Staff Reporters
Jun 29, 2020

Asia-Pacific Power List 2020: Rachel Goh, Telkomsel

A seasoned marketer in the telco sector, Goh continues to strive for relevance through digital solutions for legacy Indonesian brand Telkomsel.

Asia-Pacific Power List 2020: Rachel Goh, Telkomsel
Asia-Pacific’s 50 most influential and purposeful marketers

Rachel Goh

Chief marketing officer

In the populous Indonesian market, Telkomsel leads the telecommunications sector in market share. Partly owned by Telkom Indonesia and Singtel, the 25-year-old company has established itself as the leading cellular operator in Indonesia with over 169 million customers serviced by 5,500 employees.

CMO Rachel Goh—who took over the reins from Alistair Johnston in July 2019—is an exceptionally seasoned marketer in the telco sector. Prior to this role, she clocked in time at Singtel, Singapore-based telco M1Limited, and major provider Ooredoo in Myanmar.

In her current role, she is at the forefront of the brand’s aggressive push towards personalisation and digital transformation. To cut through increased competition in a tech-savvy market, more digital products and solutions have been rolled out to support video, music, and games as well as the highly successful MyTelkomSel app. And among plans in the pipeline are customer segment identification to better personalise offerings, and more elements of gamification to incentivise users.

During COVID-19 where digital engagement surged, Goh oversaw campaigns and content that spoke to the nationalistic spirit of coming together to overcome a tragedy. Various community-driven initiatives—such as collaborating with universities to enable learning from home—allowed Goh to position the brand beyond an internet and phone provider, but rather as a ubiquitous name behind the digital empowerment of Indonesians.

As a bonus, Telkomsel also scores highly in employee engagement. Last year, employees across its network pushed out the ‘Let’s Rebound & Go Digital’ campaign which called for staff to participate in rap challenges.

Asia-Pacific’s 50 most influential and purposeful marketers


Related Articles

Just Published

2 hours ago

Paradise City's new campaign seeks to redefine ...

Simultaneously launching a popular, luxury Korean resort in two culturally diverse markets and different target audiences was a creative challenge for Dentsu. The end result does not disappoint.

3 hours ago

L'Oreal appoints new chief digital & marketing ...

CDMO for UK and Ireland, Lex Bradshaw-Zanger replaces outgoing Shelly Chiang in the new role.

3 hours ago

Advertisers in APAC increased digital ad spend in 2022

TOP OF THE CHARTS: Nielsen Ad Intel shows a big jump in ad spending in highly competitive markets.

7 hours ago

S4 sees growth slow in 2023 after losing key ...

Martin Sorrell says the company continues to have a 'significant relationship' with Mondelez.