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Niken Sasmaya has a diverse work experience in various companies. Niken is currently working as the Chief Business Officer at NOICE since August 2021. Prior to that, they had a long career at YouTube, starting in 2013. Niken'sroles at YouTube include Global Program Manager, Creator & Artist Development Team Lead for Southeast Asia, and Partner Manager for Southeast Asia. Before joining YouTube, Niken worked at Google as an OPG Account Manager for Emerging Markets, focusing on growing the Indonesian market. Niken also had early experience at GroupM as a Jr Digital Lead and at Unilever as an Assistant Brand Manager.

Niken Sasmaya attended Universitas Padjadjaran from 2005 to 2009 and completed a Bachelor's degree in Marketing Communication.