VP-Head of Brand & Communication (Home Broadband)

As the Vice President of Brand & Communication, you will be the custodian of the Home Broadband brand identity for Indonesia’s market leader. You will architect the narrative that connects with HIFI and HiFI AIR brand with Indonesian households to the digital world. This strategic role requires a visionary leader to oversee end-to-end brand building, from market positioning and creative strategy to media planning and digital engagement for both our Fiber and Fixed Wireless portfolios.

Area of Responsibilities:

• Strategic Brand Architecture - Define and execute the long-term brand strategy for the Home Broadband portfolio
• Integrated Marketing Communication (IMC) - Lead the development of 360-degree marketing campaigns that drive brand salience, consideration, and subscriber acquisition across TV, Digital, OOH, and Retail channels
• Go-to-Market (GTM) Leadership - Partner with Product and Sales teams to design high-impact GTM launches for new speed tiers, entertainment bundles, and device partnerships
• Digital & Social Excellence - Spearhead the digital content strategy to build an engaged community, managing online reputation and leveraging data-driven insights to optimize performance marketing

Deliverables:

• Top-of-Mind Awareness (TOM) growth against key competitors.
• Net Promoter Score (NPS) improvement specifically related to brand perception.
• Marketing Return on Investment (ROMI) and Cost Per Acquisition (CPA) optimization.
• Contribution to Gross Additions (new subscriber growth) for FTTH and FWA.
• Upsell/Cross-sell conversion rates driven by marketing campaigns.
• Share of Voice (SOV) in digital conversations regarding broadband.
• Engagement rates and sentiment analysis across social platforms.
• Website traffic growth and lead generation conversion rates.

Qualification:

• Minimum of 10+ years in Brand Management or Marketing, with at least 5-7 years in a senior leadership role. 

Related Experience:

• Experience in Telco, FMCG, or Consumer Tech is highly preferred, must handle agency