Nov 2023 – Jul 2025 · 1 yr 8 mos · Jakarta, Indonesia · On-site

• Creative Group Head | Vhisomo
• Key Responsibilities:
• Directed the overall creative vision and strategy for brand campaigns, digital marketing, and visual communications.
• Led and managed multiple creative teams across design, video, and content development to ensure cohesive brand storytelling.
• Collaborated with marketing, strategy, and client teams to translate business goals into effective creative executions.
• Supervised end-to-end production — from concept development to final delivery — maintaining high-quality standards and brand consistency.
• Drove innovation by introducing new creative approaches, tools, and design trends to elevate brand presence.
• Mentored and guided creative leads and team members to foster collaboration, creativity, and professional growth.
• Monitored performance metrics and audience insights to optimize creative output and campaign effectiveness.

Sep 2022 – Oct 2023 · 1 yr 1 mo · Kota Medan, North Sumatra, Indonesia · On-site

• Senior Creative Director | Chicken Holic
• Key Responsibilities:
• Led the creative and branding strategy to establish Chicken Holic’s unique identity in the competitive F&B market.
• Developed innovative marketing campaigns and visual storytelling to enhance brand recognition and customer engagement.
• Directed end-to-end creative production, including photoshoots, video content, packaging design, and in-store visuals.
• Collaborated with marketing, product development, and operations teams to ensure consistent brand communication across all touchpoints.
• Managed and inspired the creative team to deliver high-quality, on-brand content aligned with business goals.
• Oversaw digital and social media strategies to strengthen the brand’s online presence and audience connection.
• Continuously analyzed market trends and consumer behavior to refine creative direction and support business growth.

Jun 2021 – Aug 2022 · 1 yr 2 mos · Jakarta, Indonesia · On-site

• Senior Creative Director | Motrela Group
• Key Responsibilities:
• Spearheaded the overall creative vision and brand direction for multiple business units under Motrela Group.
• Led multidisciplinary teams across design, video, photography, and digital marketing to deliver innovative and cohesive campaigns.
• Developed strategic creative concepts for branding, product launches, and large-scale marketing initiatives.
• Collaborated with executive leadership to align creative outputs with business objectives and growth strategies.
• Oversaw end-to-end production — from ideation to final execution — ensuring high-quality storytelling and brand consistency.
• Mentored creative managers and teams to cultivate a culture of excellence, innovation, and collaboration.
• Analyzed market trends and audience insights to guide creative strategies that enhance brand positioning and engagement.

Apr 2018 – May 2020 · 2 yrs 1 mo · Central Jakarta, Jakarta, Indonesia · Hybrid

• Senior Creative Manager | Everplate Kitchens
• Key Responsibilities:
• Led the creative vision and execution for all marketing and brand initiatives across digital, social, and offline channels.
• Developed and implemented creative strategies that strengthened Everplate’s brand identity and market positioning.
• Directed photo, video, and design productions to ensure consistent storytelling and high-quality visual output.
• Collaborated closely with marketing, operations, and partnership teams to deliver impactful campaigns that drive business growth.
• Managed and mentored the creative team, fostering innovation and maintaining cohesive brand standards.
• Oversaw content creation for brand, partner restaurants, and promotional materials to enhance engagement and conversion.
• Analyzed creative performance and consumer insights to continuously refine brand communication and campaign effectiveness.

Jan 2017 – Mar 2018 · 1 yr 2 mos

• Creative Marketing Manager | Borong Bareng
• Key Responsibilities:
• Led the creative and marketing strategy to strengthen brand awareness and drive audience engagement across digital platforms.
• Directed the development of campaign concepts, visuals, and storytelling for product launches and promotional activities.
• Collaborated with cross-functional teams to align marketing initiatives with business goals and brand positioning.
• Managed creative production, including photo, video, and social media content, ensuring high-quality execution and brand consistency.
• Analyzed campaign performance and consumer insights to optimize marketing strategies and creative direction.
• Supervised and mentored the creative team to foster innovation and maintain cohesive brand identity.
• Oversaw partnerships, influencer collaborations, and content strategies to enhance brand visibility and market reach.

Sep 2015 – Nov 2016 · 1 yr 2 mos · Sydney, New South Wales, Australia · Remote

• Creative Director | Booking.com
• Key Responsibilities:
• Led the creative vision and strategy for integrated marketing campaigns across global markets.
• Directed cross-functional creative teams in developing impactful visual storytelling for digital, social, and print platforms.
• Collaborated with brand, product, and marketing teams to craft cohesive narratives that enhance user engagement and brand trust.
• Oversaw the conceptualization and execution of high-quality photo, video, and design assets that align with Booking.com’s brand identity.
• Drove innovation in creative approaches to support product launches, partnerships, and seasonal campaigns.
• Mentored and inspired creative teams to push boundaries while maintaining consistency in tone, quality, and brand experience.
• Analyzed campaign performance and audience insights to refine creative strategies and maximize impact.

Nov 2014 – Aug 2015 · 9 mos · Jakarta, Indonesia · On-site

• Senior Photographer | Antheia Photography
• Key Responsibilities:
• Specialized in wedding and portrait photography with a focus on emotional storytelling and timeless aesthetics.
• Directed on-set compositions, lighting, and posing to achieve elegant and natural imagery.
• Collaborated with creative and styling teams to develop visual concepts that align with each client’s vision.
• Provided guidance and mentorship to junior photographers and editors to maintain brand consistency.
• Managed client relations, ensuring a seamless and personalized photography experience from concept to delivery.
• Oversaw post-production workflow to uphold Antheia’s artistic standards and visual identity.

May 2011 – Oct 2014 · 3 yrs 5 mos · Sydney, New South Wales, Australia · Remote

• Senior Photographer | Axioo Photography
• Key Responsibilities:
• Captured high-end wedding and lifestyle photography with strong visual storytelling.
• Led creative direction during shoots to ensure consistent brand aesthetics and client satisfaction.
• Collaborated with creative directors and stylists to conceptualize and execute photo concepts.
• Mentored junior photographers on shooting techniques, lighting, and post-production standards.
• Managed client communications and guided them through the creative process to achieve desired outcomes.
• Ensured timely delivery of edited photos while maintaining Axioo’s signature visual quality.

May 2009 – Aug 2012 · 3 yrs 3 mos · Sydney, New South Wales, Australia

• Head of Barista | Starbucks, Sydney
• Key Responsibilities:
• Supervised daily operations and ensured high standards of coffee quality, service, and store presentation.
• Trained, coached, and motivated baristas to deliver exceptional customer experiences and maintain Starbucks service excellence.
• Managed beverage preparation standards, inventory, and workflow efficiency during peak hours.
• Collaborated with store management to implement seasonal menus, promotional campaigns, and community engagement activities.
• Ensured compliance with health, safety, and cleanliness regulations across all beverage operations.
• Fostered a positive, team-oriented culture focused on customer satisfaction and continuous improvement.
• Monitored performance metrics to optimize productivity and uphold Starbucks’ brand values.