I’m a results-driven Social Media Manager and Digital Content Strategist with proven experience growing brands through high-performing content and data-backed strategies. I specialize in TikTok and Instagram marketing, UGC creation, and paid campaigns that drive real engagement and conversions. I’ve worked with global brands like Maybelline and L’Oréal, consistently delivering content that generates over 1M+ monthly views and measurable audience growth. In my previous roles, I helped scale a TikTok account from 50K to 450K followers and contributed to 800%+ sales growth through strategic content and influencer collaborations. My approach combines creativity with analytics—I don’t just create content, I optimize it. From content planning and execution to performance tracking and campaign refinement, I ensure every piece of content serves a clear business goal. What I can help you with: TikTok & Instagram content strategy UGC (User-Generated Content) creation Short-form video editing (CapCut, Canva) Paid social ads (TikTok & Google Ads)…

Salwa Nur Fadhila

I’m a results-driven Social Media Manager and Digital Content Strategist with proven experience growing brands through high-performing content and data-backed strategies. I specialize in TikTok and Instagram marketing, UGC creation, and paid campaigns that drive real engagement and conversions. I’ve worked with global brands like Maybelline and L’Oréal, consistently delivering content that generates over 1M+ monthly views and measurable audience growth. In my previous roles, I helped scale a TikTok account from 50K to 450K followers and contributed to 800%+ sales growth through strategic content and influencer collaborations. My approach combines creativity with analytics—I don’t just create content, I optimize it. From content planning and execution to performance tracking and campaign refinement, I ensure every piece of content serves a clear business goal. What I can help you with: TikTok & Instagram content strategy UGC (User-Generated Content) creation Short-form video editing (CapCut, Canva) Paid social ads (TikTok & Google Ads)…

Available to hire

I’m a results-driven Social Media Manager and Digital Content Strategist with proven experience growing brands through high-performing content and data-backed strategies. I specialize in TikTok and Instagram marketing, UGC creation, and paid campaigns that drive real engagement and conversions.

I’ve worked with global brands like Maybelline and L’Oréal, consistently delivering content that generates over 1M+ monthly views and measurable audience growth. In my previous roles, I helped scale a TikTok account from 50K to 450K followers and contributed to 800%+ sales growth through strategic content and influencer collaborations.

My approach combines creativity with analytics—I don’t just create content, I optimize it. From content planning and execution to performance tracking and campaign refinement, I ensure every piece of content serves a clear business goal.

What I can help you with:

TikTok & Instagram content strategy
UGC (User-Generated Content) creation
Short-form video editing (CapCut, Canva)
Paid social ads (TikTok & Google Ads)

See more

Language

English
Fluent
Chinese
Advanced
Indonesian
Fluent
Danish
Beginner

Work Experience

Content Creator (Freelance) – TikTok at TikTok
December 1, 2022 - Present
Create and manage social-first content for a TikTok community of 4.5K+ followers, focusing on storytelling-driven product and lifestyle content. Collaborate with 100+ local and international brands including L’Oréal, Maybelline, Embryolisse, and Make Over to develop engaging short-form digital campaigns. Conceptualize content ideas aligned with brand messaging and audience trends, translating marketing objectives into high-performing digital content formats. Track performance metrics and audience insights to optimize future content strategy.
Founder (Freelance) – Lentera Kelana at TikTok
July 1, 2024 - Present
Develop digital content focused on children’s literacy and early childhood learning, translating educational topics into engaging short-form video content. Research trends in children’s content and apply them to develop creative educational storytelling formats. Develop content campaigns designed to build engagement around children’s stories and reading culture.
Content & Social Media Staff (Volunteer) – Book Dragon Children’s Book Publisher at Book Dragon Children's Book Publisher
July 1, 2024 - Present
Supported digital content and social media strategy for children’s book launches. Experimented with storytelling formats to make books and learning accessible and entertaining for young audiences and parents. Collaborated with educators, influencers, and literacy organizations to expand reach within early childhood education communities.
E-commerce, Trade and Shopper Marketing Intern at Philips Domestic Appliances (Versuni)
September 1, 2022 - September 1, 2023
Developed and executed TikTok content strategy that contributed to 853% sales growth, and followers’ growth from 50k to 450k followers in a year on @PhilipsHomeLiving.id TikTok account through optimized content, influencer collaborations, and digital campaigns. Produced content briefs for agencies and creators, aligning social content with campaign messaging and brand guidelines. Coordinated cross-functionally with marketing, agencies, and creative teams to execute monthly campaigns and content calendars. Managed 720+ hours of livestream content, analysing audience engagement and performance metrics. Produced monthly performance reports translating content insights into strategic recommendations for future campaigns.
Social Media & CRM Intern at Oriente
June 1, 2022 - September 1, 2022
Developed Instagram content strategy that grew the account from 5K to 14K followers in one month. Planned monthly content calendars and collaborated with designers for visual storytelling. Executed CRM content campaigns across push notifications, email, and in-app messaging.
Digital Ads & Web Intern at Something Beauty
October 1, 2021 - January 1, 2022
Created digital marketing campaigns and email content that improved open rates by 25% and CTR by 20%. Supported e-commerce campaigns that increased website traffic by 35%. Managed TikTok and Google Ads campaigns while monitoring performance data to improve campaign efficiency.
Social Media Manager (Part Time) at Lookoomas
March 1, 2026 - Present
Manage the restaurant’s social media accounts (Instagram, TikTok, and Facebook) to promote menu items, events, and daily specials. Create engaging photo and video content showcasing food, drinks, and the restaurant atmosphere. Monitor customer feedback and online reviews to improve guest experience. Maintain the restaurant’s brand image and ensure consistent communication with guests online.
Content Creator (UGC) - Freelance at TikTok
December 1, 2022 - Present
Delivered high-performing UGC, paid social, and digital content campaigns for leading beauty and fashion brands including Maybelline, Embryolisse, and L’Oréal, driving 1.2M+ monthly views and 6k+ profile visits for five consecutive months. Designed organic and paid social assets—short-form video and photo content—using VN, CapCut, and Canva to support campaign and performance goals. Track performance metrics and audience insights to optimize future content strategy.
National Key Account at Midea Building Technology
November 1, 2024 - June 1, 2025
Led B2B business development for HVAC products, identifying and onboarding new luxury hospitality clients while managing 40+ national key accounts, contributing to 85% regional sales growth in Bali and Lombok markets. Conducted market research and competitive analysis to identify emerging opportunities, translating insights into targeted account strategies. Developed tailored proposals and sales materials in collaboration with engineering and sales teams, ensuring alignment with client needs and brand messaging. Built long-term client relationships through proactive account management and problem solving.
Ecommerce, Trade and Shopper Marketing Intern at Philips Domestic Appliances (Versuni)
September 1, 2022 - September 1, 2023
Developed and executed TikTok content strategy that contributed to 853% sales growth, and followers’ growth from 50k to 450k on Philips Home Living TikTok account. Produced content briefs for agencies and creators. Coordinated cross-functionally with marketing, agencies, and creative teams to execute monthly campaigns and content calendars. Managed 720+ hours of livestream content; supported end-to-end eCommerce promotional campaigns.
Digital CRM Intern at Bibit.id
January 1, 2022 - June 1, 2022
Created content and executed CRM campaigns: Push Notifications, In-App, and emails. Improved performances for ad-hoc campaigns (Impression, Click Rate, Open Rate, and Conversion Rate) and produced campaign reports. Enhanced content copywriting to increase engagement and ensured campaign consistency through segmentation.
Content Creator at Lentera Kelana (TikTok)
July 1, 2024 - Present
Developed strategic and creative content concepts for Lentera Kelana, strengthening brand presence and driving 114,000+ total TikTok views. Edited and refined content to maintain a clear brand voice, strong visuals, and engaging storytelling, contributing to higher audience interest and sustained engagement.

Education

B.Hum. at University of Indonesia
August 1, 2019 - December 1, 2023
B.Hum.– Chinese Literature at University of Indonesia
August 1, 2019 - December 1, 2023

Qualifications

Semifinalist, Tourism Ambassador of South Jakarta
January 1, 2023 - April 6, 2026
Delegate, Southeast Sulawesi, Miss Tourism Indonesia
January 1, 2021 - April 6, 2026
Philips Team Winner Award
June 1, 2023 - April 10, 2026

Industry Experience

Education, Consumer Goods, Financial Services, Media & Entertainment, Retail, Software & Internet, Travel & Hospitality, Professional Services
    paper My Projects

    I have over 6 years of experience on social media where I worked in multiple companies and helped brands thrive for their online presence. I also have been actively developing my digital project on TikTok called ‘Lentera Kelana’ where I share content about children’s literature and helping parents to choose the right book for their children.

    You can check my works through the link below:

    Digital Portofolio:
    https://canva.link/hcr11kzry2xtsqv

    Lentera Kelana on TikTok:
    https://www.tiktok.com/@lenterakelana?_r=1&_t=ZS-95iqCtsrt5h