Geby Ulyana — Brand Marketing

About

More than a marketer.

I got into brand marketing because I wanted to know why some things stick and most things don't. Three years in, I still don't fully know — but I'm closer every campaign.

I joined Bank Mandiri through the Officer Development Program — a competitive track that cycles you through real business units before placement. I ended up in Brand Marketing and stayed, because it turned out building how one of Indonesia's most-recognized brands speaks to people was exactly the kind of problem I wanted to work on.

My day-to-day sits at the intersection of brand consistency and campaign performance — making sure what we say in an ATL campaign holds up in a social caption, and that the creative idea was worth running in the first place.

I care about the work before the work: the research, the brief-writing, the hard questions. That's where good campaigns get made or lost.

Education Business Management, BINUS University '20

Location Jakarta, Indonesia

Industry Banking & Financial Services

Status ● Open to opportunities

Years building
one of Indonesia's
biggest brands.

Campaign execution

End-to-end at Mandiri — brief, creative, launch, post-mortem. Every step.

Business development

Cross-selling strategy and revenue initiatives at PT Surya Citra Media.

Experience

Where I've worked.

Dec 2023 – Present

PT Bank Mandiri (Persero) Tbk.

Full-time · 2 yrs 7 mos

Current

Assistant Manager, Brand Marketing & Campaign Management

Leading brand marketing and campaign initiatives at one of Indonesia's largest financial institutions. Responsible for keeping the brand's voice consistent across all campaign touchpoints while ensuring executions are grounded in measurable business outcomes.

Plan and execute integrated marketing campaigns across digital, ATL, and BTL channels
Collaborate with creative agencies, media buyers, and internal stakeholders to deliver on-brief and on-budget
Manage campaign performance tracking and post-mortem analysis to inform future planning
Contribute to brand guidelines to ensure consistency across Mandiri's customer touchpoints

Nov 2023 – Oct 2024

PT Bank Mandiri (Persero) Tbk.

Officer Development Program · 1 yr

Officer Development Program — Business Enabler

Competitive rotational program for high-potential graduates. Embedded across business units to develop a full understanding of Mandiri's operations before placement in Brand Marketing.

Sep 2022 – Feb 2023

PT Surya Citra Media, Tbk.

Internship · 6 mos

Business Development Intern

Worked within the business development team of one of Indonesia's major media groups. Focused on revenue growth through customer analysis and strategic marketing initiatives.

Identified cross-selling opportunities through ongoing customer needs analysis
Created effective marketing, sales, and promotional initiatives to drive revenue
Supported pitch preparation and client relationship management activities

Jul 2022 – Aug 2022

PT Bank Mandiri (Persero) Tbk.

Apprenticeship · 2 mos · Plaza Mandiri

Marketing Communications Intern

First exposure to Mandiri's marketing function. Supported campaign delivery through team collaboration and stakeholder communication.

Used communication and collaboration abilities to build positive staff relations
Supported smooth-running campaign delivery across internal teams

Jan 2022 – Mar 2022

UMKM Siap Go Digital Jabodetabek

Volunteer · 3 mos

Volunteer, Digital Marketing

Supported a program helping small and micro businesses across Greater Jakarta establish digital marketing capabilities and online presence.

Selected Work

Campaigns that moved something.

Real projects from 3 years in brand marketing and campaign management.

PT Bank Mandiri · Brand Marketing

Integrated Brand Campaign — Product Launch

ATL Digital Brand

Managed the end-to-end delivery of a multi-channel brand campaign for a Mandiri financial product — from agency brief through creative review, media planning, and post-launch performance review. Coordinated across three internal teams and two external agencies to keep the campaign on-message and on-schedule.

Agencies coordinated

Multi-channel

ATL + Digital + BTL

PT Bank Mandiri · Campaign Management

Customer Cross-sell Campaign

CRM Cross-sell Analytics

Developed a targeted cross-selling campaign aimed at Mandiri's existing customer base. Worked closely with the product and data teams to segment audiences and craft messaging relevant to different customer profiles. Tracked performance against business KPIs and refined targeting based on mid-campaign data.

Segmented

Audience targeting

Data-driven

KPI tracking & optimisation

PT Surya Citra Media · Business Development

Revenue Growth Initiative — Promotional Bundling

B2B Sales & Marketing

Identified cross-selling opportunities through structured customer needs analysis across SCM's client base. Built promotional and sales initiatives to bundle media products, resulting in incremental revenue conversations. Supported pitch decks and client-facing materials for business development meetings.

Cross-sell

Opportunity identification

B2B

Client relationship support

Get in touch

Let's build something
worth remembering.

Open to brand marketing roles, campaign management positions, and anything at the intersection of strategy and execution. I reply to every message — usually the same day.

geby@email.com