willdjaja

Senior marketing leader with more than 15 years of experience across property development, high-rise apartments, shopping malls, and hospitality, with a proven track record in driving sales performance, project repositioning, and marketing efficiency at a national scale.

Currently serving as National Head of Corporate Marketing at PT PP Properti Tbk, overseeing 2 landed housing projects, 11 high-rise apartments, 2 shopping malls, and 3 hotels across more than 10 major cities in Indonesia. Within one fiscal year, delivered 1,361 units sold, generating approximately IDR 1.3 trillion in revenue and cash-in. Led integrated national campaigns that increased corporate brand awareness by 65% and expanded media coverage by 300% year-on-year.

Recognized for successfully repositioning underperforming projects, achieving up to 80% growth in lead generation within three months, and improving the lead-to-closing ratio from 1:47 to 1:22 through digital funnel restructuring and data-driven audience targeting. Strong focus on efficiency and governance resulted in a 28% reduction in marcomm expenses and IDR 5.2 billion in total marketing cost savings through budget optimization.

Played a key role in crisis communication during the PKPU process, maintaining 90% positive media sentiment and safeguarding corporate reputation. Experienced in aligning marketing, sales, PR, and stakeholder communication into a single, measurable growth framework.

Previously held leadership roles at CFLD International, contributing to project repositioning, 22% reduction in cost per lead, and 30% faster campaign execution, as well as earlier roles with Ciputra Group, Djarum Group, and ASRI (Agung Sedayu Group), building a strong foundation in branding, partnership development, event-driven traffic generation, and large-scale campaign execution.

Known as a results-oriented, data-driven leader with a pragmatic execution style, particularly effective in turnaround situations, high-pressure targets, and complex multi-project organizations.