Indonesian eCommerce marketplace Bukalapak has appointed Erick Wicaksono Kurniawan (pictured) as VP of marketing. He was previously the global brand communication lead at adidas Germany. In his nine years with adidas, Wicaksono has also held senior marketing roles covering the Netherlands and Germany region.
According to his LinkedIn, his projects at adidas were for the football division. He was involved in the development of an ecosystem strategy and planning as well as implementation in seasonal campaigns for adidas Football. One of his several key achievements include leading adidas Football digital experiences production for 2014 FIFA World Cup, across platforms such as desktop, mobile and tablet. Prior to that, he held a marketing intelligence role with tech company TomTom for over a year.
As the VP of marketing at Bukalapak, Wicaksono will oversee marketing initiatives that includes, but not limited to establishing a series of company marketing campaigns, improving the way marketing teams work at the eCommerce company, as well as to ensuring the executions are rooted in the company brand DNA.
Having worked in Europe for close to a decade, Wicaksono told Marketing Interactive exclusively that he returned to Indonesia with the desire to move out of comfort zone. The decision-making process in marketing teams at Europe work differently due to the levels of bureaucracy, he said, adding that in Bukalapak, decision-making has to be almost immediate, given the company’s lean structure.
Reigning as Indonesia’s fourth unicorn company, Bukalapak has also expanded its services to consumers from Singapore, Malaysia, Brunei, Hong Kong and Taiwan through the launch of BukaGlobal in May. According to Wicaksono, the fast-paced environment and market dynamics in Indonesia allows marketers and companies to constantly innovate and reinvent itself.
However, the challenge he said, is in group of online shoppers who tend to take into consideration price and discounts over brand loyalty when making purchases. As such, eCommerce brands will need to build a strong emotional relationship with users without burning too much cash in maintaining and increasing customer loyalty, he added.
“Fuelled by its young, massive and fast-growing population, Indonesia’s eCommerce market size is as many people expected, could grow two to three times every year. I truly believe that Bukalapak is also capable of making a significant growth,” Wicaksono said.
Currently, Bukalapak works with PHD Indonesia as its media agency. As per the agreement, PHD will manage the offline media duties for the eCommerce company.
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