VISUAL ARCHIVE
Work Deliverables & Content Gallery
Corporate Communications Specialist
Submissions Published
146.5% Target Achieved, up from 90 in 2024 (+224% YoY growth)
Cost per Submission Savings
Cost per submission dropped from Rp777,778 to Rp120,274 / Rp136,519
Media Database
Journalist Database Cultivated & 300+ 1-on-1 Outreach Engagement
Satisfaction Rating
Journalist survey score 4 to 5 out of 5 across all criteria
As the sole internal Corporate Communications Specialist for the GIIAS 2025 project, Devina spearheaded the end-to-end execution of the Astra Financial Journalist Competition 2025, taking over and optimizing responsibilities previously handled by a 5-person external agency. In 2024, the baseline delivered only 90 submissions (45% target) with vendor delays. The challenge was rebuilding trust, simplifying terms, and driving rapid participation.
Designed an early-bird incentive of Rp100,000 AstraPay balance for the first 50 submissions (funded outside the Rp35M prize pool). This mechanic drove fast submission conversion right after GIIAS press day while exposing the AstraPay e-wallet ecosystem to 300+ national journalists.
Created a clean one-page T&C infographic answering all key questions (theme, angles, deadlines, prizes) upfront. Engaged 300+ journalists via personalized WhatsApp messages (no broadcast spam), leading to 8 published press releases and 5 announcement publications.
A side-by-side metric comparison demonstrating the efficiency gains achieved in 2025.
| Metric KPI | 2024 Baseline (Vendor) | 2025 In-House Execution | YoY Impact |
|---|---|---|---|
| Launch & Completion | Delayed (0% on-time) | 100% On-Time Schedule | On-Time Delivery |
| Total Submissions | 90 submissions (45%) | 293 submissions (146.5%) | +224% YoY Growth |
| Cost per Submission | Rp777,778 | Rp120,274 - Rp136,519 | -82.4% Cost Reduction |
| Total Efficiency | Rp70,000,000 (Agency) | Rp40,000,000 (In-House) | 3.3x Output Growth |
74%
Media Gathering GIIAS
Primary touchpoint for event orientation & initial interest
68%
Personalized WhatsApp
Most effective channel for reminder updates & submission links
33%
Email Blast
Secondary channel for formal rules distribution
"Throughout our collaboration at FIFGROUP and Astra Financial, she has proven to be a reliable professional with proactive communication skills and the ability to build effective working relationships."
Rembianov & Rizqi Uthama
Mentors ยท PT Astra International Tbk & Astra Financial