Diena has lead the ARENA MEDIA Indonesia since 2016. She believes ‘talent’ is the most important asset for the company, she has a big concern on people capability’s empowerment. She ensures each of her team members are given room to grow and the ability to be real partners to clients, especially in terms of giving consultancy and advisory from marketing POV, consumer understanding to integrated media strategy.
Previously, Diena was the Talent Management Head at Havas Indonesia, with key responsibilities to ensure the standard of talent’s capability based on each strength, developing connection talents and constructed a curriculum for media master programs. The program was considered a success and adopted in other Havas market. This gave her a chance to share her success experience at the Havas Global Conference in Paris, June 2016.
She has also worked for Ultra Jaya and ITO-EN as a media consultant, the largest Local Dairy Company for 3 years. During this period she allocated her time to lecture in Vocation Department: in Communication major University of Indonesia.
In 2006 – she was appointed to lead UM Indonesia, managed about 40 people.
In 2004 – where Initiative took all media buying business from other Unilever’s club agencies: Mindshare & UM. She moved to Initiative to continue handling UNILEVER. From 1997 to 2006, handling Unilever gave her so much improvement being a media practitioner. In 2006 she was awarded Media Person of The Year by Cakram Magazine, a marketing & advertising magazine.
After joining the Media Department at JWT Indonesia, an unpredictable market situation arose with the monetary crisis in Indonesia. A huge decline of advertising spending across all categories, resulted in thousands of companies closing, with millions laid off. This situation allowed Diena to quickly improve her skills and knowledge compared to normal situation.
Two years after joining JWT Indonesia – WPP collaborated all the media divisions across WPP’s advertising agencies became GroupM. From 1999 to 2004, she spent most of her time in 2 GroupM media agency: Mindshare & Maxus with focused clients: Unilever & Frisian Flag.
Diena graduated from Mass Communication - Gadjah Mada University – Yogyakarta Indonesia, in 1994. After graduating she joined Diners International as a Public Relation officer before joining the advertising industry.