Rugun Siagian

hajime. atelier is a 360 marketing and product development consultancy based in Indonesia. Backed by a founder with nearly 8 years of hands-on experience across diverse industries, specializing in crafting data-driven yet creative go-to-market strategies, brand positioning, and customer insight research. hajime. atelier brings the mindset of an in-house marketer combined with a consultant’s clarity — helping both new and established small businesses launch, reposition, or grow smarter with lean budgets and impact-driven strategies.

- Tracked and analyzed competitor strategies — including product initiatives, market positioning, and feature comparisons — to deliver actionable insights that shaped product and marketing decisions. - Identified new target markets and untapped growth opportunities, enabling the company to anticipate trends and align upcoming products with evolving customer needs. - Explored and validated new product ideas, diversification opportunities, and differentiation strategies, conducting in-depth studies to support product innovation and strengthen market positioning. - Led research initiatives for product development and feature enhancement, generating key findings that directly informed business strategy and guided data-driven decision-making.

- Planned and executed integrated marketing strategies across multiple channels — including content creation, influencer partnerships, brand collaborations, digital campaigns, live shopping, PR, and events — to strengthen brand presence and drive customer engagement. - Optimized campaign performance through continuous monitoring, data analysis, and A/B testing, ensuring marketing investments translated into measurable business impact. - Led and coordinated a cross-functional marketing team (copywriter, designer, content creator, and digital marketing specialist), fostering collaboration and aligning efforts to deliver consistent brand messaging and results-driven campaigns.

Anyway Sunday began as a passion project — an ethical and sustainable take on loungewear. What started as a personal creative outlet soon grew into a brand with a vision: to bring the feel-good, tranquil energy of Sunday into everyday life. After a decade immersed in hustle culture, I found myself longing for moments of pause and presence. Sundays became my sanctuary — a day to dress comfortably, enjoy good food, and play music. That sense of ease and joy inspired me to design collections that serve as a reminder to slow down, be present, and thrive. As a full-time creator, I developed and shared Anyway Sunday’s collections, shaping its vision and mission around mindful living and sustainable fashion. Currently, this project is on pause — but I look forward to continuing and expanding it when the timing is right.

- Developed the branding foundation by shaping the brand persona, crafting key messaging, and defining the initial marketing strategy for pre-launch and launch phases. - Created and managed multi-channel content (social media, newsletters, blogs), ensuring consistent voice and engagement across platforms. - Monitored and analyzed digital performance metrics on a daily, weekly, and monthly basis, translating insights into actionable improvements. - Designed and implemented promotional strategies — including pricing models and time-limited offers — to boost traction and conversions. - Built and nurtured an online community, curating exclusive perks to increase loyalty and engagement. - Led qualitative customer research during the pre-launch stage to identify true USPs, refine the offering, and develop courses that resonated with the target audience.

- Oversaw end-to-end marketing communications for four property projects, including digital and social media campaigns, promotions, events, and cross-industry collaborations. - Ensured seamless execution of all marketing activities in line with brand guidelines, budgets, timelines, and key project milestones. - Coordinated cross-functional teams — PR, Digital & Social Media, and Visual Design — to deliver integrated campaigns and maintain consistent brand presence across channels.

In July 2013, together with four fellow university peers, I co-founded an independent architecture firm as a side project. Over the following years, we worked on a range of architecture and interior projects, combining practical execution with strong creative direction. The firm was rooted in our shared idealism in architecture — serving as both a professional studio and a creative lab where we could brainstorm, experiment, and deliver personalized, human-centered design solutions. This experience gave me hands-on exposure to entrepreneurship, project execution, and creative collaboration, while deepening my perspective on building ideas into tangible results.

- Managed internal and external communications, including event organization, content creation, and vendor coordination for media and press activities. - Planned and executed large-scale financial literacy initiatives, while also initiating customer segmentation research to better understand and serve key audiences. - Produced regular market and industry reports, delivering insights that informed both business and product strategy. - Contributed to product development and system enhancements, ensuring solutions aligned with customer needs and market opportunities. - Conducted continuous market research and competitor analysis to track trends and anticipate industry shifts.

- Managed day-to-day store operations and supervised staff to ensure smooth workflows and excellent customer service. - Oversaw visual merchandising and product displays, maintaining brand standards and optimizing for sales impact. - Monitored and analyzed sales performance on a daily, weekly, and monthly basis, preparing business reviews and identifying areas for improvement. - Developed action plans to boost sales, including coaching and motivating staff to maximize individual and team performance.

- Designed store facades within mall environments, ensuring each concept balanced the tenant’s brand identity with the mall’s overall architectural style. - Oversaw and contributed to the fit-out process, translating design intent into high-quality execution. - Served as project coordinator, liaising between tenants, contractors, and mall management to ensure projects were completed on time and aligned with design and brand standards.