In Indonesia, Southeast Asia’s most populous market, Rachel Goh leads its largest telco player, Telkomsel,  which has brought in over 170 million customers to date. Carrying out the role of Telkomsel’s CMO, Goh is an exceptionally seasoned marketer in the telco sector. 

While she has been at the forefront of Telkomsel’s push toward personalization and digital transformation, shown by the achievement of MyTelkomsel mobile app with 32 million monthly active users, Goh is now aiming to set the provider apart by way of its 5G services and its foray into video streaming and mobile games. 

Telkomsel’s video streaming platform, MaxStream, has become one of the go to platform to enjoy not only its original video content but also the contents from other video OTTs such as Disney+, Amazon Prime, HBO Go, Viu and Vidio. Under Goh’s leadership, Telkomsel had also strengthened its footprint in mobile gaming industry by developing community-based platform for mobile gaming called Dunia Games, publishing five of its own mobile games and organizing several esports tournaments regularly. Earlier this year, the brand announced a partnership with the national-level Dunia Games League, which routinely attracts millions of Indonesian gamers and streamers. 

And of course, like most brands that managed to stay relevant during the pandemic, Telkomsel amplified its purpose by rallying the country’s spirit of community and resilience. In the #DiRumahTerusMaju Ramadan campaign, Goh and her team used themes of empowerment, entrepreneurship and connection to convey the brand’s role as many Muslims observed the holy month away from their families. The campaign resulted in over 20% more app downloads and a 200% increase in active users.