Yuanita Ayu Pratama
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Marketing Manager
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About Me

How would you describe your current role and the biggest challenges you face?

In my current role, I oversee the creation and execution of marketing strategies to promote PointStar Consulting as the #1 Cloud ERP solution in SEA and consistently being one of the pioneer batches of Oracle NetSuite and Workato partners.

Responsible for developing marketing campaigns across regions (Indonesia, Thailand, Singapore & Malaysia) managing the company's online presence, collaborating with Business Development and Sales teams, organizing events, and analyzing marketing data to optimize strategies, increase brand awareness, generate leads, and support sales efforts.

My biggest challenge is to do more in-depth research for every market behavior and understand what they need and their pain points.

What is a common misconception about the work you do?

I came from B2C companies. One basic misconception when transitioning from a B2C to a B2B marketer is assuming that the same strategies and tactics will work effectively in both markets.

In B2C, the focus is often on emotional appeals and quick conversions, while B2B marketing emphasizes building long-term relationships, providing detailed product information, and targeting a more complex decision-making process involving multiple stakeholders.

To address this, I prioritize understanding the specific needs and pain points of my business clients, developing content that highlights value and ROI, and fostering strong, trust-based relationships through personalized and consultative sales approaches.

How did you get started in your marketing career?

I started in 2012 as a Marketing Coordinator in the hospitality industry. I feel that I have a strong background in PR, events & community.

Managing corporate events excites me the most. It enables me to meet new people; and all kinds of industry stakeholders. I enjoy the whole creative process from generating, developing, and communicating, to executing new ideas. My ability to combine creativity and organizational skills has helped me manage different projects to tight deadlines simultaneously in an organized fashion.

So far, arranging events is still one of my key touchpoints for my marketing strategy. Although in my current role, I've been doing a more comprehensive B2B marketing strategy. From implementing a robust digital marketing strategy to enhancing lead generation with content and hosting & participating in events.

Lastly, I continually analyze and adjust strategies based on performance metrics to ensure ongoing improvement and lead generation efficiency.

Describe the most impactful marketing campaign/project you've personally worked on.

In my tenure as a Marketing Communication Manager in one of the five-star hotels in Jakarta, I successfully arranged a series of activities that commenced with a warm welcome extended to Iris Mittenaere, Miss Universe 2017, along with other distinguished guests including Puteri Indonesia 2017, Kezia Warouw, and Miss Universe 2005, Natalie Glebova.

The hotel proudly served as the official quarantine facility for 38 finalists of Puteri Indonesia 2017, providing them with a luxurious and culturally rich experience. Throughout their stay, the finalists were treated to the enchanting melodies of gamelan music in the lobby and savored the delights of authentic Indonesian cuisine prepared by the hotel's culinary experts.

As part of the engagement, a morning run was organized during Car Free Day, fostering camaraderie and promoting a healthy lifestyle among the contestants. In a heartfelt gesture of corporate social responsibility (CSR), the hotel arranged a visit to Yayasan Sayap Ibu, where donations of books and hotel pillows were presented, enriching the lives of the community.

The culmination of this extraordinary series of events was marked by a press conference, where I as the hotel's Marketing Communication Manager represented the establishment with pride and grace. As anticipation mounted for the winner announcement, a beauty class session was conducted in collaboration with Bunga Jelitha, the esteemed winner of Puteri Indonesia 2017, in celebration of National Women's Day (Hari Kartini) and Indonesia Independence Day, encapsulating the spirit of empowerment and cultural heritage.

What is one marketing trend or change you're not convinced will work for SEA tech brands?

One marketing trend I'm not convinced will work effectively for Southeast Asia (SEA) tech brands is the heavy reliance on influencer marketing.

While influencers can have significant reach, the diverse and fragmented market of SEA, coupled with varying levels of internet penetration and trust in influencers across different countries, can make this approach inconsistent and less effective. Tech products often require more in-depth understanding and credibility, which influencers might not always provide.

Instead, focusing on building community engagement, providing detailed product education, and leveraging thought leadership through industry experts and tech forums might yield better results for SEA tech brands.

What is one marketing trend or change that you hope to see more of at SEA tech brands? And, why?

One marketing trend I hope to see more of among SEA tech brands is the adoption of localized content marketing.

Given the diverse cultures, languages, and consumer behaviors across Southeast Asia, tailoring content to local audiences can significantly enhance engagement and relevance. By creating content that resonates with the specific needs, preferences, and pain points of each market within the region, tech brands can build stronger connections and trust with their audience.

This approach not only fosters better customer relationships but also improves brand loyalty and increases the effectiveness of marketing efforts. Embracing localized content demonstrates respect for the uniqueness of each market, ultimately driving more meaningful interactions and business growth.

What is your favourite marketing resource that you would recommend to this community? And, why?

Hosting events and fostering community engagement are my favorite marketing strategies because they provide unparalleled opportunities for networking, knowledge exchange, and building meaningful relationships.

These activities not only enhance brand visibility but also create a platform for deep, trust-based connections with potential clients and industry peers, ultimately driving business growth and innovation. By participating in this community, I aim to collaborate with like-minded professionals and contribute to the collective success of our dynamic and diverse region.

Lastly, where are you based, and where would you take friends visiting your city for the first time?

I'm based in Tangerang Selatan but if I'm going to Work From Office I commute to South Jakarta. I will take friends to nice coffee shops around Cipete, South Jakarta because I love the ambiance and the coffee for sure.

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