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Creative Director with 15+ years of experience across agency and fintech, turning creative strategy into measurable business growth. Specializing in building and scaling brands from the ground up by integrating brand strategy, performance marketing, and AI-driven operations. Drove a 13.5x business scale-up (Rp 2T → Rp 27T) through a full brand and communication pivot that repositioned the company from a conventional loan app into a premium digital credit ecosystem. [THE JULO TRANSFORMATION ] At JULO, I drove a nearly 5-year brand evolution. By shaping its narrative and leading cross-functional teams across marketing, growth, product, and risk, I achieved: ▪️HYPER-GROWTH & SCALABILITY: Led creative and brand narrative strategy driving a 13.5x increase in total credit disbursement (Rp 2T → Rp 27T). ▪️ MASSIVE USER EXPANSION: Scaled MAU from ~500K to 3.28M users (6.6x growth) by driving a communication strategy that strengthened market perception and accelerated adoption. ▪️ INVESTMENT CATALYST: Shaped brand positioning and perception, helping secure US$80M Series B funding from Credit Saison. ▪️PORTFOLIO HEALTH: Partnered with risk management to maintain a consistent 99% TKB90 repayment rate at scale. ▪️FAST-TRACKED LEADERSHIP: Accelerated promotion to Creative Director within 10 months after building the brand foundation, leading the inaugural campaign, and scaling it through consecutive campaigns that established a cohesive brand direction and delivered immediate impact. [ HOW I OPERATE ] I operate at the intersection of creative direction, performance marketing, and business strategy, turning ideas into scalable outcomes through disciplined execution and operational efficiency: ▪️AI-INTEGRATED OPERATIONS: Implement AI-driven workflows to produce high-efficiency, near-zero-cost assets, especially under budget constraints. ▪️FULL-FUNNEL STRATEGY: Build and drive communication frameworks that support awareness, consideration, feature adoption, and conversion across channels and business objectives. ▪️BRAND COMMUNICATIONS & OMNICHANNEL EXECUTION: Build consistent narratives across TV, paid, organic, CRM, in-app, and social touchpoints aligned with priorities like QRIS and Non Cash Transactions. ▪️AWARD-WINNING EXECUTION: Drove brand narrative and creative direction for “Siap Melesat,” winning Gold (Brand Awareness) and Bronze (Media Strategy) at Marketing Excellence Awards 2023.…Creative Director with 15+ years of experience across agency and fintech, turning creative strategy into measurable business growth. Specializing in building and scaling brands from the ground up by integrating brand strategy, performance marketing, and AI-driven operations. Drove a 13.5x business scale-up (Rp 2T → Rp 27T) through a full brand and communication pivot that repositioned the company from a conventional loan app into a premium digital credit ecosystem. [THE JULO TRANSFORMATION ] At JULO, I drove a nearly 5-year brand evolution. By shaping its narrative and leading cross-functional teams across marketing, growth, product, and risk, I achieved: ▪️HYPER-GROWTH & SCALABILITY: Led creative and brand narrative strategy driving a 13.5x increase in total credit disbursement (Rp 2T → Rp 27T). ▪️ MASSIVE USER EXPANSION: Scaled MAU from ~500K to 3.28M users (6.6x growth) by driving a communication strategy that strengthened market perception and accelerated adoption. ▪️ INVESTMENT CATALYST: Shaped brand positioning and perception, helping secure US$80M Series B funding from Credit Saison. ▪️PORTFOLIO HEALTH: Partnered with risk management to maintain a consistent 99% TKB90 repayment rate at scale. ▪️FAST-TRACKED LEADERSHIP: Accelerated promotion to Creative Director within 10 months after building the brand foundation, leading the inaugural campaign, and scaling it through consecutive campaigns that established a cohesive brand direction and delivered immediate impact. [ HOW I OPERATE ] I operate at the intersection of creative direction, performance marketing, and business strategy, turning ideas into scalable outcomes through disciplined execution and operational efficiency: ▪️AI-INTEGRATED OPERATIONS: Implement AI-driven workflows to produce high-efficiency, near-zero-cost assets, especially under budget constraints. ▪️FULL-FUNNEL STRATEGY: Build and drive communication frameworks that support awareness, consideration, feature adoption, and conversion across channels and business objectives. ▪️BRAND COMMUNICATIONS & OMNICHANNEL EXECUTION: Build consistent narratives across TV, paid, organic, CRM, in-app, and social touchpoints aligned with priorities like QRIS and Non Cash Transactions. ▪️AWARD-WINNING EXECUTION: Drove brand narrative and creative direction for “Siap Melesat,” winning Gold (Brand Awareness) and Bronze (Media Strategy) at Marketing Excellence Awards 2023.

Jennier Purba

Creative Director, Brand Strategist, Marketing Strategist, +2

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Creative Director with 15+ years of experience across agency and fintech, turning creative strategy into measurable business growth. Specializing in building and scaling brands from the ground up by integrating brand strategy, performance marketing, and AI-driven operations. Drove a 13.5x business scale-up (Rp 2T → Rp 27T) through a full brand and communication pivot that repositioned the company from a conventional loan app into a premium digital credit ecosystem. [THE JULO TRANSFORMATION ] At JULO, I drove a nearly 5-year brand evolution. By shaping its narrative and leading cross-functional teams across marketing, growth, product, and risk, I achieved: ▪️HYPER-GROWTH & SCALABILITY: Led creative and brand narrative strategy driving a 13.5x increase in total credit disbursement (Rp 2T → Rp 27T). ▪️ MASSIVE USER EXPANSION: Scaled MAU from ~500K to 3.28M users (6.6x growth) by driving a communication strategy that strengthened market perception and accelerated adoption. ▪️ INVESTMENT CATALYST: Shaped brand positioning and perception, helping secure US$80M Series B funding from Credit Saison. ▪️PORTFOLIO HEALTH: Partnered with risk management to maintain a consistent 99% TKB90 repayment rate at scale. ▪️FAST-TRACKED LEADERSHIP: Accelerated promotion to Creative Director within 10 months after building the brand foundation, leading the inaugural campaign, and scaling it through consecutive campaigns that established a cohesive brand direction and delivered immediate impact. [ HOW I OPERATE ] I operate at the intersection of creative direction, performance marketing, and business strategy, turning ideas into scalable outcomes through disciplined execution and operational efficiency: ▪️AI-INTEGRATED OPERATIONS: Implement AI-driven workflows to produce high-efficiency, near-zero-cost assets, especially under budget constraints. ▪️FULL-FUNNEL STRATEGY: Build and drive communication frameworks that support awareness, consideration, feature adoption, and conversion across channels and business objectives. ▪️BRAND COMMUNICATIONS & OMNICHANNEL EXECUTION: Build consistent narratives across TV, paid, organic, CRM, in-app, and social touchpoints aligned with priorities like QRIS and Non Cash Transactions. ▪️AWARD-WINNING EXECUTION: Drove brand narrative and creative direction for “Siap Melesat,” winning Gold (Brand Awareness) and Bronze (Media Strategy) at Marketing Excellence Awards 2023.…Creative Director with 15+ years of experience across agency and fintech, turning creative strategy into measurable business growth. Specializing in building and scaling brands from the ground up by integrating brand strategy, performance marketing, and AI-driven operations. Drove a 13.5x business scale-up (Rp 2T → Rp 27T) through a full brand and communication pivot that repositioned the company from a conventional loan app into a premium digital credit ecosystem. [THE JULO TRANSFORMATION ] At JULO, I drove a nearly 5-year brand evolution. By shaping its narrative and leading cross-functional teams across marketing, growth, product, and risk, I achieved: ▪️HYPER-GROWTH & SCALABILITY: Led creative and brand narrative strategy driving a 13.5x increase in total credit disbursement (Rp 2T → Rp 27T). ▪️ MASSIVE USER EXPANSION: Scaled MAU from ~500K to 3.28M users (6.6x growth) by driving a communication strategy that strengthened market perception and accelerated adoption. ▪️ INVESTMENT CATALYST: Shaped brand positioning and perception, helping secure US$80M Series B funding from Credit Saison. ▪️PORTFOLIO HEALTH: Partnered with risk management to maintain a consistent 99% TKB90 repayment rate at scale. ▪️FAST-TRACKED LEADERSHIP: Accelerated promotion to Creative Director within 10 months after building the brand foundation, leading the inaugural campaign, and scaling it through consecutive campaigns that established a cohesive brand direction and delivered immediate impact. [ HOW I OPERATE ] I operate at the intersection of creative direction, performance marketing, and business strategy, turning ideas into scalable outcomes through disciplined execution and operational efficiency: ▪️AI-INTEGRATED OPERATIONS: Implement AI-driven workflows to produce high-efficiency, near-zero-cost assets, especially under budget constraints. ▪️FULL-FUNNEL STRATEGY: Build and drive communication frameworks that support awareness, consideration, feature adoption, and conversion across channels and business objectives. ▪️BRAND COMMUNICATIONS & OMNICHANNEL EXECUTION: Build consistent narratives across TV, paid, organic, CRM, in-app, and social touchpoints aligned with priorities like QRIS and Non Cash Transactions. ▪️AWARD-WINNING EXECUTION: Drove brand narrative and creative direction for “Siap Melesat,” winning Gold (Brand Awareness) and Bronze (Media Strategy) at Marketing Excellence Awards 2023.

Available to hire

Creative Director with 15+ years of experience across agency and fintech, turning creative strategy into measurable business growth. Specializing in building and scaling brands from the ground up by integrating brand strategy, performance marketing, and AI-driven operations. Drove a 13.5x business scale-up (Rp 2T → Rp 27T) through a full brand and communication pivot that repositioned the company from a conventional loan app into a premium digital credit ecosystem.

[THE JULO TRANSFORMATION ]
At JULO, I drove a nearly 5-year brand evolution. By shaping its narrative and leading cross-functional teams across marketing, growth, product, and risk, I achieved:

▪️HYPER-GROWTH & SCALABILITY: Led creative and brand narrative strategy driving a 13.5x increase in total credit disbursement (Rp 2T → Rp 27T).

▪️ MASSIVE USER EXPANSION: Scaled MAU from ~500K to 3.28M users (6.6x growth) by driving a communication strategy that strengthened market perception and accelerated adoption.

▪️ INVESTMENT CATALYST: Shaped brand positioning and perception, helping secure US$80M Series B funding from Credit Saison.

▪️PORTFOLIO HEALTH: Partnered with risk management to maintain a consistent 99% TKB90 repayment rate at scale.

▪️FAST-TRACKED LEADERSHIP: Accelerated promotion to Creative Director within 10 months after building the brand foundation, leading the inaugural campaign, and scaling it through consecutive campaigns that established a cohesive brand direction and delivered immediate impact.

[ HOW I OPERATE ]
I operate at the intersection of creative direction, performance marketing, and business strategy, turning ideas into scalable outcomes through disciplined execution and operational efficiency:

▪️AI-INTEGRATED OPERATIONS: Implement AI-driven workflows to produce high-efficiency, near-zero-cost assets, especially under budget constraints.

▪️FULL-FUNNEL STRATEGY: Build and drive communication frameworks that support awareness, consideration, feature adoption, and conversion across channels and business objectives.

▪️BRAND COMMUNICATIONS & OMNICHANNEL EXECUTION: Build consistent narratives across TV, paid, organic, CRM, in-app, and social touchpoints aligned with priorities like QRIS and Non Cash Transactions.

▪️AWARD-WINNING EXECUTION: Drove brand narrative and creative direction for “Siap Melesat,” winning Gold (Brand Awareness) and Bronze (Media Strategy) at Marketing Excellence Awards 2023.

Skills

Copywriting

Experience Level

Copywriting

Expert

Language

Indonesian

Fluent

English

Advanced

Work Experience

Creative Director at Julo Indonesia

January 1, 2022 - January 1, 2025

Led a 9-person creative team, building and scaling brand and communications across paid, organic, CRM, in-app, and social channels. Implemented AI-driven creative workflows to sustain high-output production under budget constraints while maintaining quality. Directed end-to-end creative and campaigns for product launches and lifecycle communications, driving growth metrics (MAU to 3.28M, app downloads to 25.6M, and revenue growth). Led cross-functional collaboration to transform brand perception and accelerate adoption.