Graduated from Faculty of Psychology, University of Indonesia, but then attracted to explore new territory in consumer behaviour, she took Masteral degree of Marketing/Advertising at University of Santo Tomas, Manila Philippines. Thereafter, she built her career in Advertising industry for around 15 years, started from a Trainiee Executives at Lowe Indonesia - was previously known as Lintas - until then she was appointed to be the Regional Group Account Director for Oral Care Asia to handle Unilever Oral Care account. Other experiences in handling varied kind of industries: Restaurant (Pizza Hut), Pharmaceutical (Medipharma, Konimex), Ceramic (KIA), Confectionary (Nestle Polo & KitKat), FMCG (Detergent).

She also had short stint working in Matari Advertising a leading national agency as Strategic Planning Director experiencing handling local account like Bank BRI, Total Detergent, Wismilak Diplomat and some others, before she was back to a multinational agency at Y&R Indonesia being a General Manager and managing leading account of all Danone Water brands, Milkuat, Belfoods and part of the initial set up support for VMLQais the Digital division.

Finally she found her home at IKEA Indonesia joining in December 2013 as Deputy Marketing Manager and appointed as Marketing Manager by October 2014.