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Work Background
Hakuhodo International IndonesiaDirector of Strategic Planning
Jun. 2025Jakarta, Indonesia
CakapHead of Yayasan Cakap untuk Bangsa (CSR) & Brand Communication
Jan. 2024 - Apr. 2025Jakarta, IndonesiaBrand Division: Led and managed team of 3 divisions (social media, PR, and marketing partnerships) to enhance all brand communication. Developed brand guidelines for five business pillars, nearly doubling engagement rates, surpassing partnership targets by 34%, and streamlining workflows for consistency and efficiency For Yayasan Cakap Untuk Bangsa (CSR): Established the legal entity for a foundation with appointed team. Designed its multi-year program blueprint, defining beneficiaries, vision, mission, and actionable plans for each initiative. When the initial fundraising strategy did not go as planned, successfully pivoted to not only achieve but exceed the targeted beneficiary numbers with minimal budgets. Simultaneously, designed collaboration systems with non-profits and partners, conducted workshops on Inner Development Goals and emotional intelligence, and drove impactful social programs through strategic planning and clear alignment
Asuh DiriInitiator & Head of Business Unit
Oct. 2021 - Apr. 2024Initiated and grew a purpose-driven mental health platform focused on self-parenting (reparenting), empowering individuals to heal emotional wounds and cultivate self-awareness before nurturing others. Introduced the initiative with the launch of the book "Reparenting Journey", a guide to inner child healing and emotional resilience. Built momentum through impactful educational programs—including webinars, group healing sessions, and personalized consultations. Successfully led a quantitative research on parenting for children aged 0–3 in 3 cities, while nurturing an engaged community that grew organically to over 12,000 followers by April 2024. Stepped away from the platform due to personal and professional considerations.
PT Bank Jago TbkHead of Research (Part-Time)
Apr. 2019 - Apr. 2020Jakarta, IndonesiaAs part of the initial research team for Bank Jago’s mobile app, I played a key role in conducting in-depth user analysis that uncovered valuable insights that became the foundation for a distinctive approach that influenced the app’s new product development. Working closely with cross-functional teams, I optimized research workflows, streamlined feedback loops, and ensured alignment with business goals throughout the months-long incubation process.
PT Bank Tabungan Pensiunan Nasional TbkHead Of Insight (BTPN Daya)
May. 2017 - Apr. 2019Jakarta, IndonesiaLed the research division to generate insights for designing scalable CSR programs, monitoring and evaluating impact, and refining models for greater effectiveness. Conducted in-depth research and needs assessments, collaborated with stakeholders to co-create sustainable solutions, and supported monitoring of program rollouts. Additionally, contributed to the incubation team by conducting customer research to build new product development
Young & RubicamSenior Regional (ASEAN) Analyst & Brand Strategist
Jul. 2016 - May. 2017Jakarta, IndonesiaAnalyzed ASEAN brand and consumer data to develop strategic brand insights based on market trends and valuation metrics (BAV). Processed brand valuation data, consumer behavior, and attitude analysis to craft data-driven strategies. Contributed to securing major pitch wins for Y&R Indonesia and working with clients such as Camel (JTI), PHD, Google, and others
Hakuhodo IndonesiaSenior Strategic Planning Manager
May. 2012 - Oct. 2015Greater Jakarta Area, IndonesiaWinner of the 2013 Young Lions Indonesia competition, earning the opportunity to represent the country on a global stage at Cannes. Collaborated with an incredible team to secure major clients by developing brand and consumer strategies that effectively addressed both business and communication needs. Worked with clients such as Mazda, Ajinomoto, Unicharm, Kao, ABC Kopi, and many more
Lowe Lintas and PartnersStrategic Planning Manager
Aug. 2008 - Sep. 2011Greater Jakarta Area, Indonesia
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