- Challenge
- Increase Aveeno’s online sales on Shopee while improving ad efficiency.
- Strategy
- Bid on branded, generic, and competitor keywords; run competitive promotions and Gift With Purchase (GWP) bundles; test manual, GMV Max, and automatic Shopee Ads.
- Impact
- +32% YoY GMV · 5.6% CVR · 11.5x ROAS
Digital marketer by day, musician by heart.
Hi, I’m Rissa.
A digital marketer with a proven track record in e-commerce marketing, campaign management, and performance ads analytics. I’ve worked with brands across mom & baby, FMCG, lifestyle, and fashion. Currently, I’m pursuing an MSc in Communication Science at the University of Twente, The Netherlands.
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Selected Work
A few campaigns that show how I turn data into marketplace growth.
Mothercare
Shopee · 2023
- Challenge
- Drive significant sales growth during Shopee’s biggest campaign period.
- Strategy
- Join Big Ramadan Sale (BRS) Silver Package, offer wide discounts and vouchers, run manual + automatic ads, target top keywords, and amplify via CPAS, social posts, and Shopee Live.
- Impact
- +182% NMV growth · +182% product views · 23x campaign ROI · 21x Ads ROAS
Havaianas
TikTok Shop · 2024
- Challenge
- Scale TikTok as a conversion channel for Havaianas.
- Strategy
- Test Product Shopping Ads (PSA), Livestreaming Ads (LSA), and Video Shopping Ads (VSA); allocate budget 60% PSA, 20% LSA, 10% VSA.
- Impact
- 81% ads GMV contribution to store GMV · 4.5x ROAS · >20,000 shop page views
HEAD Tennis
Tokopedia · 2024
- Challenge
- Strengthen HEAD Tennis’s brand awareness and sales on Tokopedia.
- Strategy
- Set up branded and generic keywords on Tokopedia Shop Ads, group products by category (racquets, balls, bags, strings), and highlight promotions on the shop page.
- Impact
- +70% store GMV YoY · +97% ads GMV MoM · 16.4x ROAS
Hi, I’m Rissa.
I’m a digital marketer who loves making sense of data and turning it into campaigns that actually work. Over the years, I’ve had the chance to work with e-commerce and retail brands across mom & baby, FMCG, lifestyle, and fashion — learning something new from every category.
Outside of work, I’m a musician at heart, a weekend traveler, and someone who genuinely enjoys a good game session to unwind. I’m also currently studying for my MSc in Communication Science at the University of Twente in The Netherlands.
This website is where I keep everything I do in one place: my work, my thoughts, and the little things that keep me inspired.
Work Experience
- Kanmo Group
E-commerce Marketing Associate Manager
Nov 2021 – Dec 2025 · Jakarta, Indonesia
- aCommerce
Marketing Planning & Strategy
Feb 2020 – Nov 2021 · Greater Jakarta Area, Indonesia
- Edelman Indonesia
Digital Executive
Mar 2019 – Feb 2020 · Greater Jakarta Area, Indonesia
- Maverick Indonesia
Analyst, Monitoring & Analytics
Mar 2018 – Mar 2019 · South Jakarta, Indonesia
- PT HM Sampoerna Tbk.
Content Intern (Employer Branding)
Mar 2018 · Jakarta, Indonesia
Academic Background
- University of Twente
MSc Communication Science
Ongoing · The Netherlands
- Universitas Indonesia
Bachelor of Communication Science
Aug 2013 – Jan 2018
- National University of Singapore
Exchange Programme, Faculty of Arts and Social Science
2016
- Santa Ursula Bumi Serpong Damai
High School Graduate, Social Studies
2010 – 2013
What I’m Good At
E-commerce MarketingCampaign ManagementPerformance Ads AnalyticsMarketing Planning & BudgetingKOL / Affiliate StrategySocial Media StrategyContent ConceptualizationLivestreaming & Social CommerceSearch Ads (Shopee, Tokopedia)Marketing Reporting
Beyond the Desk
A few things that keep me curious and balanced outside of work.
Piano
Music teacher turned weekend player. Piano is my reset button.
Travel
Jakarta coffee hunts and weekend getaways. Always chasing the next good view.
Gaming
Online games for strategy, relaxation, and the occasional competitive rush.
Art
Sketching and visual experiments — the creative outlet that keeps me curious.
Latest Thoughts
Ideas in progress. Some of these may turn into full posts soon.
Coming soon
How to read e-commerce campaign data without drowning in dashboards
A practical guide to focusing on the metrics that actually matter.
Read more
Coming soon
Why music makes me a better marketer
What piano practice taught me about discipline, rhythm, and iteration.
Read more
Coming soon
Jakarta coffee spots for slow weekends
My running list of good coffee and calmer corners in the city.
Read more
Let’s connect.
Open for conversations, collaborations, or just a friendly hello.