At DAX Experience, I lead integrated media planning across four Indofood business units, improving reach KPI achievement by at least 5% across managed brands. I develop annual media strategies and optimize investment across TV, sponsorships, OOH, activations, and digital.
At dentsu Indonesia, I led ATL and BTL strategy for Pop Mie and Pop Spaghetti, coordinating Creative, Digital, and Activation teams. I developed activations that increased youth engagement and contributed to a 1.5-point increase in client appraisal score.
Earlier, I planned media for brands including Blue Band, Burger King, Google, and Lazada. My work included a TikTok KOL strategy involving more than 100 creators and a Burger King Ramadan campaign that reached over 70% of its audience.
