Indonesia's Taman Safari appoints Alexander Zulkarnain as acting CMO

In a leadership shift, Indonesia’s Taman Safari has appointed Alexander Zulkarnain (pictured) as acting CMO, tasking him with driving a new phase of brand momentum across the group’s expansive network of wildlife attractions, resorts, and edutainment hubs.

Zulkarnain, who previously served as senior vice president of marketing, steps into the role as part of a broader restructuring. Hans Manansang, formerly marketing director, has transitioned into the post of director of commercial and corporate strategy.

The appointment signals Taman Safari’s intent to sharpen its marketing strategy at a time when competition in the tourism and leisure sector is intensifying, and digital-first engagement is no longer optional but critical. “As acting CMO of Taman Safari Indonesia, the 90-day plan focuses on boosting digital presence, attracting more foreign tourists, and increasing ticket sales through seven key actions,” Zulkarnain said.

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The key actions include launching a viral digital campaign, promoting signature safari experiences, inviting international influencers and media, partnering with airlines and travel platforms, improving the website for global users, reactivating past visitors via ads and CRM, and running seasonal promos with weekend events.

“The goal is to position Taman Safari as a top destination in Southeast Asia with 50M+ digital impressions, higher international traffic, and strong market dominance,” he added.

With over a dozen venues under its banner - including the Jakarta Aquarium, Royal Safari Garden, Enchanting Valley, and Solo Safari - the group spans key locations across Java and Bali. The business is not just a chain of parks, but an ecosystem of immersive experiences that blend conservation, education, and family recreation.

In a recent interview with MARKETING-INTERACTIVE, Zulkarnain outlined a data-driven approach that integrates AI to map and activate customer behaviour. “We orchestrate our database with the customer centre profile and leverage technology, which is naturally also driven by AI, to define who our customers really are,” he said. “And the insight we’ve found is that the majority of our customers are children under the age of five.”

This insight underlines the brand’s strategic targeting: content and experiences built not just for children but equally for parents - who ultimately shape the memory and value of a family visit.

“Content creation is one of the important and significant things to build the business. So it’s not just about producing content and putting it on various channels, but also about how to amplify it and how to make this kind of content relevant to the audience,” he said.

“They also need to be encouraged to experience the real thing - not just the children, but also the parents, who want to create meaningful memories for their kids.”

This focus on emotionally resonant experiences is already taking shape. During Ramadan, the group’s venues - from West to Central Java - hosted iftar programmes that wove together faith, family, and fauna. From underwater dining at Jakarta Aquarium to caravan picnics at Safari Resort, the offerings combined immersive storytelling with targeted audience segmentation.

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