I build end-to-end digital ecosystems that shift hotel revenue from OTA commission dependency toward high-margin direct booking channels. Combining performance media, data infrastructure, and omnichannel strategy into one unified growth machine.
Hard Data. High Stakes.
Every metric below is traceable to a specific campaign, client, and platform.
A 50-day omnichannel campaign across Meta, Google, TikTok & YouTube — generating Rp1.38 Miliar in direct booking revenue from a Rp32M budget. 1,001 room nights booked. 2.6M total reach.
Rp1.48M revenue in one quarter via Shopee Ads & Meta CPAS. Avg ROAS 10.01x. 6,300+ conversions per quarter.
JHL Collection operates 7 luxury hotel brands across Indonesia. When I joined, the business was structurally over-reliant on OTA channels — paying 15–25% commission per booking while owning zero first-party customer data. My mandate: fix that at the infrastructure level.
A full-funnel campaign activated across 6 channels — Meta, Google, TikTok, YouTube, Instagram, Facebook — with an integrated Cold → Warm → Hot audience funnel strategy. Budget was dynamically allocated daily based on performance signals. Over 40 creative assets delivered across static, video, carousel, and motion formats.
Built and configured GA4 + GTM event tracking across 8 properties — covering every micro-conversion from room search to booking confirmation. Looker Studio dashboards give management real-time ROI visibility per channel, per campaign, per hotel brand. Direct booking rate doubled from 1% to 2% in 7 months.
Digital Marketing Specialist
Senior Supervisor Level
JHL Collection's 7 luxury hotel brands were heavily dependent on OTA channels, paying 15–25% commission per booking with zero first-party customer data ownership. The corporate digital marketing function needed to be built from near-scratch — strategy, analytics infrastructure, paid media, and reporting.
Performance Marketing Specialist
Merché is a fashion e-commerce brand competing in one of the most cost-sensitive digital advertising environments in Southeast Asia. The mandate: maximize GMV while keeping Cost Per Acquisition at efficient levels — with no room for spray-and-pray spending.
Managed a high-volume advertising portfolio across Shopee Ads and Meta CPAS. Systematic creative A/B testing, precision bid strategy, and audience layering were the engine behind the numbers.
Team Leader Digital Marketing
PT Cerita Anak Bangsa
PT Cerita Anak Bangsa (Mizan Group) is one of Indonesia's largest publishing houses. I was tasked with building the brand's entire digital sales infrastructure — from zero marketplace presence to a fully operational, revenue-generating e-commerce system.
Launched and scaled Muffin Graphics as an official Shopee brand store. Designed a trifecta media strategy combining marketplace SEO, flash sale mechanics, and paid traffic — growing year-on-year revenue by 92.3%.
Instant strategy consultation.