Papercorn
Seasonal demand was there. Budget needed to follow the right products.
Context
Papercorn brought marketplace growth, paid media, and seasonal planning into one commercial system. I used product demand and revenue to guide campaign decisions and budget moves.
The work connected audience strategy, channel allocation, creative testing, and performance measurement across the customer journey. It contributed to IDR 7.85B in recorded omnichannel sales, with monthly sales reaching IDR 1.45B.
The problem that needed solving before chasing the result.
Seasonal demand created a narrow window to scale. Budget allocation and SKU prioritization needed to move faster without losing sight of margin and marketplace performance.
From strategic direction to execution decisions.
I owned the work across Meta Ads, CPAS, connecting strategy, execution, and measurement to the business need.
How the work moved from diagnosis to delivery.
Understand the problem
I started with the business context, user needs, and the main constraint. Seasonal demand created a narrow window to scale. Budget allocation and SKU prioritization needed to move faster without losing sight of margin and marketplace performance.
Set the direction
I rebuilt the acquisition rhythm around SKU-level performance and seasonal momentum, moving budget toward products with the strongest commercial signal while keeping creative and marketplace activity aligned.
Execute and coordinate
I turned the direction into work across Meta Ads, CPAS and kept the cross-functional decisions tied to what the business needed next.
Measure and improve
Progress was reviewed through output quality, user response, and commercial impact. Each cycle produced evidence for the next priority.
Turning strategy into decisions the business could measure.
The work connected audience strategy, channel allocation, creative testing, and performance measurement across the customer journey. It contributed to IDR 7.85B in recorded omnichannel sales, with monthly sales reaching IDR 1.45B.
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