Nespresso ID picks new head of marketing and digital

Kanmo Group has appointed Dedi Zulfikri Parinduri (pictured) as Nespresso Indonesia's head of marketing and digital.

In this newly created role, Parinduri will be responsible for all marketing, CRM and digital activities for Nespresso Indonesia. Although a local role, Parinduri will be coordinating with the Nespresso region team in Singapore, as the brand's Indonesia head of marketing and digital.

"I am deeply honored and excited to take on the role of head of marketing and digital at Nespresso Indonesia. With over 15 years of experience in marketing and digital strategy, I am eager to leverage my expertise to further elevate the Nespresso brand in Indonesia," said Parinduri when MARKETING-INTERACTIVE reached out.

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"I look forward to working alongside the talented team at Nespresso Indonesia to create memorable experiences for our customers and to continue the brand's tradition of excellence," he added.

Before becoming the head of marketing and digital at Nespresso Indonesia, Parinduri was group head of marketplace at Kanmo Group. There, Parinduri managed all Kanmo Group brand activities on the Indonesian marketplace and social commerce. That includes Shopee, Tokopedia, TikTok Shop, Lazada, Zalora and Blibli.

Prior to joining Kanmo Group, Parinduri was at Tokopedia where he took on the roles of marketing solutions lead and marketing activation lead. He also served as senior manager consumer marketing at Biznet.

One of his longer stints was at Sampoerna where he started as an event executive in December 2008 and left the company as brand manager of Sampoerna Kretek. Parinduri was at Sampoerna for seven years.

Earlier in March this year, Nespresso released a campaign in Singapore where it partnered with local influencers to fight over the best way to drink coffee.

As part of the campaign, a real-time nationwide poll was set up for consumers to choose between black, coffee with milk (white) and iced coffee teams.

When MARKETING-INTERACTIVE checked, team 'coffee with milk' was currently in the lead with 40% of respondents and 'iced coffee' trailing closely behind at 36%. 'Black coffee' was the least popular at 24%.

"We know there are many different coffee drinkers out there and wanted to bring out the friendly rivalry through the different coffee teams to get Singaporeans talking about coffee," said a representative from Nespresso in conversation with MARKETING-INTERACTIVE.

"This gives people a sense of contribution and investment towards the campaign," they added.

If an individual is team 'black coffee', they will join the likes of Nespresso ambassador George Clooney, Class 95 radio DJ Edward Russel and actress Caitanya Tan who love bold, intense and familiar flavours

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