Every creative decision is an emotion translated into form.
I’m a creative leader who translates emotion into strategy. For twelve years, I’ve built and led cross-functional teams—designers, copywriters, videographers, strategists—creating hundreds digital assets for major social media platforms, venture-backed startups, multinational company, and Indonesia’s largest brands. Every campaign starts with one question: what should this feel like? I restructure workflows to scale without losing quality, move teams with clarity, and optimize across the full content lifecycle.
Creative Leadership & Strategic Direction
Built and led cross-functional creative teams for major social media platforms, a $72.8B Series A startup, an omnichannel startup ecosystem serving hundreds of high-profile clients, and Indonesia’s leading property companies. Oversaw creation and execution of 500+ digital assets spanning content strategy, campaign design, videography, and digital marketing.
Systems & Operational Excellence
Restructured creative workflows to reduce communication friction and increase ownership. Built accountability systems that scale teams without sacrificing quality. Optimized processes across ideation, production, compliance, and moderation.
Emotion-Based Design Strategy
Developed proprietary approach grounding all creative decisions in emotional logic. Led teams to understand not just what audiences need, but why they’ll care. Translated this methodology across dozens of campaigns, resulting in consistent engagement growth and brand resonance.
Full-Cycle Content Expertise
Mastery across the entire content lifecycle: ideation, creative direction, asset production, platform compliance, algorithm optimization, and performance measurement. Skilled at balancing creative vision with platform-specific requirements and business metrics.
