Available to hire
I am a seasoned regional leader with over a decade of experience driving strategic partnerships, branded content initiatives, project management, and commercial growth across Southeast Asia. I have had the privilege of collaborating with global organizations such as Sony Music, Apple, Nokia, and Pinterest to unlock new revenue streams and deepen audience engagement.
I excel at end-to-end execution from pitch to ROI analysis, with deep expertise in music, entertainment, content strategy, and digital ecosystems. I am a trusted advisor to both creative and corporate stakeholders, turning cultural moments into scalable business opportunities. I am a regular speaker and thought leader in content marketing and the creative economy, with a strong network across SEA and a passion for platform innovation.
Experience Level
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Language
English
Fluent
Malay
Advanced
Work Experience
Sr. Strategic Partner Manager, Expansion Market at Pinterest
December 1, 2022 - January 1, 2026Spearheaded strategic partnerships across Entertainment, Beauty, Fashion, F&B, and Lifestyle brands, growing SEA content ecosystem and aligning with Pinterest’s commercial goals in user engagement and creator monetization. Integrated generative AI tools to enhance content curation and drive platform stickiness, surpassing 2025 content engagement pace targets by 115%. Led education-driven partner adoption of new Pinterest features, boosting key product utilization by 44% in 2024. Championed Inclusion & Diversity campaigns with local changemakers, reinforcing brand equity and social impact.
Programming, Artists & Label Partnership, Southeast Asia at Apple Inc
May 1, 2015 - November 1, 2022Launched and localized Apple Music across six SEA markets, driving platform adoption and contributing to global subscriber growth. Leveraged ML-driven curation to deliver personalized playlists, and built strategic partnerships with 18 regional labels to boost content availability and retention. Executed high-impact ‘Today at Apple’ artist events to strengthen brand loyalty.
Entertainment Manager, Southeast Asia at Nokia / Nokia Music / LINE Corp / Microsoft
January 1, 2010 - May 31, 2015Negotiated music licensing with Indonesian labels, adding AI-driven analytics to enrich local digital offerings and drive user adoption. Drove 3.26 hours average listening engagement and led campaigns that increased device-led sales and market share, including a major relaunch that won internal recognition for content and commercial alignment.
Online Promotion Specialist at PT. Antar Mitra Prakarsa (m-stars)
September 1, 2008 - May 31, 2009Designed WAP-based mobile content services and drove digital content subscriptions via targeted online media buying, contributing to early mobile engagement growth in Indonesia.
Creative Manager Indonesia at Media Nusantara Citra (RCTI)
May 1, 2009 - December 31, 2009Developed new monetization streams for film assets through premium SMS subscriptions and mobile content offerings, resulting in increased user acquisition for flagship show Nidji Let’s Play.
Internet Promotion Specialist at Starcom Worldwide
April 1, 2008 - September 30, 2008Managed online media planning and performance marketing for major clients, optimizing digital ROI using Google Analytics and early attribution tools.
Promotion Specialist at Sony Music
January 1, 2002 - March 31, 2004Built and managed Sony Music Indonesia’s digital content pipeline (ringtones, ringback tones, mobile content) and led digital/mobile campaigns that exceeded revenue targets, helping shape telco monetization strategies.
Assistant Manager, Digital Business & Website at Sony Music
April 1, 2004 - April 30, 2008Led the launch and management of digital offerings and campaigns, contributing to early telco monetization efforts in Indonesia.
Music Editor at Nokia
January 1, 2010 - October 31, 2011Curated local content experiences and supported music discovery features across Nokia Music platforms.
Education
Advanced Certificate in Generative Artificial Intelligence Apps Design and Prompt Engineering at Singapore Management University, Singapore
January 1, 2026 - January 1, 2026Equipping Mentors for Youth Development Training at Singapore Polytechnic, Singapore
January 1, 2026 - January 1, 2026SEO Fundamental Course at DailySEO
January 1, 2025 - January 1, 2025Digital Marketing Strategies & Framework with AI at National University of Singapore, Singapore
January 1, 2024 - January 1, 2024Technopreneur Workshops at Urbane Tech, Association Muslim Professional, Singapore
January 1, 2024 - January 1, 2024Barakah Productivity Masterclass at The Productive Muslim Company, Singapore
January 1, 2024 - January 1, 2024OKR Practitioner Workshop at Valuepreneur, Indonesia
January 1, 2022 - January 1, 2022Neuro-linguistic Programming Workshop at Indonesia NLP Society, Indonesia
January 1, 2002 - January 1, 2002Worldwide Business Conduct at Apple
January 1, 2022 - January 1, 2022Inclusion in Action at Apple
January 1, 2021 - January 1, 2021Training on Unconscious Bias at Apple
January 1, 2019 - January 1, 2019Training on Performers Rights at Indonesian Ministry of Law and Human Rights
January 1, 2014 - January 1, 2014Skilled Negotiator at GAP Partnership, Hong Kong
January 1, 2014 - January 1, 2014Agile Ways of Working at Bristol, UK
January 1, 2012 - January 1, 2012Measuring Success with Google Analytics Workshop at Indonesia
January 1, 2012 - January 1, 2012Seminar ‘Sharpening Your Online Strategy’ – Virtual Consulting at Indonesia
January 1, 2008 - January 1, 2008Certificate of Achievement on Creative Mobile Marketing Campaign at Mavens, Indonesia
January 1, 2008 - January 1, 2008Managing Information Certificate at Cambridge Assessment International Education
January 1, 2006 - January 1, 2006International Diploma in Management at University of Cambridge, UK
January 1, 2006 - January 1, 2006Degree in Management of Informatics at University of Gunadarma, Indonesia
January 1, 2005 - January 1, 2005Qualifications
Advanced Certificate in Generative Artificial Intelligence Apps Design and Prompt Engineering
January 1, 2026 - January 1, 2026Equipping Mentors for Youth Development Training
January 1, 2026 - January 1, 2026SEO Fundamental Course
January 1, 2025 - January 1, 2025Digital Marketing Strategies & Framework with AI
January 1, 2024 - January 1, 2024Technopreneur Workshops
January 1, 2024 - January 1, 2024Barakah Productivity Masterclass
January 1, 2024 - January 1, 2024OKR Practitioner Workshop
January 1, 2022 - January 1, 2022Neuro-linguistic Programming Workshop
January 1, 2002 - January 1, 2002Worldwide Business Conduct
January 1, 2022 - January 1, 2022Inclusion in Action
January 1, 2021 - January 1, 2021Training on Unconscious Bias
January 1, 2019 - January 1, 2019Training on Performers Rights
January 1, 2014 - January 1, 2014GAP Partnership Skilled Negotiator
January 1, 2014 - January 1, 2014Agile Ways of Working
January 1, 2012 - January 1, 2012Measuring Success with Google Analytics Workshop
January 1, 2012 - January 1, 2012Seminar ‘Sharpening Your Online Strategy’ – Virtual Consulting
January 1, 2008 - January 1, 2008Certificate of Achievement on Creative Mobile Marketing Campaign
January 1, 2008 - January 1, 2008Managing Information Certificate
January 1, 2006 - January 1, 2006International Diploma in Management
January 1, 2006 - January 1, 2006Degree in Management of Informatics
January 1, 2005 - January 1, 2005Neuro-linguistic Programming Workshop
January 1, 2002 - January 1, 2002Industry Experience
Media & Entertainment, Software & Internet, Telecommunications, Professional Services, Travel & Hospitality
Experience Level
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
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