NOTEWORTHY PROJECTS
MR.DIY Indonesia
Retail · 1,200+ storesChallenge
Drive measurable in-store footfall from digital ads in a market where O2O attribution was largely unproven at this scale.
Approach
- Built trackable O2O measurement using Google Ads + TikTok Footfall
- Ran Performance Max + video ads targeting store proximity audiences
- Iterated creative based on store-visit conversion signals
Results
80x
O2O rate improvement
52x
Google Maps directions
2.9%
Sales increase
45%
CPM reduction
Acer Indonesia
Consumer ElectronicsChallenge
Grow brand reach and drive online sales across multiple product lines while maintaining ROAS well above target in a competitive electronics category.
Approach
- Restructured Google Shopping and Search campaigns by product category and margin tier
- Scaled Meta reach campaigns with audience segmentation to hit mass awareness goals
- Optimized bidding strategy to progressively reduce CPC and CPA over campaign cycles
Results
55M+
Total reach
10x+
ROAS vs target
51%
CPC decrease
30%
CPA decrease
Bantoo.id
CrowdfundingChallenge
Scale donations through paid ads without eroding ROAS — a tough balance in a cause-driven product with low average ticket size.
Approach
- Restructured Meta Ads campaign architecture by audience temperature
- A/B tested emotional vs. rational creative angles across cold audiences
- Fixed conversion tracking issues via GTM to improve attribution accuracy
Results
2.7x
ROAS achieved
+1.07%
CTR improvement
+0.78%
Conversion rate increase
MyFundAction Indonesia
CrowdfundingChallenge
Improve ROAS and conversion rate for a Muslim-focused donation platform with a highly specific and emotionally driven target audience.
Approach
- Leveraged ROAS conversion goal optimization in Meta Ads
- Updated lookalike and retargeting audiences periodically for relevance
- Recommended creative enhancements tailored to Indonesian Muslim audiences
Results
1.9x
ROAS achieved
+1.02%
Conversion rate increase
+0.52%
CTR improvement
Wuling Indonesia
AutomotiveChallenge
Generate qualified leads at scale for a relatively new automotive brand in Indonesia while keeping CPA below benchmark.
Approach
- Implemented CAPTCHA on booking form to filter spam and improve lead quality
- Shifted campaign optimization from link clicks to landing page views
- Added Performance Max alongside Google campaigns to strengthen signals
Results
19M+
Total reach
5%
Qualified lead rate increase
21%
CPA reduction
35%
Landing page view rate increase
Paxel
Logistics & DeliveryChallenge
Drive app installs at scale while ensuring post-install user activation — not just downloads.
Approach
- Ran cross-platform install campaigns across Meta, Google, and TikTok
- Refined targeting through audience segmentation and install rate benchmarking
- Tracked post-install sign-up as a secondary conversion goal
Results
30K+
App installs in 3 months
+1.25%
Install rate vs benchmark
13.5%
In-app sign-up rate
Let's Work
Together
Based in Jakarta, I'm a digital & performance marketer with 7+ years of experience driving data-driven strategies that enhance brand growth and revenue across industries.
