Rafael Jeffry Anwar Sani provides his contact information and summaries his extensive experience in senior management roles across multiple industries, including hospitality, FMCG, financial services, manufacturing, lifestyle, media publishing, consulting, travel, and education. He lists his areas of expertise as business development, marketing, branding, communications, and overall management. The document outlines his educational background and provides details on various professional roles he has held, along with achievements and responsibilities in those roles.

1. Rafael Jeffry Anwar Sani
Complex Jati Villa #5 – Pangkalan Jati – Pondok Labu
Jakarta Selatan
Mobile : 628170061969 / 62817826669 Email : rafaeljeff@icloud.com
Senior Management
Possess a number of achievements and on-going successes by
establishing new business, generating ideas, and achieving
targets within competitive environments. Furthermore, to
develop and advance constructively in a senior management
level within a professional and conducive working
environment whilst transferring and garnering knowledge and
experience with a proven track record illustrating significant
contribution to the company.
Functional areas of Expertise
Experience in various industries such as Hospitality (hotel),
FMCG (Coca Cola, Philip Morris), Financial Institution (HSBC),
Manufacturing (Holcim), Lifestyle (Fashion TV) and Media
Publishing (Fashion TV Magazine, MNC Group- HighEnd
Magazine, Co-Founder & Editor in Chief - Asia Dreams
Magazine), Consulting (Edelman, Andrew Tani), Travel
(Mandala Airlines & Anta-Vaya Group-Tours & Travel, Smailing
Tour Group) and also as lecturer in Marketing, Branding,
Advertising (FMDS).
With a diverse background, my area of expertise is business
development, marketing, branding, communications and with
an overall management level knowledge of finances, human

2. capital and policy procedure. Several of my experiences were
at a time of re-branding, change management, diversification,
result driven urgency in a competitive market.
Education Background
Algemene Economie, Vrije Universiteit, Amstelveen
Amsterdam, Netherlands 1987 – 1991
Commerciele Economie, Hogere Economische School
Amsterdam, Netherlands 1991 – 1993
Public Relations / Reputation Management ,London School of
Public Relations Jakarta 1995 – 1996
Professional Experiences & Significant
Achievements
VP Digital Services & Innovation
PT XL Axiata Tbk 2016
Scope of role, responsibility and portfolio spectrum handled
are :
E Money/E Wallet & M Banking
IoT - Internet of Things
Cloud & Data Center
MAds - Mobile Advertising
Business Innovation
VAS - Value Added Services
Digital Entertainment, Media & Publishing

3. XL is one of Indonesia’s leading telecommunications service
providers and offers an array of innovative
telecommunications products and services ranging from voice,
SMS and VAS to mobile data covering more than 90% of the
population.
Serving more than 275 million subscribers across Asia. Frost &
Sullivan’s Best Telecoms Group for the 6th consecutive year.
Group revenue for 2015 was RM19.9 billion (USD5.1 billion)
while market capitalisation stood at over RM56.5 billion
(USD13.1 billion) at the end of 2015.
Principal Consultant/Advisor
Social Commerce Platform 2015
Exciting new digital social commerce platform concept.
Seamlessly integrated to social media, utilities payment,
financial services, basic daily needs with entertainment tone
and manner
Sustainable & Scalable ecosystem that enables economic
empowerment through Key Opinion and Influencers, through
social digital media platforms and payment integrations. All
Needs & wants in the palm of your hand.

4. Jecreare - Co-Founder (Entrepreneur) 2011 - Current
Boutique Communications Consultant focusing on Digital,
Branding, Design, Events & Photo-Videography. Develop
strategic brand and marketing concepts using various media
platforms. From concept, design, event implementation and
documentation.
A fully integrated marketing communications solution with
measurable results that exceeds expectations.
AntaVaya Group – Executive Director AntaVaya 2013 -
2014
Member of Board of Directors for AntaVaya Group of
Companies In charge of Antatour & Vayatour, focusing on
developing existing Leisure and Corporate business units,
within Lifestyle arm of CT CORP (Chairul Tanjung Corporation)
integrated within the Group Synergy of CT Corp group of
companies. Focusing on managing and developing several
business entities such as AntaVaya Leisure, AntaVaya
Destinations, AntaVaya Events (incl. MICE), AntaVaya Convex
and AntaVaya Partners, Vaya Tours Corporate Travel.
Manage overall KPI’s and develop business further within a
broad spectrum of revenue management, rebranding
initiatives to AntaVaya Group of companies, market dynamics
and ensuring that EBITDA target is achieved. Establish a solid
foundation to move forward into the best travel management
company and developing business and relationships with
partners and alliances.

5. Smailing Group – Senior VP Marketing & Business
Development 2011 - 2012
Focusing on restructuring Smailing Holding in terms of brand,
image, marketing and communications structure and
architecture. Establishing strategic alliances with mutual
beneficial partners such as banking, malls, hospitals and
lifestyle channels. Creating marketing guidelines and
procedures pertaining to activation and exhibitions whilst also
creating Smailing Events division as added value service for
MICE. Within Smailing Group there are several business units,
Surprise-Wholesale Travel Agent, MCI and recently acquired
Garuda Indonesia Holidays- wholesale marketing arm of
Garuda Indonesia Airlines (85%) - as Chief Marketing Officer.
Fashion TV Indonesia – Chief Operating Officer 2010
Managing the overall business and development aspects of FTV
Indonesia’s On-air, FMagazine, FVodka entry,
FApparel/Merchandise strategic alliance, FHotel,
FLounge/Bar/Club with primary focus on on air production,
magazine editorial, Brand and Marketing communications of
FTV Indonesia and supporting sales revenue for on air and
magazine advertisements.
MNI Entertainment / MNC Group - Head of Marketing,
Sales & Editorial 2009
The main responsibilities include marketing communications

6. activities for MNI Entertainment (HighEnd & HighEnd teen
magazine), Star Media Nusantara (Miss Indonesia, Masterpiece
& Starteens), HighEnd on TV (Indovision), Highschool (Global
TV).
Achieve advertising sales placement for HighEnd & HighEnd
teen magazine. Editorial responsibilities for both magazines
and strategic outline developer and anchor writer for Wealth
Management section in HighEnd magazine (January – 8,000
words-February 4,000 words), unique alternative investments
(Wine, Art, Collectibles).
Mandala Airlines - General Manager Commercial 2008
Scope of work includes managing the sales team in all 16 areas
covering district sales, travel agents, town and airport offices,
create overall strategies in marketing through various
distribution channels and ensuring that all corporate
communications are in line with the reputation and image of
the company. Ensuring that both budgets of load factors and
yields are met in adjusting revenue pricing strategy on various
fare classes by flight leg. Perception image of Mandala and
repositioning of the brand towards a Low Cost Carrier-
International owned airline.
PT Holcim Indonesia Tbk – Corporate Communications
Head 2007
Handled External & Internal Communications, CSR Initiatives,
and Relationships with Key Stakeholders, Government, NGO,
Strategic Communications, Annual Report, Sustainable
Development Report, Investor Relations, Community

7. Development, CDM, BOD directives etc. Designated as the key
spokesperson from
the company for key communications to stakeholders. Key
stakeholders understand ensuring that a sustainable brand
image of Holcim is embedded in the market and the rebranding
of Semen Cibinong and Semen Kujang.
Designated brand guardian for all ATL brand image
communications-shift to emotional tactical advertising.
Indo Pacific Edelman - Business Development Manager &
Senior Consultant 2005
Reputation Management Consultant - Public Relations, Brand
Activation, Corporate and Marketing Communications FMCG's
handled such as Frisian Flag Indonesia, Mitra Adi Perkasa
(food)-Krispy Kreme, Burger King, Pizza Marzano, Sony
Ericcson (ATL & BTL), Proton, Unilever (Close Up), Levi’s,
Heineken (Bintang Zero, UEFA Champions league, Green
Sands) etc.
Corporate handled such as Sultan (Hilton rebranding), British
Aerospace, and Hakuhodo.
ColmanHandoko - Senior Account Director / Business
Development 2005
Advertising & below the line Activation Mayora, Djarum,
Kimberly Clarke, Rasuna Epicentrum, Mortar Utama, Jack
Daniels, Vodka Mix, BII.
PT BENTOEL PRIMA Tbk – Philip Morris, Denpasar -
General Manager MAR 2003

8. Marketing, Acquisition & Retention (MAR) & Regional Marketing
Manager for Bali, Nusa Tenggara, Ambon, and Papua Consumer
Goods – Tobacco Industry
Handled the introduction and launching of Country-Bentoel
first white cigarette in the market. Managing East Indonesia
operations and business Consumer Goods – Tobacco
Industry Note: Please be advised that Philip Morris and
Bentoel were in a partnership (principal and distributor)
PT PHILIP MORRIS INDONESIA, Jakarta / Denpasar 2000
Regional Marketing & Sales Manager for Bali and Nusa
Tenggara & Sales Development Manager
Other Experiences
HSBC (Hong Kong Shanghai Banking Corporation) 1999
Sales & New Business Manager (AVP) – Personal Banking **
Transformation of Hong Kong Bank to HSBC (retail banking),
the development of the personal banking structure,
procedures, funding, promotions and rebranding.
Coca-Cola Amatil Jakarta 1996
National Key Accounts Manager – HORECADI & Food stores

9. Personal
A Summary ; Male, Surabaya, 26 June 1969,
Married with a 16 year old son and 13 year old daughter.
Hobbies: Restoration of vintage motorcycles and cars, sports,
poetry, culinary, art and travelling.
Language proficiency: Indonesian, English, Dutch. Brought up
abroad in New York, Geneva and Brussels and University in
Netherlands.
Last Remuneration Package ;
Nett Take Home Pay IDR 83.000.000/month
Full Medical Benefit Including dental for
wife & 2 children
Transportation Allowance IDR 11.000.000/month
(alternative COP)
Performance Incentive IDR 1-2 months salary/quarter
Annual Bonus IDR 3-4 months salary