Work — (06 / 10)
Affor Neo Jaya · National cosmetics brand
RK Cosmetics
A national multi-tier reseller cosmetics brand where thousands of resellers were each inventing their own marketing.
My role on this project
- Creative direction
- Team lead
- Reseller enablement
- Omni-channel strategy
- Web build
- Role
- Creative director · national brand team
- Year
- 2020 — 2021
- Scope
- Creative direction, enablement, channel strategy
- Market
- Indonesia
- Reach
- 688K followers · thousands of resellers
- Brand scale
- ~IDR 15B monthly sales
Situation
A national cosmetics brand selling through a multi-tier reseller network. Thousands of independent sellers were each producing their own marketing, so the brand looked like a different company in every feed and no reseller had a reliable way to convert.
What I did
Directed the national brand team and set the creative standard, then produced the marketing materials the reseller network actually needed rather than the ones head office liked. Ran sales and conversion training for resellers across Indonesia, and built the omni-channel strategy that opened direct sales channels alongside the reseller tiers.
Outcome
Creative standardised nationally and thousands of resellers equipped with structured conversion funnels instead of improvised posts. The brand was turning over roughly IDR 15 billion a month during that period, close to USD 1 million.
