GudangAda, Apr 2022 – Dec 2022

Lead Product Copywriter (UX Writing Manager)

GudangAda aims to provide an end-to-end B2B e-commerce ecosystem that connects manufacturers, wholesalers, and retailers and, in doing so, empowers MSMEs across Indonesia. Language choices, specifically term usage, pose a significant challenge as users come from diverse sociocultural backgrounds.

What I did as a Lead Product Copywriter:

• Built a team of UX writers from scratch.

• Set up a foundation for copywriting quality by establishing and supervising the implementation of GudangAda’s first content style guide and by establishing and running copy review sessions.

• With VPs and PMs, I helped set up the quarterly planning, ensuring a coherent product narrative, and was the thought partner for determining product direction.

• Worked with other design leads to set up an integrated design and copywriting workflow and process to ensure smooth collaboration, alignment, and accountability among design and copywriting team members.

Traveloka, Mar 2017 – Oct 2021

Design Specialist (Mission Lead/Lead UX Writer), Senior Product Copywriter (Sr. UX Writer), Product Copywriter (UX Writer)

Founded in 2012 by ex-Silicon Valley engineers, Traveloka is Southeast Asia's leading tech start-up company based in Jakarta, Indonesia. Beginning as a flight searching platform, Traveloka now offers 20+ products, from transport to financial services, and has become accessible worldwide.

What I did as a Design Specialist (Mar 2021 – Oct 2022):

• Led a 7-person team of interaction designers, UI designers, product copywriters, and a UI developer to produce quality design in the Platform and Customer Care business unit.

• Advised product managers during quarterly design project prioritization, where I also helped manage and plan design resources for the quarter.

• Provided recommendations on design directions, reviewed design prototypes, and approved final designs.

• Led a team of UX writers to shape the UX writing curriculum for Traveloka Academy, while providing consultation and mentorship for UX writers.

What I did as a Product Copywriter & Senior Product Copywriter (Mar 2017 – Mar 2021):

• Wrote and edited product copy for Platform, Payment, Financial Service, Ground Transport, and Customer Care products, ensuring product copy and communication consistency throughout user interfaces.

• Helped develop the product copy direction, narratives, and communication angle for Traveloka PayLater and conducted and led design research into customer care agents’ use of macro templates.

• Produced product communication guidelines and provided consultation on product copy-related projects.

Agency Fish, Nov 2016 – Feb 2017

Editor

Hailing from London with offices in London, Doha, Jakarta, and Sydney, Agency Fish creates and publishes award-winning magazines in various languages for diverse clients, from five-star airlines, such as Qatar Airways and Garuda Indonesia, to lifestyle brands, property developers, and premium banks.

What I did as an Editor:

• Led and managed the day-to-day editorial directions of 7 magazines, including Colours, the Garuda Indonesia in-flight magazine.

• Created editorial and social media plans and timelines for Colours and guided the creation of editorial plans for other titles.

• Sourced and commissioned stories to local and international freelance writers and photographers.

• Led creative pitches and liaised with clients.

Tempo Inti Media, Sep 2013 – Nov 2016

Copy Editor, Editor

Tempo Inti Media is one of Indonesia's most renowned and trusted media conglomerates. Founded in 1971, Tempo Media owns the Tempo magazines, newspaper, and news portal, as well as other businesses, which include a production and content marketing house Matair, which, in my time, created and published magazines for diverse clients. One of them is Angkasa Pura, the state-owned enterprise that manages airports in Indonesia.

What I did as an Editor (Aug 2015 – Nov 2016):

• Wrote and edited advertorial content for Tempo English.

• Developed monthly editorial cover concepts and story ideas for Travelounge Magazine along with the Editor-in-Chief and Managing Editor.

• Commissioned stories for freelance writers and translators.

• Worked with account executives to produce outlines, determine angles, and provide advice on stories to pursue.

What I did as a Copy Editor (Sep 2013 – Aug 2015):

• Proofread, fact-checked, and edited translated advertorials into grammatical English for Tempo English.

• Contributed features articles for Travelounge Magazine.

DestinAsian Media Group, Jul 2012 – Jul 2013

Writer

DestinAsian publishes luxury travel and lifestyle magazines for Indonesia and international markets. The media group owns a license to Prestige, a high-society publication that originated in Hong Kong with editions in several Asian countries, including Indonesia, where I was a writer.

What I did as a Writer:

• Wrote stories for the Travel, Pursuits, Wine & Dine, and People & Events rubrics, covering myriad topics from gadgets and tech to dining, arts & culture, and profiles. Occasionally helped with copy editing works.

• Wrote advertorial content for the magazine's various partners.

Additional experiences:

• Client Executive at Burson-Marsteller (Jul 2011 – Jul 2012)

• Media Planner Intern at MEC (May 2010 – Jul 2010)