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Vebbyna Kaunang
Chief Marketing Officer
In the present world, the Chief Marketing Officers (CMOs) play a crucial role in shaping and communicating a brand’s image and message to consumers. They are responsible for designing and implementing marketing strategies that promote a brand’s products or services to potential customers, while also building and maintaining the brand’s reputation in the marketplace. Vebbyna Kaunang, CMO, PT Kino Indonesia, is a dynamic, cutting-edge marketing leader whose innovative ideas have helped shape multiple firms.
Vebbyna Kaunang is a highly influential marketing officer who strategizes unique processes and business operations. She has worked in various Multi-National Companies (MNCs) such as Unilever, Coca-Cola, L’oreal, and Samsung, and brings to the table more than two decades of industry experience. Her current role spans strategic planning, investment planning, commercial and brand, consumer and employee management among others.
In an in-depth conversation with CEO Insights Asia magazine, Vebbyna shares with us her professional journey and the various lessons she has gathered on the way. Let’s hear it from her.
What is the motivation that fuels your daily routine as Chief Marketing Officer at PT Kino Indonesia Tbk?
As a marketing officer, my daily routine is an exhilarating blend of dynamism and creativity, fueled by the relentless drive to lead my team and devise groundbreaking products that will captivate consumers. The ever-changing nature of the industry demands constant adaptation and innovation, pushing me to stay at the forefront of emerging trends and consumer preferences. Collaborating closely with my team, I spearhead strategic planning initiatives, meticulously crafting roadmaps that will guide our brand towards success.
Beyond strategic planning, I actively engage in product development, seeking to uncover unexplored opportunities in the market. This involves brainstorming, conducting market research, and harnessing consumer insights to shape our offerings. As a leader, I provide guidance and mentorship to my team, fostering a collaborative environment where ideas flourish and potential is realized. I ensure that everyone is aligned with our overarching goals, fostering a shared sense of purpose and unity.
In this highly competitive landscape, my role is not just about driving sales but also about building a lasting brand identity. Through continuous innovation, dedication, and a customer-centric approach, I strive to position our brand as a prominent and most sought-after presence in the market.
How would you define PT Kino Indonesia Tbk as an organization and its current position in the market?
PT Kino Indonesia Tbk is a leading Indonesian consumer goods company known for its diverse portfolio of products. With a specialization in the manufacturing of personal care, hygiene, health care, confectionery, beverages, and pet care items, the company consistently emphasizes innovation. By focusing on future industry trends and consumer needs, PT Kino Indonesia Tbk remains at the forefront of product development. The company is dedicated to offering a wide range of high-quality products that align with the evolving consumer demands. Through our commitment to innovation and customer centric approaches, we strive to provide the best solutions for consumers while maintaining the position as a key player in the industry.
Success is not just about achieving financial gains, but also about creating sustainable & logical actions in all tasks
As the CMO, what are the latest strategic plans you have adopted to optimize operations and to engage new audiences in the market?
In today’s fiercely competitive market, capturing and maintaining consumer engagement requires companies to employ innovative strategies. As a marketing officer, one effective approach is to create diverse product categories and divisions that cater to a wide range of consumer needs. The journey of developing a new product category typically commences with a thorough understanding of the target market. This involves conducting extensive research on consumer behavior, preferences, and aspirations, as well as analyzing market trends and industry data.
Armed with this invaluable information, I collaborate closely with the team to identify gaps in the market and conceptualize new products that address these unmet needs. From ideation to execution, the process involves brainstorming sessions, market testing, and prototyping. By leveraging our understanding of the target audience, we refine the product concept, ensuring it aligns with their desires and expectations.
Throughout the development process, I work closely with cross functional teams, including R&D, design, manufacturing, and sales, to ensure alignment and effective execution. Collaboration and open communication are key to successfully bringing the new product category to life. This approach enables us to stay ahead of the competition and establish our brand as a leader in the market.
What is your leadership approach. Tell us about the methodologies you follow to lead your team?
My leadership approach involves giving team members freedom within a framework because it involves providing clear goals and expectations but also allows team members to exercise their own creativity and judgement. It also fosters a culture of creativity and innovation, which is essential for success in a rapidly changing market. I believe, we need to have engagement and connection with the team and build trust between my team members and I. Effective two-way communication is also essential for successful leadership in marketing as it involves not only communicating expectations and goals clearly, but also actively listening to team member’s ideas and feedback.
What is the future destination you are heading towards?
Achieving success, for me, is not just about delivering results or climbing the ladder of success but also about nurturing and developing the next generations of leaders. I want to aspire leaders by helping them develop the skills and knowledge they need to succeed in the competitive world of marketing. By sharing my knowledge and experience, providing guidelines and support, I want to see my team members grow.
In the light of your strong experience within the industry, what advice would you give to the budding industry leaders?
One of the most crucial pieces of advice I would offer to aspiring leaders is to cultivate a relentless appetite for learning and continuously acquiring knowledge across various industry verticals. In the fast-paced and ever-evolving realm of marketing, maintaining a competitive edge necessitates a profound comprehension of the latest trends, technologies and best practices spanning a diverse range of industries. By actively seeking exposure to different sectors, leaders can develop a broad perspective on the multifaceted challenges and abundant opportunities that businesses encounter in today’s landscape. This multifaceted understanding allows leaders to identify and apply innovative strategies and approaches that transcend traditional boundaries, propelling their organizations forward.
By immersing themselves in continuous learning, industry leaders can adapt swiftly to dynamic market conditions, anticipate future trends, and foster a culture of innovation within their teams. Embracing a lifelong learning mindset not only enhances professional growth but also nurture the ability to navigate complexities and make informed decisions, ultimately paving the way for sustained success in the competitive world of business.
Chief Marketing Officer, PT Kino Indonesia Tbk
Vebbyna Kaunang is the Chief Marketing Officer at PT Kino Indonesia Tbk and is responsible for creating and implementing marketing plans and campaigns, developing and executing marketing strategies and overseeing all aspects of the marketing process. Her role also includes identifying target audiences, developing brand messages and positioning and conducting market research along with her team to drive organizational growth. And recently commercial role added for one of key Business Unit within the company.
Hobbies: Spending time with my family, my kids and playing with my granddaughter.
Favorite Cuisine: Anything spicy but lately Korean barbeque.