The power of CCD: Making nutrition accessible everywhere

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A unique role at the heart of Consumer, Shopper, and Customer Needs

As the Head of Category & Channel Development (CCD), Ratih leads one of the most strategic and distinctive functions within Frisian Flag Indonesia, one that turns brand ambition into real shopper impact. Sitting at the intersection of consumer insights, shopper behavior, and customer realities, she ensures that the company’s nutrition mission comes to life where it matters most: in the moment a shopper decides what to buy.

Her team determines where products should appear, in what packs and price points, and how they should be executed across channels such as traditional trade, modern trade, and out‑of‑home.

For Ratih, every commercial choice starts with understanding human behavior. “Behind every number is a real person making a decision,” she shares, a philosophy that guides how CCD designs solutions that are both meaningful for consumers and strategic for the business.

CCD’s business impact

CCD plays a pivotal role in shaping the long‑term growth pathway of the company. Ratih and her team influence the most essential decisions that determine business performance: from defining the right pack and channel prioritization, crafting effective promotion and pricing strategies, elevating visibility standards, to simplifying execution for frontline teams.

By aligning category vision, channel strategies, and also brand objectives, CCD creates clarity that helps Marketing, Sales, Supply Chain, and Finance move faster with shared direction. This alignment has been one of Ratih’s proudest milestones, transforming previously siloed approaches into a unified, high performing commercial engine.

Her leadership approach is built on influencing without authority, building deep cross-functional trust, and ensuring teams understand not only what to execute, but why it truly matters. Through this approach, CCD delivers growth that is not only visible in sales, but also sustainable, consistent, and centered on consumer value.

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Making nutrition accessible for Indonesian families

For Ratih, commercial strategy is not separate from societal impact. Indonesia still faces low dairy consumption and widespread nutritional challenges, and CCD directly supports the company’s purpose by ensuring dairy becomes accessible and part of daily habits. This means offering the right products at the right price points, strengthening presence in the everyday channels families rely on, and helping shoppers understand how Frisian Flag supports their nutrition needs.

Ratih believes purpose only creates growth when translated into practical choices where pricing, distribution, and pack design all help consumers choose better. Her role demonstrates how commercial excellence and purpose‑led impact can move together, building trust, habits, and long‑term value for Indonesian families and for the business.