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With 5+ years of experience in elevating brand visuals, leading cross-functional design teams, & optimizing workflows for efficiency. Proven track record in conceptualizing & executing high-impact visuals for diverse campaigns across digital, print, & motion graphics. Skilled at Adobe Creative Softwares & has good knowledge in Photography, Videography, Computer Software & Hardware.
In my current role as Art Director, I led key design projects process, and implemented workflow systems that increased efficiency and creativity within the team needed. I specialize in creating impactful visuals across multiple platforms, from digital content to print, ensuring brand consistency and delivering innovative solutions that drive engagement and results.
EXPERIENCE
SUJI - Suan Cai Yu & Others, PT. FLORO GROUP
ART DIRECTOR
September 2024 - Now
Multi-Brand Creative Leadership: Directing the end-to-end visual strategy for 8 diverse restaurant brands (including Suji Suan Cai Yu, SUKAMU, Hai Shien Fang, Royal Jade, etc), ensuring distinct market positioning and brand consistency across digital and physical touchpoints.
Strategic Campaign Execution: Translate marketing objectives into high-performing visual assets, leading the production of monthly campaigns that drive footfall and brand retention. Making brands feel human (and humans feel something back).
Operational Efficiency: Overhauled the creative workflow system, reducing approval times and increasing team output capacity for concurrent multi-brand campaigns.
External Vendor & Printing Management: Manage external OOH ads & printing partners and production budgets, ensuring high-quality output control for in-store marketing materials (POSM) and merchandise.
Market Research & Trend Savvy: Conduct visual trend insight and competitor visual analysis to keep brand aesthetics relevant and competitive in the fast-paced F&B landscape.
GRAPHIC DESIGNER & CONTENT WRITER
November 2022 - September 2024
Responsible for Design, Videos & Creative Collaterals: Executed & concepted design, video, and creative collateral production both digital (static and dynamic) & prints design collateral: for all brands within the FLORO GROUP (SUJI Suan Cai Yu, Hai Shien Fang, Suka Thai, SF6, SAKU Sushi & Grill, Royal Jade Restaurant & SU ER Kao Yu).
Produced Automatic Voucher Generators: Developed a proprietary automated voucher generation system using Adobe InDesign and Excel data sheet. Outcome: Reduced production time by 70%, enabling the rapid generation of 600-800 unique vouchers per weekend with zero human error.
Merchandise & Packaging: Conceptualization and design packaging for retail merchandise, creating a new revenue stream and enhancing brand engagement.
External Vendor & Printing Management: Managed all company printing needs, ensuring high-quality, on-time production of printed materials across all active brands.
Motion Graphics & OOH Signage: Modernized outlet visual experiences by dynamic motion graphics for videotrons and animated logo intros, refreshing the store atmosphere.
COCOLAND XPERIENCE, PT. BAHAGIA SUKSES LESTARI
GRAPHIC DESIGNER
November 2021 - September 2022
Designed Marketing Campaign Materials: Produced all designs required for marketing campaigns, both in digital and print formats.
Work Alongside with Marketing and Interior Design Teams: Collaborated closely with the marketing and interior design teams to ensure the designs aligned with project requirements.
Creative Concepting: Spearheaded the development of new design concepts and explored diverse solutions while maintaining alignment with the new company brand guidelines.
Supervised Execution Progress of Design Projects: Managed the design and supervised the production of various items such as ID cards, uniforms, socks, ticket bracelets, vouchers, banners, large format stickers, EVA mats, and more.
Photography, Videography and Post-Production: Captured photos and videos in playground fields and handled post production editing to deliver final content.
Created Social Media Content: Designed daily feed and stories for all Instagram accounts of Cocoland and Cocoland Xperience, managing ± 15 active locations.
Developed Automated Templates: Created automated photo frame templates to streamline and enhance work efficiency.
Assisted Interior Design Projects: Provided support to the interior design team for projects both inside and outside of Jakarta.
GRC & XELTONID, Online Shop Marketplace
CREATIVE DESIGNER
September 2020 - October 2021
Spearheaded Campaigns for Online Marketplaces: Took the lead in coordinating campaign strategies for both online marketplace shops.
Optimized Product Displays: Designed product displays for the marketplaces, resulting in 80% of the displayed products becoming top sellers on each marketplace page.
Produced Impactful Demo Videos: Created impactful demo videos that effectively introduced product key features, resulting of reduce repetitive questions significantly.
Content Creation for Online Advertising: Generated engaging content for online product advertising to boost visibility and engagement.
Packaging Design: Designed packaging for multiple products, ensuring a cohesive and attractive brand image.
Storyboard and Video Planning: Developed storyboards and shot lists for product demonstration videos, ensuring efficient and effective production.
Branding and Logo Design: Spearheaded the creation of new branding and a logo for the second marketplace shop, "XELTONID."
Development for XELTONID: Developed various of elements for new brand XELTONID, including bumper videos, social media content, packaging, and more.
SAVERO HOTEL DEPOK, PT. SAVERO INDOHOTEL NUSANTARA
IT/DESIGN - Internship
January 2019 - May 2019
Graphic Design Support: Provided support to the graphic design team in delivering digital and print design materials, including social media graphics, event banners, and more.
Campaign Video Production: Conceptualized and produced engaging campaign videos to commemorate the hotel's 2nd anniversary.
IT Department Assistance: Collaborated with the IT department to reinstall operating systems and application software on all computers, ensuring smooth and efficient performance.
Network Troubleshooting: Diagnosed and resolved errors in internet access points, ensuring uninterrupted connectivity for all users.
Technical Support: Offered technical assistance to fellow employees who encountering computer errors or issues, providing them with the solution.
EDUCATION
MERCU BUANA UNIVERSITY
PRODUCT DESIGN
2022 - Now (Employee Program)
MULTICOMP VOC. HIGH SCHOOL
MULTIMEDIA
2017 - 2020
SMPN 54 JAKARTA
Public
2014 - 2017
CERTIFICATION
ADAPTIVE PROJECT LEADERSHIP
Project Management Institute (PMI)
14 November 2024
DATA-DRIVEN PRODUCT RESEARCH AND DESIGN
Project Management Institute (PMI)
14 November 2024
PRODUCT MANAGEMENT: BUILDING PRODUCT STRATEGY
Project Management Institute (PMI)
9 November 2024
CREATE & MARKETING DIGITAL CREATIVE CONTENT TO BECOME AN CONTENT CREATORS
Skill Academy by Ruangguru
6 October 2021
COPYWRITING AND APPLYING SEO TO BECOME AN ADVERTISING SPECIALIST
Skill Academy by Ruangguru
24 September 2021
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CERTFICATE OF COMPETENCE IN THE AREA OF IT MULTIMEDIA
Badan Nasional Sertifikasi Profesi (BNSP)
17 July 2020
IT & DESIGN - INTERN CERTIFICATE
Savero Hotel Depok
2 January - 2 May 2019
SKILLS & TOOLS
Adobe Photoshop
Adobe Illustrator
Adobe Premiere Pro
Adobe After Effects
Adobe InDesign
Adobe Lightroom
Capcut
Canva
Notion & Trello
Basic Word, Excel, & Powerpoint
DSLR & Mirrorless Camera
Computer Software & Hardware
Creativity
Research
Communication
Fast Paces
Copywriting & SEO
Photo Manipulation
Motion Graphics
Typography
Layout
Content Planning
Problem Solving
Work Life Trampoline
Page updated
Google Sites
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