AMG, PT Alternative Media Group — Marketing Communications Executive | Brand | Media Relations | Business Support · 2013-09 – 2014-09 — • Managed integrated marketing communications across external channels, supporting brand visibility and sales initiatives. • Developed proposals and pitches to support business development and branding efforts. • Oversaw marketing programs including media relations, promotions, web presence and CX. • Built and maintained business relationships to strengthen brand awareness. • Supported the design and production of visual marketing assets.
Job: Lite FM 105.8 Jakarta — Public Relations & Promotion Coordinator | Media Relations | Events | Brand Communications · 2012-09 – 2013-07 — • Supported PR strategy and brand awareness initiatives for Lite FM Radio. • Managed media, brand and organizational partnerships. • Coordinated content, events and brand activations to drive audience engagement. • Developed press materials and communications assets. • Collaborated with social media and creative teams to expand digital engagement.
Job: RADIO MS TRI FM 104.2 — Producer & Announcer | Content Creation | Production | On-Air Presentation · 2012-01 – 2012-08 — • Produced and directed content for morning radio programs. • Managed website and social media content. • Supported production of commercials, promotional and testimonial recordings. • Prepared pre-production briefs for reporters, presenters and technical teams. • Contributed to audience growth and social media engagement.
Job: Berrybenka.com — Marketing Communications Executive | Brand Communications | Partnership Programs · 2014-09 – 2015-06 — • Managed key strategic partnership accounts including Telkomsel, XL, IM3, Mandiri and BNI. • Expanded partnership programs to include offline lifestyle brands and FMCG players, broadening reach and acquisition channels. • Analyzed market trends and competitive activity, delivering insights and campaign recommendations to inform management decisions.
School: London School Of Public Relations - Jakarta — Bachelor of Arts, Mass Communication : Journalism Graduated with Magna Cum Laude with 3.73 GPA out of 4.00 scale
School: River Forest High School, USA - Full Scholarship from AFS/YES — High School Diploma

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Marketing StrategyPublic RelationsEvent ManagementMarketing CommunicationsMedia RelationsAdvertisingPress ReleasesIntegrated MarketingBloggingRadioOnline AdvertisingOnline MarketingEvent PlanningCorporate CommunicationsSocial MediaLeadershipMarketingDigital MarketingSocial Media MarketingBusiness Development

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Sarah H.

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