Heru Juliandi

• Spearheaded a comprehensive business growth strategy for a national modest
fashion brand, scaling annual e-commerce revenue by 5.2x within two years through
data-driven pricing models and omnichannel expansion.
• Directed digital marketing campaigns across Meta Ads, Google Ads, and
e-commerce ecosystems, continuously optimizing Return on Ad Spend (ROAS) and
improving customer acquisition costs.
• Managed the entire product lifecycle for a portfolio of over 300 SKUs, maintaining a
core lineup of 20 flagship items that sustained customer demand for 9 years through
targeted brand identity reinforcement.
• Led and mentored a 43-person cross-functional production and operations team
(Office, QC, Sewing, Cutting), implementing strict KPI governance and efficiently
coordinating freelance resources to meet production demands.
• Analyzed consumer behavior and campaign performance utilizing business analytics
to navigate market disruptions, refine audience segmentation, and optimize the
end-to-end customer journey.
• Built and managed an audience-focused content team, producing a blend of
educational and commercial storytelling by social media (Instagram, Facebook,
Tiktok, Youtube) that significantly enhanced brand awareness and audience
engagement.

• GTM & Revenue Growth: Developed and executed end-to-end brand strategies and Go-to-Market
(GTM) roadmaps to transform a newly established womens fashion label into a nationally recognized
brand. Defined customer segmentation and pricing structures, contributing to a 5.2x revenue
multiplier within two years, and successfully penetrated the brand identity into the Millennial and Gen
Z modest fashion demographic.
• Brand Architecture & Product Lifecycle: Established a dual-segment brand architecture (Exclusive
& Premium) to capture diverse market purchasing power, and managed the product lifecycle for over
300 SKUs. Maintained 20 flagship items through a strong brand identity, strategically positioning deep
black fabric as a signature element to trigger a consumer halo effect. Successfully reached all levels
of purchasing power and sustained continuous B2B/B2C demand and retention for nine years.
• Creative Direction & Visual Merchandising: Managed brand identity, creative strategy, and
cross-platform visual merchandising across Instagram, TikTok, Facebook, YouTube, webstores,
marketplaces (Shopee, TikTok Shop Tokopedia, Lazada), WhatsApp, and email marketing. Led a
team consisting of photographers, editors, content creators, and social media specialists to ensure
consistent, premium brand standards.
• AI Integration & Workflow Optimization: Implemented AI-driven creative workflows with rigorous
quality assurance; drastically reduced photo editing turnaround from 24 hours to 1-2 hours, raw video
production from 2-3 days to 1 day, and full-AI video editing to 1-3 hours, thereby significantly
increasing marketing campaign efficiency. Omnichannel Campaigns Commercial ROI: ROI/ROAS. Cross-Functional

• Executed digital sales and marketing strategies for various local and international perfume brands
across major online platforms and web stores, driving consistent sales growth.
• Developed and implemented multi-channel online promotional campaigns and Customer Relationship
Management (CRM) initiatives to optimize customer retention.
• Leveraged deep insights into online consumer shopping behavior to refine digital merchandising,
establishing a strong foundation for digital storefront management.

• Drafted, modified, and finalized technical shoe patterns using CorelDraw for global
brands Converse and Vans, successfully translating master designs from China into
production-ready blueprints.
• Developed Standard Operating Procedures (SOPs) and visual guidelines covering
cutting, stitching, lasting, assembling, and finishing.
• Coordinated the physical prototype creation process with the Sample Room team,
preparing and presenting finished technical documentation to management,
designers, and buyers for final approval.
• Provided hands-on technical troubleshooting on the production floor during the
assembly of new shoe models, immediately resolving pattern adjustments and
stitching issues to prevent production delays.
• Managed and archived digital and physical pattern data systematically, ensuring
rapid and accurate retrieval for repeat orders.

• Drafted, modified, and finalized technical shoe patterns using CorelDraw for global brands Converse
and Vans, successfully translating master designs from China into production-ready blueprints.
• Developed Standard Operating Procedures (SOPs) and visual guidelines covering cutting, stitching,
lasting, assembling, and finishing.
• Coordinated the physical prototype creation process in the sample room, preparing and presenting
final technical documentation to management for final approval.