In this project, my tasks and responsibilities focused on the PR and communication side of my expertise. As the Lead Communication Specialist, I was trusted to create a concept that brought together the company’s vision and marketing objectives in a communication campaign that spoke directly to the brand’s primary audience.

After conducting a series of online and offline research into trends in the athleisure market, and drawing on the business acumen I had gained from years of working with major local corporations, I developed a campaign that told the story of urban women, where their busy routines were presented as part of their self-development journey, while their struggles became a compass for finding their own way to retreat. Then enter the Scandinavian-designed apparel, which became gear that helped them move through their days feeling stylish and empowered.

On top of this, I was responsible to handle the media relations, from creating a list of relevant media, drafted and sent invitations, as well as pitching the stories to global media outlets with local presences in Indonesia, such as Forbes, Herworld, and Tatler. Finally, I was also entrusted to lead the Press Conference/Meet and Greet as the MC, which is why you’re seeing me posed with the Brand Ambassador and the company’s C-level suites.