Irma Mulyana

At FANDOM, I partnered with global entertainment, gaming and technology brands to turn commercial objectives into audience-led campaign strategies. I helped APAC clients connect with Western audiences through culturally relevant recommendations.

I brought audience understanding, campaign performance and market context together to shape strategic recommendations before execution. I also worked with sales, creative, editorial and media teams on integrated proposals aligned with audience behaviour and platform capabilities.

At Mahaka Group, I helped build international partnerships and market development initiatives across sport and media. I worked with international organisations and local stakeholders to support market growth and strategic collaboration.

I'm now intentionally building a career focused further upstream: understanding audiences, clarifying positioning and shaping strategic direction. I'm particularly interested in brand strategy, audience strategy and integrated marketing opportunities across entertainment, gaming, culture and founder-led businesses.

I also run Lucid Labs, an independent thinking and strategy practice where I explore brand, audience and marketing questions through research and strategic analysis.