Xaverius Hideaki Richard
I’m a marketing and product professional with experience spanning paid social and product development.
About
I’m a marketing and product professional with experience spanning paid social and product development. I’ve executed end-to-end product development work—starting from market and competitor research, through trials and cost feasibility, to product launch—while keeping close alignment with procurement, QA, marketing, and operations.
On the digital side, I’ve planned and run high-volume paid campaigns across Meta, TikTok, Snapchat, and LinkedIn for local, US, and European brands. I focus on performance monitoring and continuous optimization using KPIs like ROAS, CPA, CTR, CPC, and conversion rate, supported by disciplined budget pacing and conversion tracking to improve campaign results over time.
- 6 years' experience
- Joined October 2026
Industry experience
- Consumer Goods
- Media & Entertainment
- Professional Services
Work experience· 4 roles
Executed detailed campaign and ad setup for more than 50 ads per week across Meta, TikTok, Snapchat, and LinkedIn for local, US, and European brands across various industries. Supported campaign setup from scratch including creative and audience testing and launch preparation for new products, promotions, and seasonal campaigns. Assisted monitoring campaigns with monthly ad budgets ranging from USD 15,000 to USD 25,000, pacing spend, and flagging issues or performance drops. Monitored key performance metrics including ROAS, CPA, CTR, CPC, and conversion rate to identify optimization opportunities. Assisted data collection and consolidation to prepare campaign performance reports and shared improvement suggestions with internal teams.
Managed end-to-end product development projects across A&W Indonesia stores, including market and competitor research, benchmarking, ideation, trials, evaluation, reporting, and commercial launch. Conducted local and international research to identify F&B trends, product opportunities, and relevant concepts. Managed food cost and ingredient sourcing by updating material costs, calculating product costs, and assessing commercial feasibility in coordination with suppliers and procurement. Planned and executed multiple product trials, analyzed test results, and incorporated feedback to refine products before finalization and launch. Collaborated with Procurement, QA, Marketing, Operations, and external suppliers for materials sourcing, product readiness, marketing assets, quality requirements, and launch timelines. Prepared product development reports and presented product concepts, cost calculations, development findings, and recommendations to A&W Indonesia and top management to support
Evaluated physicochemical properties of new raw materials and conducted lab-scale production trials. Monitored shelf life across trial projects involving ready-to-drink milk, sweetened condensed milk, and powdered milk. Analyzed shelf-life data and prepared validation reports for each project.
Education
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