Yusdina Fibriyanti
Managing Director
Innocean
Indonesia
Yusdina Fibriyanti's career has been shaped by a belief that transformation is not optional — it is a discipline.
After graduating in International Business from the University of Denver, she began in leasing, trading, and banking before discovering her calling in marketing communications. As the only daughter in a Muslim family to study overseas independently, she grew up aware of unspoken structures where hierarchy, seniority, and gender quietly defined boundaries. Rather than resist them, she learned to navigate and expand them.
At MullenLowe, Fibriyanti led Unilever’s ‘Paddle Pop’ children’s ice cream category through a shift from campaign-led marketing to a branded entertainment platform built on long-form animation storytelling. The model gained traction across Asia, earned regional MEA Awards recognition, and was subsequently scaled to 33 global markets, coordinated from Indonesia. At Leo Burnett Indonesia, she led the turnaround of McDonald's during a period of declining client confidence, restoring trust by stabilising teams and resetting delivery standards.
At Innocean Indonesia, she assumed leadership during significant business stagnation and negative growth. In a remarkably short period, she revitalised the entire organisation. She institutionalised learning through Open Water and Leaders Sharing Sessions, embedding continuous capability-building into daily operations.
Her mentorship philosophy reverses traditional hierarchy. At MullenLowe, she founded StarTroopers, where juniors led discussions while seniors coached — accelerating confidence-building and creating a pipeline of emerging leaders.
To Quote: “Dina is not only a transformative business leader, but also a role model for inclusive, purpose-driven leadership in our industry." - Tae Hyun Kwan, APAC CEO at Innocean Worldwide
