In Indonesia’s banking sector, true omnichannel success lies in connecting digital innovation with human trust to deliver relevant, compliant, and impactful customer experiences. At The MarTech Summit Jakarta, we are pleased to welcome Anisa Esa Riani, Senior Vice President, Corporate Communications, at Bank MAS, to share how her 15+ years across regulated industries have shaped her belief that effective omnichannel strategy in Indonesia starts with deep customer understanding, balancing compliance with creativity, and seamlessly orchestrating human and digital touchpoints to build trust, relevance, and business impacy.
About Bank Multiarta Sentosa TBK
Bank MAS has been around since 1992 and began operations in 1993, becoming Indonesia’s go-to financial solution. As part of the WINGS Group, Bank MAS is committed to promoting financial inclusion for individual customers, MSMEs, and corporations. It offers a variety of reliable banking services, including savings, Bebas by Bank MAS mobile banking, Business Internet Banking, business loans, and MAS Priority services.
Quick Q&A with Anisa Riani
Could you please give us a quick introduction of yourself?
I’m Anisa, a marketing and customer experience leader with more than 15 years of experience across highly regulated industries – from Pharmaceuticals and Tobacco to Financial Services.
Working in emerging markets like Indonesia has shaped my perspective: for me, customer experience is not about adding more technology, but about respecting customer realities and orchestrating coherent journeys that meet them where they are, in ways they are comfortable with.
Why did you choose to participate in The MarTech Summit Jakarta?
I’m excited to learn how different organizations are orchestrating their customer journeys in real, complex environments and how they translate strategy into tangible customer impact for their priority segments.
Could you share a bit about your current role at Bank MAS and what customer engagement means in today’s banking landscape?
At Bank MAS, my role spans brand, creative, campaigns, media, and content marketing. We drive customer engagement across the full funnel — from awareness and education to acquisition and retention — across corporate, retail, and MSME segments.
In today’s banking landscape, engagement is not just about visibility. It’s about relevance. The right channel and the right content mix directly influence both trust and revenue. Our responsibility is to align customer initiatives with business priorities, whether through standalone campaigns or strategic partnerships.
How has that diverse experience shaped your approach to building omnichannel strategies in Indonesia?
My experience has reinforced one key belief: strong customer experience starts with deep understanding of the customer, not with tools.
In Indonesia’s fragmented ecosystem, the real work is orchestration — ensuring that human and digital touchpoints feel connected, purposeful, and relevant to the customer’s context.
In a highly regulated environment like banking, how do you ensure consistency in brand messaging across channels while maintaining compliance and precision?
In banking — as in any regulated industry — it’s about balancing creativity and compliance.
One side is fully understanding the rules: regulatory frameworks, customer protection guidelines, and advertising standards. The other side is delivering brand promises in ways that are meaningful and relatable to customers.
These are not opposing forces; they must work together. Effective orchestration across content and channels ensures that compliance strengthens credibility, rather than limiting creativity.
What role does omnichannel orchestration play in rebuilding trust and relevance for financial brands?
Omnichannel only works when it aligns with how customers naturally build trust.
For some segments, especially SMEs, trust is built through face-to-face relationships. Digital cannot replace that — but it can strengthen and extend it.
The goal is not to substitute physical interactions, but to connect digital signals with human touchpoints so the experience feels continuous and supportive.
Looking ahead to 2026, what is one professional milestone you are excited to achieve, particularly in customer engagement and digital transformation?
Having led customer engagement in environments where physical channels remain critical to trust and conversion, I’m excited to expand this experience — potentially into new industries or markets — and continue bridging human relationships with digital transformation in a meaningful way.
With a strategic lens on connected experiences, data orchestration, and measurable growth, this panel brings together industry leaders who believe true omnichannel success starts with aligning technology, teams, and touchpoints around the customer. As consumer journeys become increasingly fragmented across Asia’s dynamic digital ecosystem, the discussion will explore how brands can synchronise messaging and experiences in real time, while striking the right balance between local powerhouses and global platforms.
Join the Panel Discussion | [Omnichannel Marketing] Orchestrating the Customer Journey for Seamless Omnichannel Experiences at The MarTech Summit Jakarta
The MarTech Summit Jakarta – The 4th Edition
Join us on 15 April 2026 at The St. Regis Jakarta, Indonesia! We’re back with the 4th annual edition of The MarTech Summit Jakarta, set to welcome 200+ attendees. With insightful panel discussions, fireside chats, thought-provoking keynote presentations, and interactive roundtables, you will leave the summit equipped with the latest tools and strategies to elevate your marketing efforts.
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Last updated: February 2026
