Bluebird Indonesia appoints Monita Moerdani as CMO to broaden brand appeal

Bluebird Group has appointed Monita Moerdani (pictured) as its new chief marketing officer in Indonesia, effective 1 August 2025, as the company sharpens its focus on customer experience, digital growth, and brand relevance in an increasingly competitive mobility landscape.

Moerdani takes over from Mediko Azwar, stepping into a key leadership role at one of Indonesia’s most recognisable urban transportation brands. She will report directly to CEO Adrianto Djokosoetono.

In her new capacity, Moerdani will lead the entire marketing function, overseeing brand positioning, campaign development, customer experience, digital and social media, and corporate communications. Her remit is clear: strengthen Bluebird’s brand reputation while deepening engagement across all customer touchpoints.

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One of her immediate priorities is sharpening Bluebird’s relevance across generations by “reinforcing trust among long-time users while building meaningful appeal for younger, digitally native segments,” Moerdani explained in a statement to MARKETING-INTERACTIVE.

Another core focus will be refining the company’s portfolio positioning. The goal is to ensure each vertical plays a clear and compelling role in the broader business, while anchoring the brand’s perception not just as a taxi company, but as a holistic and trusted mobility solution across Indonesia, she said.

On the digital front, Bluebird is doubling down on its app-driven services. Moerdani will lead efforts to accelerate adoption of the MyBluebird app and improve user engagement through smarter CRM, loyalty, and retention strategies.

With Bluebird’s brand equity established, the challenge now lies in pushing the brand into its next chapter - bridging legacy and innovation in a market increasingly shaped by digital habits.

Prior to joining Bluebird, Moerdani held several senior marketing roles across Indonesia’s leading tech companies. She served as CMO at DANA Indonesia, where she repositioned the brand with the #BebasDrama campaign and led a full overhaul of marketing operations.

Earlier, she was senior VP of marketing at Gojek, overseeing mobility marketing and spearheading the company’s rebranding effort through the #PastiAdaJalan campaign. She also stepped in as interim group lead for brand and product marketing, and led COVID-19 customer experience response efforts.

Before that, she served as head of brand at Tokopedia, where she introduced the #MulaiAjaDulu platform, repositioning the brand from utility to aspiration.

Bluebird Indonesia posted revenue of IDR 2.67 trillion (US$163 million) in the first half of 2025, up 15% from the previous year, driven by growth across both taxi and non-taxi segments - the latter covering car and bus rentals, shuttle services, logistics, vehicle sales and maintenance, as well as auctions.

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