Leading with relevance: How Intan Ayu Kartika builds human-centered marketing at scale.

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Leading with local understanding

At Frisian Flag Indonesia, marketing leadership starts with understanding people, not just consumers, but families, parents, and communities. For Intan Ayu Kartika, Marketing Director, this belief shapes how decisions are made and how teams are led. In a market as culturally rich and digitally dynamic as Indonesia, relevance can’t be copied from global playbooks. It has to be earned locally. Intan consistently challenges her teams to go beyond surface-level trends and deeply understand audience behavior.

Indonesian mothers today are active across TikTok, e-commerce, and digital communities, but exposure alone doesn’t create connection. As more moms moved to digital platforms, Intan saw this not simply as a media shift, but as a signal to rethink how the brand shows up in their everyday lives. She encourages teams to ask why moms search for certain content, how they learn, and what truly supports them in their parenting journey.

Turning insight into meaningful action

Under Intan’s leadership, the team applies the Catch, Connect, Convert, Continue framework to support moms across their full journey, not just drive short-term sales. But for her, frameworks only matter when guided by empathy.

A defining example was the Frisian Flag Nutribrain Omega campaign. The original plan was to adapt a TVC for TikTok. But deeper analysis revealed a different insight: moms weren’t looking for ads, they were actively searching for learning tips and sharing how they teach their toddlers. Instead of pushing ahead, Intan encouraged the team to pivot.

The result was SobatCermat, a campaign built around real learning moments. By working with parenting creators, smart-kid KOLs, and child development experts, the content shifted from product-led messaging to practical, helpful guidance that is leading to stronger awareness, engagement, and conversion. The principle to follow data and respect sentiment is something Intan consistently models as a leader.

Building trust for the long term

Intan is intentional about how success is measured. While impressions and clicks matter, they’re never the end goal.

We look at whether moms are watching, saving, sharing and coming back. Behavior change and repeat engagement tell us far more about trust than visibility alone.

Consistency across touchpoints is another priority. Whether through TikTok, e-commerce, livestreams, or CRM, Frisian Flag shows up with one unified, trustworthy story. Looking ahead, Intan sees the future of marketing in AI-powered cultural and audience intelligence not as a shortcut, but as a way to listen better. For her, the real power of technology is simple: it helps brands create work that feels more human, not less. That philosophy continues to define how Intan Ayu Kartika builds marketing that doesn’t just get noticed but genuinely connects.