Lead integrated TV, digital, and influencer strategy for Indonesia and multiple regional markets, driving consistent media quality and effectiveness.

• Lead integrated media strategy (TV, Digital, Influencer) for Indonesia as the central hub, overseeing planning and execution across Vietnam, Philippines, Thailand, Saudi Arabia, Malaysia, and Russia.
• Developed and rolled out TV & Digital buying frameworks, CTV/digital reach models, and market-localization processes to create consistent standards across all countries.
• Act as media consultant for brand teams, reviewing media plans and advising on digital, content, and media trends.

Led the digital marketing team managing the largest digital advertiser in Indonesia.

• Managed end-to-end digital buying & performance across Google, Meta, TikTok, and Programmatic.
• Planned and built brand audience data using DMP.
• Worked with digital partners to improve programmatic supply and demand efficiency.
• Provided insights and action plans to improve campaign performance, test new innovations, and drive partner improvement.

Worked with IKEA Indonesia to launch and grow its e-commerce business through strategic media planning.

• Developed long-term media plans balancing brand building and sales activation.
• Created strategies to deliver positive ROAS for existing customers and improve media mix effectiveness for new customers.
• Managed day-to-day campaign optimization with internal and external partners to maximize e-commerce sales impact.

Started as Account Executive, promoted to Manager within 10 months, and to Head of Account one year later.

• Led analytical strategy and digital performance marketing planning for all clients.
• Managed internal media buying team to execute campaigns and deliver strategic direction.
• Led and trained 5 account teams, managing day-to-day client relationships and growing the agency portfolio.