Roberto Saputra is a distinguished marketing professional with over 20 years of experience leading brand strategy, marketing transformation, and consumer-centric innovation across telecommunications, FMCG, and beverage industries. As Chief Brand Officer of PT. Smartfren Telecom Tbk., he has played a pivotal role in tripling the company’s subscriber base and elevating its market share from 3% to 9% within two years through bold brand repositioning and a Gen Z-focused digital strategy.

His career spans leadership roles at global powerhouses including Coca-Cola and Unilever, where he drove significant portfolio growth, brand turnarounds, and award-winning campaigns. At Coca-Cola Indonesia, he successfully managed marketing operations across Indonesia and Papua New Guinea, achieving market share growth in a challenging economic landscape. During his tenure at Unilever, he helmed major brands such as AXE, Pond’s, and Rinso, implementing campaigns that earned industry accolades and set new benchmarks in category growth.

Roberto is known for his strategic acumen in integrated marketing communication, digital transformation, consumer insight mining, and brand innovation. His leadership has consistently delivered business results and creative excellence, earning recognition such as Indonesia’s Most Valuable Brand (BrandZ), Panasonic Gobel Awards, and the Indonesia Content Marketing Award.

His global exposure, including roles in Japan, Singapore, and Thailand, coupled with a strong analytical mindset and collaborative leadership style, makes him a respected thought leader and mentor in the marketing community.