Tak Kenal Maka
Tak Sayang
Work
Experiences
2017 - 2024
Tokopedia, Jakarta
Senior Art Director (Sept 2022 - July 2024)
Achieved video ads VTR target by 263% through digital and TVC video ads promoting Free Shipping, with zero budget.
Acted as substitute leader during the leader's absence, providing constructive design feedback to peers. Ensured continuity in project oversight and maintained high standards of quality and creativity in design processes.
Collaborated with TikTok's special project team on the 'Melokal dengan Batik' initiative, providing creative insights and operational support. Managed the project's video storyline and art direction, overseeing production across multiple cities, conducting interviews, and offering on-set feedback.
Responsible for creating marketing visuals, including in-app banners for PLAY, Tokopedia's seller app, and leading the design of event collateral, merchandise, and card designs for external collaborations, while managing end-to-end creative processes to ensure brand alignment.
Art Director (Jan 2020 - Sept 2022)
Developed a digital video ad to raise awareness of Tokopedia PLAY (Tokopedia's live shopping feature) with a smaller marketing budget, resulting in better outcomes. The video achieved a lower cost per impression (CPI) and a higher view-through rate (VTR) of 41.05%, garnering over 2 million views.
Developed comprehensive social media and banner guidelines for Tokopedia PLAY, ensuring consistent brand representation across platforms and defining visual content standards that align with brand identity and marketing objectives.
Developed and shaped an innovative visual approach for Tokopedia's digital products, Fintech, and Tokopedia PLAY, while supporting the performance of 'Toko Mama Gigi' in 2022, which achieved an average of 141k views and peaked at 248k views by highlighting FMCG products.
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Graphic Designer (Nov 2017 - Jan 2020)
Crafted high-impact visual content for daily marketing banners for digital goods, fintech, and payment products, including promotional banners, newsletters, landing pages, app installation videos, and OOH banners.
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Collaborated closely with art directors, copywriters, and business units to strategize and execute initiatives that aligned with marketing goals.
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2016
Sciencewerk Studio, Surabaya
Graphic Design Intern (Jun 2016 - Sept 2016)
Collaborated with senior graphic designer to develop event collateral, including vouchers, ID cards, signboards, and illustration assets for Basha Market 'Cirque,' and created marketing materials for the Market Museum, such as social media templates and billboards.
Working with two other interns, created 'Arek Kampung' as a group project to raise awareness and establish an identity for five unique kampungs (villages) in modern Surabaya: Kampung Tas, Kampung Kerupuk, Kampung Sepatu, Kampung Kue, and Kampung Tempe. The deliverables included a memento box containing a storytelling art book, postcards, greeting cards and pins, all illustrated to capture the spirit of Arek Kampung, each showcasing its own uniqueness
Honors & Awards
2017
Ajinomoto Awards Asian Student Package Design Competition (ASPaC)
Issued by Japan Foundation, JPDA ( Japan Package Design Association)
One of the delegate teams from Indonesia to compete with the finalists from various countries (South Korea, China, Thailand, Taiwan, and Japan) in the 2016 ASPaC in Tokyo, Japan.
2016
1st Place Intergrated Marketing Communication Competition
Issued by - Universitas Kristen Petra, Muscle Fit
Developed an integrated marketing strategy for Indonesian men's apparel brand Muscle Fit, targeting the Java and Kalimantan markets.
Education
2013 - 2017
Petra Christian University, Surabaya
Bachelor of Design - Visual Communication Design
GPA - Cum Laude 3,65
2010 - 2013
Petra Senior High School, Surabaya
Skills
Adobe Illustrator
Adobe Photoshop
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Indonesian
Native or bilingual proficiency
English
Limited working proficiency
Korean
Elementary proficiency