I spend my days looking for the 'hook' in the ordinary and turning it into something people can’t stop looking at.
Let me introduce myself properly. No pitch, no jargon—just a look into the brain that’s obsessed with making things feel human.

Get to know me more! ￬

4 years of experience, 12+ industry-leading brands, and thousands of stories told.

A Creative Copywriter dedicated to humanizing brands through sharp, audience-led communication. 
I specialize in turning complex insights into strategic narratives that don’t just drive engagement but build lasting connections.

Whether it’s building trust for a multinational bank or creating hype for a lifestyle brand,
I thrive on finding the perfect 'hook' that connects brands with their community in meaningful ways.

Degree
Bachelor of Communication Science in Journalism, Universitas Multimedia Nusantara

Ongoing Learning

• Social Media Platform Dynamics: Staying attuned to the latest algorithm shifts on Instagram, TikTok, and LinkedIn.
• Social Media Analytics & Insights: Deepening the ability to read performance data to refine content strategy.
• SEO-Driven Content Writing: Mastering keyword integration and search intent for digital platforms.

Mission

To empower brands by crafting strategic narratives that humanize communication, foster deep-rooted trust, and drive measurable engagement through audience-led storytelling.

Vision

To redefine how brands interact with their people, moving beyond transactions to create digital experiences that feel authentic, human, and memorable.

• Strategic Content Planning
• High-Impact Copywriting
• SEO & Digital Storytelling
• Content Creation & Management
• Creative Collaboration
• Fact-Checking & Research Excellence
• Editing & Proofreading 

Digital Storytelling
Mastering the art of the 'hook' across diverse platforms, from social media campaigns to long-form narratives.

Content Planning
Developing data-backed editorial frameworks and content pillars to build a consistent brand presence.

Strategic Copywriting
Turning complex business goals into sharp, high-impact narratives that drive both reach and conversion.

Epilog Creative is a Jakarta-based digital marketing agency dedicated to brand growth through storytelling, content creation, and intelligent digital strategies. Services include social media management, creative production, performance marketing, and AI solutions. The core mission centers on connecting businesses with people through impactful communication and a human touch.

Content Manager

Fulltime:  August 2021 - Present

Managed Social Media: Instagram, Facebook, LinkedIn

Handling Clients: Content Writing, Social Media Management, Instagram Ads Creative, Live Report

Objective

To humanize brand presence through strategic storytelling and organic content, transforming corporate messaging into relatable,"scroll-stopping" narratives that drive community engagement and brand loyalty.

Approach

• Developed and executed comprehensive monthly editorial plans for 10+ diverse brand accounts, including FMCG (Biore Guard) and parenting (Tentang Anak) sectors.
• Pioneered "humanized" content frameworks, moving away from rigid branded styles toward organic, relatable photography and "chatty" copywriting.
• Crafted punchy, hook-heavy captions and scripts for TikTok and Instagram Reels, focusing on emotional triggers and real-world problem-solving.
• Aligned with SEO specialists and Creative Leads to ensure all content remained trend-relevant while adhering to strict brand guidelines and performance KPIs.

Results

• Consistently delivered and published 50+ high-quality content pieces monthly across multiple platforms 
• Successfully managed major product campaigns (e.g., Biore Guard Yuzu Lemon launch), maintaining a 100% on-time delivery rate for fast-paced turnaround cycles.
• Shifted content sentiment from "passive viewing" to "active engagement" by prioritizing relatability over formal advertising.

1. Deep Dive into the Client’s Brief
I analyze the client’s core message, key highlights, and USP to ensure the creative direction aligns perfectly with the brand’s business objectives and expected output.

2. Audience Research & Empathy Mapping
I dive into the audience's "pain points." By understanding their daily challenges, feelings, and needs, I can position the brand’s product as the ultimate solution to their specific problems.

3. Trend & Competitor Benchmarking
I explore for inspiration across similar industries and cross-brand benchmarks. By monitoring current social media trends and competitor movements, I identify high-performing content topics that will resonate with our target community.

4. Editorial Strategy & Planning
Developing structured content calendars (bi-weekly or monthly) tailored to the SOW, ensuring consistent storytelling across all pillars.

5. Creative Handover & Execution
Once the AE secures approval from the Content Lead and Client, I create specific visual and copy briefs for the design team to execute.

6. Deployment & Scheduling
I oversee the final quality check and manage distribution via native platforms or Meta Business Suite to ensure timely, high-impact posting.

Biore Guard is a specialized personal care line from KAO that focuses on advanced skin protection and hygiene. 
It is designed to effectively eliminate germs and bacteria while keeping the skin healthy and moisturized, making it a household staple for family health.

Content Pillar
Education: Clear, practical info on skin hygiene and the science of how Biore Guard kills germs while keeping skin soft.
Entertainment: Relatable, lighthearted insights into daily bathing habits to build an emotional connection with busy moms.
Momspiration: Combining expert medical perspectives with real-life family concerns to empower moms with doable hygiene actions.

Audience: Moms / Primary Caregivers, Health-conscious families. Demographics: Spans across parents of young children (germ protection) toactive individuals (body health).

*Selected Works. Click the image to view the full content.

Rentalworks is an IT asset lifecycle management company that provides flexible leasing solutions for business technology. 
They help organizations optimize their hardware costs by offering "Device-as-a-Service" (DaaS) for laptops, desktops, and other essential office equipment.

Content Pillar
Education: Insights on IT leasing benefits, lifecycle management, and maximizing business ROI through smart asset choices.
Showcase Services: Highlighting hardware variety and seamless maintenance services to position the brand as the ideal business partner.
Entertainment: Lighthearted takes on office life and tech struggles to build relatability with professionals and decision-makers.

Audience: Business Owners & CEOs, IT Managers & Procurement Officers, Startups and established corporations (SES A/B), 
Professional workers seeking efficient, hassle-free hardware solutions.

*Selected Works. Click the image to view the full content.

Polytron is a leading Indonesian electronics brand known for its innovation and durability.
From high-quality audio-visual systems to home appliances, Polytron provides locally engineered technology that competes with global standards.

Content Pillar
LIVE (Elevating Everyday Life): Focuses on the functional benefits of products, highlighting how they create a more comfortable and organized home environment.
LAUGH (Bringing Joy to the Home): Showcases the emotional and fun side of using tech, using relatable and humorous content to enhance home entertainment.
LOVE (Building Meaningful Connections): Centers on deeper emotional resonance, focusing on how products help nurture relationships and support family milestones.

Audience: Tech-savvy homeowners, Families looking for home efficiency, Audio-visual and lifestyle enthusiasts.
Demographics: Ranging from young professionals (Smart Home) to established families (Home Comfort).

*Selected Works. Click the image to view the full content.

Content Pillar
Srikandi: Professional wisdom and personal inspiration from JNE’s female workforce.
Armada: Unique insights into JNE’s destinations, including local landmarks and culinary gems.
Game Si Joni: Weekly interactive games and giveaways to drive engagement and loyalty.
Jumat Berkah: Animated stories centered on Islamic values and moral lessons.
Sukacita Minggu: Reflective animated storytelling based on Christian and Catholic teachings.

Audience:  General Public & Online Shoppers, Small to Medium Enterprises (MSMEs).

*Selected Works. Click the image to view the full content.

Bepanthen is a world-renowned skincare brand specializing in skin healing and protection.
Trusted by medical professionals and parents alike, it offers specialized formulas for delicate skin recovery, from infant care to tattoo aftercare.

This was the second baby product brand I managed on social media. The role taught me to create highly effective and engaging copy within the constraint of only 10 words per slide. This unique challenge not only made the work enjoyable but also helped me expand my vocabulary and develop the skill to craft succinct, compelling messages.

Content Pillar

Baby’s Care: Essential guidance on maintaining daily skin health and hygiene to prevent irritation before it starts.
Merawat Kulit Baby (Caring): Focused tips on nourishing and strengthening the skin barrier for long-term comfort and protection.
Mengobati Kulit Baby (Treating): Expert advice on effectively addressing diaper rash and skin redness with safe, soothing solutions.
Parenting Hacks: Practical, time-saving tips for new parents to navigate daily childcare challenges with ease and confidence.

Audience: New parents and primary caregivers, Health-conscious families with infants and toddlers, Moms seeking expert-backed solutions for sensitive baby skin.

*Selected Works. Click the image to view the full content.

Raine Beauty is a conscious makeup brand founded by Raisa Andriana that focuses on "celebrating self" through clean and sustainable products.
The brand emphasizes effortless beauty with formulas that are kind to the skin and the environment.

This was the first beauty brand I managed on social media. My responsibilities included creating the social media plan, which covered topics, visual copy, and reference visuals. I handled the Instagram feed and stories for this brand. I had a great experience working with this brand, especially meeting the founders of Raine Beauty, Raisa and Ruskha. Additionally, I participated in various offline activities such as beauty festivals, community events, and campaigns for new Bepanthen products, including #PlaywithYourShade for the launch of Raine Beauty’s new blush color, #LoveAtFirstDrop for the foundation launch, and #SetYourDay for the setting powder launch.

Content Pillar
All About Raine: Deep dives into the brand’s product line, highlighting key features, swatches, and the story behind each creation.
All About Conscious Beauty: Educational content on clean ingredients, sustainable practices, and the importance of mindful beauty choices.
All About Lifestyle: Relatable content connecting beauty routines with daily habits, self-care, and the aesthetic lifestyle of the modern individual.

Audience: Beauty enthusiasts & makeup lovers, Conscious consumers (Eco-friendly & Clean beauty), SES A/B+ women,
Gen Z and Millennials who value self-care and aesthetic branding

*Selected Works. Click the image to view the full content.

However, it's important to note that Commonwealth Bank no longer has its own Instagram account, as it has merged with OCBC, 
and therefore I am unable to provide links to any previous Instagram posts.

Services:
Providing a comprehensive ecosystem of digital banking, wealth management, and specialized financing solutions:
CommBank Mobile, CommBank SmartWealth, AusStudent, CommBank Bonus Saver, Bancassurance, CommBank GoalSaver, KPR CommBank Mobile

Audience: Tech-savvy young professionals and digital savers, Investors and high-net-worth individuals (SES A/A+), Students and parents
focused on international education, Families seeking home ownership and long-term protection.

*Selected Works.

MFMW is a contemporary modest fashion brand that focuses on minimalist, high-quality staples for women. Their designs emphasize comfort, versatility,
and elegance, catering to the modern woman who values understated style.

Creating content for this brand has been truly enjoyable because of the variety of formats I could explore, such as fashion tips, aesthetic photos,
"steal her style" segments, and even memes to promote ongoing deals. I genuinely love producing content for this brand.

*Selected Works. Click the image to view the full content.

Cargill is a global leader in agriculture, food, and industrial products. They work behind the scenes to connect farmers with markets and provide essential ingredients
to the world’s food manufacturers, emphasizing sustainability and food security.

I manage content for a multinational company, where I create materials related to activities at Cargill Indonesia, such as the HR Asia Awards, webinars, International Women's Day events,
and more. Creating content for this client helps me improve my English because all the content I produce is in English.

*Selected Works. Click the image to view the full content.

Vita Flow is a brand dedicated to supporting the breastfeeding journey through innovative and safe nursing products. They focus on providing practical solutions that help mothers
store, manage, and feed breast milk with ease and hygiene.

My first experience with a baby product brand involved creating content targeted at mothers, despite not being one myself. To effectively connect with this audience, I conducted extensive research
on parenting topics and related issues in addition to the Vitaflow products. This strategy significantly improved engagement and interaction on social media.

*Selected Works. Click the image to view the full content.

Tokoko is a digital platform designed to help MSMEs create their own online storefronts quickly and easily. It empowers small business owners to manage orders
and inventory through a simple mobile interface, primarily focused on social commerce.

This sister brand of Buku Warung offers a specialized app for managing business operations, including invoices, payments, and stock. The main challenge was the app’s low market awareness,
which made it difficult to generate engaging content. Despite efforts to use trending content formats like memes, increasing audience interaction remained a challenge.

*Selected Works. Click the image to view the full content.

Founded in 2017, Thatline Project blends multidisciplinary visual language with holistic business consultancy. The agency delivers content driven by limitless ideas and innovative concepts. By combining strong business sense with creative execution, the primary focus remains providing a comprehensive solution for end-to-end branding strategies.

Social Media Specialist & Account Executive 

Fulltime:  July 2020 - April 2021

Managed Social Media: Instagram, Facebook

Handling Clients: Content Writing, Social Media Management, Instagram Ads Creative, Live Report, Photography

Objective

To elevate luxury and lifestyle brands by crafting aspirational yet accessible digital identities, utilizing high-end visual storytelling to build a premium community presence.

Approach

• Managed the end-to-end creative process, from conceptualizing visual briefs and storyboards to providing on-set production support for high-quality shoots.
• Led influencer marketing initiatives by scouting talent, drafting personalized creative briefs, and managing real-time communications to ensure high-quality UGC.
• Curated and designed cohesive Instagram grids that balanced premium brand aesthetics with organic, trending content formats.
• Monitored social media landscapes to quickly adapt global lifestyle trends into localized content strategies.

Results

• Produced and supervised the delivery of 40+ high-quality visual assets per month, maintaining a 100% consistent posting schedule.
• Contributed to a 15–20% increase in community interaction through the implementation of more relatable, humanized content pillars.
• Reduced production lead times by 20% through the creation of standardized storyboarding and briefing templates for the creative team.

1. Thematic Research
I look into every detail related to the monthly theme to make sure the content stays relevant and hits the brand’s goals.

2. Trend & Reference Mapping
I find the latest trends and creative references that fit the theme, ensuring our content stays fresh and stands out.

3. Editorial Strategy & Planning
I compile all research and ideas into a structured Content Brief. I buildthese into editorial plans for 2-week or 1-month cycles based on the SOW.

4.  Approval & Creative Handover
I present content ideas to the client for internal approval. Once the client's sign-off, I provide detailed visual briefs to the design team for production.

5. Deployment & Scheduling
I do a final check on all assets and schedule the posts. I handle this directly on the platforms or through Meta Business Suite.

Bening Luxury is a prestigious jewelry store in Jakarta specializing in GIA-certified diamonds and precious stones. They provide a trusted platform for clients to acquire high-quality,
authentic diamond jewelry with elegant designs and guaranteed craftsmanship.

Services:
GIA-Certified Diamond Sales, Wedding & Engagement Rings, Fine Jewelry (Earrings, Necklaces, Bracelets), Expert Diamond Consultation, Buyback & Trade-in Programs

Audience:
Couples: Individuals searching for high-quality, certified rings for engagements or weddings.
Jewelry Collectors: Connoisseurs who appreciate the value of GIA-certified gems.
Luxury Gift Buyers: People looking for exclusive jewelry for anniversaries or special milestones.

*Selected Works. Click the image to view the full content.

Torenda is a premier destination in Jakarta for high-quality fashion accessories and embellishments. For decades, it has served as a primary hub for designers and fashion enthusiasts
seeking premium buttons, lace, and intricate details to elevate their garments and couture creations.

A brand that I find quite unique and challenging to create content for, as it primarily sells beads often used in clothing like kebaya. This makes it difficult to incorporate trending content,
resulting in content that feels more like a catalog. As a result, I focus more on crafting engaging captions. Precision is also crucial in this process due to the many similar products,
as providing incorrect specifications for the beads could have serious consequences for both buyers and the brand owners.

Services:
Premium Buttons & Buckles, Swarovski Crystals & Beads, Exquisite Lace & Trimmings, Custom Patches & Appliques, Fashion DIY Tools & Supplies

Audience: 
Fashion Designers & Ateliers: Professionals seeking high-grade materials for couture and ready-to-wear collections.
DIY Enthusiasts: Individuals who enjoy customizing their clothing and accessories.
Brides-to-be: Those looking for specific embellishments for wedding gowns and traditional Kebaya.

*Selected Works. Click the image to view the full content.

Sisu Home is a curated lifestyle and home decor brand that focuses on minimalist, aesthetic, and functional living pieces. They aim to transform living spaces
into serene environments through thoughtfully designed products that blend beauty with utility.

Services:
Home Decor & Ornaments, Kitchenware & Tableware, Bedding & Linens, Interior Styling Inspiration, Curated Gift Sets

Audience: 
New Homeowners: Young couples or individuals looking to furnish their first homes with modern aesthetics.
Interior Lovers: People active on Pinterest and Instagram seeking "aesthetic" home vibes.
Gift Seekers: Individuals looking for premium and tasteful house warming presents.

*Selected Works. Click the image to view the full content.

Rekhas Tailor is a high-end bespoke tailoring house specializing in gentlemen’s formal wear. Known for its meticulous craftsmanship and personalized service,
it creates custom-made suits that emphasize a perfect fit and timeless elegance for any formal occasion.

This brand focuses on luxury tailor-made shirts. I faced the challenge of marketing these high-end products to a follower base with a lower-middle-income demographic.
To address this, I created content that functioned as a detailed product catalog while integrating fashion tips and tricks. A particularly rewarding aspect of this role was photographing
over 200 shirts, which not only enhanced my photography skills but also made the experience particularly memorable.

Services:
Bespoke Suits & Tuxedos, Custom-made Dress Shirts, Batik & Safari Suits, Professional Alterations, Styling Consultations

Audience: 
Grooms & Wedding Parties: Men looking for the perfect ensemble for their big day.
Corporate Executives: Professionals requiring sharp, well-fitted attire for business and formal events.
Public Figures: Individuals who need high-quality stage or red-carpet attire

*Selected Works. Click the image to view the full content.

Bee Hustlers is a community-driven brand operating in the health and beauty sector. Under the motto "Hustling Err-Bee-Day!", they focus on self-development, wellness,
and business opportunities, encouraging their community to learn and grow anytime and anywhere.

A brand that sells both products and promotes a community. Creating content for this brand was quite challenging since it was my first client, and their content pillars weren't fully established yet.
As a result, the content I created was mostly limited to quotes, product promotion, and community engagement. I had to be more creative with the captions to bring these posts to life.

Services:
"Hustle & Learn" Educational Programs, Health & Beauty Product Distribution, Reseller & Partnership Opportunities, Lifestyle & Wellness Content

Audience:
Aspiring Entrepreneurs: Individuals looking to start a side hustle in the beauty and health industry.
Wellness Enthusiasts: People who prioritize self-care and a healthy lifestyle.
Gen Z & Millennials: Social media-savvy individuals seeking a positive and productive community.

*Selected Works. Click the image to view the full content.

Bakmi Wadidaw is a contemporary food brand specializing in Halal chicken noodles provided in a frozen, ready-to-cook format. They prioritize convenience and affordability, 
allowing customers to enjoy restaurant-quality "Bakmi" at home through online ordering.

A brand selling frozen Bakmi noodles, which I managed from its inception to its closure. I gained a lot of experience in content creation, experimenting with gamified content, tips,
and aesthetic photography. I also worked to connect with key opinion leaders (KOLs) for endorsements to boost the reach of Bakmi Wadidaw.

Services:
Frozen Halal Chicken Noodles, Online Ordering (WhatsApp & Tokopedia), Scheduled City-wide Delivery, Bulk/Economic Bundle Packs

Audience:
Noodle Lovers: Fans of traditional Indonesian chicken noodles looking for authentic flavor.
Busy Households: Families or individuals needing a quick, delicious, and easy-to-prepare meal at home.
Online Shoppers: Consumers who prefer ordering through marketplaces and enjoying food in their own space.

*Selected Works. Click the image to view the full content.

Cwims is a culinary brand specializing in authentic Bakmi Ayam from Bintaro. Known for its Halal MUI certification and strong community engagement, the brand focuses on delivering high-quality, accessible comfort food while maintaining an active and relatable digital presence for noodle enthusiasts.

Freelance Content Writer

Fulltime: July - December 2021

Managed Social Media: Instagram

Handling Clients: Content Writing, Social Media Strategy, Trend Analysis, Photography

Objective

To drive brand awareness and audience engagement through consistent, trend-driven storytelling, ensuring Cwims remains a top-of-mind choice for Halal-certified Bakmi in the Bintaro area and beyond.

Approach

• Developed and managed a high-frequency editorial calendar, producing daily content for six consecutive months to maintain peak brand visibility.
• Authored engaging copy for social media posts, focusing on humanizing the brand and highlighting its Halal MUI certification to build consumer trust.
• Monitored and integrated the latest social media trends and viral "best practices" to keep the brand's aesthetic and tone fresh and relevant.
• Streamlined workflow by utilizing social media management tools for scheduling and tracking post performance, ensuring a 100% on-time publication rate.

Results

• Consistently published 30+ pieces of content per month, maintaining a daily posting rhythm that significantly boosted profile visits and brand recall.
• Maintained a cohesive digital identity for a growing community of over 11.8k followers through proactive engagement and trend-aligned content.
• Optimized content strategy which contributed to increased organic reach and solidified the brand's position as a leading local culinary favorite.

A brand specializing in Bangka-style noodles. Creating content for this brand taught me a lot about crafting engaging material to promote a single product: Bakmi. I developed various gimmick-driven
and gamified content pieces, along with appetizing photos. Unfortunately, when I was managing this brand, Instagram Reels wasn't available yet, limiting my ability to create trendy video content.

*Selected Works. Click the image to view the full content.

As a leading collaborative media outlet, kumparan.com provides a comprehensive look at the latest developments in news, sports, economics, and entertainment. The platform is dedicated to presenting factual, high-impact content through a modern digital lens, catering to the evolving needs of information seekers.

Photo Researcher

Fulltime:  July 2020 - April 2021

Managed Social Media: Website Kumparan

Handling Clients: Photo Curation, Media Licensing, Archiving, News Writing, Photography

Objective

To enhance editorial storytelling through meticulous photo curation and high-speed news writing, ensuring every article is visually compelling and aligned with real-time news trends.

Approach

• Authored and curated daily photo-based editorial articles, focusing on human-interest stories and trending news topics.
• Sourced and verified high-impact imagery from global and local news agencies, ensuring all visuals met editorial standards and licensing requirements.
• Worked closely with field photojournalists to select the best shots that captured the "soul" of a breaking news story.
• Optimized headlines and captions for SEO and social media sharing to maximize article click-through rates (CTR).

Results

• Consistently published 3-5 photo-editorial articles per day, maintaining a rapid turnaround in a 24/7 news cycle.
• Managed a daily flow of 200+ news images, organizing them into a streamlined internal database for editorial use.
• Contributed to articles that frequently reached the Top 5 Trending list on the kumparan platform, gaining thousands of unique views.

1. Thematic Research
I look into every detail related to the monthly theme to make sure the content stays relevant and hits the brand’s goals.

2. Trend & Reference Mapping
I find the latest trends and creative references that fit the theme, ensuring our content stays fresh and stands out.

3. Editorial Strategy & Planning
I compile all research and ideas into a structured Content Brief. I buildthese into editorial plans for 2-week or 1-month cycles based on the SOW.

4.  Approval & Creative Handover
I present content ideas to client for internal approval. Once the client's sign-off, I provide detailed visual briefs to the design team for production.

5. Deployment & Scheduling
I do a final check on all assets and schedule the posts. I handle this directly on the platforms or through Meta Business Suite.

These are some of the articles I wrote during my four-month internship as part of my college program. I learned a lot about writing and photography since I often had to take photos on location.

Click the image to view the full content.

1. Photo Database Management
I monitor dedicated journalist groups and process over 100+ daily photo submissions into the internal database software.

2. Photo Metadata & Crediting
I label and organize every photo with clear descriptions and proper credits using the standard format: [Activity Description. Photo: [Photographer Name].

3. Photo Story & Article Creation
I curate daily submissions or trending news to produce 3 to 5 photo-based articles, turning visual content into engaging news stories.

4.  Editorial Approval
I submit each article to the respective Category Heads for review to ensure all content meets editorial standards.

5. Final Web Publishing
Once approved, I handle the final publishing process to the Kumparan website, ensuring every story is live and correctly formatted.

A few blogs I wrote in my spare time while job hunting. I focused on reviewing the skincare products that I use.