I help translate brand strategy into audience-ready campaigns — turning business objectives into messaging and media plans that reach the right people with the right message.
A media-planning and performance background built on hands-on paid media execution.
Meta, TikTok, Twitter/X, Google, Shopee, Tokopedia, Lazada, Programmatic (DSP), TV, and Community Activations.
Most recently a Media Planner at WPP Media (Jun 2025–Jul 2026), leading integrated media strategy for Nestlé Lactogrow across TV, Meta, TikTok, Google, Programmatic, Non Biddable, and community activations.
Experienced in both media planning and media buying — full-funnel advertising strategy across digital and conventional channels, with a track record of improving ROAS, CPA, and CTR through data-driven optimization.
Trained through a Full Stack Digital Marketing program with RevoU; campaign experience spans FMCG, fashion, skincare, and telco clients.
Led integrated media strategy for Nestlé Lactogrow across TV, Meta, TikTok, Google, Programmatic, Non Biddable, and community activations — full-funnel planning, budget allocation, and performance reporting.
Executed and managed performance campaigns across Meta, TikTok, and Twitter for brands including Mondelez, XL Axiata, Glico, and Djarum — end-to-end setup, monitoring, and optimization against defined KPIs.
Selected for an accelerated program (for experienced hires, not new grads) covering strategic and operational media capabilities across Meta, TikTok, Programmatic, TV, and community activations.
Promoted to manage 9+ SMEs across fashion, cosmetics, and skincare — developed media strategies across Meta, Google, and marketplace ads, achieving up to 11x ROAS on Meta Collaborative Ads and 53x ROAS on TikTok Ads for fashion clients.
Managed and optimized advertising campaigns across Meta, Google Ads, TikTok Ads, and marketplaces, supporting execution aligned with client objectives.
Intensive online program covering performance measurement, paid social, Google Ads, SEO, and CRM — completed alongside her logistics role.
Monitored inbound logistics and warehouse inventory, and produced purchase-order recommendations across 550+ SKUs.
Applied EU performance-measurement frameworks across Science Techno Parks and supported a government strategic-planning review as a research assistant.
Program leadership and mentoring roles alongside her main positions.
WPP Media — Apr 2024
Managed a two-week learning program on social media strategy and execution: coordinated syllabus and schedule, collaborated with Meta and TikTok teams on training materials, and supervised participants.
RevoU — Sep–Dec 2022
Teaching assistant for 11 Full Stack Digital Marketing students across 13 modules of practice simulations; evaluated individual tasks and supervised group projects.
Platforms with documented, live campaign work behind them.
Align a cross-channel media strategy with Nestlé Lactogrow's business objectives while maximizing media efficiency and driving KPI achievement.
Full-funnel campaign planning across TV, Meta, TikTok, Google, Programmatic, Non Biddable, and community activations; cross-channel budget allocation; close collaboration with the buying team on execution; ongoing performance reporting and strategic recommendations to the client.
Specific performance figures for this brand are confidential and not shared publicly. Beyond brand awareness and media efficiency, Nestlé Lactogrow's media strategy also prioritizes Lead Generation and Sales as core objectives.
Internal analysis and testing work from her Social Media Buyer role — not every test is a clean win, which is the point: these show how she reads results and adjusts, not just wins she can cherry-pick.
ROAS was underperforming against KPI targets on Meta CPAS (Shopee & Tokopedia). Tested whether setting a different performance goal per funnel audience — instead of one goal for all — would improve results.
Changed Prospecting ad sets to optimize for Add to Cart (previously Purchase), while keeping Retargeting ad sets optimized for Purchase. Advantage+ placement, 80% Prospecting / 20% Retargeting split, compared December vs. Sept–Oct.
Analyzed Facebook ad message efficiency using 15-second (13–17s) videos across campaigns run 2022–2024, comparing Reach (CPM) optimization against ThruPlay optimization with and without polling.
Compared video drop-off rates at 25%, 50%, 75%, and 100% of view length across three optimization types: CPM, CPV without polling, and CPV with polling.
Tested whether KOL (creator) content or standard branding content performed better for a Video Shopping Ads (VSA) campaign, across both prospecting and retargeting audiences.
Compared branding vs. KOL creative on upper-funnel metrics (CPM, CPC, CTR) and conversion metrics (cost per Initiate Checkout, cost per Purchase, ROAS).
Analyzed the effectiveness of contextual targeting (ads placed against 10 content topics — Anime & Cosplay, Auto & Vehicles, Beauty & Personal Care, Cooking & Baking, Fashion, Gaming, Music, Pets & Animals, Sports & Recreation, TV & Movies) versus interest and broad targeting, across two consumer goods brands.
Ran parallel TikTok Auction campaigns for Brand A and Brand B, comparing contextual, interest, and broad targeting on CPM, CTR, and view rate.
Generate a high volume of purchases at an efficient cost, benchmarked against the prior month (1–31 March 2023).
Campaign strategy, performance analysis & optimization, and reporting (1–30 April 2023).
Generate a high volume of Live Shopping purchases at an efficient cost, benchmarked against the prior month.
Campaign strategy, performance analysis & optimization, and reporting (1–30 April 2023).
Generate a high volume of purchases at an efficient cost.
Product selection & budget planning, performance analysis & optimization, and reporting (1–30 April 2023).
No hard conversion metrics attached to these — included to show range beyond paid media buying.
Built a performance-marketing dashboard for the Google Merchandise Store demo account (4–8 Oct 2021).
View report ↗Researched, wrote, and on-page optimized a blog post targeting health-conscious food search queries (17–19 Nov 2021).
View post ↗Mapped the end-to-end customer journey and structured a retention strategy and message plan for each stage (Dec 2021).
View strategy map ↗Full-funnel marketing meaningfully improved Meta Ads performance across her Collaborative Ads campaign.
When a product's ad budget runs out quickly, that's a signal of high demand worth reallocating toward.
Campaign messaging needs to land within the first few seconds, especially on paid social.
Live Shopping and standard purchase campaigns need different optimization settings, not a generic default.
PLACEHOLDER — link to your current resume PDF once ready.