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Creative strategist with 10+ years of developing campaign platforms for global and national brands. I build campaign ideas by finding the human reason beneath vague business briefs, and I’ve helped drive work for Samsung, McDonald’s, Nestlé, and ABC Heinz at multi-market scale. Most effective early in the process—when a brief is still a moving target. I’ve also worked remotely for clients across the US and Australia, collaborating across time zones while shaping integrated 360 campaign direction, cultural localization, and brand positioning.…Creative strategist with 10+ years of developing campaign platforms for global and national brands. I build campaign ideas by finding the human reason beneath vague business briefs, and I’ve helped drive work for Samsung, McDonald’s, Nestlé, and ABC Heinz at multi-market scale. Most effective early in the process—when a brief is still a moving target. I’ve also worked remotely for clients across the US and Australia, collaborating across time zones while shaping integrated 360 campaign direction, cultural localization, and brand positioning.

Restinafe

Creative Director, Art Director, Marketing Strategist, +7

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Creative strategist with 10+ years of developing campaign platforms for global and national brands. I build campaign ideas by finding the human reason beneath vague business briefs, and I’ve helped drive work for Samsung, McDonald’s, Nestlé, and ABC Heinz at multi-market scale. Most effective early in the process—when a brief is still a moving target. I’ve also worked remotely for clients across the US and Australia, collaborating across time zones while shaping integrated 360 campaign direction, cultural localization, and brand positioning.…Creative strategist with 10+ years of developing campaign platforms for global and national brands. I build campaign ideas by finding the human reason beneath vague business briefs, and I’ve helped drive work for Samsung, McDonald’s, Nestlé, and ABC Heinz at multi-market scale. Most effective early in the process—when a brief is still a moving target. I’ve also worked remotely for clients across the US and Australia, collaborating across time zones while shaping integrated 360 campaign direction, cultural localization, and brand positioning.

Available to hire

Creative strategist with 10+ years of developing campaign platforms for global and national brands. I build campaign ideas by finding the human reason beneath vague business briefs, and I’ve helped drive work for Samsung, McDonald’s, Nestlé, and ABC Heinz at multi-market scale.

Most effective early in the process—when a brief is still a moving target. I’ve also worked remotely for clients across the US and Australia, collaborating across time zones while shaping integrated 360 campaign direction, cultural localization, and brand positioning.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Language

English

Advanced

Indonesian

Fluent

Work Experience

Sr. Art Director at Ambilhati, Jakarta

May 1, 2022 - Present

Developed campaign concepts, creative direction, and campaign platforms for clients including Samsung, Bogasari, myBCA, Downy, GrabFood, and Frank & Co. Co-developed Samsung Galaxy A-series consumer segmentation framework (“Awesome Generation”) and helped reposition across annual cycles from feature-led to identity-led (intelligence, self-expression, daily excellence). Contributed to “Awesome Intelligence” strategy adopted later by Samsung Global HQ for international rollouts. Co-developed “Awesome Generation Space” experiential retail activations and managed brand ambassador integration aligned to positioning. Supported Galaxy S-series pitching with expanded portfolio scope. Led nationwide OOH rollouts and master visual work for Bogasari’s “Juara-nya Bikin Istimewa” brand refresh, including quality control and vendor management. Directed strategy and visual execution for campaigns across banking, on-demand services, and retail—partnering with client marketing teams

Art Director at Leo Burnett, Jakarta

March 1, 2019 - May 1, 2022

Worked on major regional integrated campaigns. Contributed to McDonald’s 30th anniversary platform “Time Passes By, Tradition Remains,” delivering 2M+ YouTube views and thousands of user-generated consumer stories via #IniMcDKit. Recognized by Leo Burnett for cultural and commercial leadership. Co-developed ABC Heinz “Sambalogy” using a regional segmentation approach across three SKU-specific campaigns (Rendang, Terasi, Geprek) adapted to local taste preferences, usage occasions, and language—delivering 15.4M+ cumulative YouTube views and establishing ABC as heritage authority in the sambal category. Also co-developed McDonald’s Ramadan “Empty Seats” tribute to healthcare frontline workers during COVID-19 and other festive/dessert sound-experience concepts.

Graphic Designer at Havas Worldwide, Jakarta

July 1, 2018 - February 1, 2019

Produced branding strategies and campaign visuals for enterprise clients across digital, OOH, and other marketing materials (e.g., Garuda Indonesia, XL Prioritas, Honda, DBS Digibank, BRI).

Senior Lead Designer (Part-time) at The Bramble Company — Wisconsin (Remote)

August 1, 2017 - March 1, 2019

Managed brand identity across Bramble’s US and Indonesia markets. Led creative production for national catalogs, posters, and promotional collateral. Mentored a team of 4 designers to improve collaboration, output quality, and workflow efficiency.

Freelance Designer at Sprout Online — Australia (Remote)

April 1, 2017 - May 1, 2018

Produced digital and social content, plus brand campaign assets for Australia-based clients.

Graphic Designer at MullenLowe Group, Jakarta

November 1, 2015 - July 1, 2018

Contributed to end-to-end brand launch of Yuzu Tea from concept through packaging to market entry. Supported branding and promotional strategy for FMCG, beauty, and telecom communication brands (e.g., XL Axiata, Danamon, Yuzu Tea, Supermi, Indomie, Wardah, Sunsilk).