About the Trainer
Partogi Hasian Simandjuntak
Founder & Lead Trainer, ASTHA
“I don’t teach selling from a textbook. I teach what actually works in the field, because I have lived it for more than two decades.”
Profile
From the Outlet to the Boardroom
For more than 25 years, Partogi has worked in, understood, and led sales in FMCG and B2B. His experience runs from traditional outlets in Bali to national corporate customers such as restaurant chains, hotels, cafés, and institutions.
During more than 20 years at PT Nestlé Indonesia, he rose from Head of Area to National Sales Manager (AVP), Nestlé Professional, leading the national B2B sales organization for the HoReCa and distributor channels.
His background in Hospitality Management lets him see Food Service from both sides: as a supplier, and through the eyes of a hotel or restaurant owner.
Today, all of that experience serves one mission: building a stronger generation of professional salespeople in Indonesia.
Track Record
Career Journey
2026 – Present
Founder & Lead Trainer, ASTHA
Founded ASTHA and developed the Frontliner Series and Leader Series.
2026 – Present
Associate Trainer, ProxsisMark (Proxsis Group)
Facilitates negotiation training for the Modern Trade team of PT Fastrata Buana and is developing a Consumer, Shopper & Market Intelligence program for distributor managers.
Apr – Jun 2026
Commercial Project Manager, Nestlé Professional
Led strategic cross-functional commercial initiatives until early retirement.
2023 – 2026
National Sales Manager (AVP), Nestlé Professional
Led the national B2B sales organization. National sales grew 30% (2023 vs 2022).
2020 – 2023
Head of National Account Management, Nestlé Professional
Brought KFC back as a Nestlé Professional partner after six years. National account sales grew 22% (2021).
2016 – 2019
Regional Sales Manager, Sumatra & Greater Jakarta
Expanded Sumatra distributors from 5 to 8 and grew the region’s contribution from 9% to 11% (2018). Led Greater Jakarta to Best Region 2019, while reducing cost of doing business (CODB) without compromising productivity.
2000 – 2016
Career Foundation: From the Field to Key Accounts
Sixteen years of hands-on field work as Key Account Officer, Head of Area, Key Account Manager, and District Sales Manager at Coca-Cola Amatil, Nestlé Indonesia, and a distribution company, covering Bali, Java, Jakarta, and Sumatra. During this period, Partogi built Modern Trade channels, developed distributor networks, and managed key customers. Highlights include 172% area growth (2010) and Field Staff of the Year 2012.
Role as a Trainer
Training Long Before ASTHA
Alongside his management responsibilities at Nestlé, Partogi served as an internal trainer and sales coach:
- Led the national implementation of the Hunter & Farmer sales model on C4C technology, equipping sales teams with new methodologies, workflows, and systems.
- Trained and coached sales, key account, and supervisor teams in the field across Sumatra, Jakarta, Java, and Bali.
- Built distributor team capabilities through training and on-the-job support.
Areas of Expertise
Core Expertise
Sales Strategy
Territory management, channel development, sales planning, KPIs & forecasting
Commercial Execution
Key account management, business negotiation, distributor & route-to-market
People Development
Field coaching, performance management, sales leadership
Training Delivery
Blended learning, adult learning, field-based coaching
Training Philosophy
“Great salespeople aren’t created by a moment of motivation. They are shaped by the right habits, strong systems, and leaders who go into the field with their teams.”
Every sales professional has the potential to grow. What is often missing isn’t ability. It’s the right direction, systems, and coaching.
Education & Development
Education & Training
Education
- Bachelor’s Degree (S1) in Hospitality Management, STIE PARI Semarang
- Diploma (D3) in Hospitality, AKPARI Semarang
International & Professional Training
- Growing in Out-of-Home Channel Workshop, Rive Reine (Nestlé’s global learning centre), Vevey, Switzerland
- Introduction to Marketing and Sales, Rive Reine
- Hot Beverage Workshop, Nestlé Professional AOA, Bangkok
- Managing Customers Profitably and Channel Analysis & Strategy Development, Nestlé Professional AOA
- Negotiation to Win, MDI TACK
- Leadership Workshop, Transforming Behavior Mindset for Leader, Field Management Best Practice, and Head of Area Development Program, Nestlé Indonesia
- Problem Solving & Decision Making, Business First