UNAIR NEWS – Universitas Airlangga (UNAIR) continues to prove the caliber of its education through the success of its graduates, many of whom have gone on to hold prominent roles across various industries. One such example is Matthew Adrian, who has made a remarkable impact in Indonesia’s creative and coffee industries as the Chief Marketing Officer (CMO) of Fore Coffee. Adrian embodies the excellence of UNAIR graduates who can compete and excel on the national stage. In an interview with UNAIR NEWS, he shared his career journey, which began when he graduated from the Faculty of Humanities at UNAIR.
Building a foundation in cultural understanding
Adrian explained that his time at the Faculty of Humanities played a crucial role in shaping his critical thinking and understanding of cultural diversity. He believes that these skills are essential for competing in the international market and navigating the increasingly complex challenges of the modern workplace.
“My time at the Faculty of Humanities provided a foundation for critical thinking and a nuanced understanding of cultural diversity, shaped by interacting with students from across Indonesia and around the world. This experience gave me a global outlook while maintaining respect for local values,” he reflected.
After completing his studies, Adrian faced the significant challenge of adapting to a dynamic industry landscape driven by technological advancements and the rising influence of Generation Z in the creative sector. He emphasized that adaptability and continuous innovation are vital to making a meaningful impact in the industry.
“The professional world demands quick decision-making and a high level of adaptability. In this environment, I realized the importance of developing practical skills, adaptability, creativity, and innovation,” he explained.
Exploring new opportunities
As CMO of Fore Coffee, Adrian applies the values he acquired during his time at UNAIR to his marketing strategies, focusing on a localized approach that can also penetrate international markets.
“I strive to create strong branding with a customer-centric approach, deeply understanding consumer needs. This approach aligns with my thesis, which adopted a new-historicism perspective and has helped me think critically and stand out as a professional,” he elaborated.
Adrian has a clear vision of expanding Fore Coffee into a more prominent and widely recognized brand. He remains committed to exploring new opportunities and staying attuned to the constantly shifting trends in the industry. “I believe that young professionals must continuously innovate and produce work that is both relevant and meaningful,” he asserted.
“Go Beyond, Do More”
Adrian offered words of encouragement to UNAIR students and alumni interested in pursuing careers in marketing or the creative industry, emphasizing the importance of continuous learning and openness to change. “Don’t hesitate to be creative and innovative, as every small effort has the potential to make Indonesia more competitive on the global stage,” he advised.
He also urged them to always think beyond limits and strive to achieve more than their initial goals. “Don’t confine yourself to standard expectations. Aim to do more than you aspire to, whether in your career, studies, or personal life,” concluded Adrian.
Author: Adinda Aulia Pratiwi
Editor: Yulia Rohmawati
