Astrid is available for hire
Hire AstridAstrid Tjahja
Verified Expert in Marketing
Marketing Expert
Location
Sydney, New South Wales, Australia
Toptal Member Since
August 21, 2023
Astrid is a passionate problem solver dedicated to bridging the customer-solution gap. With 10+ years of experience in B2B marketing, she has worked in both agency and client-side roles, thriving in creating integrated marketing programs that fuel business growth and foster customer loyalty. With a knack for creative storytelling and analytical thinking, Astrid bridges the customer-solution gap by combining the art and science of marketing, delivering impactful campaigns and meaningful results.
Expertise
Work Experience
Digital and Field Marketing Manager
2022 - PRESENT
KPMG
- Received the Worthy of Trust Award in 2022 and again in 2023, and Encore Award in 2023 for exceptional performance and ability to get the job done well.
- Boosted new customer acquisition by 25% through form submissions on wiise.com between 06/2022 and 12/2022.
- Secured 244 marketing-qualified leads (MQL) through a targeted manufacturing marketing program involving live event activations, online webinars, search engine marketing (SEM), organic and paid social, and content series between 09/2022 and 12/2022.
- Surpassed benchmark by 110% by generating 1,600 high-quality leads within the ideal customer profile (ICP) in Q2 FY23.
- Achieved 93 MQLs through targeted, industry-specific marketing sequences, including personalized emails, landing pages, digital magazine, SEM, social media, video, and valuable content such as whitepapers and industry reports in Q2 FY23.
Marketing Manager
2019 - 2022
OpenLearning
- Built and executed multi-touch campaigns incorporating inbound, outbound, events and digital, email programs, ABM, PR, and social channels.
- Led planning, development, and execution of content marketing, case studies, award submissions, and online events championing the customer.
- Drove the go-to-market strategy, including audience targeting, segmentation, positioning, value propositions, key messaging, marketing channels, budgets, and lifecycle campaigns to convert, grow, and retain.
- Tracked and reported on goals, measured performance, and identified optimization opportunities on a weekly, monthly, quarterly, and yearly basis.
Digital Marketing Lead, APAC
2018 - 2019
Crestron
- Worked closely with regional marketing teams and sales teams to provide support and ensure that global marketing initiatives were localized and relevant to the target audience.
- Produced engaging written and visual content with the goal to inform, educate, and promote features and benefits of Crestron workplace technology products to reach key B2B decision-makers.
- Defined and executed the go-to-market strategy across four key regions in APAC - ANZ, SEA, NEA, and India.
- Drove the end-to-end funnel management activities with the goal of growing the pipeline of MQL, SQL, and deal opportunities.
- Developed and delivered innovative marketing programs to meet and exceed growth targets.
Digital Campaign Manager
2015 - 2018
Singtel Optus
- Managed successfully and consistently outperformed campaign performance and KPIs across the Optus $30 million digital media budget.
- Led weekly reporting meetings and post-campaign reviews to determine key learnings, improvements, and successes.
- Derived meaningful trends and insights across a range of paid media channels via multiple data sources, driving further growth and online sales generation opportunities for the Optus business – mobile, network, and business.
Digital Manager
2014 - 2015
CoreLogic
- Reported leads for website-related data of flagship brand Onthehouse.com.au.
- Acted as a trusted advisor within the business in relation to campaign strategy, planning, execution, and optimization.
- Managed, led, and mentored a team of two account executives and two ad operation specialists.
Digital Marketing Assistant
2013 - 2014
irwinSolutions
- Coded HTML landing pages and eDM templates compatible with both desktop and mobile interfaces, troubleshooting and reviewing rendering across devices and browsers.
- Built and deployed email-based and SMS campaigns using campaign monitoring and internal company software.
- Managed data, deployed emails, created automated triggered campaigns, and worked closely with internal stakeholders and data teams to successfully implement campaigns.
Project History
Integrated Manufacturing Campaign
Secured 244 MQLs through a full-funnel industry-targeted digital program for manufacturing.
Successfully secured 244 MQLs through a comprehensive digital program specifically tailored to the manufacturing industry. The program employed various strategies such as virtual interactive webinars, search engine marketing (SEM), organic and paid social media campaigns, email marketing, and a series of content releases. The campaign, which ran from September 2022 to December 2022, also featured dedicated landing pages on a campaign website.
The main objective of the digital program was to promote Wiise ERP, an all-in-one system designed to streamline manufacturing processes. Wiise ERP offered a solution to optimize time and cost management by encompassing all stages of manufacturing within a single platform. Its capabilities included inventory management, demand management, resource planning, and more.
The main objective of the digital program was to promote Wiise ERP, an all-in-one system designed to streamline manufacturing processes. Wiise ERP offered a solution to optimize time and cost management by encompassing all stages of manufacturing within a single platform. Its capabilities included inventory management, demand management, resource planning, and more.
Integrated CFO-targeted Campaign
Generated 427 unique virtual booth entries and 275 MQLs through a persona-targeted program for CFOs and financial leaders consisting of a virtual accounting congress event between 11/2022 and 12/2022.
This targeted program for CFOs and financial leaders achieved remarkable results, generating 427 unique virtual booth entries and capturing 275 marketing-qualified leads (MQLs). The program primarily revolved around a virtual accounting congress event held between November 2022 and December 2022.
The extensive benefits of Wiise ERP were highlighted as part of this program, emphasizing its ability to propel businesses forward. Wiise ERP offered a unified platform to manage multiple entities, providing real-time and comprehensive financial reporting. By utilizing Wiise ERP, users gained access to the essential data required for effective planning and decision-making. Simplifying intercompany transactions, one-time entry document processing, and seamless purchasing and sales processes were some of the key features of Wiise ERP. The solution also delivered accurate insights into spending, profit, and loss across each entity, bolstered by customizable reporting functionalities.
The extensive benefits of Wiise ERP were highlighted as part of this program, emphasizing its ability to propel businesses forward. Wiise ERP offered a unified platform to manage multiple entities, providing real-time and comprehensive financial reporting. By utilizing Wiise ERP, users gained access to the essential data required for effective planning and decision-making. Simplifying intercompany transactions, one-time entry document processing, and seamless purchasing and sales processes were some of the key features of Wiise ERP. The solution also delivered accurate insights into spending, profit, and loss across each entity, bolstered by customizable reporting functionalities.
Edtech Virtual Symposium
https://www.canva.com/design/DAFq22Pc4dk/Wkq9Yurvy-YbETIj98MZ4A/edit?utm_content=DAFq22Pc4dk&utm_campaign=designshare&utm_medium=link2&utm_source=sharebuttonLaunched the Micro-credential Symposium, an online event that generated a total of 647 registrants in the higher education sector in Australia and New Zealand (ANZ).
In 2020, I successfully launched an online event called the Micro-credential Symposium, garnering a total of 647 registrants from the higher education sector in ANZ.
The Symposium aimed to achieve the following objectives:
• Facilitate a collaborative discussion surrounding micro-credentials across different sectors.
• Provide an overview of the current micro-credential landscape in Australia.
• Outline the identified areas of need and corresponding opportunities for education providers.
• Foster connections with local organizations that have already implemented or are in the process of implementing micro-credential strategies.
• Support connections with edtech partners and solution providers.
The Symposium aimed to achieve the following objectives:
• Facilitate a collaborative discussion surrounding micro-credentials across different sectors.
• Provide an overview of the current micro-credential landscape in Australia.
• Outline the identified areas of need and corresponding opportunities for education providers.
• Foster connections with local organizations that have already implemented or are in the process of implementing micro-credential strategies.
• Support connections with edtech partners and solution providers.
Education
2010 - 2012
Dual Bachelor of Commerce Degrees in Accounting and Marketing
UNSW Sydney - Sydney, Australia
Certifications
JULY 2023 - PRESENT
Learning How to Learn: Powerful Mental Tools to Help You Master Tough Subjects
Deep Teaching Solutions
AUGUST 2022 - SEPTEMBER 2023
Inbound Marketing Certified
HubSpot Academy
Collaboration That Works
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