Hi, I'm Deden
Sembada.
AI & Data Product Leader · 13+ years turning ambiguous problems into working systems
This isn't a course or a step-by-step guide. It's where I write down what 13+ years of working across data, product, and AI have actually taught me — the context and thinking that usually only comes from being in the room when things went wrong, and figuring out why.
Experience
Not about tools.
About how to think.
A lot of people learn the tools but still struggle to apply them in real work. Most tutorials explain the steps. Few explain the why.
Context Before Concepts
Every topic starts from a situation you'd recognize from real work, not a definition or a framework.
Reflective, Not Performative
Written like a conversation with someone who's been confused, wrong, and course-corrected in this industry — not someone performing expertise.
Thinking Over Tactics
Tools keep changing. What matters more is how you frame the problem and evaluate the decision.
From web developer to independent
AI & data product leader.
Data is more than numbers. Technology is more than tools. What's stayed constant is the goal: help people make better decisions, grounded in real context.
Starting Out
Web Developer → System Analyst → Project Manager · Leo Burnett Group Indonesia
Started in web development, then moved into systems analysis and project management — coordinating campaigns for McDonald's Indonesia, Samsung Indonesia, and Marlboro Indonesia. This is where I learned to translate business needs into things people actually use.
Building the Data Foundation
Data Analyst → Data Analytics Manager · KMK Online & KapanLagi Youniverse (KLY)
Grew from Data Analyst into Data Analytics Manager, deploying self-service BI and establishing KPI/OKR frameworks that gave 5+ departments a shared source of truth.
Building Products on the Side
Co-Founder & Technical Lead · SCL Studio
Co-founded SCL Studio, a digital technical agency delivering data-driven web products. Delivered 50+ projects for 50+ clients — full-cycle, from scoping to deployment — while leading analytics at KLY in parallel.
Leading Data at Scale
Head of Data Analytics · KapanLagi Youniverse (KLY)
Owned KLY's end-to-end data ecosystem — a 10-layer pipeline across tracking, ETL, BigQuery, and visualization — and initiated an AI-integrated CMS for editorial teams covering research, generation, and monitoring. Led and mentored a team of 5–8 analysts, cutting cross-team reporting time by 30–50%.
Independent Product & Data Partner
Independent Consultant — AI Product & Data Analytics
Now working as a full product technical partner across multiple clients — including AtlasNexus, an AI-powered YouTube creator ecosystem platform — scoping products, building roadmaps, and co-building with engineering teams from concept to live product. Open to remote leadership roles worldwide.
Recharging with things that keep me curious.
Outside work, I recharge by exploring things that keep me curious — tracking tech trends, reading about how people work, and occasionally hiking to reset perspective. It's what keeps me sharp and grounded.
I also enjoy road trips with family — finding new places and food along the way. Those moments create the balance that lets me show up better at work.
Want to work together?
Have a project, a consulting need, or just want to talk through a data, AI, or product problem? Reach out directly — I read and reply to everything myself.