Graduated from highly acclaimed business school in Indonesia; SBM ITB with concentration in Marketing, Primo has developed good skill of brand management. His real passion is in art, design, branding, culinary, and fashion.

Primo has worked for a year in The Brand Union, an international branding consultant under WPP Group as Client Executive. Now Primo is working at DM-IDHolland, another international branding consultant under WIR Group as Consultant.

Besides, Primo has stepped into fashion industry by creating an independent fashion label named Kini. Currently, he is in charge of supervise the production of Kini 2011 collection.

Primo also a regular contributor for Whiteboard Journal, an online publication on design, music, culture, and general affairs.