TURNING
HOTEL REVENUE
INTO A SCIENCE.

The Challenge

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.

What I Built & Delivered

• Direct Booking Funnel — 1% → 2% in 7 months Redesigned the full conversion path from paid traffic acquisition to booking engine completion. Shifted budget from OTA-reliant exposure toward owned channels and first-party audience building.
• Analytics Infrastructure — 8 Properties Configured Built GA4 event tracking, GTM container setup, Meta Pixel, TikTok Pixel, and Looker Studio dashboards from scratch across 8 hotel properties. Every micro-conversion is now trackable and attributable.
• Omnichannel Campaign Management — 7 Hotel Brands Simultaneously managing paid campaigns across Meta, Google Search/Display, TikTok Ads, and YouTube for 7 distinct hotel brands — each with tailored audience strategy, creative briefs, and performance benchmarks.
• Freedem80 Campaign — 58.6x ROAS · Rp1.38M Revenue · 50 Days Designed and executed a full Independence Day campaign: Cold → Warm → Hot audience funnel, 6 active channels, 40+ creative assets, dynamic budget allocation, resulting in 1,001 room nights booked and 2.64M reach from Rp32M spend.

The Challenge

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.

Performance Delivered

Managed a high-volume advertising portfolio across Shopee Ads and Meta CPAS, scaling from standard campaigns to peak-season execution. Systematic creative A/B testing, precision bid strategy, and audience layering were the engine behind the numbers.

The Challenge

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.

What I Built

Launched and scaled Muffin Graphics as an official Shopee brand store (Next G Official Shop). Designed a trifecta media strategy combining marketplace SEO, flash sale mechanics, and paid traffic — growing year-on-year revenue by 92.3%. Led a cross-functional team of content creators, copywriters, and designers, translating business targets into weekly execution plans tracked against performance KPIs — not just output volume.