Indonesia | Fractional Brand Director

As Fractional Brand Director for Uwinfly — Indonesia’s largest electric motorcycle brand — I led

1. Organizational Restructure & Process Upgrade:
Transformed the marketing organization from a linear relay model to modular, performance-driven units with clear accountability; introduced a competitive “horse-race” reward mechanism to enhance efficiency and talent visibility.

2. Digital Transformation:
Built a full lead-to-store conversion system, integrating advertising, CRM data, and test-ride management to enable data-driven operations.

3. E-Commerce Growth:
Drove Shopee sales +126%, launched TikTok Shop from zero with a 21-hour daily livestream framework (avg. conversion 3.6%), and increased non-core model share to 36% (+16pt).

4. Store E-Commerce Activation:
Enabled 600+ franchise stores to join the affiliate ecosystem with 60% social media coverage; designed a profit-sharing incentive model to boost local ownership and performance.

5. User Community & Engagement:
Achieved +28.2% monthly community growth and an average social engagement rate of 9.08%, strengthening brand affinity and user participation.

6. Dealer & Community Collaboration:
Standardized community and expo marketing programs with ROI-based evaluation and replication processes, improving on-ground penetration and franchise collaboration efficiency.