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.

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.

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.

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.

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.