Freelancer / Founder at Self-employed (Freelancer)

Independent creative professional leading brand strategy, concept development, and production for a diverse client roster. Since 2013 I have balanced freelancing with product development, delivering campaigns, branding systems, and design solutions across automotive, consumer, technology, and financial sectors. Launched and managed my own product while collaborating with Vespa Indonesia, Mini Cooper, Durex, LinkAja, Bank Mas, and other partners. The role combines strategic thinking, creative leadership, and hands-on execution—from briefing and concepting to art direction and production management. This period strengthened my ability to lead multi-disciplinary teams, manage client relationships, and drive results in fast-paced markets across Indonesia.

Sr. Creative Director at Iris Worldwide

Led creative output for key accounts, including BNI, XL, Nestlé, Astra International, URC (Piattos and All Star), Indaco Paint, and Habitat for Humanity. Directed concept development, integrated campaigns, art direction, and team leadership to deliver cohesive brand experiences and impactful storytelling across media channels.

Creative Director at McCann WorldGroup, Jakarta

Directed creative strategy and execution for a broad client roster, including Pizza Hut, L’Oréal (all), Maybelline (all), Nestlé (Nestea, Nestle Breakfast Cereal), Nutella, Kinder Joy, MasterCard, Cathay Pacific, and various Cussons brands. Achievements include launching L’Oréal Indonesia Men Expert with Indonesian ambassadors, expanding category offerings, and delivering integrated campaigns across TV, print, digital, and in-store activations.

Creative Group Head at Perwanal Saatchi & Saatchi

Led Danone (Milkuat & Aqua), P&G (Pampers, Head & Shoulders), Western Union, Mead Johnson (Enfa), Orang Tua Group (Formula), and Filma. Achievements include winning a pitch for Orang Tua Group's Formula brand.

Sr Art Director at McCann Erickson Indonesia

Brand: Nestlé (Nescafé Classic, Nescafé 3in1, Nescafé Ice); Unilever (Vaseline); Bentoel (Starmild); Popeyes Chicken and Seafood; GE Lighting; Strepsils; Satelindo GSM; Motorola; Cathay Pacific; and Kompas. Achievements include awards for gender public service ad, packaging relaunch, and best TVC recognition.

Jr. Art Director - Art Director at Interact Rapp Collins

Brands: Indonesian Observer (newspaper), Merk Indonesia (Seven Seas), Pasaraya, Club Store, Mustika Ratu (Cosmetic and Belia), Martha Tilaar (Biokos Skin Care, PAC Cosmetic), XL, Bank Umum Nasional, Standard Chartered Bank, Athlete's Foot, Gatra Magazine, Radisson Hotel and Bentoel. Achievements include relaunching Indonesia Observer and Belia Cosmetic packaging and TVCs.