More than 10 years of experience in advertising world, ranging from creative, media, strategic planning and digital before decided to be in the other end, Nestle. As head of marketing communication, Citra was responsible in taking care of advertising, media, digital, and call center across Nestle’s brands. Later on she was appointed as digital champion to do digital transformation for all brands and employees of Nestle, working across 21 brands to endorse its consumer to become brand advocates and initiating first data management for all brand's family. In 2014, Citra joined Indosat to lead mobile advertising division which spun off to become IMX, Indonesia’s first mobile advertising exchange.