Dessita Chairani

In the role of ATL & BTL Campaign Officer at RCTI+, the primary responsibility was to develop and execute comprehensive marketing campaigns that integrated above-the-line and below-the-line strategies. This position required close collaboration with television networks, creative teams, and community partners to craft campaigns that effectively engaged target audiences and increased platform visibility.

• Executed over 100 marketing campaigns, successfully driving audience engagement and user acquisition.
• Coordinated with three major TV networks (RCTI, MNCTV & GTV) to develop strategic on-air promotional content.
• Built partnerships with diverse communities, including K-pop to dangdut music enthusiasts, to expand audience reach.
• Utilized data-driven insights to optimize campaign effectiveness and enhance audience interaction.
• Established effective relationships with key stakeholders both internally and externally for increased collaboration opportunities.
• Implemented process improvements that streamlined workflows, reducing redundancies and increasing operational efficiency.

As a Content Writer at Tribunnews, the role centred on crafting compelling promotional and marketing content that resonated with digital audiences. Beyond writing, it involved event and news coverage upon client requests, requiring a keen storytelling ability to produce high-impact, engaging narratives that aligned with brand objectives.

• Created SEO-optimized content for websites and blogs, effectively boosting organic traffic and audience engagement.
• Conducted in-depth research to ensure content was accurate, relevant, and aligned with industry trends.
• Applied strong writing, editing, and proofreading skills to develop polished, error-free, and captivating content.
• Enhanced content quality by integrating insightful data, compelling narratives, and trending topics to maintain audience interest.
• Delivered high-quality, visually engaging content under tight deadlines, ensuring each piece was dynamic, authentic, and impactful.

As the sole Copywriter at Medialogue, I was responsible for crafting engaging and persuasive advertising content for renowned brands such as KOEPOE-KOEPOE, DAYS by Danar Hadi, HokBen, and TUPPERWARE. My role involved shaping brand narratives, developing promotional materials, and ensuring a cohesive brand identity across multiple platforms to enhance audience engagement and market presence.

• Spearheaded the development of impactful advertising campaigns, including a standout project for KOEPOE-KOEPOE, which won PR of The Year 2017 from SWA Marketing Magazine.
• Created compelling brand messaging that resonated with target audiences, strengthening brand connection and customer loyalty.
• Collaborated with cross-functional teams and external stakeholders to ensure consistency in branding and campaign execution across print, digital, and social media.
• Crafted engaging online content that aligned with brand identity, driving visibility and audience interaction.
• Conducted industry research and audience analysis to develop copywriting strategies that aligned with consumer trends and market demands.
• Boosted e-commerce sales by writing clear, persuasive product descriptions, making brands stand out in a competitive marketplace.

As a Field Researcher & Logistics Coordinator at Oxford Research International, I conducted on-the-ground research in Guinea Bissau, assessing the government and public readiness for the Ebola pandemic. This role required adaptability, problem-solving, and cross-cultural communication, as I had to navigate an unfamiliar cultural and geographical environment far beyond my comfort zone.

• Led field data collection and conducted direct interviews with government officials, healthcare workers, and local communities to assess public health preparedness.
• Managed team logistics and daily operations, ensuring smooth execution of research activities in a challenging setting with limited infrastructure.
• Adapted quickly to cultural and language barriers, employing effective communication strategies to build trust with local respondents.
• Analyzed qualitative and quantitative data, translating findings into actionable insights for policymakers and stakeholders.
• Worked in high-pressure environments, demonstrating resilience and strategic thinking to overcome logistical challenges.

This experience strengthened my ability to work in diverse and complex environments, refining my skills in field research, crisis analysis, and international project management.

As a Researcher & Team Lead at Oxford Research International, I played a key role in conducting cross-national research on digital news consumption across Indonesia, Germany, India, and Nigeria. This position required a deep understanding of global media trends, strong leadership in team management, and an analytical approach to data collection and interpretation.

• Led a multinational research initiative to uncover insights into media consumption behaviors, shaping data-driven strategies for global audiences.
• Conducted in-depth qualitative interviews and data analysis, translating complex findings into actionable insights for international stakeholders.
• Managed the Indonesian research team, overseeing operations, logistics, and financial planning to ensure seamless project execution.
• Optimized research efficiency by streamlining data collection and analysis processes, enhancing accuracy and workflow.
• Presented key findings at industry conferences and internal briefings, delivering engaging, insight-driven reports to inform media strategies.
• Collaborated with cross-functional teams across different cultural and geographical backgrounds, ensuring the successful completion of complex research projects on time and within budget.

This experience strengthened my analytical thinking, leadership, and adaptability, particularly in managing high-impact projects in diverse global environments.