Ayu started her career as a strategist at dentsu before deliberately expanding into the creative domain. Over the past two decades, she has built a rare hybrid career—spending roughly equal time in both strategy and creativity—enabling her to move seamlessly between the two and challenge the conventional divide between thinking and making.

Her work is driven by the belief that effectiveness is not simply the outcome of execution, but the result of bold strategic intent translated into intriguing, idea-led solutions. She specializes in developing borderless creative approaches that span from upstream business strategy to communication design and activation, always grounded in real business impact. Her experience covers a wide range of global and local brands across categories including beauty, healthcare, beverages, fashion, and country branding initiatives.

Ayu has served as a juror for major international and regional awards, including Cannes Lions Health & Wellness (2017), Spikes Asia Strategy & Effectiveness (2022), ACC Marketing Effectiveness (2018–2021), and ACC Media Creative (2025), bringing a perspective that values both creative ambition and measurable results.