Dr. Kartina is a seasoned leader in marketing, customer experience and innovation with over 25 years of experience in banking and financial services. Her work focuses on advancing customer experience through the integration of business strategy, customer-led research, human-centred design, and experience-driven innovation. In business, she supports fintech/tech-based companies as strategic advisory for go-to-market strategy, market penetration and expansion, and strategic collaboration.Dr. Kartina serves as the advisory board member of Indonesia's Financial Planning and actively contributes to the advancement of CX professions as Asia Regional Leader of CXPA Asia and CXPA Global Research Committee. Dr. Kartina is a university lecturer and Senior Fellow at a leading think tank in Indonesia, focusing on public policy research. Her research interests span from customer experience, digital economy, financial as well digital literacy and inclusion, business model innovation, cyber resilience, human-centred design with an emphasis on experience-led and technology-enabled value creation.