Arief Muhammad

Arief Muhammad

Entrepreneur, Digital Marketer & Content Creator

Serial Entrepreneur, Founder of RM Padang Payakumbuah, and Creator of Viral Marketing Campaigns.

About

Serial entrepreneur and digital marketing strategist with over a decade of experience in personal branding, viral content creation, and business scaling. Pioneered modern digital influence in Indonesia starting from the iconic @Poconggg account. Founder and owner of multiple national consumer brands across F&B, automotive, and retail industries, including RM Padang Payakumbuah, Prepp Studio, and Ternak Kost.

Pendidikan: Bachelor — Law - Universitas Trisakti

Experience

  • Founder & Chief Executive Officer — RM Padang Payakumbuah

    2022 - Present

    Built and scaled an authentic West Sumatran culinary franchise from the ground up to dozens of branch locations across Indonesia. Designed viral campaign mechanics and strategic influencer partnerships that drive high-traffic grand openings and long-term brand loyalty.

  • Co-Owner & Brand Director — Prepp Studio

    2021 - Present

    Spearheaded creative brand campaigns and guerilla marketing tactics for men's apparel, including high-profile international activations (e.g., Prepp Studio in New York & Vesprepp giveaways) to capture market share in Indonesian streetwear.

  • Digital Media Creator & Marketer — Akber / Content Creator Studio

    2010 - Present

    Managing multi-platform personal media channels across YouTube, Instagram, and X (Twitter) with millions of combined followers. Partnered with major national and global brands for storytelling-driven digital marketing campaigns.

Skills

  • digital marketing strategy
  • brand building
  • viral strategy
  • Franchise Operation
  • Personal Branding
  • Strategic Partnership

Projects

  • Payakumbuah - Scaling Authentic Padang Cuisine Nationally

    F&B Business, Brand Launch, Guerilla Marketing

    Payakumbuah Group

    Founder & Head of Marketing

    Differentiating a new Padang restaurant in a highly competitive market where traditional and established Padang restaurant chains already dominate.

    Leveraged personal storytelling around authentic Minang ingredients, created interactive social media voting/challenges, and appointed strategic public figures as brand ambassadors for branch openings.

    Expanded rapidly into dozens of branches with high daily traffic, creating a recognized lifestyle F&B brand with strong social media presence.

  • Ikoy-Ikoy Movement - Organic Audience Engagement Campaign

    Digital Strategy, Community Building, Social Media

    Self-Initiated / Brand Partners

    Campaign Creator & Executor

    Finding a novel, spontaneous method to reward digital followers while providing high-ROI visibility for participating business brands.

    Designed a direct DM-request giveaway format on Instagram Stories, partnering with brands to fulfill follower wishes in real-time.

    Triggered a nationwide social media trend participated by top celebrities and brands, generating hundreds of millions of organic impressions across platforms.

Contact