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Sarah Chairunnisa

@sarahchairunnisa

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I build beauty and FMCG brand campaigns that strengthen positioning, performance, and team execution.

Indonesia

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I'm currently shaping brand communication for 14 beauty and fragrance brands at TKA Group, including White Inc, Sandrinna, Glowtific, and Atmoscent. I develop positioning, consumer propositions, key messages, and creative direction for priority brands.

I lead a 17-person marketing team and work closely with product, trade marketing, e-commerce, consumer insights, supply chain, and leadership teams to align campaigns with launches and retail plans. I’ve also restructured workflows and approvals to improve speed and ownership.

Previously at SAS Group and VML, I led digital and social strategies for brands including Scarlett Whitening, Unilever Beauty, Danone Nutrition, L’Oréal, Nestlé, Sasa, and Vaseline. My work increased social commerce GMV by 286%, generated 19M+ views for a Vaseline activation, and contributed to award-winning Sasa campaigns.

Across beauty, FMCG, lifestyle, media, and agency environments, I combine consumer research, competitive analysis, content strategy, and performance analysis to create campaigns that connect with audiences and deliver business impact.

Experience

Work history, roles, and key accomplishments

Current

Marketing Manager

Current

TKA Group

May 2026 - Present (4 months)

Oversee brand communication across a portfolio of 14 beauty and fragrance brands, focusing on positioning and campaign direction for four priority brands. Lead a 17-person marketing team and collaborate with cross-functional teams to align brand communication with product launches and retail plans.

Brand Communications Brand Positioning Campaign Strategy Consumer Research Team Leadership Cross Functional Collaboration Stakeholder Management Process Improvement

Social Media Manager

SAS Group

Jun 2025 - May 2026 (11 months)

Led digital communication and social media strategy across Scarlett Whitening, Bio Beauty Lab, and Buena. Increased monthly content output by 21% and social commerce GMV by 286% through conversion-focused content and campaigns.

Social Media Strategy Content Strategy Community Management Team Leadership Digital Communication Campaign Management

Senior Social Media Manager

VML

Mar 2023 - Jun 2025 (2 years 3 months)

Led integrated social media strategies and campaigns across Unilever Beauty, Danone Nutrition, L’Oréal, Nestlé, Kohler, Cussons Baby, Sasa, and other FMCG and lifestyle clients. Managed and mentored social media teams across strategy, content, and community operations.

Social Media Strategy Campaign Management Team Leadership Mentorship Client Management Content Strategy

Social Media Manager

VML

Mar 2022 - Mar 2023 (1 year)

Social Media Strategy Campaign Management Team Leadership Mentorship Client Management Content Strategy

Social Media Strategist

MODENA

Sep 2021 - Mar 2022 (6 months)

Developed social media strategies to support brand repositioning and drive traffic to MODENA Home Center. Supported the launch of five MODENA Home Center locations through localized digital campaigns and content initiatives.

Social Media Strategy Brand Repositioning Digital Campaigns Content Strategy

Social Media Specialist

KG Media Indonesia

Dec 2020 - Aug 2021 (8 months)

Managed social media activations under the Marketing Communications division. Led social media promotion for BEGINU, Kompas.com’s YouTube program, increasing year-to-date views by 83% and subscribers by 30%.

Social Media Management YouTube Promotions Content Strategy Marketing Communications

Social Media Officer

TRANS7

Nov 2018 - Nov 2020 (2 years)

Managed official and community social media platforms alongside website content operations. Increased Instagram followers by 200%, Facebook by 30%, and Twitter by 20% organically, and contributed to a 20% increase in website revenue.

Social Media Management Content Operations Community Management Website Content Organic Growth

Content Writer

FABELIO

Feb 2016 - Apr 2016 (2 months)

Produced SEO-focused articles, product descriptions, and website content for e-commerce platforms. Supported content development across 600+ product SKUs and customer-facing materials.

SEO Content Writing Product Descriptions E Commerce Content