"Growing up always drawing, cutting and pasting things together — it wasn't until I worked as a journalist and saw an art director working with linotypes on a light table that I realized what I loved had an actual job title."

Born and raised in Jakarta, Indonesia, I was always curious, never stayed put — trying everything that seemed interesting, challenging, or just because. I drew portraits, sketched letters, and traced them with an X-Acto knife. I also dabbled in photography, gigged as a paparazzi in high school, became a journalist, music promoter, and researcher, all while studying at Universitas Indonesia.

I became enchanted with research methodology, how to systematically collect and analyze numerical data to explain, predict, or generalize human behavior and social phenomena. I thought my path would be in academia as I pursued my Master’s at S.I. Newhouse School of Public Communications in Syracuse, but then the internet came along (with all the speed and vast possibilities — “I can code? And animate? And it goes there?”) and the rest is history.

So who am I?

I’m a highly strategic creative leader dedicated to fueling innovation, uncovering insights, and advancing B2B & B2C brands through customer-centric solutions. Currently heading brand & creative services for PubMatic (Nasdaq: PUBM), I own how the brand show up—strategically and visually—across every touchpoint as the business grows, and scale it with discipline and creativity.

  • Deliver award-winning creative solutions for global brands. Extensive experience in driving brand engagement across platforms—from strategic planning, persona development. and customer journey mapping to messaging, concept development. and UX design. Strong technical knowledge, creativity & innovation to solve problems and maximise future opportunities.

  • Globally minded, inventive, strategic, and creative thinker. Highly skilled in pulling a brand apart and connecting it to culture and data, helping it understand itself and the world around it as it moves forward. Well-versed in research methodologies, from qualitative consumer research to quantitative methods, particularly visual content analysis.

  • Architect and streamline creative operations at scale—building the systems, workflows, and infrastructure that accelerate output without sacrificing quality. Implement innovation platforms and automation frameworks that unlock capacity for higher-order creative work. Bridge creative vision and operational execution to drive consistency, accountability, and agility across global teams.

imelda@isuriato.com

CV