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Erlinda Mu

@erlindamu

Marketing leader at Roti Romi Indonesia, shaping integrated brand and campaign initiatives; previously drove Dollarnest’s Tokopedia migration to approximately IDR 1B in sales.

Indonesia

Message

At Roti Romi Indonesia, I lead marketing strategy and translate business objectives into brand, campaign, digital, and in-store initiatives. I plan campaigns and product launches, guide creative direction, and use customer insights and performance data to improve marketing activities.

At Mana Aktiva, I led Dollarnest’s Tokopedia migration, contributing to approximately IDR 1B in sales within one year through storefront optimization, campaign creative, and performance-focused marketing. I’ve also developed brand identities for independent clients and built an audience of 14K+ followers through design education.

Experience

Work history, roles, and key accomplishments

Current

Head of Marketing

Current

Roti Romi Indonesia, Adhya Group

Sep 2026 - Present (1 month)

Lead the development and execution of Roti Romi's overall marketing strategy, translating business objectives into integrated brand, campaign, digital, and in-store initiatives. Oversee brand positioning and creative direction, manage campaign calendars, and collaborate with cross-functional teams.

Marketing Strategy Brand Positioning Campaign Management Creative Direction Stakeholder Collaboration Budget Management

Current

Independent Brand Designer & Design Educator

Current

Freelance / Self-Employed

Jan 2021 - Present (5 years 9 months)

Develop brand identity and visual communication projects for independent clients, covering logo design, visual systems, brand guidelines, and digital applications. Built an organic audience of 14K+ followers and generated 1.8M+ organic views through educational posts.

Brand Identity Logo Design Visual Systems Digital Products Webinars Content Creation

Current

Graphic Designer & Creative Director

Current

Yayasan Berani Bermimpi

Jan 2018 - Present (8 years 9 months)

Volunteer creative leadership supporting visual campaigns, social media communications, fundraising initiatives, and community events for schools and shelters.

Campaign Visuals Social Media Communication Fundraising Community Events

Senior Creative Designer

Caspian Digital Solution

Sep 2025 - Aug 2026 (11 months)

Designed and delivered 150+ social media, paid advertising, and marketing collateral assets per month across multiple client accounts. Developed responsive landing pages in Figma and collaborated with cross-functional teams to translate business objectives into effective visual solutions.

Figma Adobe Creative Suite Landing Page Design Social Media Design Brand Identity AI Driven Creative Mentorship

Project Manager, Campaign Strategist & Creative Director

Mana Aktiva

Oct 2019 - Aug 2025 (5 years 10 months)

Led creative strategy and Tokopedia migration for Dollarnest, contributing to approximately IDR 1B in sales within one year. Directed branding, campaign strategy, and creative production across e-commerce, healthcare, wellness, retail, FMCG, and international client accounts.

Creative Strategy Campaign Management Branding Ecommerce ClickUp Mentorship Cross Timezone Collaboration

Co-Founder & Head of Creative

Invita

Jul 2017 - Oct 2019 (2 years 3 months)

Co-founded a wedding invitation and creative business, leading brand identity, creative direction, product design, and client-facing creative development. Acquired and served 20+ premium clients while helping secure early-stage investment and establishing 10+ industry partnerships.

Brand Identity Creative Direction Product Design Client Management Partnership Building

Graphic Designer & Art Director

Lumut Communications

Sep 2015 - Jun 2018 (2 years 9 months)

Designed branding, packaging, print, event, and promotional materials across multiple client accounts. Produced 50+ seasonal packaging and campaign designs for H&CO, and led visual branding for JW Wedding Fair 2017 and 2018.

Graphic Design Packaging Design Print Design Event Design Team Coordination Project Management