Cherryli Roselle

Experience

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  House The House (PT. Hasta Triyasa Humaniora)

  Aug 2013 - Oct 2013

  Freelance

  • Staff of Creative Department The Field Dining 2013, Bojong Koneng, Kab Bandung Barat.• Head of Foods & Beverages Department VIDAFEST 2015, Bantar Gebang, Kab Bekasi.• Liaison Officer (LO) of Payung Teduh: MUSCA 2016, Hutan Babakan Siliwangi, Kota Bandung.

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  BBDO Indonesia

  May 2016 - Jul 2016

  Intern Staff at Media Relation and PR Team

  • Media Coverage specific competitor activity or activations of non-beauty area (baby diapers).• Marketing Analysis about non-beauty area (baby diapers) trending.• Data Reporting for non-beauty client.

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  Ministry of Foreign Affairs of the Republic of Indonesia

  Jul 2016 - Oct 2016

  Intern Staff at Sesparlu (Senior Diplomatic Course)

  • Handled Newsletter Sesparlu for Senior Diplomats (Design, Layout, and News Every Week).• Graphic Designer and Video Editor.• Managing Social Media (Twitter Sesparlu).• Project Assistant for Mini Multistage Negotiation Simulation (MSNS).• Project Assistant for Digital Diplomacy—Collaboration with CSIS Indonesia.• Assist Senior Diplomat to Work Visit—Collaboration with TNI AU / Indonesian Navy.• Assist Senior Diplomat to Work Visit—Collaboration with Pemerintah Kab. Papua Barat.• Project Assistant for Coffee, Tea, Sweets Festival (Senior Diplomat Gathering). Show less

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  BEKRAF (Badan Ekonomi Kreatif Indonesia)

  Oct 2016 - Mar 2020

  Policy Analyst at Deputy of Infrastructure

  • Policy Analyze: I was responsible for analyzing and mapping the potential of villages across Indonesia for specialized training and workshops in fabric crafts, wood crafts, and music. By collaborating with external experts, I identified hidden gems within Indonesia's 3T areas (Terdepan, Terpencil, Tertinggal), which possess unique and sustainable ecosystems thriving in the creative industries. These areas, often overlooked, are essential in preserving traditional craftsmanship and play a significant role in promoting the local creative economy.• Creative Economy Program Activation: I executed engagement programs targeting the identified areas to provide in-depth education and hands-on workshops about the creative economy. Specifically, I led workshops focusing on Music, Wood Crafts, and Fabric Crafts. The workshops were implemented in the following locations: Samosir, North Sumatra (Fabric Crafts), Batang, Central Java (Fabric Crafts), Pemalang, Central Java (Fabric Crafts), Tenggarong, East Kalimantan (Music), Halmahera Barat (Fabric Crafts), Berau, East Kalimantan (Wood Crafts).Workshop Goals—Focused on providing deep insights into the creative economy, with a particular emphasis on sustainable practices. For example, in the fabric craft workshops, we educated participants on the process of natural dyeing and encouraged them to avoid factory-dyed fabrics, promoting a more eco-friendly and sustainable approach to creating economic value. Show less

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  Rekosistem

  Mar 2020 - Jan 2022

  Marketing and Social Media Manager

  • Social Media Strategy: End-to-end digital marketing strategy for Rekosistem’s social media platforms (LinkedIn, Facebook, Instagram, TikTok, Twitter), including editorial planning, content and visual execution. Focused on creating high-impact content that engaged followers: Sustainability, Waste Management, and other informative topics, which we researched to ensure we were offering content that resonated with our audience.• Social Media Performance: Developed and executed performance-driven social media ads to increase awareness of Rekosistem’s Home Waste Management Program (Repickup Rumah). Through strategic targeting, we successfully reached an audience interested in waste separation and environmentally responsible waste processing by participation in our program (conversion).• KOL Collaborations: Led the strategy for collaborating with a range of Key Opinion Leaders (KOLs), from nano to mega influencers with zero budget. This collaboration played a key role in expanding awareness and educating the public about the importance of waste separation at home and Rekosistem’s Waste Management Program.• Brand Partnerships: Executed successful partnerships with several local brands to expand Rekosistem’s drop-off points. These collaborations not only boosted engagement but also significantly raised awareness about Rekosistem’s services.• Shareable Content Strategy: Developed and executed a strategy to create shareable digital visuals showcasing the waste processed by Rekosistem. These engaging visuals were shared by our Repickup Program members across their personal social media accounts increasing visibility and awareness of Rekosistem.Achievement—Successfully grew Rekosistem’s Instagram following by over 20K in under two years, entirely through organic efforts. This was achieved with a minimal team of just three people, including myself, and all aimed at increasing brand awareness. Show less

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  Stellar Women

  Jan 2022 - Jul 2022

  Community and Digital Growth Manager

  • Digital Campaign Strategy: Developed and executed tailored digital campaigns to engage women in business, ensuring we connect deeply with our target audience. One standout initiative was a campaign themed “Kartini Masa Kini” aimed at empowering women also encouraging them to join the Stellar Women community.• Community Growth: Focused on community growth by acquiring new members through attractive promotions and compelling content that invited them to join the Stellar Women community. Also organized offline activity gatherings to maintain strong member retention and foster meaningful connections within the community.• Performance & Channel Management: Led digital marketing strategies for Stellar Women’s channels (Facebook, Instagram, YouTube, Website), optimizing content performance across all platforms.• Content Marketing & Experience Development: Enhanced the customer journey through CRM by developed and executed CRM strategies with sending weekly informative newsletters to Stellar Women members, keeping them updated and maintaining engagement.• Creative & Content: Worked closely with a Video Editor, Graphic Designer, and Content Writer to develop engaging content with compelling narratives and visual assets. We ensured that the content met the needs of our followers while aligning with Stellar Women's branding and objectives. • Brand Visual Strategy: Due to the numerous ongoing programs and tight deadlines from clients, I responsible to creating a seamless content strategy that ensured timely delivery of posts while maintaining brand consistency.• Partnered with Brands: Worked closely with several beauty brands to collaborating on events and proposing content—communications and visual to clients for approval before being posted across digital channels.Achievement—Successfully boosted community membership to over 1K (Basic Plan) through targeted strategies and initiatives with a minimal budget using digital campaign activities. Show less

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  Meliá Hotels International

  Apr 2022 - Sept 2022

  Copywriter

  • Content Creation: Developed creative and engaging content for Meliá Hotels & Resorts' Indonesia Facebook page, tailored to the brand’s voice and audience.• Trend Research: Conducted in-depth research to identify relevant trends in the hospitality industry, including topics like hotels, staycations, and vacations, to ensure content remained timely and engaging.Goals—Organic Growth and Brand Awareness & Existence: Implemented content strategies to organically boost engagement and increase organic followers on Facebook. Show less

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  PT Mitra Kiara Indonesia

  Jul 2022 - Aug 2025

  Brand & Digital Communications Lead

  Offline Activations• Visibility Activation: Focusing on creating visually appealing and strategically effective content for Point of Sales Materials (POSM). These materials are designed to attract attention and enhance awareness of Mortar Indonesia at key retail locations.• Brand Engagement Events: Plan and execute offline events—Community gatherings for masonry & architect, with the primary goal of expanding brand awareness and positioning Mortar Indonesia as a trusted brand within these professional communities.• Product Packaging & Branding: Strategize and oversee the creation of compelling packaging designs, product visual branding, and product codes. These are meticulously crafted to reflect the unique selling points (USP) and benefits of each product while aligning with market needs (homeowners, contractors, architects). Also develop brand hierarchy strategies for product family names, ensuring consistency across Mortar Indonesia's product.Digital Marketing• Brand Awareness & Content Strategy: Drive digital brand awareness through Above The Line (ATL) activities, producing engaging still and video content across Mortar Indonesia’s digital platforms, in line with the brand’s guidelines.• Offline-to-Online Campaigns: Conceptualize and execute integrated campaigns that bridge the O2O experience, collaborating with influencers and other partners to amplify engagement.• Social Media Content Planning: Responsible strategizing monthly content planning across Mortar Indonesia’s social media channels, including Facebook, Instagram, Twitter, YouTube, and website. • Community Building & Engagement: Lead the creation of a digital community to maintain awareness and foster ongoing engagement with our target audience—builders (key role in material purchasing decisions).Achievement— Successfully grew Mortar Indonesia’s Instagram following to over 10K organically within a year. Also reduced budget costs by shifting from using a digital agency to the in-house team. Show less

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  NEATRO CREATIVE LABS

  May 2024 - Feb 2025

  Social Media Strategist

  Client Portfolio: Ministry of Environment & Forestry (Government) and Grand Sahid Jaya (Hotelier)• Content Strategy Development: Developed and executed innovative, audience-centric strategies to boost engagement, drive brand visibility, and increase followers for both clients. Also crafting tailored content strategies that aligned with each client's unique identity and goals while engaging their diverse audiences.• Social Media Management & Planning: Managed the day-to-day content creation, scheduling, and performance tracking across various social media platforms to ensure consistent and impactful engagement.• Content Creation & Visual Asset Development: Wrote compelling content and collaborated with the design team to ensure seamless content production, maintaining brand consistency across all campaigns by produce engaging visual assets, from informative posts for the Ministry of Environment & Forestry (KLHK) to lifestyle-driven content for Grand Sahid Jaya Hotel.Achievement—Successfully developed content and managed production of 12 still assets and videos per month, meeting the goals for each client with different target audiences and content themes. Show less