Strategy & research
Research and strategic direction for brands, audiences, campaigns, and market decisions.
Greater Jakarta ↔ TokyoCreative strategy & activation · Integrated marketing · Research
Turning insight
into ideas
people feel.
→15+
years across strategy, research, brands, entertainment, and complex projects
16
Japanese companies connected with Indonesian buyers, media, and audiences through Japan Wave Expo
5K+
attendees at Hyper Wave Festival
¥1M+
retail sales at a two-week Daimaru Tokyo pop-up
Where I am most useful
Cross-disciplinary range.
Clear commercial territories.
The work crosses sectors, but it is organized around three areas where strategy, people, markets, and delivery need to stay connected.
Projects & experiences
Senior leadership for campaigns, events, activations, and complex live delivery.
Indonesia ↔ Japan
Market context, localization, partnerships, and cross-border project support.
Selected work / 01—08
Eight projects.
Different kinds of proof.
Strategic ownership, scale, commercial outcomes, international coordination, and the ability to move from an idea into a working project.
01Media platform · Original IP · Music festival2012–Present · 2013
Japanese Station / Hyper Wave Festival
Co-founder, Creative Director & Business Development · Event Director / Executive Producer / Creative Director
Co-founded Japanese Station and created Hyper Wave Festival, a two-day cross-cultural music property that brought three Japanese artists and five Indonesian bands to 5,000+ attendees in Jakarta.
2day festival
02Entertainment IP · Launch-year operations2011–2012
JKT48 / Dentsu
Media Relations & Event Manager
Helped operate JKT48’s formative first year across media, events, production logistics, talent support, and Japanese-to-Indonesian lyric adaptation.
≈30appearance offers reviewed weekly
03Fashion · Exhibition · Business matching2016
Japan Wave Expo 2016
Creative & Delivery Lead
Led creative and delivery for a JETRO-initiated platform connecting 16 Japanese fashion companies with Indonesian buyers, media, and consumers.
16Japanese companies
04Government-backed content expo · Jakarta2016
K-Content Expo Indonesia 2016
Head of Project · Show Director
Led project and show delivery for a KOCCA–BEKRAF cultural showcase, coordinating government, talent, vendors, and a 19-person local team.
19local staff & freelancers led
05Fashion · Japan market development2023–2025
Nila Baharuddin
Brand Marketing Manager
Led Nila Baharuddin’s Japan market development across Ginza, NEW ENERGY Tokyo, and Daimaru Tokyo, connecting brand strategy with retail execution.
100+FEELSEEN opening guests
Rp2.1B+monthly revenue surpassed
06Hospitality · Ongoing brand ownership2025–2026
Cecilia / Holywings Group
Marketing Communication Strategist
Owned Cecilia’s marketing direction, programs, and six-person team, linking brand positioning and audience activity with commercial performance.
View the story →4Indonesian cities
07Beauty · Multi-city experiential roadshow2017–2018
Shiseido Beauty Redefined
Creative & Delivery Lead
Led creative and production delivery for a four-city Shiseido experiential roadshow across Indonesia.
View the story →Tokyobased in market
08Fashion · Tokyo · Cross-border delivery2017
SIDE Co. / Tokyo Fashion Week Projects
Project Manager (based in Tokyo)
Managed fashion-week, exhibition, and retail projects while based in Tokyo, coordinating designers, venues, logistics, pop-ups, and VIP events.
View the story →