I am a brand and partnership professional with more than four years of experience in Indonesia’s food and beverage industry. My work spans brand strategy, community development, strategic partnerships, KOL and affiliate management, live commerce, and content creation.
I currently develop strategic partnerships for Otten Coffee across lifestyle, sports, and cultural communities. I focus on building collaborations with cultural relevance, strong relationship continuity, and meaningful community integration rather than short-term exposure.
I have experience translating partnership goals into cohesive brand narratives alongside marketing, community, and content teams. My work has included collaborations with figures and brands such as Pandji Pragiwaksono and Decathlon, connecting coffee culture with wider audience ecosystems.
I built Otten Coffee’s live-streaming operation from the ground up, creating hosting systems and multi-channel live-commerce practices using OBS Studio. This effort grew the channel from zero revenue to hundreds of millions of rupiah per month and included training subsequent hosts.
My earlier culinary, R&D, and hospitality experience gave me strong operational discipline, process thinking, product knowledge, and cross-functional collaboration skills. I approach brand strategy as a practical system that must work effectively across teams, communities, products, and customer touchpoints.
Develop and manage strategic brand partnerships across lifestyle, sports, and cultural sectors, with an emphasis on long-term relationships and community integration.
Led collaborative initiatives with Pandji Pragiwaksono and Decathlon, and work with marketing, community, and content teams to turn partnership objectives into consistent digital brand narratives.
Designed and supported community-centered brand activations under the Ottentivity framework, including coffee classes, influencer sessions, and product-sampling programs.
Developed audience-focused programs such as Adu Laga Barista, Otten League, and Sales Clinic. Gathered community insights, coordinated partners, and evaluated activations to improve future brand and partnership strategy.
Built and managed Otten Coffee’s KOL and affiliate ecosystem end to end, including outreach, creator relationship management, and collaboration planning for hundreds of KOLs under a limited budget.
Used barter-based partnerships to maximize exposure while minimizing cash expenditure. Coordinated creators for industry events and campaigns, tracked affiliate performance, and refined collaboration strategy through engagement insights.
Built the company’s live-streaming operation from scratch as the first person responsible for the function. Self-learned OBS Studio to support multi-channel live distribution and created repeatable hosting practices.
Grew the channel from zero revenue to hundreds of millions of rupiah per month, trained later live hosts, mastered more than 4,000 product SKUs, and produced on-camera content for Instagram Reels and TikTok.
Supported menu innovation, food costing, ingredient evaluation, and production-feasibility work across R&D and cloud-kitchen projects, including Anak Jajan, Wilgoz, GrabKitchen, and WOWTEG.
Developed menus for Yummy Box, Ascott Hotel Kuningan, and corporate meal programs for clients including Unilever, Wings, Shopee, and Tokopedia. Also managed food photography and visual documentation for testing and marketing.
Supported daily culinary operations and kitchen documentation within a large-scale property and hospitality environment.
Performed quality checks for vendor-supplied food stalls, monitored food presentation, safety, and consistency, and assisted pastry production and buffet service during peak periods.
Assisted with preparing pastry items and desserts for hotel food service while maintaining hygiene, presentation, and consistency standards.
Supported garde manger, cold kitchen, and hot kitchen teams during daily preparation and service, developing foundational culinary, time-management, and operational skills.
Bachelor's Degree, Marketing Communication
Bachelor's degree program in Marketing Communication.
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