Fino's Marketing Portfolio 2023

preview of FAUZAN UTOMO’s marketing and content creation works 2018 - 2023

Fauzan ‘Fino’ Utomo

Tangerang Selatan 27/11/1995 (28 years old) +62 811 800 7737 finofauzan@gmail.com LinkedIn Photography portfolio

ABOUT Results-driven digital marketing with more than 5 years of experience, including marketing strategy & planning, account management, social media marketing, business development, and partner engagement.

An architecture graduate working in marketing who brings a unique perspective and skill set to the dynamic marketing world. Able to approach marketing challenges creatively and innovatively with a foundation in design thinking, spatial awareness, and a keen eye for aesthetics.

Developed a keen sense of adaptability in various situations with experience in multiple industry fields in Singapore and Indonesia. Capable to oversee and manage dozens of clients and opportunities ranging in small to full-scale projects.

My curriculum vitae can be seen here.

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Digital Marketing & Strategy

CapitaLand Malls Singapore (IMM, JCube, Westgate, Junction 8, Tampines Mall, and Bedok Mall) (2022 - 2023).

KKBOX Singapore (2023).

Salonpas Singapore & Malaysia (2022 - 2023).

Daikin Singapore (2022).

KOGO Studio Indonesia (2021).

ALFALINK Overseas Education Consultant (2018 - 2021).

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CAPITALAND MALLS (2022 – 2023)

RESPONSIBILITY

CapitaLand is a real estate development company based in Singapore and is one of the largest in Asia. CapitaLand owns and manages a variety of malls in Singapore, which are collectively known as CapitaLand Malls.

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My team and I were responsible for handling several malls, including IMM Outlet Mall, JCube, Westgate, Junction 8, Tampines Mall, and Bedok Mall. Each mall had its own unique persona, target audience, and USPs. As part of our job, we managed the social media handles of all these malls.

OBJECTIVES

All works included are the intellectual property of AM Collective PTE LTD.

• • •

TOOLS

• Drive awareness and branding, and run campaigns for each mall.

• Increase their Social Media ER, CTR, and Followers/Page likes growth.

• Maintain current interaction with tenants and customers.

IMM OUTLET MALL (FB | IG) Color-coordinated product photos.

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Assisting in proposal creation for pitch, including campaign and content ideation, brand research, and mood board creation.

Responsible for planning, executing and optimizing all malls’ paid ads via Meta Ads and TikTok ads.

Created monthly reports for social media and campaign performance and ensured the KPIs were met.

Schedule planning.

Account management – main point of contact for technical issues. Assisting in others.

WESTGATE (FB | IG) Quirky yet premium.

META BUSINESS SUITE Business account management

GOOGLE WORKSPACE Task and project workspace

JCUBE (Deactivated due to closure) Informative contents.

D I G I T A L

TIKTOK ADS Run dark TikTok Ads

JUNCTION 8 (FB) Playful contents.

M A R K E T I N G

&

S T R A T E G Y

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CAPITALAND MALLS (2022 – 2023) RESULTS Surpassed the KPIs for ER, CTR and Page Likes growth.

Account Reach increased by 177%.

Page Likes increased by 272%.

Published a trendjacking post that garnered more than 35k views and reshared organically by a KOL with a positive comment about the brand.

Implemented TikTok dark ads to increase brand awareness and website traffic.

Implemented Carousel post format on Facebook to increase CTR.

All works included are the intellectual property of AM Collective PTE LTD. Some results cannot be shown due to data confidentiality.

Ideating multiple posts that include storytelling and gamification giveaways that inline with each mall’s persona.

D I G I T A L

M A R K E T I N G

&

S T R A T E G Y

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KKBOX SINGAPORE (2023) – KKBOX & ROON CAMPAIGN

RESPONSIBILITY

KKBOX is a music streaming service that originated in Taiwan and is popular in Singapore. It provides a new High-Res (Lossless) subscription. In phase 1, we need to run their Lossless campaign, and in phase 2, KKBOX is collaborating with Roon, a high-quality music management and playback software designed for audiophiles and music enthusiasts. Each phase runs in 2 months, making four months in total.

• •

Phase 1 targets all music streaming users, while Phase 2 is focused on audiophiles.

TOOLS

OBJECTIVES • Increase High-Res users to use KKBOX and subscribe to KKBOX’s High-Res Lossless audio subscription, along with Roon.

• Bring awareness and educate Gen Zs about the KKBOX Lossless feature and Roon.

• •

Assigned to lead the project, from strategizing to executing.

Planning, executing and optimizing paid ads via Google Ads (YouTube, SEM, Performance Max, Play Store) and Meta Ads (FB & IG).

Created bi-weekly reports on campaign performance and ensured the KPIs were met.

Account management – main point of contact.

META BUSINESS SUITE Business account management

GOOGLE WORKSPACE Google Ads + Task and project workspace

TIKTOK ADS Run dark TikTok Ads

REPORTEI Campaign performance report generator

UBERSUGGEST Website audit SEO & Keyword tool

APPLE SEARCH ADS Run Ads on Apple App Store

RESULTS Phase 1 (Jun 2023– Aug 2023) garnered 5.3M Impressions, 100k Engagements, 11k Traffic, and 921 Conversions, resulting in an 8.3% Conversion Rate.

Phase 2 (Oct 2023 – Dec 2023) focuses more on Google Ads due to Audiophile targeting. That platform alone garnered 320 Conversions, resulting in an 8.68% Conversion Rate and 1.73% CTR.

All works included are the intellectual property of KKCOMPANY TECHNOLOGIES PTE LTD. Some results cannot be shown due to data confidentiality.

D I G I T A L

M A R K E T I N G

&

S T R A T E G Y

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SALONPAS SINGAPORE & MALAYSIA (2022 - 2023) Salonpas is a brand of over-the-counter (OTC) topical analgesic products based in Japan and widely available in Singapore. They assigned the company to handle their social media management, from making content to publishing it.

OBJECTIVES • Drive awareness and branding, and run campaigns.

• Create engaging content for Salonpas Singapore social media handle.

• Maintain current interaction with customers.

RESPONSIBILITY • • •

Assisting in content creation.

Assisting in creating the monthly report.

Assisting in proposal creation, including market research and data analysis.

TOOLS META BUSINESS SUITE Business account management

GOOGLE WORKSPACE Task and project workspace

REPORTEI Campaign performance report generator

RESULTS Engagement Rate and follower growth increased.

Maintained to be appointed for their social media agency every year.

Able to compete with other brands that sell similar products.

All works included are the intellectual property of AM Collective PTE LTD.

D I G I T A L

M A R K E T I N G

&

S T R A T E G Y

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DAIKIN SINGAPORE (2022 - 2023) Daikin is a multinational company that specializes in air conditioning, heating, ventilation, and refrigeration systems. It is one of the world's largest manufacturers of HVAC (heating, ventilation, and air conditioning) equipment.

Daikin has a significant presence in the Singaporean market, and it is one of the well-known brands in the country's HVAC industry.

OBJECTIVES • Drive awareness and branding, and run campaigns.

• Increase Daikin Singapore Social Media ER, and Followers/Page likes growth.

• Maintain current interaction with customers.

RESPONSIBILITY •

Assisting in content creation and ideation.

TOOLS META BUSINESS SUITE Business account management

GOOGLE WORKSPACE Task and project workspace

RESULTS Engagement Rate and follower growth increased.

Maintained to be appointed for their social media agency every year.

Able to compete with other brands that sell similar products.

All works included are the intellectual property of AM Collective PTE LTD.

D I G I T A L

M A R K E T I N G

&

S T R A T E G Y

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KOGO STUDIO INDONESIA (2021) KOGO Studio is an online Korean course. I co-founded the company in 2021 and was assigned to lead the marketing and sales team. The company was founded during the pandemic when the online market had risen higher than ever.

OBJECTIVES • Drive awareness, and run activations, generate sales.

• Promote and educate potential students about KOGO Studio services, features, and events.

• Garner leads and maintains interaction with potential students.

RESPONSIBILITY • • • • • •

Built and developed the initial marketing plan, researched and implemented branding strategies.

Responsible for planning and creating multiple social media posts and advertising content.

Maintained and executed digital marketing campaigns on online platforms, such as Instagram ads and Google ads.

Planned and executed KOL/Influencer activations.

Led and executed the KOGO Studio sales strategy and management.

Created monthly reports based on analyzing all the data.

TOOLS META BUSINESS SUITE IG Ads + Business account management

GOOGLE WORKSPACE Google Ads + Task and project workspace

ADOBE CREATIVE SUITE Design and create contents using AI, PS, PR

MAILCHIMP Email marketing tool

All works included are the intellectual property of PT KOGO STUDIO INDONESIA.

D I G I T A L

M A R K E T I N G

&

S T R A T E G Y

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KOGO STUDIO INDONESIA (2021) WORKS PREVIEW GRID

MEET OUR TEACHER Video series available in 16:9 and 1:1 formats. It's a key organic content that introduces KOGO Studio teachers through a simple greeting message.

The Row-by-Row method is a grid layout that presents one row or story at a time. It's perfect for new brands to build awareness and attract social media audiences.

The video frame is designed to match KOGO Studio's aesthetics.

The aim is to gain trust and introduce teachers to new visitors on KOGO's Instagram profile.

The design features bright colors and a big typeface, making it easy for visitors to see the content. This layout displays product knowledge, event posters, and testimonials.

CLASS GLIMPSE TEASER

WORDS FROM OUR STUDENTS

Video ad in 16:9 and 4:5 format. It showcases glimpses of KOGO's classes with teachers saying, "Annyeonghaseo, KOGO Studio imnida!" in a big Korean typeface and playful music in the background. The aim is to attract new visitors and increase brand awareness through bright designs, native Korean faces, and exciting glimpses of classes from IG Stories of students.

Series of IGTV (now Reels) videos featuring reviews from notable students. These 16:9 format videos aim to build trust with new and returning visitors by providing honest reviews and highlighting the reliability of the brand.

This content was boosted via Instagram Ads and FB Ads and gained an overall CTR number of 2.98%.

All works included are the intellectual property of PT KOGO STUDIO INDONESIA.

D I G I T A L

M A R K E T I N G

&

S T R A T E G Y

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KOGO STUDIO INDONESIA (2021) RESULTS

KOL ACTIVATIONS

Reaching 400K+ account visits per month on Instagram.

KOGO Studio collaborated with KOLs and Influencers on Instagram. The aim is to offer Korean language classes to those interested in learning Korean and to negotiate an exchange for IG post/story barter. Each KOL will need to join KOGO’s class and provide an honest review of the class and teachers to gain people's trust. This KOL Activation campaign has already gained 3000+ organic followers and 80,000+ profile visitors for KOGO.

ONLINE EVENTS – KOGO FREE CLASS & KOGO TALKS Jul 2021 A series of online public events have been held since March 2021. Over 1500 people attended, and more than 2500 registered.

The events were organized with a small budget, using social media advertising and KOL activations to attract registrants. The objective was to gather potential students and increase sales and awareness.

All works included are the intellectual property of PT KOGO STUDIO INDONESIA.

Oct 2021

Achieved a total sales target of 46 students with 16 classes open as the first operational month of KOGO Studio (March 2021). Also, it achieved the total sales target months ahead.

In Aug 2021, KOGO gained a 112% increment of the first month's total revenue.

As of Nov 2021, KOGO has collected IDR 550 million+ of total revenue (8 months of operation).

Acquired 3000+ prospective student leads.

Achieving an overall CTR of 5% in Google Ads and 2.98% in Facebook Ads.

D I G I T A L

M A R K E T I N G

&

S T R A T E G Y

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ALFALINK OVERSEAS EDUCATION CONSULTANT (2021)

RESPONSIBILITY

ALFALINK is one of the biggest education consultants in Indonesia, based in Surabaya and Jakarta. The company provides solutions for the step-by-step process of counseling, overseas university application process, housing, flight arrangements, and airport pick-up.

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OBJECTIVES

TOOLS

• Acquire potential leads and convert them to enrolled students.

• Promote and educate potential students about ALFALINK services.

• Maintain interaction with potential and current students.

• •

Managing and executing multiple events (including education expo), starting from building concepts and masterplan, proposal creation to sponsor management.

Managing and creating social media campaigns to promote ALFALINK’s events.

Planning and executing KOL and influencers activations via Instagram and TikTok.

ADOBE CREATIVE SUITE Design and create contents using AI, PS, PR

GOOGLE WORKSPACE Task and project workspace

MAILCHIMP Email marketing tool

WORKS PREVIEW VIRTUAL COFFEE TALK WITH MONASH UNIVERSITY (2020) A new concept of the online private event by ALFALINK and Monash University was held on Sunday, 13 December 2020, via Zoom Online.

This event was attended by 20 highly prospective students since our education counsellors exclusively picked them to participate.

RESULTS

KOL ACTIVATIONS (2018 – 2021)

ALFALINK collaborated with KOLs and Influencers on Instagram and TikTok to promote their upcoming events.

Gained a 22% increment of student enrollment in 2018 and acquired 1000+ student leads.

D I G I T A L

M A R K E T I N G

&

S T R A T E G Y

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Events & Other Activations

ALFALINK Overseas Education Consultant (2018 - 2020).

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International Education Expo with IKEA Alam Sutera (2020).

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Jakarta International Education Expo (2020).

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Movie Time & Study Talk with Deakin University (2018).

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Bookshelf in school (2019).

HAUSE ROOFTOP X SPAZEE (2018).

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ALFALINK International Education Expo with IKEA Alam Sutera (2020, Postponed)

OFFICIAL PROPOSAL Proposal was prepared and designed by me.

ALFALINK International Education Expo in collaboration with IKEA Alam Sutera is a highly-anticipated public event. The event was originally scheduled to take place on Friday and Saturday, 20-21 March 2020. However, due to the COVID-19 pandemic, the event had to be postponed.

As the marketing manager of ALFALINK Alam Sutera, I was responsible for planning the event, creating proposals, managing participant relations, overseeing venue and booth management, and inviting prospective students from up to 60 different schools in the Jabodetabek area.

OFFICIAL POSTER Poster was designed by IKEA Alam Sutera team.

The poster included is the intellectual property of IKEA INDONESIA.

E V E N T S

&

O T H E R

A C T I V A T I O N S

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ALFALINK Jakarta International Education Expo (2020)

EVENT DOCUMENTATION

ALFALINK Jakarta International Education Expo was a public event that took place on Saturday, January 18th, 2020.

As the marketer of ALFALINK Jakarta, I managed and executed the event. This included building concepts, creating a master plan, selecting and booking a venue, budgeting, creating proposals, managing university booths, and inviting prospective students from up to 60 schools in the Jabodetabek area. The event was a great success, with over 140 prospective students attending and the IELTS Simulation Test being fully booked.

OFFICIAL POSTER Poster was designed by ALFALINK Surabaya team.

E V E N T S

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O T H E R

A C T I V A T I O N S

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ALFALINK Movie Time & Study Talk with Deakin University (2018)

EVENT PROPOSAL

EVENT SITUATION

ALFALINK Movie Time & Study Talk with Deakin University was a private event collaboration between ALFALINK & Deakin University, proposed by ALFALINK. The event took place on Sunday, 21 October 2018.

I managed and executed the event from start to finish. This included building concepts, creating a master plan, selecting and booking the venue, budgeting, creating proposals, managing sponsors, designing posters, and inviting prospective students from five different schools. The event was a success with 30 highly prospective students participating and a 22% increase in ALFALINK Alam Sutera student enrollment from 2017.

OFFICIAL POSTER

E V E N T S

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O T H E R

A C T I V A T I O N S

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ALFALINK Bookshelf in Schools (2019)

THE DESIGN

EXECUTION

Planned, managed, designed, and executed a Bookshelf in Schools marketing activation. The plan is to gain brand awareness and maintain relationships with schools and university partners.

E V E N T S

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O T H E R

A C T I V A T I O N S

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HAPPY MARKET (Hause Rooftop x Spazee, 2018)

EVENT DOCUMENTATION

HAPPY MARKET Valentine Special was a public event held on Sunday, February 11, 2018, in collaboration with Hause Rooftop and SPAZEE. The table layout was modified to create small booths for local artists to showcase their work. All vendors were personally invited and curated by me. The event also featured live acoustic music, workshops, and bar-style refreshments.

As a representative of SPAZEE, I managed the event planning and budgeting and invited merchants to participate in the event.

OFFICIAL POSTER E V E N T S

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O T H E R

A C T I V A T I O N S

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This portfolio is a collection of Fauzan Utomo's creative and professional work.

thank you

All works included in this portfolio, unless otherwise stated, are the intellectual property of Fauzan Utomo. Copyright and other intellectual property rights are protected by law. Any unauthorized use or reproduction of the content is strictly prohibited.

For inquiries regarding the content of this portfolio or potential collaboration, please contact finofauzan@gmail.com.

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