Professional Summary
Brand Communications & Content Strategist with 8+ years of experience helping
consumer brands tell their story, connect with customers, and build reputation through campaign
messaging, brand storytelling, and retail marketing. Proven track record in brand
communications, media relations, crisis communication, and omnichannel campaign strategy.
Experienced in securing earned media coverage from national outlets (ANTARA News, RRI,
Tribun Network), protecting brand reputation through proactive crisis communication,
and translating business goals into communication that people understand and connect
with. Fluent in English & Indonesian, with a remote-ready workflow (Slack, Notion, Zoom, async
collaboration).
💡 Note: My early experience in B2B technical writing taught me how to translate
complex technical concepts for different audiences — a skill I use daily to simplify product features
in press releases and consumer campaigns.
8 Functions of Brand Communications
I manage the full brand communications ecosystem — from media relations and crisis communication
to brand storytelling and stakeholder engagement. Here are the 8 functions I've led across
3 sub-brands at Erajaya Digital.
📰 01. Media Relations
49 press release projects · 12.2M+ earned media impressions · 14 media outlets
🛡️ 02. Crisis Communication
7 projects · 3 sub-brands · Proactive reputation management · Millions reached
🌍 03. CSR & Sustainability
erafone Jaga Bumi · 2,362 e-waste units · 170,080 kg CO₂ reduced · ANTARA & RRI
🏷️ 04. Brand Narrative
15+ taglines & slogans · 8 campaign narratives · Brand identity development
💡 05. Thought Leadership
20+ advertorials & articles · Public education · Brand authority building
📬 06. Stakeholder Communication
13+ email & WhatsApp campaigns · App launch · Customer engagement
🗣️ 07. Internal Communications
SOP documentation · Employee emails · Team alignment · 3+ sub-brands
🎤 08. Executive Communications
14+ KOL & spokesperson projects · Live scripts · Talking points
Work Experience
-
Brand Communications & Media Relations: Led brand communications for
national campaigns, authoring press releases that secured 12.2M+ earned media
impressions across 8 cities (AyoBandung, Tribun Surabaya, WASPADA, Tribun Kaltim).
-
CSR & Sustainability Communications: Developed messaging framework
and press materials for "erafone Jaga Bumi" — a campaign that collected
2,362 e-waste units, reduced CO₂ by 170,080 kg
(≈ 2,670 trees/year), and earned coverage from ANTARA News & RRI.
Reached 14 provinces, 59 institutions, and 18 communities.
-
Crisis Communication & Reputation Management: Developed and executed
a proactive communications strategy to counter scams misusing the brand name. Created
cross-channel messaging (landing page, social media, internal comms) that educated
millions of customers and protected brand reputation across 3 sub-brands.
-
Retail Marketing & Omnichannel Strategy: Spearheaded brand communication
strategy for a 1.5-month flagship campaign ("Festival Belanja erafone"), ensuring message
consistency across all touchpoints — Google Ads, email, in-app UI, and live broadcasts.
-
Stakeholder & Internal Communications: Aligned messaging across
legal, customer service, marketing, and social media teams, ensuring a unified public
response to reputation threats and product launches.
- Wrote 20+ SEO blog posts on cyber security, cloud computing, ransomware,
GRC, HCI, and RPA for 6+ enterprise IT brands (Sangfor, Galvanize, HPE, Microsoft, Gleematic,
Aruba).
- Created daily social media content for 6+ IT brands, translating complex technical concepts
into accessible B2B content.
- Developed content pillars and keyword mapping frameworks for IT solutions.
- Planned and executed social media content and marketing campaigns for 5+ brands
across F&B, healthcare, home living, and retail wine.
- Wrote English content for Singapore-based wine retailer (Winehours) —
captions, promos, and wine reviews for Singapore market.
- Increased follower engagement by 220% in 6 months.
- Collaborated with KOLs and creative teams across multiple client accounts.
- Wrote, edited, and published engaging content for Ze Journal Indonesia's social networks
in English and Indonesian.
- Optimized social media posts (language, tone, message) based on target audience behaviors.
- Selected appealing images and videos to complement article text.
- Awarded Best Employee 2× for outstanding performance.
Core Competencies
Brand Communications
- Campaign Messaging & Strategy
- Brand Storytelling & Narrative Development
- Media Relations & Press Releases
- Crisis Communication & Reputation Management
- CSR & Sustainability Communications
- Stakeholder & Internal Communications
Content Strategy
- Retail Marketing Content
- Omnichannel Campaign Thinking
- SEO Content & Keyword Mapping
- A/B Testing Mindset
- Marketing Funnels
- Brief Interpretation
Platforms & Formats
- TikTok / Instagram Reels Scripts
- YouTube Scripts
- In-app UI/UX Copy
- Landing Page Copy
- Press Releases & Advertorials
- B2B Technical Writing
Tools & Tech
- CMS (WordPress)
- Canva
- Notion, Trello, Slack
- ChatGPT / Claude (prompting)
- Google Docs / Drive
- Zoom / Google Meet / Teams
- Voice Over & Narration
Selected Portfolio & Key Achievements
erafone Lebih Dekat
8-city social experiment series. Generated 12.2M+
press release views across AyoBandung, Tribun Surabaya, WASPADA, and national outlets.
erafone Jaga Bumi
Sustainability campaign: 2,362 e-waste units
collected, 170,080 kg CO₂ reduced (≈ 2,670 trees/year). Covered by
ANTARA News & RRI.
Waspada Penipuan — Crisis Comms
Proactive reputation management across 3 sub-brands.
Created landing page, social media scripts, and internal comms educating millions of
customers on scam prevention.
Festival Belanja erafone
1.5-month omnichannel campaign across 8 cities —
Google Ads, email, landing page, livestream scripts, and in-app UI. Press coverage on
Marketing.co.id.
Brand Narrative & Taglines
Developed taglines for 8 campaigns including
"erafone Lebih Dekat," "Upgrade Terusss," "Bebas Tukar," and "erafone Jaga Bumi."
AMT IT Solutions — B2B Blog
20+ SEO blog posts on cyber security, cloud
computing, RPA, and HCI for 6+ enterprise IT brands.
Education
BA in English Literature
Universitas Negeri Jakarta
2011 – 2015
French B1 Level
Institut Français d'Indonésie
2011 – 2014
Languages
English
Fluent — written & spoken
Indonesian
Native
French
B1 Level