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Hi, I’m Karensa Eugenia Tirtawinata, a Creative Strategist and Growth Marketer with 5+ years spanning Southeast Asia’s top ecommerce platforms (Shopee, TikTok Shop/ByteDance) and founder-led brand building. I specialize in social media growth, conversion-focused content, and paid/organic strategy across Indonesian and SEA markets, turning insights into measurable results. I’ve built Kaia Beauty from zero to a premium brand with 10.4K+ Instagram/TikTok followers and 6–10% engagement, launched Kaia Academy onboarding 300+ salon owners, and trained dozens of beauty entrepreneurs. Fluent in English, Indonesian, and Chinese, I thrive in multi-market environments and love shaping brand experiences that resonate and convert.…Hi, I’m Karensa Eugenia Tirtawinata, a Creative Strategist and Growth Marketer with 5+ years spanning Southeast Asia’s top ecommerce platforms (Shopee, TikTok Shop/ByteDance) and founder-led brand building. I specialize in social media growth, conversion-focused content, and paid/organic strategy across Indonesian and SEA markets, turning insights into measurable results. I’ve built Kaia Beauty from zero to a premium brand with 10.4K+ Instagram/TikTok followers and 6–10% engagement, launched Kaia Academy onboarding 300+ salon owners, and trained dozens of beauty entrepreneurs. Fluent in English, Indonesian, and Chinese, I thrive in multi-market environments and love shaping brand experiences that resonate and convert.

Karensa Eugenia Tirtawinata

Digital Marketer, Content Creator, Social Media Manager, +7

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Hi, I’m Karensa Eugenia Tirtawinata, a Creative Strategist and Growth Marketer with 5+ years spanning Southeast Asia’s top ecommerce platforms (Shopee, TikTok Shop/ByteDance) and founder-led brand building. I specialize in social media growth, conversion-focused content, and paid/organic strategy across Indonesian and SEA markets, turning insights into measurable results. I’ve built Kaia Beauty from zero to a premium brand with 10.4K+ Instagram/TikTok followers and 6–10% engagement, launched Kaia Academy onboarding 300+ salon owners, and trained dozens of beauty entrepreneurs. Fluent in English, Indonesian, and Chinese, I thrive in multi-market environments and love shaping brand experiences that resonate and convert.…Hi, I’m Karensa Eugenia Tirtawinata, a Creative Strategist and Growth Marketer with 5+ years spanning Southeast Asia’s top ecommerce platforms (Shopee, TikTok Shop/ByteDance) and founder-led brand building. I specialize in social media growth, conversion-focused content, and paid/organic strategy across Indonesian and SEA markets, turning insights into measurable results. I’ve built Kaia Beauty from zero to a premium brand with 10.4K+ Instagram/TikTok followers and 6–10% engagement, launched Kaia Academy onboarding 300+ salon owners, and trained dozens of beauty entrepreneurs. Fluent in English, Indonesian, and Chinese, I thrive in multi-market environments and love shaping brand experiences that resonate and convert.

Available to hire

Hi, I’m Karensa Eugenia Tirtawinata, a Creative Strategist and Growth Marketer with 5+ years spanning Southeast Asia’s top ecommerce platforms (Shopee, TikTok Shop/ByteDance) and founder-led brand building. I specialize in social media growth, conversion-focused content, and paid/organic strategy across Indonesian and SEA markets, turning insights into measurable results.

I’ve built Kaia Beauty from zero to a premium brand with 10.4K+ Instagram/TikTok followers and 6–10% engagement, launched Kaia Academy onboarding 300+ salon owners, and trained dozens of beauty entrepreneurs. Fluent in English, Indonesian, and Chinese, I thrive in multi-market environments and love shaping brand experiences that resonate and convert.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Language

English

Fluent

Chinese

Advanced

Indonesian

Fluent

Work Experience

Intern Staff at National University of Singapore

February 1, 2019 - February 28, 2019

Assisted director in reviewing vendor's proposals and scheduled director's meetings regarding the operational aspects of a shopping center.

Part-Time All Rounder at Mum's Bakeshoppe

April 1, 2020 - April 26, 2024

Rotated as cashier and back office staff to bake Japanese puff pastries. Upsold additional products during customer's checkout process. Responsible for generating daily sales reports.

Quality Assurance Risk Agent at Shopee Indonesia

July 1, 2021 - November 30, 2022

Created and ensured execution of mitigation plans to prevent negative sentiments and reputational risks towards Shopee. Responsible for quality control of Shopee's products and advertising content media.

Policy Quality Assurance - TikTok Shop at TikTok Shop, ByteDance Inc

November 1, 2022 - October 31, 2023

Responsible for moderation between internal and external stakeholders for quality improvement. Conducted trend analyses and provided action plans to improve Indonesia's quality market performance.

Founder at Kaia Beauty

October 1, 2023 - April 26, 2024

Founded and grew a lash and brow studio with a strong focus on natural beauty, client satisfaction, and brand storytelling. Developed SOPs, service protocols, and training modules to ensure high service quality and team consistency. Expanded into Kaia Academy, offering a salon training program for aspiring beauty entrepreneurs.

Co-Founder at Hokkaido x PAFU, Melbourne

May 1, 2019 - October 31, 2019

Responsible for social media management through daily content posts, including analyzing account performance to improve digital marketing strategies such as Meta ads. Provided customer service via Whatsapp, Instagram, and e-commerce platforms. Managed inventory supplies to ensure seamless daily operations.

Founder & Creative Lead at Kaia Beauty and Academy

November 1, 2022 - October 1, 2023

Built a premium beauty studio from the ground up with emphasis on brand identity, social presence, and customer experience. Developed content strategies from storytelling campaigns to daily educational content. Produced creative assets (photos, videos, scripts) optimized for IG & TikTok while growing organic audience through high-quality content.

Digital Marketing Executive at National University of Singapore

October 1, 2023 - Present

Relevant coursework in Digital Marketing: Strategies, Models & Frameworks.

Co-Founder & Creative Lead at Mum’s Bake Shoppe

April 1, 2020 - Present

Created brand identity, content direction, and seasonal campaign concepts. Developed visual guidelines, product storytelling, and social media voice. Led content production, from creative concepting to execution.

Founder & Creative Lead at Kaia Beauty & Kaia Academy

October 1, 2023 - Present

Built and scaled a premium lash & beauty brand from zero, growing Instagram and TikTok to 10.4K+ followers with consistent 6–10% engagement rates through storytelling-led, trend-responsive content. Developed and executed full-funnel content strategy — organic, UGC, and paid — optimized for bookings, customer retention, and brand positioning in a competitive Jakarta beauty market. Launched Kaia Academy, an offline training program for salon business owners, onboarding 300+ students across 1-on-1 and group formats; developed full curriculum and training systems. Directed brand identity, visual content production (shooting, styling, editing), and all customer touchpoints to maintain a consistent premium brand experience.

Co-Founder & Creative Lead at Mum's Bakeshoppe

April 1, 2020 - Present

Drove up to 300% sales growth vs. low-season baseline through content strategy, urgency-based offer design, and storytelling-driven social media campaigns. Led all creative direction and brand storytelling across Instagram and TikTok, building an audience with strong repeat purchase behavior. Planned and executed offline bazaar activations (OCBC Tower, Sampoerna Strategic Square) and developed company profile materials for B2B office retail entry.

Policy Quality Assurance & Seller Growth at TikTok Shop Indonesia, ByteDance

November 1, 2022 - October 1, 2023

Supported seller and creator onboarding for TikTok Shop Indonesia, one of SEA's fastest-growing social commerce platforms at the time of launch. Led policy socialization initiatives to educate sellers and creators on platform guidelines, contributing to improved compliance and reduced violations. Partnered cross-functionally with Trust & Safety, Ops, and Growth teams to resolve platform integrity issues and streamline seller experience. Conducted content and creator quality reviews, developing internal documentation and training materials to standardize evaluation processes.

Quality Assurance & Seller Operations at Shopee Indonesia

July 1, 2021 - November 1, 2022

Supported seller onboarding and education initiatives, helping new merchants navigate platform policies and operational requirements. Developed and maintained SOP documentation and internal training materials to support team knowledge consistency. Collaborated cross-functionally with Ops, Policy, and Product teams to flag risks and drive platform quality improvements. Built and maintained data reporting dashboards to track QA metrics and surface operational insights for leadership review.