A Log of My Professional Experiences

Filed not as a résumé, but as a living record..

2020-2021 Time Did the Work

2021-2022 Building Internal Systems

2022-Present, Driving Growth

2020: Where the
Work First Began

I joined ruparupa in 2020 while I was still a student at BINUS University.

2020: Where the<br />Work First Began

As part of completing my Bachelor's thesis, I was required to take on an internship.

Back in the Same Room

Back in the Same Room

November 12, 2021 | The First In-Person Town Hall After COVID

A brief return to the same room after months apart, marking the shift from screens back to shared space and in-person connection.

Back in the Same Room

Frontend Intern, ruparupa
Kawan Lama Group (2020-2021)

Internal CMS & Campaign Management Platform During my time as a Frontend Intern, I worked on internal CMS and campaign management tools used across the organization. I implemented UI components with a strong focus on consistency, reusability, and alignment with the existing design system. Working closely with senior engineers, I contributed to production-ready features while learning the discipline of building scalable, maintainable interfaces in a real-world environment.

Key Technologies & Learnings

React,Redux, Node.js,Express.js,MongoDB,CSS
A Team, Over Time

Time Did the Work

A Team, Over Time

This photograph holds more than faces. It holds time. More than five years ago, my journey at ruparupa, Kawan Lama Group, began with a small team of six. There was no spectacle, only shared work, long days, and the quiet discipline of building things that mattered.

As the years passed, the team grew. New people joined, new skills took shape, and the work expanded beyond what we first imagined. Some teammates have since moved on to other companies, carrying this chapter with them. Their paths forward stand as signs of growth, not absence. What remains is a shared foundation, shaped by collaboration, trust, and consistency. This image captures one moment in that ongoing journey: starting small, growing together, and moving forward without forgetting where it began.

The Last Call on Screen

The Last Call on Screen

This was our final fully remote town hall, held on Zoom when the team numbered just over a hundred people. A closing moment of the remote chapter, before screens gave way to rooms and growth followed.

First Steps Outside Again - pulau seribu

First Steps Outside Again - pulau seribu

Our first team outing after COVID marked a long-awaited return to in-person connection. The team was divided into groups, and I was honored to be entrusted as a team leader. Through collaboration and shared energy, our team secured third place, turning the day into both a celebration and a milestone. The day was made more meaningful by shared moments with teammates and leadership, reflecting trust, growth, and the journey we were building together.

2021 - 2022

Building Internal Systems That Enable Growth

A Voice for the Celebration

A Voice for the Celebration

22 April 2022 · ruparupa 6th Anniversary event

On this day, I was entrusted to serve as MC for ruparupa’s 6th anniversary celebration. Standing on stage and guiding the event was both an honor and a responsibility.

The moment was made even more meaningful with shared photos alongside company leadership and the anniversary celebration itself, marking a milestone not only for the company, but for my own journey within it.

After Hours, Together (Frontend Division Hangout)

After Hours, Together (Frontend Division Hangout)

A casual after work gathering with the frontend division. Away from deadlines and screens, it was a moment to unwind, share stories, and strengthen the bonds that make collaboration smoother when work resumes.

Stepping Forward

Frontend Developer, ruparupa

February 2021 - 2022

This year marked a defining transition, as I was accepted from intern to full-time member of the team. Moving from learning to ownership, I worked on internal systems at scale, contributing to tools that empowered business teams, reduced engineering dependency, and enabled faster, more visible campaign execution across the platform.

Key Highlights

Building an Internal CMS for Content Autonomy

Designed and implemented an internal CMS that enabled business teams to independently manage FAQ and Terms & Conditions across the platform. The system reduced engineering dependency for routine content updates while maintaining consistency, access control, and data

Impact

  1. Reduced engineering involvement for routine content updates
  2. Enabled faster content changes without deployment cycles
  3. Improved operational efficiency for business and content teams
  4. Increased platform consistency and reduced content-related errors

Key Technologies & Learnings

  1. Dynamic content management with role-based access
  2. Frontend built with Next.js and React for scalable UI patterns
  3. Backend services using Node.js and Express.js
  4. Content stored and managed in MongoDB
  5. API testing and validation via Postman
  6. User authentication and authorization with JWT

Full-Stack Development for Internal Tools

Contributed end-to-end to both frontend and backend development of internal tools, covering API design, data modeling, and UI implementation. Focused on building maintainable systems that supported reliable content delivery and long-term scalability.

Impact

  1. Improved system reliability and maintainability
  2. Reduced turnaround time for internal feature updates
  3. Enabled smoother collaboration between engineering and business teams
  4. Established a scalable foundation for future internal tools

Key Technologies & Learnings

  1. RESTful API design and integration
  2. State management and component reusability in React
  3. Server-side logic with Node.js and Express.js
  4. Database schema design and optimization using MongoDB
  5. Cross-functional testing and debugging with Postman

Campaign & Promotion Enablement

Built CMS modules to support product and voucher campaigns tied to special events and double-date promotions. These tools enabled faster campaign configuration, improved promotional visibility, and measurable impact on execution speed and revenue performance.

Impact

  1. Accelerated campaign setup and launch timelines
  2. Improved visibility of promotional content across key pages
  3. Supported revenue growth through faster and more flexible campaign execution
  4. Enabled data-driven evaluation of campaign performance

Key Technologies & Learnings

  1. Campaign configuration and scheduling interfaces
  2. Frontend implementation using Next.js and React
  3. Backend services with Node.js and Express.js
  4. Campaign data storage in MongoDB
  5. Event and campaign tracking via Mixpanel for performance insights
Web Development Talk at BINUS

Web Development Talk at BINUS

28 September 2022

Shared experiences and insights as a web developer during a web development talk at BINUS University. The session focused on practical knowledge, real-world perspectives, and open discussion, and concluded with a 99.62% participant satisfaction score, making the experience especially meaningful and rewarding.

UI Design & Prototyping Workshop with Figma at BINUS

UI Design & Prototyping Workshop with Figma at BINUS

08 November 2022

A practical UI/UX workshop using Figma, guided by real-world web development experience. The session focused on design fundamentals, prototyping workflows, and translating ideas into usable interfaces, and was rated 100% by participants.

2022 - Present
Driving Growth Through
Platform Engineering Frontend

Since joining in 2022, I have continued to grow alongside the team and the company, actively contributing to the platform by developing and maintaining key features.

In this role, I collaborate closely with product, data, and engineering teams to design, implement, and optimize solutions that are both stable and scalable, ensuring the platform continues to meet the evolving needs of our users while supporting the company's long-term goals

Building Scalable, Revenue-Driven Features
Frontend Engineer, ruparupa
February 2022 - Present
In this phase, my role expanded into building and scaling revenue-impacting platform features. I worked across frontend and backend systems, integrating third-party services, improving recommendation performance, and leading large-scale data migrations critical to business continuity.
Key Highlights
Shoppable Video Integration on Homepage (TikTok)
Developed a full-stack video management system to integrate crawled TikTok content into the platform's homepage. Built an internal dashboard for video curation, batch processing via cron jobs, and frontend rendering. Implemented shoppable video flows by mapping videos directly to products, enabling interactive purchase journeys.

Impact

  1. Integrated third-party video content into a production scale
  2. Made it easier for the internal content team to curate popular videos that effectively motivate users to buy
  3. Simplified video selection for the content team by highlighting videos with strong engagement and purchase potential
  4. Empowered the internal content team with tools to identify and promote videos that convert user interest into purchases

Key Technologies & Learnings

  1. Next.js and React for rendering interactive, shoppable video experiences
  2. Node.js and Express.js for video ingestion, mapping, and API services
  3. MongoDB for storing video metadata and product relationships
  4. Cron jobs for batch processing and scheduled video updates
  5. Mixpanel for tracking engagement, CTR, and purchase behavior
Product Recommendation System (Vue.ai)
Developed the middleware layer to process and deliver behavior-based product recommendations to frontend clients. Implemented and optimized recommendation placements across desktop and mobile, ensuring consistent UX and performance at scale.

Impact

  1. Drove a 35% increase in recommendation-driven sales
  2. Achieved 100.6% of the feature performance target
  3. Improved CTR and repeat purchase rates through data-driven placement

Key Technologies & Learnings

  1. Middleware development using Node.js and Express.js to process behavior-based recommendations
  2. Frontend implementation with React and Next.js across desktop and mobile
  3. Performance optimization for recommendation rendering at scale
  4. Integration with Vue.ai recommendation APIs
  5. Data-driven placement and iteration based on CTR and conversion metrics
CMS Data Migration & System Refactoring
Led a large-scale CMS data migration covering 7+ core tables, including event data for major promotional campaigns. Designed batch processing pipelines to migrate and refactor 800,000+ records, including brand transitions from Ace Hardware to AZKO, while maintaining system stability.

Impact

  1. Delivered migration within 2 months
  2. Ensured data integrity with zero campaign disruption
  3. Enabled continued operations during major brand and system transitions

Key Technologies & Learnings

  1. Batch data processing with Node.js for large scale migrations
  2. MongoDB data modeling and schema refactoring
  3. Migration of 800,000+ records across multiple core tables
  4. API validation and testing using Postman
  5. Ensuring data integrity and zero downtime during live campaign operations
Kawan Lama Cohesive Membership
Contributed to the Cohesive membership system that unifies loyalty points across AZKO and ODI, enabling users to earn and redeem points seamlessly from both online and in-store purchases. I handled the frontend experience on mobile and desktop, as well as middleware logic for membership flows, point exchange, voucher redemption, and recommendation display.

Impact

  1. Simplified cross-brand loyalty experience, increasing usability of points and rewards
  2. Enabled smoother point redemption and voucher usage, reducing friction at checkout
  3. Enhanced purchase motivation by surfacing relevant Vue.ai product recommendations during reward interactions

Key Technologies & Learnings

  1. Frontend: React, Next.js, responsive UI for mobile and desktop
  2. Middleware: Node.js, Express.js for member join, point exchange, and voucher flows
  3. Data & Integration: Vue.ai recommendation integration, API coordination across brands
hands-n lab for a new era<br />of agentic aI

hands-n lab for a new era
of agentic aI

This hands-on lab brought together developers and AI enthusiasts for a practical learning experience focused on building AI agents.

Through guided exercises and real development scenarios, participants explored how agent-based systems are designed and implemented, gaining hands-on exposure to tools, workflows, and concepts used in real-world AI development.

Product Recommendation Optimization with Vue & AI

Product Recommendation Optimization with Vue & AI

May 27, 2025, PT Kawan Lama Sejahtera

Developed and optimized an AI-driven product recommendation feature using Vue, contributing to a 35% increase in recommendation-driven sales and achieving 100.6% of the performance target.

this work was recognized with a KLIP Award nomination, highlighting its impact on business growth and user engagement.

WhatsApp Business Summit

WhatsApp Business Summit

November 1, 2023, Ritz-Carlton, Jakarta

Attended the first WhatsApp Business Summit in Indonesia on November 1, 2023, held at The Ritz Carlton, Pacific Place, Jakarta. The summit explored the era of message driven business, highlighting how Business Messaging connects economic and social impact.

Sessions covered WhatsApp Business Platform use cases focused on improving customer engagement, building scalable solutions for today and the future.

Selected as Brand Content Talent - Pendopo (Kawan Lama Group)

Selected as Brand Content Talent - Pendopo (Kawan Lama Group)

Chosen to represent Pendopo as on-screen content talent alongside the internal team, reflecting strong brand alignment, camera presence, and credibility as a product-facing engineer within the Kawan Lama ecosystem.

Cross-Team Collaboration with Vue.ai <br />(On-site, Indonesia)

Cross-Team Collaboration with Vue.ai
(On-site, Indonesia)

A rare face-to-face session with the Vue.ai team during their visit to Indonesia. We discussed how the recommendation system was being used on our platform, exchanged perspectives on user behavior, and walked through technical and product considerations together.

It was a relaxed yet meaningful session, turning what was usually an online collaboration into a more personal and engaging conversation

Designing Experiences That Move People
Static websites are transformed into interactive experiences. Not merely interfaces that look polished, but digital products that feel responsive, intuitive, and alive. Every detail is shaped to gently guide users toward meaningful action.
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