Arifah Dona

Digital marketing practitioner with 4+ years of experience turning advertising budget into measurable revenue across B2B and B2C brands. Managed IDR 950M+ in total ad spend across 13+ advertising accounts, delivering up to 25X ROAS, an 86% reduction in cost per click, (cost per lead below IDR 8,000 and 1000+ WhatsApp leads per month in property industry). Full funnel operator across paid media, SEO, AEO, and GEO-optimized content, marketplace, and conversion optimization, with additional hands-on capability in web development, video production, and on floor B2B closing at international trade events.

Experienced across furniture, property, construction, B2B services, retail, and hospitality. Author of Digital Marketing Gameplay, speaker, and guest lecturer. Comfortable owning strategy through execution while leading teams and coordinating cross-functional stakeholders.

Head of Digital Marketing and Marketing Communications

PT Neo Pudji Jaya (Shaistanaya City) | Property Development | Sidoarjo, Indonesia (Hybrid) | October 2024 - Present

• Led the digital marketing department, rebuilding the company's entire digital ecosystem from the ground up into a fully integrated system across SEO, AEO, GEO, SEM, paid media, social media, and website, following an end-to-end audit that identified siloed channels, inefficient ad spend, and low-quality lead generation.

• Generated 890 qualified WhatsApp leads per month at a cost per lead below IDR 8,000 with click-through rate up to 3%, by optimizing Meta Ads weekly across four dimensions: audience targeting, placement, creative, and messaging.

• Managed Google Ads to a cost per click below IDR 5,000 and a consistently maintained click through rate above 8%, through disciplined keyword research, bid management, and daily campaign quality assurance.

• Achieved first-page Google rankings and full website indexation within one year, increasing organic traffic by publishing SEO, AEO, and GEO-optimized content designed for traditional search engines, AI-powered search experiences, and generative answer platforms through semantic content

• Directed website revisualization and full-funnel optimization to improve conversion rate and lead-capture quality, aligning landing page structure and offers with paid and organic traffic intent.

• Served as Person in Charge and Brand Representative for partnerships and campaign execution, leading KOL activations for open house events and managing end-to-end media and radio placements from planning and coordination through to performance reporting.

• Mentored company employees in digital marketing fundamentals, raising in-house capability across content, advertising, and reporting.

  Digital Marketing Strategist and Brand Manager

  PT Iga Abadi Indonesia and PT Bersih Bijak Sejahtera (Group) | Furniture & Farm | Remote | June 2024 - Present

• Built the group's digital marketing function from zero into a full-funnel sales engine for two brands, executing integrated strategy across SEO, SEM, social media, marketplaces (Tokopedia, Shopee, Dekoruma), and paid advertising.

• Generated 300+ furniture unit sales and IDR 350M+ in revenue within five months, including IDR 41M from website-only sales, by connecting Website traffic, marketplace optimization into a structured WhatsApp sales pipeline. Including a Tokopedia TopAds activation that recorded 78.82X advertising effectiveness on first sale.

• Achieved first-page Google rankings within two months through a complete website revamp covering on-page SEO, schema markup, and site performance optimization.

• Led end-to-end content production across brands, delivering 400+ social media assets and professional company profile videos for a 25-hectare manufacturing facility, managing ideation, content calendar, production, editing, and publishing.

• Drove WhatsApp traffic and conversions through Meta Ads and Google Search Ads, supporting both B2C and B2B acquisition funnels with separate creative and messaging strategies per segment.

• Managed offline activations and B2B initiatives as Project Manager, converting 150+ qualified leads into deals through booth activations, while handling B2B tender submissions and stakeholder coordination.

• Represented the brand at IFEX 2026 international furniture expo as Project Manager and on-site Marketing Communications lead, engaging 70+ potential international buyers, holding decision-maker conversations with company heads, general managers, and owners, and securing direct closings on the exhibition floor.

  Strategic Operations & Business Development (Owner Representative)

  Osseh Padel | Sports and Hospitality | Sidoarjo, Indonesia (On-site) | July 2025 - March 2026

• Supported the owner in developing a new padel venue from pre-launch to opening readiness, overseeing daily project monitoring, construction coordination, operational setup, and opening-day preparedness.

• Acted as the owner's representative during construction, coordinating on-site teams and managing task allocation, timelines, vendors, basic finance tracking, administration, and documentation.

• Led end-to-end go-to-market preparation including market research, competitor analysis, customer segmentation, pricing and offer direction, campaign planning, and overall marketing strategy development.

• Built a community-driven acquisition approach through social listening and engagement with padel communities, and supported recruitment, onboarding coordination, and initial operational SOP development covering roles, service flow, and scheduling.

  Performance Marketing Specialist / Advertiser (Freelance)

  PT Karyamulia Kayajaya Nusantara | Remote | February 2024 - January 2026

  • Managed IDR 650M+ in total advertising spend across 10 Meta advertising accounts for five companies spanning interior services, outdoor advertising, garment and digital printing, and construction services.

  • Reduced cost per click by up to 86% and achieved up to 25X return on ad spend by building a centralized creative testing matrix (hook by format by audience) and refreshing targeting and placements based on previous-period performance data.

  • Onboarded five new brand advertising accounts to profitability, generating 9X ROAS within 14 days despite the campaign learning phase, using a standardized 14-day launch protocol.

  • Monitored all 10 accounts daily through shared performance dashboards, promoting winning creatives weekly and cutting underperformers to protect budget efficiency. Shared creative and audience learnings across accounts and verticals, compounding performance improvements without additional testing budget.

    Project Manager - Website Maintenance and Google Ads

    Teamwork Brand Development (client: PT Cipta Makmur Pertiwi) | B2B Services | Remote | December 2023 - May 2024

  • Managed a six-month website maintenance and Google Ads engagement end to end, owning planning, execution, reporting, and client communication.

  • Increased monthly organic search clicks by 2,047% over the final 90 days and expanded Google indexation, by publishing SEO-optimized articles weekly and maintaining the website daily across meta content, technical SEO, internal linking, and site performance.

  • Achieved a Google Ads click-through rate above 6%, roughly double the industry benchmark of 3%, and secured first-page ad placement through keyword research, budget management, and daily optimization while campaigns were live.

  • Delivered 5,340 clicks and 89K impressions between January and May 2024, with reporting built around click-through rate, average position, and conversion lift.

    Head of Marketing Communications / Project Manager

    Giga Nusa Corporation | Multi-brand (6 Companies) | Surabaya, Indonesia (On-site) | January 2023 - January 2024

  • Led marketing communications and creative content strategy for six companies under one shared operating system, standardizing brand voice and establishing a unified content planner across all brands.

  • Increased sales by 400% and achieved up to 30X return on ad spend by running and weekly-optimizing Meta Ads for five companies across targeting, placement, and advertising materials.

  • Secured 150+ pages on the first page of Google within one year and grew monthly organic clicks, by creating and maintaining 400+ SEO optimized articles across six websites with attention to meta content, value proposition, and web performance.

  • Initiated and monetized Google Business Profile, marketplace channels (OLX, Shopee, Tokopedia), and Meta Business Suite for six companies.

  • Planned and executed social media content across LinkedIn, Instagram, Facebook, and TikTok plus WhatsApp Blast campaigns, leading collaboration with the design team against the content planner.

  • Acted as Project Manager for client digital projects, achieving project targets through planning, team coordination, monitoring, and project control.

Diploma, Business Digital and E-Commerce Brawijaya University | Malang, Indonesia | July 2021 - June 2024 | GPA: 3.83 / 4.00

Relevant coursework: Internet Marketing Strategy, Digital Business and Internet Marketing, Search Engine Marketing, Search Engine Optimization, Social Media Marketing, E-commerce and Marketplace, Content Management Systems, Email Marketing, Marketing Management, Digital Creative Content, Multimedia, Business Communication, and Advertising and Promotional Copywriting.