At Ambilhati, I co-developed Samsung’s Awesome Generation consumer segmentation framework and contributed to the Awesome Intelligence strategy, later adopted by Samsung Global HQ for international rollouts. I also supported the Galaxy A-Series shift from feature-led messaging to identity-led positioning.
At Leo Burnett, I contributed to McDonald’s 30th anniversary campaign, which generated 2M+ YouTube views and thousands of consumer stories, and co-developed ABC Heinz’s Sambalogy platform, which delivered 15.4M+ cumulative YouTube views. Earlier, I led creative production at The Bramble Company across its USA and Indonesia markets and mentored a team of four designers.

