Mondelēz Indonesia hands Maggie Effendy head of marketing role

Mondelēz International has promoted Maggie Effendy to the role of head of marketing for its Indonesia market. According to her LinkedIn profile, Effendy (pictured) will be responsible for all brands performances across total categories in the Indonesian market. She will manage a diverse and empowered team covering a portfolio of global brands, such as Oreo and Cadbury, and local jewels, such as Biskuat and Kraft Cheese. It is added that Effendy will be responsible for both short term financials as well as crafting long term strategy to fulfill Mondelez vision of #SnackingMadeRight.

Prior to taking on this role, Effendy was the head of Mondelēz's biscuit category for four years. She was responsible for full profit and loss performance of the biscuit category in Mondelēz Indonesia, and was tasked with consumer-focused brand building, her LinkedIn said. Effendy first joined Mondelēz in 2017. Before that, she held the role of marketing manager at Nestlé Indonesia where she was tasked with the overall marketing of Nestlé breakfast cereal brands, covering kids, adult and family category, which includes global brands such as Koko Krunch, Honey Star and Milo Balls. Effendy also headed the marketing division for Burger King Indonesia, per her LinkedIn, where she reported to the VP of Burger King Asia Pacific South division. MARKETING-INTERACTIVE has reached out to Mondelēz for additional information.

Separately, Mondelēz has also promoted Arpan Sur to associate director, marketing head, for Malaysia and Singapore. Leading a 12-man team responsible for all categories in both countries. Sur will oversee the end to end marketing responsibility across the full portfolio of brands, equity, innovation, media and activation. All the categories from chocolates, biscuits and snacks to gum and candy such as Cadbury, Oreo, Jacob’s and Twisties, to name a few, will report into Sur.

Sur was previously associate director, biscuits lead, Malaysia, Singapore and Thailand for more than a year, according to his LinkedIn. In this role, Mondelēz's spokesperson told MARKETING-INTERACTIVE that he successfully drove share gains, especially for Oreo, across all Southeast Asia markets. 

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