Dynamic Marketing Communiqué

What can you learn from this ZAPpy CMO’s marketing and leadership experiences? Find out here! [Monday: Marketing Marvels]

October 23, 2023

Miles Everson’s The Business Builder Daily speaks to the heart of what great marketers, business leaders, and other professionals need to succeed in advertising, communications, managing their investments, career strategy, and more. 

A Note from Miles Everson:

Hi, everyone! 

We hope you’re having a great time today. 

Let’s begin the day with inspiration from today’s “Marketing Marvels.” Every Monday, we highlight outstanding individuals in business and marketing, along with their industry-related experiences, contributions, and insights. 

In this article, we’ll focus on one of the excellent marketing leaders in Indonesia’s beauty industry.

Keep reading to know how this person’s humble beginning enabled her to develop a passion for making an impact on the world of marketing today.  

Miles Everson
CEO, MBO Partners
Chairman of the Advisory Board, The I Institute

Marketing Marvels 

How do you define successful leadership? 

There is effective task delegation in a team? 

Micromanagement is non-existent? 

There are lots of career opportunities within the team? 

Different leaders define successful leadership differently… and for this “Marvel,” effective leadership means raising and developing another leader, and inspiring others to be a better version of themselves. 

Feriani Chung is the Chief Marketing Officer (CMO) of Zulu Alpha Papa (ZAP), the pioneer of hair removal treatment using laser technology in Indonesia. 

Photo from HerStory

Before joining ZAP, Chung was a marketing executive at a company in the Hotel and Food & Beverage (F&B) industries. She also worked for 3 years in Bali, one of the most popular holiday destinations in Indonesia. 

Being in the beauty industry was something that never really crossed Chung’s mind. However, as someone who enjoys being in the service industry, she didn’t find it difficult to adjust when she first joined ZAP’s workforce in 2015. 

In fact, she was ZAP’s first staff member with a hotelier background. Because of that, she helped the company focus on hospitality and excellent customer service instead of only on high-quality products. 

Developing a Passion for Marketing at an Early Age 

Chung first developed a fondness for marketing when she was in high school. She said: 

“I started reading books about marketing, and I had always admired the marketing and promotions activities by brands I knew of.” 

One of her favorite examples of brand promotions at that time was the “I LOVE MONDAY” program held by Hard Rock Café Jakarta in the 90s. The reason for creating that program was because back then, it was common for almost every café in Jakarta to not have customers on a Monday. 

So, Hard Rock Café created a stand-out marketing gimmick by having live music and promos on its menu every Monday. As a result, the place teemed with customers wanting to have a good time over good food on the first work day of the week. 

According to Chung: 

“It was such a brave action, and became quite a success. In fact, it became a legendary program at Hard Rock Café. I was very inspired by how one marketing strategy could change so many things, even ideas that were once considered impossible.” 

Since then, Chung prioritized growing into an effective marketing person. She has brought this mindset to work by focusing on an emotional marketing strategy prioritizing a whole new experience for consumers. 

Chung’s Strengths as a Marketer, as Seen in the Core Values of ZAP 

As ZAP’s CMO, Chung ensures that each team member is aware of how significant they are to the company, and that it’s important for them to respect and value each other. 

One of her contributions to the firm is identifying and emphasizing ZAP’s core values, all of which have become a guiding force in successfully running its daily operations and finding competent future team members. 

These values are: 

  • Make others happy. 
  • Show that you care. 
  • Build a fun atmosphere. 
  • Promote open and honest communication with a family spirit. 
  • Do the best we can. 
  • Do the right things. 
  • Be accountable. 
  • Think long-term. 

For Chung, these eight values help project how integrity can be built for each member of the firm. 

Two other things that Chung focuses on as ZAP’s CMO are teaching her team to cope with workplace challenges and inspiring others within and outside the workplace

As for coping with workplace challenges, Chung believes challenges are like a puzzle that needs to be solved or a game where once the team finishes one level, they enter the higher levels with extra skills, greater endurance, and a broader perspective. 

One of the challenges Chung personally faced in the workplace at the start of her career was allowing her emotions to get the best of her, which negatively affected her journey and growth at one point. 

Now that she’s in a leadership role, she makes sure she passes down all her good experiences and realizations so that her team wouldn’t have to go through all the bad things she went through in the past. 

In terms of inspiring others within and outside the workplace, Chung doesn’t limit her personal definition of success only to achievements within the office or her professional life. She believes true success is more about being the same excellent person both within and outside the office. 

One of Chung’s greatest achievements so far is receiving the Best Champion Marketing Award in 2019. This made her realize that as CMO, she is responsible not only for ZAP’s entire marketing strategy but also for ensuring the firm’s sales division reaches AND inspires its target audience, especially in their idea of true beauty. 


We hope you’re empowered by the story of today’s feature! 

Given the changing marketing landscape nowadays, Chung believes each player in the industry must keep sharpening their skills and adapting to those changes. 

Her goal for ZAP is to turn it into one of the most significant leaders in the beauty industry in Indonesia and even in the entire Asia. 

She also aims to make ZAP clinics a personal experience and part of the lifestyle of each customer, providing high-quality products and treatments with effective and safe procedures that have long-lasting benefits. 

As for marketing in general, Chung’s goal is to contribute more actively in the industry by sharing her experiences with the younger generation. She believes this will inspire them to dream BIGGER and further, motivate them to reach their career goals, and become a future leader. 

“Be the leader who is not only great at running [his or her] business, but also running [his or her] daily life, making others successful and creating a positive impact.” 
– Feriani Chung

(This article is from The Business Builder Daily, a newsletter by The I Institute in collaboration with MBO Partners.) 

About The Dynamic Marketing Communiqué’s
“Mondays: Marketing Marvels”

Too often, industry experts and the marketing press sing the praises of some brand or company’s marketing strategy. 

… only for the audience to later find out that its product was a flop, or worse, that the brand or company went bankrupt.

The true ROI in marketing can’t be separated from the business as a whole. 

What good is a marketing case study if one can’t prove that the company’s efforts actually paid off?

At the end of the day, either the entire business is successful or it isn’t. And the roles of marketing and communication are always paramount to that success. 

Every Monday, we publish a case study that highlights the world’s greatest marketing strategies, marketers, and communicators. 

However, the difference between our articles and the numerous ones out there is that we will always make certain that the firm really did generate and demonstrate earning power worthy of study in the first place (compliments of Valens Research’s finance group) in keeping with a person’s leadership skills in the area of marketing and/or communication.

We’ll also study the greatest marketing fails and analyze what they did wrong, or what they needed to improve. We all make our mistakes, but better we learn from others’ mistakes—and earlier, rather than later.

Hope you found this week’s marketing marvel interesting and helpful. 

Stay tuned for next Monday’s “Marketing Marvels!”


Kyle Yu 
Head of Marketing 
Valens Dynamic Marketing Capabilities 
Powered by Valens Research 

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