Imelda C.
Senior Commercial Management Leader
Open to offersNew to PlatformLanguages
EnglishIndonesian
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Portfolios
About
Imelda C. is an accomplished senior commercial and general management leader with over 20 years of experience spanning fintech, food delivery, FMCG, retail, hospitality, property, and B2B services industries. She has led regional operations and managed full P&L responsibilities for organizations like Grab, OVO, and CT Corp, driving business expansion across Sulawesi, Kalimantan, Bali, and Papua. Imelda’s expertise includes building and scaling multi-region businesses, executing high-impact project management, and steering go-to-market strategies. She has consistently delivered growth through merchant acquisition, pricing, promotions, and performance management while partnering with major global brands such as Unilever, Kimberly-Clark, McDonald’s, and YUM Group. Her leadership has resulted in double- and triple-digit sales increases, operational efficiency gains, and successful management of national key accounts and high-profile commercial property.
Experience
REGIONAL HEAD – KALIMANTAN & SULAWESI
GrabFood Indonesia (Grab – APAC Super App) · 2022 — 2024Directed the regional commercial strategy for Sulawesi and Kalimantan, focusing on merchant acquisition, revenue enhancement, and platform utilization. Executed impactful merchant promotions and cultivated strategic partnerships, contributing to sustained sales growth. Spearheaded city-level market penetration by onboarding significant local and regional brands. Developed sales enablement tools and real-time dashboards to refine forecasting accuracy and improve execution. Fostered a high-performance regional sales team that consistently surpassed targets.REGIONAL HEAD – SULAMPAPUA & BALINUSRA
OVO Indonesia (Visionet International – Fintech) · 2018 — 2022Oversaw comprehensive growth across Sulawesi, Maluku, Papua, Bali, and Nusa Tenggara. Increased the merchant network, app downloads, and transaction frequency significantly, surpassing regional KPIs. Established strategic alliances with major malls, property developers, and brand leaders, facilitating co-branded campaigns and events. Managed regional marketing budgets, reallocating resources to maximize returns on investment. Acted as a crucial link between regional operations and national leadership.GENERAL MANAGER
Trans Studio Mall Makassar (CT Corp / Trans Kalla) · 2015 — 2018Held complete P&L responsibility for a flagship shopping mall covering 50,000 m² of net leasable area. Generated annual revenue of IDR 250 billion with full occupancy and IDR 160 billion EBITDA. Secured long-term agreements with both international and national key tenants, including Uniqlo, MAP Group, and Ismaya. Managed multiple functions including leasing, operations, marketing communications, sponsorships, and business development, while enhancing operational efficiency through rigorous OPEX control and performance oversight.NATIONAL HEAD OF HORECA
PT Tiga Pilar Sejahtera (FMCG) · 2014 — 2015Founded and operationalized the national Horeca sales channel for staple food offerings. Achieved success with McDonald’s Indonesia by shifting rice from being viewed as a commodity to a value-added product, which augmented both profitability and standards. Expanded partnerships with international airline caterers, including Batik Air, using strategic menu ideation methods. Developed frameworks for distributors and channels to accelerate Horeca market penetration.NATIONAL ACCOUNT HEAD
Kimberly-Clark Indonesia · 2013 — 2014Managed key modern trade and minimarket accounts on a national scale, including Carrefour, Hypermart, Alfamart, and Indomaret. Led joint business planning, optimized trade investments, and ensured effective distributor execution throughout the country.GENERAL MANAGER
Regus – Menara BCA, Grand Indonesia · 2012 — 2013Oversaw a premium business center catering to over 400 corporate clients. Enhanced profitability through effective occupancy management, customer retention strategies, and upselling initiatives. Collaborated closely with APAC marketing, finance, and HR departments.KEY ACCOUNT MANAGER & SALES MANAGER MODERN TRADE
Unilever Indonesia – Food Solutions Division · 2006 — 2011Achieved 158% sales growth in Modern Trade and 180% growth in local chain accounts. Managed significant international key accounts including YUM Group and McDonald’s. Led initiatives for menu ideation and new product launches across national clientele.CORPORATE ACCOUNT MANAGER & RSM WEST
Johnson Diversey Indonesia · 2005 — 2006Managed accounts in the West Area of Indonesia, including Sumatra and Jakarta. Developed tailored hygiene and sanitation solutions for various sectors such as lodging, quick service restaurants, and laundry outlets. Set achievable targets for team performance and expanded the Market Penetration Index in relation to competitors.
Skills & Expertise
Education
- Bachelor’s Degree – English LiteratureHasanuddin University, Indonesia