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MARKETING CAMPAIGN MERDEKA BARENG MLBB: DUKUNG & RAYAKAN INDONESIA “119% of the new-user target, by uniting the Olympics and Independence Day in one campaign.” Mobile Legends: Bang Bang Indonesia | 2024 Role: Marketing Strategy Lead (Indonesia) Overview A culturally-charged, two-moment campaign aligning Paris 2024 Olympics momentum with Indonesia’s 79th Independence Day to defend market share and deepen national affinity. We paired real-time patriotism with in-game events and multi-channel storytelling to stay top-of-mind against intensifying competitors. SOW Led strategy and orchestration of in-game events and multi-channel activation rooted in cultural relevance. Supervised creative execution; managed internal teams (social, KOL, community, BD) and external vendors. Directed media planning across organic, paid, influencer/KOL, esports, and community channels. Impact User growth: Achieved 119% of new-user target (+50% YoY) and 125% of returning-user target (+43% YoY) in Aug 2024. Hero video efficiency: #MerdekaBarengMLBB brand videos delivered 6.1M impressions on YouTube at $3.4 CPM (best efficiency across video promotions). Total exposure: 900M+ impressions across social, KOLs, paid ads, esports, and community platforms. Content scale: Olympic × Independence Day promos reached 50M+ users with 80M+ impressions. Giveaways reach: 17.2M total reach from region-led, user-centric giveaways (highest activity-based reach within the period). Community footprint: 180+ #MerdekaBarengMLBB events with 11k+ participants across 24 provinces. Awards HIGHLIGHT Back to Main Edit Template

MARKETING CAMPAIGN GOPAY #LanjutTanpaNunggu “A 360 campaign with 50M+ impressions, driving peak engagement during the pandemic.” GOPAY X GOOGLE PLAY | 2020 Role: GTM & Campaign Lead Overview: A splashy 360 campaign to boost GoPay adoption and keep users entertained during lockdown. Partnering with Google Play and featuring Pevita Pearce & Joe Taslim, the campaign combined 3D CGI storytelling, influencer marketing, and gamification to deliver unforgettable engagement. My Role: Led the GTM strategy and creative brief development. Supervised creative execution and vendor management. Built co-marketing partnerships with game & app publishers. Directed digital media planning, influencer marketing, and gamification initiatives. Impact: 50M+ impressions, with strong virality and buzz. Brand Lift Survey: significantly above benchmark in purchase intent. Won multiple Citra Pariwara Awards (Animation, Audio, Visual Effects). Awards: Silver, Film Craft – Animation, Citra Pariwara 2020 Bronze, Film Craft – Use of Audio, Citra Pariwara 2020 Bronze, Film Craft – Visual Effects, Citra Pariwara 2020 HIGHLIGHT [/if_not_acf] e.g. project title Back to Main Edit Template