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Work Background
PT Bank Neo Commerce TbkHead of Brand Marketing
Jan. 2022 - Dec. 2025Jakarta, IndonesiaJob description: - Led end-to-end brand, marketing, social, creative strategy for a national digital bank operating in a highly competitive and regulated environment. - Ensured consistent brand expression across all customer touchpoints, including ATL, digital, social, in-app experience, partnerships, and offline activations. - Owned brand and marketing budget, optimizing allocation and ROI across always-on and campaign initiatives. Notable Projects: 1. Bank Neo Commerce Corporate Strategic Elements rejuvenation project in H2 2025. Working closely with the Board of Directors to refresh the Bank’s Purpose, Vision, Mission, Values and Tagline, establishing the strategic foundation for BNC’s organization-wide transformation starting in 2026. 2. “Untung Pakai Neobank” campaign in 2025 help boosted personal loan disbursement growth by 116% through seamless integration with business goals. 3. The "Buat Semua" integrated campaign, the "We Make Differences Work" corporate strategy, and the events sponsorship of Localfest and IMX in 2022 have all contributed to BNC's impressive growth from 13 million to 20 million users. Additionally, the brand awareness level has increased from 58% to 71%. Awards & Achievements: 1. Gold Winner, World Champion Category – Digital Bank WOW Brand 2022 by Markplus 2. 2nd Place, Social Media – Digital Bank Indonesia Best Bank in Service Excellence 2023 by Infobank 3. Top 9 Best Banks in Indonesia World’s Best Banks 2023 by Forbes 4. The Best Digital Bank in Brand Interactivity Satisfaction, Loyalty & Engagement (SLE) 2024 by Infobank 5. 7 Most Popular Bank – Digital Banking Category Jawa Pos 7 Most Brand of The Year 2024
Flock Creative NetworkCX Strategy Director
Nov. 2020 - Jan. 2022Jakarta, IndonesiaJob description: - Led cross-functional teams of brand communication, customer experience, research, social media, KOL, and community marketing. - Start a new CX company under the FCN Network named Maina. Notable Projects: - Warehouse Management System using CX approach for Eiger, which drives efficiency to the operation management. - "Merdeka Belajar" campaign for Kemendikbudristek, which was highly successful in brand awareness. - "Bulatkan Tiketmu" campaign for Tiket.com, the Bebelac and Nutrilon campaigns were significant business wins.
FAB GroupGroup Strategy Director
Apr. 2020 - Nov. 2020Jakarta, IndonesiaJob description: Navigated digital business transformations within both internal FAB Group agencies and client organizations. Notable projects: - Digitization of FAB traditional agencies such as Ambilhati, Bujukrayu, Whatif, BesokSabtu, and Fabulous. - Played a key role in winning new businesses for the company, including Nestle (Dancow & Milo) and Disney+.
Mirum AgencyHead of Strategic Services
Apr. 2016 - Mar. 2020Greater Jakarta Area, IndonesiaJob Description: - Transform the strategy department from a digital communication focus to an integrated brand marketing and CX solutions. - Develop strategic solutions (brand communication, marketing, and digital products) for respectable clients. Notable projects: - Integrated brand communication and customer experience for Nestle’s Dancow, which successfully increased the e-commerce sales up to 114%, grew 3 times faster than the grow up milk category - Bluebird brand transformation “Biru yang Baru” which reduced the app cost per install up to 46% - Eraspace by Erajaya which integrates all Erajaya e-commerce platforms (erafone, iBox, Urban Republic, etc) - Grab campaign “Aplikasi untuk Semua”
Self-employedMarketing & Brand Strategy Consultant
Jan. 2016Jakarta, IndonesiaI help companies grow their brands and drive business results through clear strategy and disciplined execution, translating direction into practical, actionable plans across brand, marketing, social, and customer experience. I also support agencies in winning pitches and growing key clients with business-driven, pitch-ready strategies. Clients and partners include Telkom Indonesia, Kawan Lama Group, Bank Indonesia, Glico, Emway, Massive Music, and agencies such as Adplanet Daiko, Popcult, CAB, Epic, Finch, Deka Insight, among others.
Bintang Pratama CommunicationAssociate Planning Director
Sep. 2014 - Mar. 2016JakartaJob Description: - Established the Strategic Planning department, leading brand strategies for Lion-Wings, Calbee, and Wings. - Utilized data-driven insights to develop effective communication and growth strategies, resulting in increased market presence and brand success. Notable projects: - Integrated annual brand plan for Wings and Lion Wings brands (So Klin, IsoPlus, Mama Lemon, Ciptadent, Emeron, Zinc, Kodomo, Posh, etc). - Brand positioning workshop for Calbee brands (Potabee & Krisbee).
Mediatrac Sistem KomunikasiPrincipal Consultant
Apr. 2014 - Sep. 2014Greater Jakarta Area, IndonesiaJob Description: Led the consulting arm of the company, collaborating with clients to identify and resolve key marketing challenges through data-driven insights and strategic consulting solutions. Notable projects: - Brand positioning workshop for Fanbo cosmetics brand, - Brand ambassador digital and on ground platforms for Marlboro and A Mild
Rise Indonesia (MullenLowe Group)Head of Strategic Planning
Oct. 2012 - Apr. 2014Greater Jakarta Area, IndonesiaJob Description: Led the agile strategy team to conduct consumer research, facilitate brand workshops, and develop 360-degree communication strategies that drove impactful brand engagement. Notable projects: - Co-facilitated the brand positioning workshop for Kacang Garuda and Garuda Beverages (De’Koffie, Kopyes, Okky) - Wimcycle Brand transformation building - Won brand campaign projects of Burger King, Lee Kum Kee, and Vidoran
Fortune Indonesia TbkStrategic Planner
Apr. 2011 - Oct. 2012Greater Jakarta Area, IndonesiaJob Description: Crafted above-the-line communication strategies, securing major brand campaigns for Honda, Bank Mandiri, Daihatsu, Pertamina, Oriflame, and Kacang Dua Kelinci. Notable projects: Won brand campaign projects of Honda (BeAT & Scoopy), Bank Mandiri, Daihatsu Corporate, Pertamina Corporate, Oriflame, and Kacang Dua Kelinci.
OgilvyOneCopywriter
Sep. 2010 - Apr. 2011Greater Jakarta Area, IndonesiaJob Description: Conceived, developed and produced effective advertising campaigns. Notable projects: Handled digital campaigns of Coca Cola, Nestle, Mizone, Heineken, IBM
PT KomunikasiaCopywriter
May. 2010 - Sep. 2010Greater Jakarta Area, IndonesiaJob Description: Conceived, developed and produced effective advertising campaigns. Notable projects: - Won Jumbo Oil pitch as the agency’s first TVC project - Won CIMB Niaga pitch as the agency’s first radio ad.
GTVProgram Editor
May. 2007 - May. 2010JakartaJob Description: Responsible for the post productions of Global TV programs Program handled: MTV Indonesia, VH1, Global TV programs, etc
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