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Thoughtful marketing leadership

Cindy
Novelly

Marketing Leader

Good marketing starts with understanding people.

Marketing strategy, brand communication, digital marketing, and project management—connected through thoughtful execution.

Explore selected work Connect on LinkedIn

PeopleBrandsSystems

Paper, pencil, coffee beans, a tea leaf, and rice grains arranged as a creative still life
Cindy Novelly, marketing leader People, culture, communication
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01 A point of view

A curious mind shaped the work

Cindy Novelly pointing toward the story
People, culture, behavior, research

A background in Sociology Anthropology brings a people-first lens to marketing.

That perspective connects culture, behavior, research, and communication with the way brands meet people.

  • Marketing strategy and communication
  • Digital content and brand management
  • Projects, operations, and coordination

02 Selected work

Projects brought ideas into the world

Open a project to see its role, context, scope, and supporting work.

Cindy and a colleague at a three-brand exhibition booth
Brand activation
01Event coordination BCA EXPOversary 2026 View the case
Role
Project Manager
Context
Brand representation at the event
Scope
Planning, coordination, Solitare and Hallway activation, and on-site execution
Cindy at an IHEAC and JIAVS event display
Exhibition presence
02Project management IHEAC / JIAVS View the case
Role
Project Manager
Context
Brand representation and activation within the event
Scope
Brand integration, event coordination, and execution
Cindy and colleagues at an IHEAC and JIAVS event
Event participants gathered at an IHEAC and JIAVS venue
Cindy at an IHEAC and JIAVS venue
Product display at the IHEAC and JIAVS event
Cindy and a colleague at an event display
Cindy at the IHEAC and JIAVS activation
Cindy and a colleague at the event activation
Cindy presenting a product display at a BCA event
Campaign execution
03Brand experience BCA EXPO / SOLIPRO View the case
Role
Project Manager
Context
Priority tenant placement for Solitare
Scope
Project planning, brand presence, coordination, and execution
Outcome
Strongest campaign performance among recent projects.

BCA project photography

Cindy at a BCA event activation
Cindy at a BCA project event with a colleague
Cindy and a colleague at a BCA event display
Cindy beside a BCA project display
Cindy at a BCA event venue
Colleagues together at a BCA event
Cindy at a BCA event display
Cindy with colleagues at a BCA event
Cindy at a product display during a BCA event
Professional video camera rig
Video production
04Lexa Planner Paid Promotion Video Content View the case
Context
Lexa Planner
Scope
Content management, social media, paid promotion, and video content
Stalls along Pasar Gang Baru in Semarang
Gang Baru, Semarang
05Research film Ethnovideography View the case
Output
Perempuan Buruh Gendong Pasar Gang Baru Semarang
Scope
Research and film production about gender, livelihood, and the breadwinner role of female porters at Gang Baru Market, Semarang
Mount Merapi above a green river valley
Mount Merapi
06Academic research Students Science Week / Kemendikbud Ristek View the case
Context
Boyolali community and challenges around Mount Merapi
Scope
Research and academic writing on food security and community survival strategies
Article
Memayu Hayuning Bawana: Sedekah Gunung Merapi Sebagai Mitigasi Bencana Dalam Ketahanan Pangan Masyarakat Desa Lencoh, Selo, Boyolali Berbasis Local Wisdom
Read the journal article

03 The path so far

Experience built one layer at a time

Hands-on digital work grew into leadership, project direction, and marketing operations.

Current · parallel leadership roles

The same Marketing Leader role spans two PT entities.

Marketing Leader

PT Admiral Paragon Jaya

Indibro and Constantea

Marketing Leader

PT Atlas Mega Jaya

Primaris

Earlier chapters

  1. Digital Marketing

    PT Admiral Paragon Jaya · a transition into broader marketing leadership

  2. Digital Marketing Specialist / Copywriter & Content Planner

    Lexa Planner · digital strategy, SEO, advertising, social media, content planning, copywriting, and live streaming

  3. E-commerce Specialist

    Premiumyuk · e-commerce, marketplace, digital strategy, and engagement

  4. Admin E-commerce

    Hooh Fashion · e-commerce, advertising, and analysis

  5. Research & Development

    Indonesian Marketing Association · scholarly research and business development

  6. Social Media Specialist

    Highest Marketing Agency · social media, content, and digital marketing

04 From direction to delivery

Leadership connects the whole picture

A clear line of responsibility links people, companies, brands, and channels.

  1. 01Cindy NovellyMarketing Leader
  2. 022 PT entitiesAdmiral Paragon Jaya · Atlas Mega Jaya
  3. 033 brands Indibro Constantea Primaris
  4. 044 core channelsInstagram · TikTok · YouTube · Website

How the work moves

Better systems make room for better work

Structured coordination and standardized workflows support task tracking, cross-team work, and campaign delivery.

  • ASlack for team communication
  • BClickUp for task and project coordination
  • CProfessional AI tools and workflow automation

05 Work that adds up

What changed through the work

Scope, systems, and observable operational improvements.

2

PT entities under the marketing function

3

Brands within the portfolio

4

Core digital channels

Operational impact

Reduced resource/time utilization to approximately 65% of the previous baseline.

06 The toolkit

Skills shaped by practice

Connected capabilities across strategy, creative work, research, and delivery.

Marketing

Digital marketing · Marketing communication · Marketing strategy · Digital strategy · Advertising · Brand communication

Content & creative

Content strategy · Content planning · Copywriting · Content management · Social media · Video content

Projects & leadership

Project management · Team supervision · Cross-functional coordination · Workflow management · Marketing operations · Leadership

Business & commerce

E-commerce · Marketplace management · Business development

Research & analytics

Research · Scholarly research · Analytical skills · SEO

Tech & workflow

Slack · ClickUp · Professional AI tools · Marketing workflow automation

Universitas Diponegoro campus building

07 Where it started

Study made people the starting point

Universitas Diponegoro

Sociology Anthropology

2021 — Jul 2025

On campus

Indonesian Marketing Association

Research & Development · Jan 2023 — Jul 2024

Indonesian Marketing Association students at a university event
Cindy presenting during a university project
Cindy attending a university marketing activity with classmates
Collage of Indonesian Marketing Association activities

Campus photograph: Universitas Diponegoro.

08 Moments worth remembering

Recognition for ideas and effort

  1. 2023

    Grantee of National Student Creativity Week · KEMENDIKBUD

  2. 2023

    3rd Place, Business Plan Competition · Indonesian Marketing Association UNIKA

  3. 2022

    2nd Place, Students Science Week · KEMENDIKBUD

  4. EF SET

    English Certificate · 64/100 · C1 Advanced

2023 PKM certificate listing Cindy Novelly among Universitas Diponegoro research funding recipients
2023 PKM research funding certificate
IMA Certificate of AppreciationView certificate PDF

Epilogue The next page

Let’s write what comes next

For conversations about marketing leadership, projects, or collaboration.

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