Selling custom jewelry is no simple task—the products are personal, the consideration process is long, and the audience is highly specific. It requires a strategy that not only grabs attention but also builds trust before someone decides to order. This is where my role comes in—working cross-functionally to ensure every campaign concept is executed effectively and targets the right audience.
Esthoria Jewelry is a custom jewelry brand targeting couples preparing for marriage or searching for unique, personal rings. I joined as a Digital Marketing strategist within a team consisting of sales, social media specialists, advertisers, and graphic designers. I was responsible for planning thematic campaigns (such as Desemberia and Januwelry), coordinating cross-functional executions, and managing paid traffic strategies across multiple platforms to drive qualified leads to the sales team.
I worked cross-functionally with the social media and advertiser teams to design and coordinate paid media campaigns for Esthoria Jewelry. My primary focus was building brand consideration, driving qualified leads, and boosting offline retail store traffic.
These campaigns ran across platforms like TikTok Ads, Shopee Ads, Tokopedia Ads, and Meta Ads (Instagram/Facebook) using a local geo-targeting strategy focused on Yogyakarta and surrounding areas. Each channel was optimized to match audience behavior: utilizing Tokopedia’s cart broadcast chat features, Shopee’s affiliate influencer network, to TikTok video ads.
Through planned budget allocation and tight Marketing Cost Ratio (MCR) analysis, these cross-platform campaigns proved that marketing expenses could stay efficient against revenue targets while supporting balanced growth for both online and offline stores.
