Here's my 2025 LinkedIn Rewind, by Coauthor.studio:
At the start of 2025, I was finalizing my thesis. By September, I was sitting in a doctoral seminar as a student and standing in front of a classroom as a lecturer.
This year, I made a deliberate pivot: from full-time digital marketing leadership to part-time teaching while pursuing doctoral studies.
Here's how 2025 unfolded:
February — Completed my Master's in Digital Business Strategy from Telkom University (GPA 3.94). My thesis on mobile shopping app adoption using a modified UTAUT2 model became the foundation for what came next.
February — Published my first journal article: "Extended UTAUT2-Based Analysis of User Acceptance of EIGER's Mobile Shopping App" in the Journal Research of Social Science, Economics, and Management.
Read it here: https://doi.org/10.59141/jrssem.v4i7.782
May — Joined Purwadhika Digital Technology School as a part-time Lecturer in Digital Marketing. After years of running campaigns, I now get to share what I've learned with the next generation of marketers.
July — Concluded my role as Head of Digital Marketing at EIGER Tropical Adventure. Grateful for the team and the results we achieved together: 170.59% engagement rate increase, campaigns recognized by MMA Smarties and Marketing Excellence Awards.
September — Started my Doctoral program in Marketing at Universitas Pendidikan Indonesia.
Along the way, I added certifications in Apple Search Ads, Google Ads Search, Brand Management (University of London), and Data Analytics for Business Professionals (IIBA).
Why this shift?
After a decade in performance marketing — driving 162% ROAS improvements, 744% affiliate sales uplift, and building teams that delivered award-winning campaigns — I wanted to contribute differently. Not stop practicing, but start scaling impact through research and teaching.
What I learned this year:
→ Theory and practice need each other. Writing my thesis changed how I approach marketing experiments.
→ Teaching forces clarity. If you can't explain it simply, you don't understand it well enough.
→ Career pivots can be additive, not subtractive.
Grateful to my supervisors at Telkom University, my colleagues and team at EIGER, and my students at Purwadhika for making 2025 a year of growth.
What's next: Deeper into doctoral research, continuing to teach, and staying connected to industry practice.
If you're researching mobile commerce, personalization, or digital marketing strategy — I'd love to connect. Students or early-career marketers interested in mentoring: send me a message.
What was your most intentional career move this year?
#LinkedInRewind #Coauthor #2025wrapped #DigitalMarketing #AcademicJourney
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