Different businesses. One method: find the missing piece, then connect it.

02

Hospitality · Ubud & Seminyak, Bali · 2026

Two dormant villa accounts. One idea: a villa is a place, not a listing.

How does a villa get direct bookings? Present the villa as a place, with its location and the purpose of the stay, and follow ads and posts through to the booking page. In Seminyak, Instagram messages turned into 2 direct bookings without OTA commission.

Both accounts existed, but they were dormant. No system. No target.

Ubud, a villa platform (started March 2026). The content is genuine: the villa portfolio, the people behind it, and the community around it. Paid ads ran on top, but they could not be traced to bookings. So I built a monthly report across social, ads, website and search, and a booking-page funnel (October 2026) that follows ads and posts through to website visits and booking-page clicks.

Seminyak, a villa portfolio (started July 2026). The work here is consistency. We found that people prefer a portfolio of villas. So across two villas and one private room, each post shows the villa, its location and the purpose of the stay.

Read more: Beyond Airbnb: A Bali Villa Owner’s Guide to Distribution

03

Food & Beverage · Bali · 2026

A hamper brand known for the season. Built to sell all year.

How does a seasonal gift business sell all year? Rebuild the brand as a gifting house, add an everyday range, open a shop at home and add a B2B channel, such as welcome amenities for villas.

The business was known for seasonal hampers in Jakarta and other cities. It sold through delivery and a few consignment partners. The owner wanted to be ready for Bali, with a shop at home, products all year round, and delivery kept on every channel possible.

What I changed

• A new brand. A refreshed identity and communication, so it reads as a gifting house, not only a seasonal hamper.
• A new direction for digital marketing and social media. Built around the new brand and the all-year offer, so the business is no longer only visible in the hamper season.
• An all-year offer. An everyday range alongside the hampers.
• A shop at home. I prepared the shop and its launch. Delivery stayed on every channel possible.
• A new B2B channel. A partnership with villas for welcome amenities.

04

Creative & service businesses · Individual professionals · Jakarta & Bali · 2026

An MC gets looked up before he gets booked. So I planned the profile for that moment.

How do MCs and speakers get booked? Clients check them online first, so the social media profile has to make the decision. I wrote a social media strategy for each of two MCs, in Jakarta and Bali.

Clients check an MC online before they book. The profile has to make the decision. I wrote a strategy for each of two MCs.

Jakarta. He had two accounts and no content system. I built one system that makes both accounts work toward his business goal. It is simple enough for him to run himself.

Bali. He wanted to grow from a Bali name to a national one in Jakarta, and to give talks as well as host. His social media had to change with that. I built a strategy and a first system for the new direction.

05

Product brand marketing · Bali & Switzerland · 2017–2021

A specialist brand built on print and trade shows. I revived its webshop and added the digital side.

How do you revive a webshop for a specialist brand? Add a digital strategy, steady social content and your own marketing material around it.

Atelier Bassi is a Swiss specialist brand for wig and make-up professionals. In Bali it operated as PT Sari Rambut. Its marketing was mostly print, magazine ads and trade shows. The webshop existed, but it needed to be revived. As sales and marketing manager, I revived it and built digital marketing around it. Online shop sales grew 2 to 3 times over three years.

What I changed

• A revived webshop. It became a real sales channel.
• The first digital marketing strategy. Instagram, Facebook, YouTube and email, built to reach people outside the traditional market.
• Social media, planned every month. Content, copy and analysis, with the designers and social media officers.
• Our own marketing material. Print, video and ads made in-house, including print ads in international magazines.
• Trade shows overseas. New York, Las Vegas, Los Angeles, Birmingham and Switzerland.
• A product for schools. As project manager, I ran a wig building kit proposal with the University of North Carolina School of the Arts (UNCSA). The kit used Bassi products and fit the school’s budget per student.