Full Career Timeline
A complete view of my professional journey across seven roles — covering analytics leadership, monetization, experimentation, and data strategy — with a focus on measurable business impact.
Lead Data Analytics
Tokopedia (a ByteDance Company) · Full-time · Jakarta, Indonesia
Jun 2022 – May 2025
Led two analytics divisions (business & product) for Ads Solutions. Balanced strategic leadership with hands-on delivery to scale measurement, optimize monetization levers, and accelerate decision-making through self-serve analytics.
Scope & Ownership
- Owned analytics roadmap across business and product tracks; partnered closely with PMs, Engineers, Sales, and Commercial leadership.
- Mentored & coached 5 analysts; set standards for delivery quality, stakeholder communication, and project ownership.
- Built leadership-facing performance tracking (OKRs, sales trackers) to tighten execution cadence and visibility.
Selected Impact
- Designed and implemented “Ultimate Attribution” for accurate performance measurement & external brand-facing reporting; projected to unlock +IDR 120B revenue opportunity.
- Optimized ad-serving algorithms, generating +IDR 2.1B incremental monthly revenue.
- Developed custom audience segmentation for a new product line, delivering +IDR 300M monthly incremental revenue.
- Launched Superset self-service analytics, reducing 29K+ man-hours annually and accelerating access to insights.
- Built OKR dashboards & commercial trackers with 90%+ adoption.
Senior Data Analyst
Tokopedia · Full-time · Jakarta, Indonesia
Apr 2021 – May 2022
Established the analytics function for Commercial Ads Sales — building a reliable reporting foundation, improving data integrity, and enabling faster, self-serve access for stakeholders.
Key Contributions
- Built a single source of truth (SSOT) achieving 100% data integrity; standardized logic across 10+ reporting & monitoring processes.
- Launched self-service analytics using R, cutting turnaround time from 7 days → same-day availability.
- Delivered dashboards across Tableau, Looker Studio, and Google Sheets Connector with 95% uptime and 90% adoption.
Insight & Analytics Analyst
Gojek · Full-time · Jakarta, Indonesia
Jan 2020 – Apr 2021
Supported enterprise merchant growth by building performance reporting and partnering with cross-functional stakeholders to translate insights into product and commercial actions.
- Designed merchant & campaign performance reporting for enterprise merchants, supporting 20+ sales stakeholders and boosting adoption (+5% take-rate).
- Collaborated with cross-functional teams to run analyses that informed product growth and strategy decisions.
Data Monetization Analyst
Gojek · Full-time · Jakarta, Indonesia
Aug 2018 – Dec 2019
Owned campaign performance tracking and automated reporting to reduce manual effort and improve reliability for sales and marketing initiatives.
- Built and maintained performance trackers with 100% data accuracy for consistent monitoring across initiatives.
- Automated reporting to reduce manual workload by 70% with D-1 data availability, making insights accessible to all merchants.
Jr. Ops & Analyst
Gojek · Full-time · Jakarta, Indonesia
May 2018 – Aug 2018
- Streamlined campaign operations, reducing manual errors by 90% and improving execution efficiency.
- Delivered ad-hoc insights for merchant acquisition, retention, and campaign optimization to support sales materials and merchant engagement.
Mindshare (Unilever Accounts) — Knowledge Management & Investment Execution
Mindshare · Jakarta, Indonesia
Mar 2016 – May 2018
Built early foundations in analytics, reporting, and stakeholder management — combining data quality, executive-ready dashboards, and operational execution across major brand campaigns.
Investment Executive — Unilever (Wall’s & Magnum)
Oct 2017 – May 2018- Managed execution of TV, OOH, and radio media buying; ensured campaigns were delivered on time and within budget.
- Coordinated with planners and vendors to align execution with strategy and improve consistency.
Knowledge Management — Unilever
Mar 2016 – Jan 2018- Consolidated and maintained data for executive dashboards and leadership presentations.
- Automated reporting workflow using VBA Macros, reducing turnaround time from 24h → 1h while ensuring data integrity across channels.