F&B & Hospitality
Digital Operations
Business Development · F&B & Hospitality
Thirteen years that started behind an espresso bar and moved through coffee retail, digital marketing and B2B equipment sales into hotels and resorts — and now business development for a premium cigar distributor in Bali. My work sits on the operational layer underneath those businesses: automation, CRM, creative production, product training, and the costing behind pricing decisions. I tend to arrive with the thing already built rather than a deck describing it.
13 yearsSales · marketing · hospitality
Most hospitality businesses do not need five specialists. They need one person who can see how the espresso programme, the pipeline and the month-end numbers connect — and who can build the thing rather than only advise on it. These five overlap constantly; a costing exercise usually turns into a CRM problem, and a content plan usually turns into a training one.
01 — AI & Automation
Recurring admin — quotations, proposals, reports, handovers — rebuilt around templates and reusable prompt systems. On project quotations this took a two-to-three day turnaround down to a few hours.
02 — CRM & Sales Ops
A rep finishes a client visit at five; the record should already exist before they get home. I design the route from form to database instead of training people to type the same thing twice.
03 — Creative & Marketing
Strategy decks are easy to commission and hard to use. I shoot, edit, design and write the actual output, then build the rhythm that keeps it going once the excitement wears off.
04 — Product & Training
Starbucks-certified Coffee Master and a national manual brew finalist, with years training baristas to brand standard, then operator onboarding for venues across Bali — and now cigar product-knowledge programmes for hotel and retail staff.
05 — Costing & Documents
Product costing and HPP, margin and pricing, forecasts and budgets — built so the figures hold up when someone asks how you arrived at them, and written into documents a client will read.
06 — Working together
Usually with one process quietly costing someone a day a week — a report rebuilt every Monday, a costing nobody trusts, a pipeline that lives in one person's head.
Tell me which one it is. I will map it before proposing anything; the diagnosis is often more useful than the pitch, and it is free either way.
Start a conversation →Commissioned engagements delivered for employers and clients, most recent first. Businesses I own sit in their own section below, so nothing here is mistaken for client work. Every figure here is one I can account for in a room.
01
Business Development · PT Tembakau Ventura Internusa
Oct 2026 — present
The Bali operation of a premium cigar distributor — Macanudo, CAO, Captain Black — selling into hotels, bars, restaurants and retail. My brief is to build the business for the long run, not just the next order: grow the on-trade channel into the hotels and resorts I already know from equipment sales, structure consignment and distribution partnerships so outlets can carry the range with confidence, and put product knowledge into the hands of the staff who actually sell it. Underneath that sits the groundwork: a clean picture of stock at every outlet, receivables kept under control, reporting the directors and Jakarta HQ can decide from, and a development path that grows the field team into sales roles.
On-trade channel growth
Consignment & distribution partnerships
Outlet staff product training
Field team development
Board & HQ reporting
02
Internal systems · TVI Bali
2026
Consignment stock was counted on paper and rebuilt in a spreadsheet every month-end. I built a mobile web portal instead: each outlet confirms deliveries with a signature and submits its own month-end count — blind, with a timestamped humidor photo, safe to finish offline on a boat. The team reviews automatically flagged counts, plans refills against par levels and exports the invoice recap for Accurate. Alongside it, a no-login dashboard for the directors — receivables, stock, sales, distribution against target and work in progress — refreshed every morning from the same sources.
Outlet self-count with photo proof
Refill & invoice recap to Accurate
Daily board dashboard, no login
03
Sales Executive & Product Specialist
2024 — 26
Distributor of premium foodservice equipment — Slayer Espresso, Rational, Robot Coupe, Riedel, Halton. I own the full sales cycle without handoffs: site survey, live demonstration in the client's own kitchen, technical consultation, quotation, negotiation, installation coordination and operator training. The pre-sales work sits with me too: running-cost comparisons between equipment variants, payback workings, technical proposals, and training content after handover.
IDR 2.95 Bclosed in six months
200+hospitality accounts in Bali
04
Internal practice · PSI
2025 — 26
Quotations are two different jobs. A standard equipment quote — a known configuration — is repetitive work that should never take an afternoon. A project quote is not: multiple lines, changing requests, utility loads to check, technical rationale to write. I rebuilt both around templates and a reusable prompt system, so drafting collapses and the remaining time goes where judgement is needed: the specification, the price, the client.
2–3 days → 1–3 hrsmulti-line project quotations
Under 5 minstandard equipment quotes
05
Launch, content & paid social · Warung BBQ
2026
A weekend smoked-meats warung in Umalas, selling through dine-in, take-away and frozen pre-order. I took it from strategy to launch and through its first three months: a social audit and ninety-day KPI framework, a nine-post launch campaign ahead of the September opening, the menu and print, and a move of opening hours to dinner once the first weekends showed where demand sat. Then the first paid campaign — a five-day Instagram boost aimed only at Bali — reported back with what to keep and what to change on the next run.
41.9 Kpeople reached in Bali in five days, on IDR 450 K
152×daily reach against the organic baseline
1.17%click-through · IDR 4,490 per 1,000 views
06
Digital marketing · East Java
2021 — 22
Full digital marketing remit for an independent roaster and coffee shop: content strategy across platforms, search visibility for the website, visual assets, and working alongside the sales side so campaigns pointed at commercial targets rather than vanity reach.
Content strategy & production
SEO and organic traffic
Marketing aligned to sales
Businesses I own rather than serve. Kept separate from client work on purpose — nobody signed off a brief here, so these are my own results, not delivered ones. They are listed because running the marketing for something you also have to make payroll on teaches a different discipline.
01
Brand, social & bookings · Own brand
2025 — present
A saxophone performance business I own and run — weekly restaurant residencies in Ubud and Nusa Dua alongside private events. Social is not decoration in this business, it is the whole top of the funnel: venues and event organisers book from what they can see. I built the visual identity out from the logo, generated the feed and Story templates programmatically so every post lands on the same grid without redesigning anything, and run the commercial side behind it — rate card, proposals, performance agreements, invoicing.
3weekly venue residencies
Feed & Story template system
Enquiry → proposal → contract → invoice
02
Founder & owner · West Java
2016 — 21
An independent coffee business I built and ran for five years alongside full-time roles — sourcing, supplier negotiation, inventory, pricing, marketing and daily cash flow. It is where the owner's-side view of equipment ROI, food cost and staffing came from, and the reason capital-purchase conversations with F&B owners land.
Five years, end to end
Front and back of house
Owner's-side cost fluency
Work nobody paid for. I build these to test an idea properly — the argument only holds once the thing exists and can be broken. Three of the four are live and open in your browser.
Please note — everything here is self-initiated and unbuilt for a paying client. Three of the four are working: open them, edit the numbers, break them. They are shown as concepts, not as delivered results.
Why is the same visit typed in twice?
Reps log every client visit on paper in the field, then again in Odoo late at night, if at all. I designed the alternative: one mobile form writing through Google Sheets and Make.com into the CRM, with follow-up activities scheduled automatically. I mapped the field structure, the trigger logic and the failure cases, and put it to the Odoo team — who confirmed it is workable but needs API access and development time neither of us has yet.
Designed with
Odoo · Make.com · Sheets
Status — proposed internally, awaiting API access
Nothing to open — this one is a design, not a build. Listed because the thinking is the deliverable.
Which dishes actually earn their place?
Menu engineering plots every item by popularity against contribution margin — stars, plough-horses, puzzles, dogs. The method is settled, but most kitchens never run it, because it means exporting sales data and rebuilding a spreadsheet each cycle. This does the quadrant maths on your own numbers and writes a plain-language verdict on each item: keep, reprice, rework, or cut. On the sample menu it catches the thing owners miss — the best-selling drink is a plough-horse, not a star.
Built with
JavaScript · rules-based recommendation engine
Status — editable, paste your own sales data
What should a small cafe's site actually do?
Most independent cafe sites open with a photo gallery and a story page. The visitor usually arrives with three questions instead: are you open, where are you, and what is the coffee like. So this one answers them first — a status bar that works out from the current time whether the bar is open, when it closes, and if not, when it opens again, plus a day rail showing today's hours and the busy stretch. The founding story sits at the bottom, under a heading that says as much.
Built with
HTML · CSS · live opening-hours logic
Status — design study, fictional venue
How does a two-person team post consistently?
Small venues rarely fail at social media because the ideas are bad. They fail in week four, on a short-staffed day with nothing shot and nothing scheduled. This fixes each weekday to a content slot so nothing has to be decided on the day, builds a month of posts from rotating formats, then groups every photo the month needs by shooting condition — so twelve posts collapse into about three short sessions, two of which happen before the doors open.
Built with
JavaScript · slot rotation & shoot-list grouping
Status — adjustable month, frequency and venue
What I work in daily, and what it has added up to. The stack is deliberately small: tools I use often enough to be fast in, rather than a list of everything I have opened once.
Make.com · Zapier · Google Apps Script
Claude, ChatGPT, Gemini
Next.js · Supabase · Vercel
Odoo ERP & CRM · Accurate · Google Workspace
Excel — costing & forecasting
Vertical & landscape video · Photography
CapCut, FFmpeg, Canva
Slayer Espresso · Rational · Robot Coupe
Riedel · Halton · Macanudo · CAO
Captain Black · Indonesian & English
2.95 B
IDR closed
In six months, capital equipment
200+
Accounts
Hotels, resorts, restaurants, cafes
13
Years in F&B
Bar, retail, marketing, B2B sales
1–3 hrs
Project quote
Down from two to three days
8
Brands represented
Slayer Espresso, Rational, Robot Coupe, Riedel, Halton; Macanudo, CAO, Captain Black
3
Tools built
Self-initiated and openable — see Concept Lab above
These are the four figures I can account for in a room. There is no client counter and no satisfaction percentage here, because I have not measured either and a number nobody can explain is worth less than none.
Thirteen years, four cities and one habit that carried across all of them: write down what you changed, so tomorrow can be repeated on purpose.
A serious barista keeps records. Dose, yield, extraction time, water temperature — every change logged so tomorrow's shot can be repeated deliberately rather than rediscovered. I learned that at Starbucks as a certified Coffee Master, years before I had a name for it: process discipline.
Running my own coffee business taught the second half. Margin only survives if procurement, inventory and staffing are tracked honestly, and no amount of good service compensates for a cost structure nobody is watching.
Then marketing, then selling capital equipment into hotels, and now building a cigar distributor's Bali business from the outlet up. Same pattern each time: the team held plenty of information, but it lived in someone's head, a WhatsApp thread, or a notebook in the glovebox — none of it repeatable, analysable or reportable with confidence.
The other half is less tidy. I studied communication and wrote my thesis on the editor's role in a public-safety campaign, and I have been making things ever since — films, photographs, decks, interfaces, coffee menus. Process discipline and creative work get talked about as opposites. In a small business they are the same job: you have to invent the answer, then build the system that repeats it without you standing over it.
Currently in business development at TVI Bali, and open to selected project work with F&B and hospitality businesses in Bali and beyond. Email for formal enquiries; WhatsApp gets the fastest reply — ask for Ali.