Originally from Indonesia, I have spent over 12 years living between Europe and Asia, working for global brands, including adidas and Google, creating groundbreaking, socially-loved, award-winning global and regional work that drive strong business impact.

Currently, I hold the position of Head of Brand, Creative & Editorial for the Southeast Asian region at Google Asia Pacific. In this role, I spearhead all creative endeavors in one of Google's fastest-growing regions. Previously, I led marketing efforts in Indonesia for Google's core B2C & B2B business lines, including Search, the region's largest funded product with an annual budget of $18M, and the revenue-driving Small Medium Business segment.

Before joining Google, I served as the adidas Global Digital Marketing Manager for various lifestyle labels, such as adidas Originals, adidas NEO, and Y-3, based in Amsterdam, the Netherlands. During my tenure, I collaborated with figures like Justin Bieber and Snoop Dogg to launch various innovative digital and social campaigns for the brand.

With a proven track record of leadership, I have managed diverse teams ranging from a high-performance lean team of 3 to a 150-member B2B door-to-door field marketing team.

Beyond my professional endeavors, I am deeply passionate about brands and the creative industry. I enjoy spinning music at house parties, creating lifestyle and relationship content for YouTube, and am currently in the process of writing my first book, "Swipe Therapy," a memoir and breakup survival guide tailored for the Tinder generation.

WHAT I BELIEVE: BE NICE, LEAD BY EXAMPLE & MAKE LOVE NOT ADS.

Google “MOVING ON” Campaign 

This tongue in cheek anti-Valentine campaign started off with one simple product insight: “How to move on” was the number one most searched query under the Romance & Relationship sub vertical in Indonesia. So to help all the broken-hearted youngsters, through this low budget, experimental campaign we curated a list of Google product features that can help anyone move on from a broken heart. The insight hit a chord among Indonesians and this campaign went viral.

Google search “music” campaign 

To launch the latest Music features from Google Search, we created a highly social campaign featuring legendary Indonesian artis Iwan Fals and most viewed Indonesian song on YouTube by Anji.  The campaign also features the award winning online content series "ABC OK Google" where various Indonesian musical stars were paired and challenged on their music knowledge using Google Search voice command.

google search “explore” campaign 

This first major Google Search campaign in Indonesia was created to build Local search habit in cities outside of Jakarta and reintroduce Google app's new positioning among hyper-social young urban Indonesians. The campaign features a 35 days long daily social activation in 35 different location in 5 top cities in Indonesia that generated over 110M+ social impressions.

google x deloitte white paper 

We worked with Deloitte to develop an economic impact white paper research to uncover the quantitative value of digital technologies for Indonesian SMBs. The white paper was launched in support of the Indonesian ICT Minister, Rudiantara.

adidas neo x justin bieber

To celebrate the launch of a two year long product collaboration with Justin Bieber, we created the ultimate online treasure hunt "Find My Gold Shoes". The weekly treasure hunt utilizes all adidas NEO's social channel (Tumblr, Twitter, YouTube & Facebook) as hiding ground for clues with 10 winners from all over the world flown in to meet Justin Bieber in Miami.

#neorunway x twitter 

We partnered with Twitter to create the "World's first Twitter powered fashion show" during New York Fashion Week. Utilizing Twitter's voting card and hosted by Selena Gomez, #NEOLOVERS from all around the world get to decide what goes on the runway (from hair style to accessory selection) in real time.

adidas originals x star wars

To celebrate the global launch of the highly anticipated collaboration between adidas Originals and Star Wars, we created a Death Star application that uses Facebook Connect and Google Maps API to create a unique personalized experience for fans.