Former TikTok and Tokopedia Marketing Leader Brings Nearly 20 Years of Expertise to the FMCG Giant
Jakarta, Indonesia – May 9, 2025 – Godrej Consumer Products Limited (GCPL) has announced the appointment of Hilda Kitti as the new Chief Marketing Officer (CMO) of Godrej Indonesia, effective May 1, 2025. This leadership change comes as part of Godrej’s strategic efforts to strengthen its marketing vision and digital transformation in one of Southeast Asia’s fastest-growing consumer markets.
Kitti takes over from Abhinav Dwivedi, who served as the company’s Marketing Director since 2023 and recently stepped down in March 2025 due to personal reasons. As CMO, Kitti will report directly to Rajesh Sethuraman, CEO of Godrej Indonesia and Global Business Transformation and IT Head at GCPL.
A Proven Leader in FMCG and Digital Marketing
Bringing nearly two decades of experience in fast-moving consumer goods (FMCG) and digital-first enterprises, Hilda Kitti is renowned for her ability to bridge traditional marketing strategies with modern, data-driven consumer engagement models.
Prior to joining Godrej, Kitti was Senior Marketing Director at TikTok Commerce and Tokopedia, two of Indonesia’s leading digital commerce platforms. At TikTok Commerce, she led integrated marketing campaigns, steering brand performance, platform traffic, and user engagement through a mix of brand, creative, partnership, and media initiatives.
“TikTokShop by Tokopedia has cracked the code in creating a seamless journey from inspiration to purchase,” said Kitti, reflecting on her recent work. “Live commerce, in-the-moment deals, and affiliate marketing are now table stakes in e-commerce growth. Brands must rethink their content strategies to remain agile and consistent while leveraging diverse creators.”
A Career Rooted in Brand Innovation
Kitti’s marketing career began at Unilever, where she spent more than ten years managing top-tier brands like Rexona, Dove, and Citra. Her work focused on market development, product innovation, and digital-first campaigns that redefined brand reach and relevance.
In 2020, she transitioned to the digital and tech sector, holding pivotal marketing roles at Meta—covering Indonesia and Malaysia—and later TikTok. Her expertise spans end-to-end digital marketing, influencer partnerships, and customer experience strategies aimed at driving sustainable growth in today’s omnichannel world.
Vision for Godrej: Digital Growth and Consumer-Centricity
Kitti’s appointment aligns with Godrej Indonesia’s long-term vision to create future-ready, consumer-centric marketing approaches.
“I see immense opportunities to drive growth in digital, e-commerce, community building, and strategic partnerships across the Godrej portfolio,” Kitti stated. “My goal is to bring an experimentation mindset—to fail fast and forward or succeed fast and scale.”
Her focus will include strengthening Godrej’s presence in digital platforms, innovating brand storytelling, and enhancing customer engagement across touchpoints.
Leadership Endorsement
Godrej Indonesia’s CEO, Rajesh Sethuraman, expressed confidence in Kitti’s appointment:
“Hilda’s expertise in the digital space will help us transform our marketing efforts to stay ahead in a rapidly evolving landscape. Her leadership is expected to bring greater agility and consumer focus to our marketing strategies.”
Strategic Timing for a Competitive Market
Kitti’s appointment comes at a pivotal time when Indonesia’s consumer goods market is becoming increasingly competitive, with digital commerce playing a central role in influencing purchase behavior. As brands race to engage Gen Z and millennial shoppers through real-time content and social commerce, Godrej’s move signals a strong commitment to staying ahead of the curve.
With Kitti at the helm of marketing, Godrej Indonesia is poised to deepen its market penetration, leverage cutting-edge digital strategies, and foster stronger relationships with its growing consumer base.
