Michael (Mac) believes the true work of brand and marketing is not simply to communicate, but to create meaningful connections between people and brands. To build those connections, he begins by decoding human behavior, how people think, feel, choose, and form habits. Drawing from psychology, sociology, anthropology, culture, economics, and language, he sees human insight as the raw material from which enduring brands are built.
As Head of Retail Banking Brand & Marketing at Bank Jago, he leads the bank’s brand strategy, creative, public relations, and integrated marketing initiatives with one clear intention: to make banking feel more human, more relevant, and more present in people’s everyday financial lives.
Over the past two decades, Mac has built brands across banking, telecommunications, pharmaceuticals, beauty and personal care, and FMCG. In the last ten years, his work has been deeply rooted in digital banking, where he has spent much of his career nurturing one of Indonesia’s earliest digital banking brands and helping shape how modern financial brands connect with a new generation of customers.
His perspective is shaped by both a career built from the ground up, and by an enduring curiosity about people, culture, and the subtle shifts in how society lives, aspires, and evolves. For Mac, the strongest brands are never built by technology alone, but by making technology feel intuitive, personal, and deeply meaningful to the humans it serves.
