Indonesia
I work at the intersection of finance, strategy, and brand — a combination I've spent the last few years deliberately building, and one that defines how I create value. At Estée Lauder Companies Indonesia, I serve as the financial and strategic backbone for nine prestige beauty brands, driving FP&A, long-term financial planning, and investment evaluation. Before moving into finance, I spent a year on the brand side of the same house, leading national sales programs and premium activations for La Mer, Clinique, and Estée Lauder. I understand both the numbers and the brand experience behind them. Beyond ELC, I consult independently for state-owned enterprises and SMEs. I'm also a builder and a connector. I co-founded Collegacy Indonesia, a student development platform helping students build the skills they need for professional life, our first webinar alone reached 1,200+ participants in the first week. Increasingly, I find myself drawn to connecting the right founders, ideas, and capital — across industries and borders. McKinsey Next Gen Women Leaders '25. Cum Laude, Institut Teknologi Bandung. University of Pennsylvania, full IISMA scholar. Currently co-founding ventures in nutraceuticals and functional food, built on Indonesian marine natural resources — with the same rigor and intentionality I bring to everything else.
Building a nutraceuticals and functional food venture rooted in Indonesian marine natural resources, targeting the Indonesia-Singapore market. Currently in product development, market validation, and regulatory mapping.
I provide part-time financial and strategic advisory to businesses across industries, from state-owned enterprises and their portfolio companies to growth-stage SMEs, helping leadership teams make better, faster, and more confident decisions through rigorous financial analysis. What I do: - Build integrated financial models covering revenue projection, cost structure, capital planning, and scenario analysis (5–6 year horizons) - Conduct long-term financial performance reviews to surface profitability drivers, structural inefficiencies, and growth constraints - Translate complex financial data into clear, actionable strategic recommendations for C-suite and board-level decision-making - Develop expansion feasibility models to support investment decisions and new venture launches Clients served: State-owned enterprises & portfolio companies (maritime, insurance), Growth-stage SMEs (retail & services)
Serving as the finance and strategy backbone for the Indonesia affiliate, supporting nine prestige beauty brands across full-cycle FP&A, capital planning, and commercial decision-making. a.) Financial Planning & Analysis - Drive monthly and annual budgeting across nine brands — Estée Lauder, La Mer, Clinique, Jo Malone, Tom Ford, Le Labo, MAC, Bobbi Brown, and Dr. Jart - Co-develop multi-year financial plans (FY26 & FY27), integrating sales targets, marketing investments, and channel strategies into long-term growth planning - Act as strategic business partner to brand teams, translating financial data into commercial insights that strengthen brand performance visibility b.) Capital & Investment - Build and evaluate business cases for CAPEX investments and new channel expansion (FY25–FY27), assessing ROI, scalability, and strategic fit - Develop business case for new brand launch (FY27), covering full cost structure and profitability projections - Oversee capital expenditure planning and tracking for the Indonesia affiliate, ensuring disciplined execution aligned with growth priorities c.) Operations & Efficiency - Led cost optimization for the CSR Breast Cancer Campaign, cutting event costs by 50% while maintaining premium activations at St. Regis and Zycle - Designed and implemented a tester utilization tracking system across nine brands, improving coordination between marketing teams and distribution partners
Drove national sales program strategy and brand activation across three prestige beauty brands (La Mer, Clinique, and Estée Lauder) managing end-to-end execution from program design and customer segmentation to field execution and financial operations. a.) Brand Activation & Retail Execution - Led end-to-end execution of 8 high-impact La Mer consumer and retail activations across key luxury malls, consistently delivering 160–200% of sales targets - Designed and executed a flagship sales program for La Mer Plaza Senayan Podium, achieving 126% of revenue target through strategic program design and premium activation planning - Owned La Mer's cross-brand collaboration with Park Hyatt Jakarta, designing exclusive VIP activations to deepen high-value customer engagement and brand equity b.) Customer Acquisition & Growth - Led a 6-month national growth initiative for Clinique focused on customer acquisition and conversion acceleration across all Jakarta counters, achieving 80–120% of acquisition targets - Designed a nationwide bounce-back voucher program with a 20% redemption rate on second purchases, strengthening post-purchase retention c.) Operations & Commercial Support - Directed national sales program strategy across all Clinique and La Mer stores and events, consistently delivering 70–160% of sales performance vs. target - Managed national forecasting and allocation of NCO inventory (gifts, samples, testers, collaterals) across both brands, optimizing field execution efficiency - Supported financial operations including budgeting, accruals, and purchase order management
Contributed to high-impact transformation engagements at BCG Jakarta across two industries, mining and aviation, working alongside consulting teams to drive business, technology, and people transformation strategies for major Indonesian corporations. a.) Mining — Business & Technology Transformation - Analyzed the competitive landscape of 10+ asset management and predictive maintenance software solutions, shaping the go-to-market strategy for one of Indonesia's largest mining companies - Facilitated an OKR workshop with eight executive-level steering committee members, defining the mission and objectives for a new business line - Conducted SME interviews to develop product, people, and transformation strategy for a technology division b.) Aviation — People & Business Transformation - Supported an airline transformation project spanning revenue optimization, people transformation, and IT system improvement initiatives