JAKARTA
Brand · Marketing · Creative Leadership

I build brands
that drive real business
growth.

Connecting creativity, strategy, and execution from idea to scale.

View Work Contact
Scroll
Executive Profile

Brand, marketing, and business - built as one system.

I operate at the intersection of brand, marketing, and business growth. NNot campaigns in isolation, but systems that scale across brand, product, and communication.

Today: leading creative direction at HATMA Creative and building Naminori from the ground up, from brand to go-to-market to growth.

Background across global networks including Leo Burnett, JWT, DDB, Lowe and dentsuX - and high-growth startups like eFishery, where brand-marketing alignment contributed to 4× profit growth.

4×
Business Growth
(tech startup)
APAC
Market Exposure
50+
Major Brands
30+
Years Experience
Selected Work

Case studies.
Not a gallery.

01
Edufarmers × HATMA Creative
The Missing Egg
Turning Awareness Into Behavioral Impact in Social Campaign
EXECUTIVE CREATIVE DIRECTOR
Led creative and strategic direction
View on Behance
Problem
Stunting campaigns in Indonesia raised awareness, but failed to shift household behavior at the point of decision.
Approach
Multi-channel social narrative built around a single resonant metaphor. Simplicity over information overload.
Impact
Drove measurable behavioral shift across key segments. Bronze Film Craft Lotus AdFest · 2 Bronzes Citra Pariwara · Gold Bawana · 4 Silvers Pinasthika · Best of Digital Video
Strategic Shift
Communication moved from awareness to behavior design, a more durable model for social impact campaigns.
02
eFishery
Building a Unicorn's Brand
BRAND & DIGITAL CREATIVE LEAD
Led creative and strategic direction
View on Behance
Problem
Rapid scaling without brand coherence. Misalignment between brand, product, and communication reducing clarity in the market.
Approach
Aligned brand strategy across business units. Launched DPS and eLab, digital platforms improving farmer productivity.
Impact
Contributed to 4× profit growth in 2020. Strengthened brand equity as eFishery moved toward its unicorn milestone.
Strategic Shift
Proved that brand alignment is a commercial function, not just a marketing one.
03
PMI · Leo Burnett
Bloodbook
Donation as Identity
CREATIVE DIRECTOR
Led creative and strategic direction
View on Behance
Problem
Blood donation: high in intent, low in consistency. People are willing to help, but lack a reason to return.
Approach
Turned donation into identity. A personal record of contribution designed to track progress, build pride and create habit, not a campaign spike.
Impact
Repeat donation increased through progress-driven engagement. Introduced habit-building over short-term awareness. Gold Direct Lotus AdFest 2015 · One Show Merit · 2 Bronzes SpikeAsia 2015 · 2 Golds + Silver Citra Pariwara 2014 · 7+ Q4 LBGPC
Strategic Shift
Communication shifted from awareness → behavior design — creating a more sustainable engagement model.
04
Indosat · HATMA Creative
SheHacks
Empowering Women by Challenging Perception - Not Just Supporting Them
EXECUTIVE CREATIVE DIRECTOR
Led creative and strategic direction
View on Behance
Problem
A category crowded with performative women-in-tech campaigns. How to demonstrate real commitment without looking like brand communication?
Approach
Shifted from campaign to documentary storytelling. Real women, real barriers, real transformation. Minimal brand presence. Maximum credibility.
Impact
Strengthened brand credibility and cultural relevance in the women's empowerment space.
Strategic Shift
Brand moved from sponsor to advocate, a more defensible and resonant positioning in the category.
05
Infinix · HATMA Creative
It's Note What You Think
Driving Relevance in a Competitive Youth Smartphone Market​​​​​​​
EXECUTIVE CREATIVE DIRECTOR
Led creative and strategic direction
View on Behance
Problem
Saturated mid-range smartphone category. Youth audience fatigued by spec-driven, broadcast-style communication.
Approach
Built the campaign around subverted expectations. Product as proof, not prop. Designed for shareability over impressions.
Impact
Drove engagement and strengthened brand preference within target audience. Supported both awareness and conversion objectives.
Strategic Shift
Moved Infinix from feature-first to personality-first, a more durable brand position in a commoditized category.
Full portfolio on Behance →
What I Do

Business functions.
Not creative services.

Each capability is built to drive measurable business outcomes, not just deliverables.

01
Align Brand with Business Strategy
Translate business objectives into brand positioning that every team can execute from.
02
Build Scalable Creative Systems
Frameworks that deliver consistent, effective communication at scale, without sacrificing quality.
03
Improve Speed & Consistency
Diagnose bottlenecks. Rebuild workflows so output quality improves while time to market shrinks.
04
Lead High-Performing Teams
Build cultures where strategic thinking and craft are equally valued. The team is the product.
05
Drive New Business
Lead pitches from strategic narrative to creative execution. Consistent track record across categories.
06
Optimize Customer Journey
Map and improve the full brand experience, from awareness to conversion to retention.
How I Work Today

Fast. Platform-first.
Close to execution.

The way I work has evolved alongside the platforms, the pace, and the expectations of modern businesses. Today, strategy and execution are not separate phases, they happen at the same time.

  • Fast Iteration
    Short cycles. Faster learning. Better outcomes.
  • Platform-First Thinking
    Ideas are built for where they live, not adapted later.
  • Close to Execution
    Strategy stays embedded in execution.
  • Measurable Impact
    Every effort tied to a defined business outcome.
Background

Global agencies.
High-growth startups.

A career built across the full spectrum of brand and business.

From craft-led production, to leading creative direction for Indonesia's largest brands, to driving transformation inside high-growth startups.

The consistent thread: making creativity work as a business function.

  • 2021 — Now Executive Creative Director, HATMA Creative · Co-Founder, Naminori
  • 2020 — 2021 Brand & Creative Lead, eFishery · Unicorn agritech startup
  • 2018 — 2020 Digital Creative Director, dentsu X · Creative Director + Head of Production, SAC Indonesia
  • 2008 — 2017 Creative Director, Leo Burnett & Publicis · Deputy Executive Creative Director, Leo Burnett/Alpha245 · Creative Director, DDB · Fortune Indonesia
  • 2000 — 2008 Senior Art Director, JWT Jakarta · Senior Art Director, Lowe Indonesia · Associate Creative Director, Dwi Sapta
  • 1993 — 2000 Foundation years · Binamark · Brains Communication · JC&K Advertising
Recognition

"Recognized across AdFest, One Show, SpikeAsia, and Citra Pariwara, while prioritizing business impact over awards."

What's Next

Where brand,
marketing &
growth intersect.

I'm most effective in environments where brand, marketing, and business operate as one system — not in silos.

"Not just building ideas. Building the structures that make them work."

Connect on LinkedIn View Portfolio
Contact

Building something that needs clarity, direction, and real business impact? Let's talk.

I work with teams that treat creativity as a growth system, not decoration.

Email LinkedIn Portfolio WhatsApp

Based in Jakarta · Available globally