Gambir, Jakarta, Indonesia
With 12+ years across creative production, startups, entrepreneurship, and F&B product development, I specialize in turning raw product ideas into market-ready consumer brands. As Founder and Product Innovation Lead at Moonbitz, I lead the full commercialization process across product concept, formulation direction, brand architecture, packaging strategy, costing, pricing, production feasibility, sales collateral, and go-to-market planning. My work sits at the intersection of product innovation, brand strategy, manufacturing logic, and commercial execution, creating products that carry a clear story, look strong on shelf, make sense on margin, and can actually move in the market. My experience is built through real-world business execution, not theory. As a founder-operator, I have handled actual products, suppliers, production challenges, packaging trade-offs, labor realities, distributor conversations, retail opportunities, customer feedback, and the financial pressure of building a business from the ground up. This gives me a practical edge: I understand how ideas break in the real world, and how to rebuild them into stronger, commercially viable products. I use AI-assisted workflows to accelerate product ideation, visual direction, market research, copywriting, and business analysis, while keeping every decision grounded in operational reality, pricing discipline, and market relevance.
* Built Moonbitz as a multi-brand F&B innovation platform, developing products from snacking foods to comfort food, including roasted seeds, premium cashews, trail mixes, oat-based products, and Indonesian-inspired instant food concepts. * Led end-to-end product commercialization across concept development, formulation direction, ingredient selection, packaging strategy, costing, pricing, production feasibility, sales materials, and go-to-market execution. * Launched and maintained 8+ new product lines within the last 3 years, including Koci-Koci roasted seed snacks, Oathentic real-food mixes, Juragan Babeh premium cashew variants, and Cuan-Qi Indonesian comfort food. * Strengthened Moonbitz’s production foundation through HACCP-certified process development, quality control thinking, packaging optimization, nitrogen-flush handling, labor tracking, and production costing to support retail and export-ready product standards. * Built commercial and operational frameworks covering COGM, margin structure, distributor pricing, reseller incentives, multilingual packaging logic, export-facing materials, and channel strategy for retail, B2B, reseller, and international market opportunities.
- Researching and develop relevant logics for the trading strategy - Analyzing indices market fundamentals & technical to asses risk analysis for entry - Utilizing key levels as reversal strategy in swing trading - Conducting comprehensive pattern analysis to identify potential market condition - Researching trading strategy and risk management using market volatility and fear/greed index - Co-develop trading strategies to be applied on robots
- Handled the research and development of the Kokonat’s products - Maintained the digital marketing and brand design team https://www.instagram.com/kokonat.id/ - Innovated on limited-edition products for Kokonat such as the guava infused for the Kokonat x Guavapass campaign and uses of functional ingredients
- Developed products concepts for approximately 50 variants for the brand - Achieved a monthly sale of 20,000 units within 6 months of launch - Developed novel concepts for the brand: Meld dual component snack and Project Lumina - a fluorescence food products