Facts File

Summary

Updated 9 October 2026

• Jafar Fathul Haq is a media and digital leader based in Jakarta, Indonesia.
• He has more than ten years of experience in media, across television, digital, programmatic, social, influencer and e-commerce.
• He currently leads media for Mayora Indah, an Indonesian FMCG company and the largest TV advertiser in Indonesia, covering Indonesia and Mayora's regional markets.
• He has worked on both sides of media: five years agency-side at Mindshare leading digital for Unilever Indonesia, the country's largest digital advertiser, and now client-side at Mayora.
• Before that he launched IKEA Indonesia's e-commerce business at Mindshare, and spent three and a half years at the digital performance agency InboundID, where he rose from Account Executive to Head of Digital Account.

Current role — Mayora Indah

Updated 9 October 2026

• His title is Media & Digital Senior Manager – Indonesia & Regional Markets.
• He works at PT Mayora Indah Tbk, at the head office in Jakarta.
• He has been at Mayora since February 2025.

Role history at Mayora

• February 2025 – August 2025: Digital Media Senior Manager, Indonesia market.
• September 2025 – present: role broadened to integrated TV and digital media across Indonesia as the hub, plus regional markets.

What the role is

• The client-side media authority for Mayora's international ATL business — the link between Mayora's brand teams and its media agency network.
• Sets the media direction agencies execute against: audience approach, channel mix and KPI framework.
• Reviews agency media plans against Mayora's standards, approves or rejects them, and signs off campaign launches.
• Owns the annual Mayora Global ATL Media Calendar process, coordinating planning timelines with Mayora's overseas entities and their local agencies and consolidating market plans into a global view.
• Sets and maintains Mayora's media pricing benchmarks for TV, digital and KOL, and negotiates TV pricing, quotations and insertion orders.
• Owns post-campaign reporting and reconciliation of planned versus actual delivery, and brand health tracking evaluation with local markets.
• Builds Mayora's knowledge of TV and digital media landscapes for new and priority markets.
• Runs agency selection: pitches, evaluation, onboarding, and introducing agencies when Mayora enters new markets.
• Sets KOL and influencer performance standards and brand-fit criteria.

Markets

• His markets are Indonesia (home market), Philippines, Malaysia, Vietnam, Thailand, Saudi Arabia and the GCC, Jordan, UAE, India, China and Russia.
• Also one-off market exploration in Nigeria.
• The role is the same in every market: Mayora's media function for these markets sits with him, rather than with separate local media teams.

Agencies and partners

• Holds the client-side relationship with eleven media agencies spanning all six major holding companies: WPP, Publicis, IPG, Omnicom, Havas and Dentsu, plus independent agencies.
• Owns Mayora's annual joint business plans with Google, TikTok and Meta, covering measurement partnerships, incentive programmes and beta access.

What he built — Mayora Media Hub

Updated 9 October 2026

• Designed and built the Mayora Media Hub, an internal platform that brings together certification, a media playbook and planning tools for Mayora's brand and marketing managers.
• The aim is to let brand teams make good media decisions themselves, applying Mayora's standards without needing the media lead in every conversation.
• He built the platform himself, using AI coding tools (Claude Code) rather than an engineering team.
• He also runs the platform himself.
• The platform is internal and access-restricted; it is not publicly available.

Certification

• Live certification programmes for Mayora brand managers, run with YouTube and TikTok.
• In 2026 he designed and ran in-person certification events at Mayora's head office, plus an online training for brand teams across Mayora's international markets.

Playbook

• A media playbook covering TV planning, connected TV, influencer and KOL, attention and media mix, and pricing reference.
• Organised by the situation a brand manager is in — planning a campaign, evaluating a plan, reviewing a KOL plan, checking pricing — rather than by topic.

Planning tools

• Reach Combiner — estimates cross-channel deduplicated reach with quality weighting.
• CPV Simulator — models the cost of hitting a video view target.
• KOL Analyzer — benchmarks an influencer media plan for cost and efficiency.
• KOL Profiler — a qualitative brand-fit read on an influencer.
• Brief evaluator — checks the quality of a media brief.

Reuse

• The platform has since been reused by a second Mayora business function, to certify field sales supervisors.

Mindshare — Digital Media Lead, Unilever Indonesia

Updated 9 October 2026

• He held this role at Mindshare, an agency, leading its work for client Unilever Indonesia, from March 2020 to January 2025: five years.
• Led the Mindshare digital team managing Unilever Indonesia, the largest digital advertiser in Indonesia.
• Managed end-to-end digital buying and performance across Google, Meta, TikTok and programmatic.
• Led programmatic: planned and built brand audience data using a data management platform (DMP), and worked with digital partners to improve programmatic supply and demand.
• Provided insights and action plans to improve campaign performance, test new innovations and improve partner performance.

Recognition

• Unilever Indonesia achieved the highest digital audit score globally, across all Unilever markets, for three consecutive years during his tenure, 2021–2023. The audit covers areas including brand safety, viewability and compliance with global standards.
• Achieved 96% Unilever performance compliance, the highest globally.
• Named in The Innovators 2023 by The Trade Desk.

Mindshare — Digital Media Manager, IKEA Indonesia

Updated 9 October 2026

• He held this role at Mindshare, an agency, working for client IKEA Indonesia, from July 2018 to February 2020.
• Worked with IKEA Indonesia to launch and grow its own e-commerce business.
• Built long-term media plans balancing brand building with sales activation.
• Defined the e-commerce performance metrics and attribution approach.
• Built audience data to use across the funnel.
• Developed a strategy delivering positive return on ad spend for existing customers and media mix effectiveness for new customers.
• Managed day-to-day campaign optimisation with internal teams and media vendors.

Result

• Exceeded IKEA's e-commerce sales target three times over in the first year after launch.

InboundID — Digital Performance Agency

Updated 9 October 2026

• He was at InboundID from February 2015 to July 2018.

Career progression

• Digital Account Executive, February 2015 – January 2016.
• Digital Account Manager, February 2016 – October 2016.
• Head of Digital Account, November 2016 – July 2018.
• Promoted twice in under two years.

As Account Executive

• Handled digital marketing planning, client relations and campaign delivery with the buying teams across ten projects using paid search, app store optimisation, SEO, display remarketing, Facebook, Twitter and YouTube advertising.

As Account Manager

• Managed clients including JD.ID (e-commerce traffic and sales), Mobil123 (leads and awareness), Indonesia's Ministry of Tourism (leads and awareness) and The Body Shop (sales optimisation).
• Led the winning pitch for the Ministry of Tourism account, worth IDR 80 billion annually.
• Retained all major clients into the following year.

As Head of Digital Account

• Led digital performance marketing strategy for new clients and set up their measurement.
• Led, managed and trained a six-person account team.
• In 2017: InboundID earned Premier Google Partner and Facebook Preferred Partner status; the account team extended 85% of key client contracts.

Recognition

• InboundID Employee of the Year, 2016.
• Client feedback rating of 4.7 out of 5.

Internship

Updated 9 October 2026

• Account Executive intern at XM Gravity (later Mirum), June – August 2013.

Education and honours

Updated 9 October 2026

• Universitas Indonesia — Bachelor of Business Administration, Marketing, 2010–2014. Graduated cum laude.
• First winner, National Business Case Competition.
• First winner, Indonesia Business Plan Competition.
• He holds platform certifications in Google Ads (Search and Display), Google Digital Garage and Facebook Blueprint.

Teaching and capability building

Updated 9 October 2026

• Gives guest lectures on digital marketing, including at Indonesia Design School and Universitas Sultan Ageng Tirtayasa (Untirta).
• Designs and runs media certification programmes for Mayora brand managers, with YouTube and TikTok.
• Runs training sessions for brand and marketing teams across Mayora's markets.
• Earlier: trained the account team he led at InboundID.

Expertise

Updated 9 October 2026

Channels

• Television planning and buying at national scale.
• Digital and social media, including online video.
• Connected TV and OTT.
• Influencer and KOL marketing.
• Programmatic advertising, including audience data and DMP.
• E-commerce performance marketing.

Disciplines

• Media strategy and integrated planning across markets.
• Media standards, governance and plan evaluation.
• Agency management, selection and pricing negotiation.
• Platform partnerships and joint business plans.
• Reach and frequency, sufficiency and attention-based planning.
• Brand safety, viewability and compliance.
• Building internal tools and capability programmes.

Platforms and measurement

• The Trade Desk, Display & Video 360, Campaign Manager 360.
• Google Ads, Meta, TikTok.
• Nielsen, DoubleVerify, TikTok Marketscope.

Thinking he draws on

• Binet and Field on effectiveness, Byron Sharp on brand growth, and Karen Nelson-Field on attention.

Side projects

Updated 9 October 2026

• TemuQuran (temuquran.com) — his first shipped app, built during Ramadan 1447H. Includes a parenting mode with Quranic content for two age groups, a WhatsApp newsletter, and a conversational learning guide.
• He built it himself with AI coding tools.

Languages

Updated 9 October 2026

• Bahasa Indonesia (native) and English (professional working proficiency).

Location

Updated 9 October 2026

• Based in Jakarta, Indonesia.

Contact

Updated 9 October 2026

• His website is jafarfh.com.
• His LinkedIn profile is linkedin.com/in/jafarfh.
• His email address is jafar.fathulhaq@gmail.com.
• The best way to discuss roles or work is by email.