Mochammad Herry

Head of Modern Trade

(+62) 0878 7903 2508 | mochammad.herry@gmail.com | Kota Tangerang, Banten
Leadership I Salesmanship I Key Account Management I Channel Management I
Territory Management I Financial Management I Field Force Management I Activation-
Event Management I E-Commerce Management

Experience

Oct 2022 – Until now Head of Modern Trade

PT. Permata Indo Kav – Biosphere Corporate – (Bioaqua – Petersons Lab)| Jakarta
Raya, Indonesia

Industry Consumer Products / FMCG

Specialization Marketing/Business Development
Role Business Development
Position Level Manager

1. Deliver sales result in national modern trade (Haba, Minies, Hysu) in volume and revenue
2. Develop customer business plan in national modern trade (Haba, Minies, Hysu) to achieve
the target given
3. Manage assigned trade fund budget in modern trade (Haba, Minies, Hysu) and Modern
Trade Independent in national area, Ensure excellent in store execution
4. Monitor the promo execution on the store and coordination with area team
Improve merchandising at the store level, such as checking Planogram, pricing, goods
condition and stock level
Make sure all requirements needed for listing and promotion is available on time
To assure that all the administration requirements is done properly and on time (example:
SSAF (Supermarket Special Activity Authorization Form), SR (Sampel Requisition), internal
memo to area and to accounts, promo agreement)
To prepare brief report for every store/market visit and any other update from assigned
accounts and competitors (the content of the forms to be discussed by the immediate superior)

5. Monitoring field sales operational team (salesman, SPG and merchandiser)

6. Identify key business drivers in nasional modern trade account along with evaluating post
promo activities
7. Responsible and monitoring sales achievement in a weekly basis and develop plan to
achieve it
8. Lead promoters team to ensure trade execution
9. Monitoring and report trade budget tracking.
10. Able to communicate and manage communication with all retailers in head office , for
achieving in store promo objective and company objective in the end
11. Able to communicate and manage communication with field brand development team
(MM, BM, ABM and BE)
12. Able to communicate and manage communication with field sales operational team (HoS,
HoR, HoA, TSS and Sales)
13. Able to communicate and manage communication with field merchandising team (SPG
MD Head, Spv SPG-MD, TL SPG-MD, MD, and SPG)
14. Able to communicate and manage communication with all Head retailers with buyer and
 operational team with store managers, for achieving in store promo objective and company
objective in the end

Feb 2019 – Sep 2022 Key Account Manager (Modern Trade and E-Commerce)
PT.Jalur Mandiri Utama – Hebe Beauty Corporate – (YOU, Dazzalme, Glamfix, Lafajoy)|
Jakarta Raya, Indonesia
Industry Consumer Products / FMCG
Specialization Marketing/Business Development
Role Business Development
Position Level Manager

1. Deliver sales result in national modern trade (Haba, Minies, Hysu) in volume and revenue
2. Develop customer business plan in national modern trade (Haba, Minies, Hysu) to achieve
the target given
3. Manage assigned trade fund budget in modern trade (Haba, Minies, Hysu) and Modern
Trade Independent in national area, Ensure excellent in store execution
4. Monitor the promo execution on the store and coordination with area team
Improve merchandising at the store level, such as checking Planogram, pricing, goods
condition and stock level
Make sure all requirements needed for listing and promotion is available on time
To assure that all the administration requirements is done properly and on time (example:
SSAF (Supermarket Special Activity Authorization Form), SR (Sampel Requisition), internal
memo to area and to accounts, promo agreement)
To prepare brief report for every store/market visit and any other update from assigned
accounts and competitors (the content of the forms to be discussed by the immediate superior)

5. Monitoring field sales operational team (salesman, SPG and merchandiser)

6. Identify key business drivers in nasional modern trade account along with evaluating post
promo activities
7. Responsible and monitoring sales achievement in a weekly basis and develop plan to
achieve it
8. Lead promoters team to ensure trade execution
9. Monitoring and report trade budget tracking.
10. Able to communicate and manage communication with all retailers in head office , for
achieving in store promo objective and company objective in the end
11. Able to communicate and manage communication with field brand development team
(MM, BM, ABM and BE)
12. Able to communicate and manage communication with field sales operational team (HoS,
HoR, HoA, TSS and Sales)
13. Able to communicate and manage communication with field merchandising team (SPG
MD Head, Spv SPG-MD, TL SPG-MD, MD, and SPG)
14. Able to communicate and manage communication with all Head retailers with buyer and
operational team with store managers, for achieving in store promo objective and company
objective in the end
Okt 2016 – Jan 2019 Key Account Manager (Modern Trade and E-Commerce)
PT.Raja Abadi Makmur Sejati – (Biskuit Genji Pie, Bourbond, Pola Snack, Glassatine)|
Jakarta Raya, Indonesia
Industry Consumer Products / FMCG
Specialization Marketing/Business Development
Role Business Development
Position Level Manager

1. Deliver sales result in national modern trade and e-commerce in volume and revenue
2. Develop customer business plan in national modern trade and e-commerce to achieve the
target given
3. Manage assigned trade fund budget in Key Account, Convinience Store and Independent
store and e-commerce in national area, Ensure excellent in store execution
4. Monitor the promo execution on the store and coordination with area team
Improve merchandising at the store level, such as checking Planogram, pricing, goods
condition and stock level
Make sure all requirements needed for listing and promotion is available on time
To assure that all the administration requirements is done properly and on time (example:
SSAF (Supermarket Special Activity Authorization Form), SR (Sampel Requisition), internal
memo to area and to accounts, promo agreement)
To prepare brief report for every store/market visit and any other update from assigned
accounts and competitors (the content of the forms to be discussed by the immediate superior)

5. Monitoring field sales operational team (salesman, SPG and merchandiser)

6. Identify key business drivers in nasional modern trade account along with evaluating post
promo activities
7. Responsible and monitoring sales achievement in a weekly basis and develop plan to
achieve it
8. Lead promoters team to ensure trade execution
9. Monitoring and report trade budget tracking.
10. Able to communicate and manage communication with all retailers in head office , for
achieving in store promo objective and company objective in the end
11. Able to communicate and manage communication with field brand development team
(MM, BM, ABM and BE)
12. Able to communicate and manage communication with field sales operational team (HoS,
HoR, HoA, TSS and Sales)
13. Able to communicate and manage communication with field merchandising team (SPG
MD Head, Spv SPG-MD, TL SPG-MD, MD, and SPG)
14. Able to communicate and manage communication with all Head retailers with buyer and
operational team with store managers, for achieving in store promo objective and company
objective in the end
Aug 2015 – Sep 2016 Key Account Executive (Premium and Convinince Store Jabodetabek)
PT. Fastrata Buana – Kapal Api Group (Coffee Kapal Api, Coffe ABC RTD, Relaxa Candy,
Oatbits, Sunkist Juice, etc) | Jakarta Raya, Indonesia

Industry Consumer Products / FMCG

Specialization Marketing/Business Development
Role Business Development
Position Level Manager

1. Deliver sales result in premium and convinience modern trade in volume and revenue
2. Develop customer business plan in premium and convinience modern trade to achieve the
target given
3. Manage assigned trade fund budget in Key Account, Convinience Store and Independent
store and in national area, Ensure excellent in store execution
4. Monitor the promo execution on the store and coordination with area team
Improve merchandising at the store level, such as checking Planogram, pricing, goods
condition and stock level
Make sure all requirements needed for listing and promotion is available on time
To assure that all the administration requirements is done properly and on time (example:
SSAF (Supermarket Special Activity Authorization Form), SR (Sampel Requisition), internal
memo to area and to accounts, promo agreement)
To prepare brief report for every store/market visit and any other update from assigned
accounts and competitors (the content of the forms to be discussed by the immediate superior)
5. Monitoring field sales operational team (salesman, SPG and merchandiser)
6. Identify key business drivers in nasional modern trade account along with evaluating post
promo activities
7. Responsible and monitoring sales achievement in a weekly basis and develop plan to
achieve it
8. Lead promoters team to ensure trade execution
9. Monitoring and report trade budget tracking.
10. Able to communicate and manage communication with all retailers in head office , for
achieving in store promo objective and company objective in the end
11. Able to communicate and manage communication with field brand development team (MM,
BM, ABM and BE)
12. Able to communicate and manage communication with field sales operational team (HoS,
HoR, HoA, TSS and Sales)
13. Able to communicate and manage communication with field merchandising team (SPG MD
Head, Spv SPG-MD, TL SPG-MD, MD, and SPG)
14. Able to communicate and manage communication with all Head retailers with buyer and
operational team with store managers, for achieving in store promo objective and company
objective in the end
Oct 2013 – Jul 2015 Modern Trade Manager(Modern Trade)
PT. Asiasejahtera Perdana Pharmaceutical – Orang Tua Group (Kratingdaeng, You C
1000 Vitamin, You C 1000 Water) | Jakarta Raya, Indonesia

Industry Consumer Products / FMCG

Specialization Marketing/Business Development
Role Business Development
Position Level Manager

1. Deliver sales result in national modern trade in volume and revenue

2. Develop customer business plan in national modern trade to achieve the target given
3. Manage assigned trade fund budget in Key Account, Convinience Store and Independent
store and in national area, Ensure excellent in store execution
4. Monitor the promo execution on the store and coordination with area team
Improve merchandising at the store level, such as checking Planogram, pricing, goods condition
and stock level
Make sure all requirements needed for listing and promotion is available on time
To assure that all the administration requirements is done properly and on time (example: SSAF
(Supermarket Special Activity Authorization Form), SR (Sampel Requisition), internal memo to
area and to accounts, promo agreement)
To prepare brief report for every store/market visit and any other update from assigned accounts
and competitors (the content of the forms to be discussed by the immediate superior)
5. Monitoring field sales operational team (salesman, SPG and merchandiser)
6. Identify key business drivers in nasional modern trade account along with evaluating post
promo activities
7. Responsible and monitoring sales achievement in a weekly basis and develop plan to achieve
it
8. Lead promoters team to ensure trade execution
9. Monitoring and report trade budget tracking.
10. Able to communicate and manage communication with all retailers in head office , for
achieving in store promo objective and company objective in the end
11. Able to communicate and manage communication with field brand development team (MM,
BM, ABM and BE)
12. Able to communicate and manage communication with field sales operational team (HoS,
HoR, HoA, TSS and Sales)
13. Able to communicate and manage communication with field merchandising team (SPG MD
Head, Spv SPG-MD, TL SPG-MD, MD, and SPG)
14. Able to communicate and manage communication with all Head retailers with buyer and
operational team with store managers, for achieving in store promo objective and company
objective in the end
Nov 2010 - Sep 2013 Promotion Supervisor(Modern Trade, General Trade and Horeca)
PT.Focus Distribusi Indonesia – BKP Group (Tropical Cooking Oil, Forvita Margarine, Shinzui
Barsoap, Zen Handsanitizer) | Jakarta Raya, Indonesia

Industry Consumer Products / FMCG

Specialization Marketing/Business Development

Role Business Development

Position Level Supervisor / Coordinator

1. Assist in agreed channel activation plan, taking into responsibility competitive quality, cost
and timing as well as monitoring and evaluating performance of implemented activations to
ensure excellent standard, dealing with Direct Agency/Third party

2. Execute Below The Line activities/events such as roadshows, Actively explore opportunities
for the next potential activity/ event, and Evaluating and making reports of the activity/ event

3. Report Market Survey (Price + Competitor Activity) (Monthly)

4. Proposal Promotion per promo activity (Trade promo,Consumer promo, In store promo, and
Brand Activation)

5. Marketing Plan + Budgeting Yearly, revise as necessary

6. Preparing Meeting with Marketing Brand, Sales Modern Trade & Sales General Trade
(monthly)
7. Able to communicate with Finance/Acct, Sales & Marketing Dept to achieve company
objective (budget, promotion preparation etc.)

8. Able to communicate and manage communication with all retailers, store managers, for
achieving in store promo objective and company objective in the end

9. Design a Team Personal Selling (Team Leader, Merchandiser, and Sales promotion
Girl/Boy) development model that complies with SI TPS Guidelines

10. Design a incentive scheme Team Personal Selling (Team Leader, Merchandiser, and
Sales promotion Girl/Boy) that maximizes recognation of high performance and that ensure
compliance with the SI code of conduct.

11. Establish TPS to monitoring systems correlating potential for business, Investment of
activities & result
 12. Responsible for the performance of Team Personal Selling (Team Leader, Merchandiser,
and Sales promotion Girl/Boy for the Modern Trade & General Trade)

13. Briefing and training for objective Trade promo,Consumer promo, In store promo, and
Brand Activation with Team Personal Selling (Team leader, Merchandiser and Sales Promotion
Girl/Boy in Modern Trade & General Trade)

Mar 2008 - Oct 2010 Promotion Coordinator (Modern Trade, General Trade)
PT.Softex Indonesia – Gajah Tunggal Group (Softex, Sweety, Happy Nappy, Wites
Wipes, etc | Jakarta Raya, Indonesia

Industry Consumer Products / FMCG

Specialization Marketing/Business Development

Role Business Development

Position Level Supervisor / Coordinator

1. Assist in agreed channel activation plan, taking into responsibility competitive quality, cost
and timing as well as monitoring and evaluating performance of implemented activations to
ensure excellent standard, dealing with Direct Agency/Third party

2. Execute Below The Line activities/events such as roadshows, Actively explore opportunities
for the next potential activity/ event, and Evaluating and making reports of the activity/ event

3. Report Market Survey (Price + Competitor Activity) (Monthly)

4. Proposal Promotion per promo activity (Trade promo,Consumer promo, In store promo, and
Brand Activation)

5. Marketing Plan + Budgeting Yearly, revise as necessary

6. Preparing Meeting with Marketing Brand, Sales Modern Trade & Sales General Trade
(monthly)
7. Able to communicate with Finance/Acct, Sales & Marketing Dept to achieve company
objective (budget, promotion preparation etc.)

8. Able to communicate and manage communication with all retailers, store managers, for
achieving in store promo objective and company objective in the end

9. Design a Team Personal Selling (Team Leader, Merchandiser, and Sales promotion
Girl/Boy) development model that complies with SI TPS Guidelines

10. Design a incentive scheme Team Personal Selling (Team Leader, Merchandiser, and
 Sales promotion Girl/Boy) that maximizes recognation of high performance and that ensure
compliance with the SI code of conduct.

11. Establish TPS to monitoring systems correlating potential for business, Investment of
activities & result

12. Responsible for the performance of Team Personal Selling (Team Leader, Merchandiser,
and Sales promotion Girl/Boy for the Modern Trade & General Trade)

13. Briefing and training for objective Trade promo,Consumer promo, In store promo, and
Brand Activation with Team Personal Selling (Team leader, Merchandiser and Sales Promotion
Girl/Boy in Modern Trade & General Trade)

Sep 2003 - Jan 2007 Store Supervisor

Hypermart WTC Serpong (Matahari Supermarket) | Banten, Indonesia

Industry Retail / Merchandise

Specialization Sales - Retail/General

Role Supervisor/Team Lead

Position Level Supervisor / Coordinator

1. Responsible for achieving sales targets in food groceries dept

2. Responsible for the stock of products on display, and in the warehouse groceries food dept

3. Responsible for the control, monitoring and implementation of promotional programs HO

Buyer groceries food dept

4. Responsible for the control and monitoring of Team Leader, Clerk, Supplier Team (SPG /
SPB, and MD) groceries food dept

5. Responsible for the open Purchasing Order of Suppler Team (SPG / SPB, MD, Team Leader
/ Salesman / salesgirl) groceries food dept
Education

2009- 2011 UNIVERSITAS MERCUBUANA JAKARTA

Bachelor's Degree in Mass Communications | Indonesia

Major Marketing Communication

CGPA 3.35 / 3.35

2004- 2008 UNIVERSITAS BINA SARANA INFORMATICA JAKARTA

Diploma Degree in Management Informatika | Indonesia

Major Management Informatica

CGPA 2.75 / 2.75

Skills

Advanced Negotiation Skills, Communication Skills, Planning And Organizing, People

Management, Team Building

Intermediate Trading Term, Salesmanship, Account Management, Territory Management,

Sales & Marketing Management, Field Force Management, Event and Activation
Management

Languages
Proficiency level: 0 - Poor, 10 - Excellent
Language Spoken Written
English (Primary) 8 8
Bahasa Malaysia 10 10
Bahasa Indonesia 10 10
Additional Info

Expected Salary IDR Negosiable

Preferred Work Location Anywhere in Indonesia

About Me

Gender Male
Age 35 years
Telephone Number 0878 7903 2508
Address Garden City Resindance Blok M 4 No:1 Jl.Apel 1 Kel.Periuk Kec.Periuk Kota
Tangerang, Banten, Indonesia
Nationality Indonesia