How would you describe your current role and the biggest challenges you face?

Handling overall growth and marketing to ensure business objectives are achieved accordingly such as generating higher acquisition numbers with lower CAC and higher retention. Such a dream isn’t it?

The biggest challenge is to manage every stakeholders needs and feedback accordingly since marketing is a quite unique part where everybody in the world can criticize your work since our work is transparent to them.

What is a common misconception about the work you do?

That we can create miracles constantly, I mean, we can create miracles but miracles not happening constantly every time we want it.

How did you get started in your marketing career?

Being accepted into a so-called analytics program called International Analytics Development Program, but turns out it’s a program to train fresh graduates all about data driven marketing that a unicorn startup needed.

Describe the most impactful marketing campaign/project you've personally worked on.

Running a brand advocacy campaign using our real users as an effort to maintain marketshare while competitor is giving free money through discount and we manage to do that with this campaign. Manage to maintain marketshare while budget spent is only 10% of the competitors.

What is one marketing trend or change you're not convinced will work for SEA tech brands?

AI won’t give that huge impact, yet. Unless they can also incorporate cultural context.

What is one marketing trend or change that you hope to see more of at SEA tech brands? And, why?

Focused on more story telling, not only focused on discount and other economical related USP since economy-based USP is bad for market education.

What is your favourite marketing resource that you would recommend to this community? And, why?

Reforge, since it’s practical and based on data.

Lastly, where are you based, and where would you take friends visiting your city for the first time?

Based in Jakarta. I will take them on a walking tour exploring Jakarta’s urban areas.