Devina Dhea Pabundu - Start Friday Asia Work Experience

50+

Content Copy Delivered

High Converting Copy Pieces for Agency Clients Across Sectors

10+

Brand Campaigns

Comprehensive Brand Campaigns & Editorial Calendars Managed

35%

Engagement Boost

Average Engagement Rate Lift Across Managed Client Accounts

B2B & B2C

Diverse Portfolio

Tailored Voice Across F&B, Corporate, Beauty, and Retail Sectors

AGENCY EXCELLENCE

Translating Brand Values into Compelling Copy

As a Copywriter & Content Strategist at Start Friday Asia (one of Indonesia's leading brand consulting agencies), I crafted high-converting copywriting frameworks, editorial calendars, and strategic content pillars that elevated brand presence across diverse client verticals.

Strategic Impact: Consistent brand voice alignment and increased audience interaction

CORE RESPONSIBILITIES

Content Strategy & Copywriting Scope

Brand Voice Development: Formulated tone of voice guidelines and messaging pillars for emerging brands.
Multi-Channel Copywriting: Authored engaging copy for Instagram feeds, captions, ad banners, and landing pages.
Cross-Functional Collaboration: Partnered with graphic designers and art directors to produce cohesive campaign assets.

Execution Result: 50+ high-impact deliverables shipped on schedule

CAMPAIGN PILLARS

Strategic Campaign Pillars & Framework

Audience Persona Alignment

Conducted rigorous audience research to map customer pain points and desires, ensuring every piece of copy resonated directly with target demographic psychographics.

Structured Editorial Planning

Designed comprehensive monthly content calendars balancing educational, promotional, and interactive community-building post formats.

Creative Concept Integration

Paired sharp copywriting hooks with striking visual layout concepts to maximize thumb-stopping power on crowded social media feeds.

Core Competencies & Key Accomplishments at Start Friday Asia

Brand Messaging & Tone of Voice

Social Media Copywriting

Content Calendar Management

Ad Copy & Conversion Optimization

Creative Direction & Briefing

Cross-Client Campaign Execution

VISUAL ARCHIVE

Work Deliverables & Content Gallery

"Devina brought exceptional creativity and strategic thinking to our branding projects. Her copy consistently hit the mark and engaged our clients' target audiences effectively."

Start Friday Asia Team

Brand Consulting Agency · Surabaya

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