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Work Background
Ogilvy IndonesiaSenior Copywriter
May. 2021 - Jun. 2025Indonesia, JakartaAs a Senior Copywriter, I have honed my skills in both copywriting and ideation, while deepening my understanding of creativity from a business and strategic perspective. This role has allowed me to grow not only as a creative thinker, but also as a brand communicator—capable of crafting compelling campaigns, effectively selling ideas, and building narratives that resonate with both clients and consumers.
Throughout my career, I have contributed to a wide range of campaigns for prominent brands such as Sweety, Kraft, Zwitsal, Sprite, Milo, Wyeth Gold, and many others. These experiences have strengthened my ability to align creative vision with business goals, ensuring impactful and results-driven communication.
Ogilvy & MatherCopywriter
Jan. 2018 - Jun. 2025IndonesiaSince the launch of the One Ogilvy era at the end of 2017, my role as a copywriter has expanded to cover a wider range of platforms—including television commercials (TVCs). One notable project was the Kecap ABC TVC in 2018.
In 2019, the Kecap ABC “Exploresep” campaign gained significant recognition by being featured on the H1 2019 YouTube Ads Leaderboard, which celebrates the most popular video ads that Indonesians actively choose to watch. This achievement highlighted the campaign’s strong resonance with audiences and its creative impact in the digital space. https://www.thinkwithgoogle.com/intl/en-apac/tools-resources/leaderboards/indonesia-youtube-ads-leaderboard-h1-2019/
OgilvyOne WorldwideCopywriter
Aug. 2016 - Jun. 2025IndonesiaAs a copywriter for digital projects, I was responsible for developing creative concepts and overseeing the production process from ideation to execution. I collaborated closely with cross-functional teams to ensure that each campaign aligned with brand objectives and audience engagement goals. During this time, I contributed to various successful digital initiatives for well-known brands such as Fanta, Pureit, Vaseline, Rinso, Lipton, and Zwitsal.
EnVeritas Group (EVG) – Truth. Vision. Results.Jakarta City Expert | Travel Content - Freelance
Jun. 2016 - Feb. 2018I worked with EnVeritas Group to create content about Jakarta for Google Trips.
Paraplou GroupContent Manager
Aug. 2014 - Oct. 2015As Content Manager, I reported directly to the Managing Director/Chief Marketing Officer (CMO) and was responsible for overseeing end-to-end content strategy and execution across 11 fashion e-commerce platforms. My role included managing and curating all content to ensure consistency with brand voice and commercial goals, as well as leading the editorial direction for Paraplou.com’s fashion blog.
In addition, I developed content aligned with broader marketing strategies, supervised a team of content writers to maintain quality and productivity, and created various supporting materials—from brand guidelines to promotional assets—to enable the team’s success and ensure cohesive storytelling across all channels.
TRANS STUDIO - Theme ParkSCRIPTWRITER
Jan. 2010 - Jun. 2013Trans Studio is the pioneer and leading operator of indoor theme parks in Indonesia, known for delivering immersive entertainment experiences. In my role as Scriptwriter, I contributed to nearly all major projects, with a primary focus on developing scripts for the park’s main shows and flagship performances.
My responsibilities included writing show scripts, song lyrics, promotional copy, and audio content, ensuring each element aligned with the creative vision and elevated the overall guest experience. I also served as a key liaison, effectively communicating the scripts and creative direction to cross-functional teams—including directors, performers, composers, and technical crews—to ensure seamless execution and consistency across all production elements.
FreelanceA Freelance Script Editor & Scriptwriter | Upwork | Appen
Aug. 2009 - Aug. 2016Previously, I wrote scripts for television dramas, documentary videos for the Ministry of Tourism, and company profiles. I later shifted my focus to web content and blog writing for various clients through Upwork and international projects. My topics included e-commerce, technology, arts and entertainment, product reviews, and general knowledge—all written in English. Additionally, I worked as a transcriber for Appen and as a translator for a TV program.
PT SINEMART INDONESIASCRIPTEDITOR
Aug. 2008 - Sep. 2009SinemArt is one of the most prominent and productive television production houses in Indonesia, widely recognized for its high-rating drama and FTV (television film) programs. During my time there, I served as a company spokesperson and creative lead, responsible for developing original concepts and communicating them directly with producers and directors to ensure alignment with the production's creative vision.
In addition to concept development, I played a key role in managing a team of scriptwriters—overseeing story development, ensuring consistency in narrative structure, and maintaining the high-quality standards that SinemArt is known for. My primary focus was on FTV programming, where I contributed to the storytelling strategies that helped maintain the company’s strong presence in the Indonesian television landscape.
TRANS TVSCRIPTWRITER - SENIOR CREATIVE
Jan. 2006 - Aug. 2008TransTV is one of Indonesia’s leading television networks, known for its diverse and high-quality programming. During my tenure at TransTV, I served as a scriptwriting representative, playing a key role in both concept development and creative editing and writing within the scripting department.
In my initial year, I contributed to a variety of news magazine and drama programs, helping to shape compelling narratives tailored to diverse audiences. As I progressed, my responsibilities expanded to include managing creative script development, negotiating script content with internal and external stakeholders, and mentoring new staff on scriptwriting techniques.
I was also actively involved in the ideation and presentation of new program concepts, collaborating closely with producers, directors, writers, creatives, and production crews to ensure creative alignment and successful execution from concept to screen.
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