Hyundai Motors Indonesia has appointed Astrid Ariani Wijana as its new general manager of the marketing department. Wijana (pictured) joins from global online marketplace OLX Group, where she was the head of marketing for over a year. At OLX, she was involved in its brand refresh in November 2019. Wijana will be in-charge of the activities in ATL (brand and advertising), BTL (event and promotion including sponsorships), digital and public relations.
She told Marketing Interactive exclusively that Hyundai carries its thinking for future mobility through its products and innovation, and it is these values and commitment to build stronger communities while expanding its role beyond mere automotive transportation that interested her in joining the company.
“It is a very compelling challenge for me to support on bringing Hyundai Motors Indonesia and introduce their vision in providing smart mobility solutions to create a better quality of life for Indonesian people. And this is an exciting times for Hyundai in Indonesia so I am really excited to be part of this,” she added.
Wijana is no stranger to the automotive industry. She brings with her more than 15 years of experience in managing and executing marketing communication premium car brands. Prior to OLX Group, she was with Eurokars Group as head of marketing and previously a senior marketing manager for over a decade at Mazda Motors Indonesia.
As the marketing head at Eurokars, she was responsible for managing brand and product awareness through integrated marketing and PR strategy, as well as determining and developing marketing plans in conjunction with sales department. This included advertising, public relations, marketing communications, events, promotions, media buys, and digital marketing.
Wijana was solely focused on Mazda Motors’ growth in Indonesia, and according to her LinkedIn, she had successfully re-established the Mazda brand in Indonesia into a stronger position and clear brand positioning.
Wijana said that she built the Mazda brand through its re-entry in Indonesia market in 2006 until present, and changed its brand image from negative and perceived as “cheap”, to a premium Japanese brand with unique positioning and perceived as one of lifestyle brands. Before that, she was with BMW Group handling marketing and communication for more than three years.
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