Portfolio / 2026 Jakarta · Indonesia
Content & Creator Marketing Leader

CitraNuriefie

Content Marketing · Creator Ecosystem Strategy · Digital Leadership

Nine years building the content and creator engines behind Southeast Asia's biggest consumer brands — where culture meets creativity, and attention turns into growth.

9+
Years Experience
50B+
IDR Portfolio Led
10+
Team Members Led
3×
Industry Awards
Trusted with — Nestlé · L'Oréal · Unilever · P&G · Telkomsel · Mandiri
Who I am

I turn culture into content — and content into real brand growth.

For over nine years I've built the content and creator ecosystems behind Southeast Asia's most recognisable brands — Nestlé, L'Oréal, Unilever, P&G. My work lives where cultural relevance meets performance: social-first strategies and creator-led engines that earn attention and move the brand.

Today I lead content, creator and integrated marketing across an IDR 50B+ portfolio at Dentsu Indonesia — directing teams of 10+ and turning brand ambition into measurable, award-winning outcomes.

Strategy

  • Content marketing strategy & planning
  • Integrated marketing campaigns
  • Cultural & trend-led development

Creator & Social

  • Creator & influencer ecosystems
  • Short-form video — TikTok, IG, YouTube
  • Always-on content ecosystems

Performance

  • Content analytics & optimization
  • Performance measurement frameworks
  • Data-driven audience segmentation

Leadership

  • Cross-functional team leadership
  • Stakeholder & client management
  • Content governance & brand integrity
Campaigns that performed

Selected work

Campaign reel — press play
MMA Award 2025

NESCAFÉ Ice Roast

Nescafé · Nestlé Indonesia
52.8M
Views · 2.5× forecast
5.6%
Engagement rate

A creator-driven short-form video strategy across TikTok, Instagram and YouTube — riding cultural momentum to turn reach into recall at 2.5× the forecast.

Case study — watch on Vidio ↗
MMA Award 2020

Dancow ParentFest

Dancow · Nestlé Indonesia
1.5M+
Video-on-demand views
129K
Livestream views

Indonesia's first virtual parenting festival  ·  5 content pillars

Indonesia's first virtual parenting festival, built with Vidio during the 2020 lockdown — five content pillars from nutrition to psychology, recognised at the MMA Awards for Seamless Consumer Experience.

Case study — press play
MEA Award 2024

ABC Sardines — Bumbu Serundeng

ABC Indonesia · Dentsu
14.6M
Views · Meta & TikTok
20.1M
Organic reach · 18× KPI

+1,300% branded search lift during festive  ·  IDR 6 cost per view

A festive campaign that broke through Ramadan clutter — a viral Mega-KOL seeded a "Telur Barendo" recipe, then Macro & Micro KOLs recreated it, snowballing into a nationwide conversation and an MEA for influencer marketing.

Across Southeast Asia

Regional work

Multi-market creator campaigns spanning Malaysia, Thailand and the Philippines — built for regional brands and localised market by market.

Aldo · Regional Campaign
YouTube ↗ Aldo · Regional Campaign
Heinz · MY · TH · PH

World Burger Day

Heinz — limited-edition Ketchup Burger
52M+
Total views · 3 markets
99
KOL content pieces

Homecooks, chefs and foodies across three markets celebrating the limited-edition Ketchup Burger — massive, efficient views with strong positive sentiment.

MarketMYTHPH
KOL content402534
Total views24M+12M+16M+
Cost / viewIDR 26.1IDR 53.3IDR 39.9
Positive sentiment75%78%30%
Heinz · Malaysia

ABC Sauces — Ramadan

ABC Kicap Manis — Ramadan campaign

Micro-to-mega homecook KOLs teaching Malay moms new ways to use ABC Kicap Manis, with top content boosted for wider reach — strong views, engagement and positive sentiment.

14M+
Total views
47
KOL content
3.44%
Engagement rate
IDR 28.7
Cost / view
In motion

Campaign films

Dentsu Indonesia
YouTube ↗ Dentsu · Campaign film
YouTube ↗ Dentsu · Campaign film
Ogilvy Indonesia
YouTube ↗ Ogilvy · Campaign film
YouTube ↗ Ogilvy · Campaign film
Six roles, one focus

Track record

2023 — NowDentsu · Jakarta

Group Client Lead — Content, Creator & Integrated Marketing

Dentsu Indonesia

Lead content, creator and integrated strategy across key clients on an IDR 50B+ portfolio — mentoring a 10+ team and building creator-led frameworks that lift reach and recall.

2021 — 2023GroupM · Jakarta

Group Head — Content & Creator Strategy (L'Oréal)

GroupM Indonesia

Defined content strategy for L'Oréal brands — scaling creator ecosystems and the performance measurement that sharpened optimisation and ROI.

2020 — 2021GroupM · Jakarta

Senior Account Manager — Content & Influencer Marketing

GroupM Indonesia

Managed content and influencer campaigns for major clients, building the tracking and reporting that optimised ROI.

2018 — 2020TADA · Jakarta

Business Partner — Regional Markets

TADA

Streamlined stakeholder communication and built performance frameworks for data-driven regional growth.

2017 — 2018Narrators · ASEAN

Community & Client Services Lead — Indonesia

Narrators · Singapore-based influencer platform

Directed community engagement and client-service strategy across the Indonesia market.

2015 — 2017Ogilvy · Jakarta

Community Manager

Ogilvy Indonesia

Built and ran community engagement programmes, using metrics to shape content and grow participation.