I lead digital marketing end to end: the strategy, the budget, the team, and the number it has to hit. Before this I was a branch manager in financial services, closing a P&L every month. The channels were new when I switched. Being accountable for the result was not.
I changed field in 2024. I did not change how I work.
Closing a branch P&L every month became pricing the work and answering for the margin.
Collections and credit quality became retention, and knowing which client relationships are worth keeping.
A team with a monthly target became a team with a delivery standard.
Most candidates run channels inside someone else's structure. This is the whole desk, not a job description.
01Profit and loss
The number I answer for.
Pricing, margin, and the cost of delivery. I reshaped the strategy, the service mix, and the delivery model, which took revenue up 40% year over year and cost efficiency up 30% against it. I decide what work is worth taking and what it has to earn, then I answer for the result at the end of the month.
02Clients and sales
Winning the work, then keeping it.
Pitching, scoping, and the relationship long after the first invoice. The client base grew 50% under the same delivery model. Health, fintech, B2B software, logistics, research, and food, each with a different buyer and a different sales cycle.
03Team
The people, and the standard they work to.
Hiring, coaching, workload, and quality control. I set how the work gets done so the output does not depend on who happens to be assigned, and so an account can change hands without the client feeling it.
04Channels
Paid, marketplace, SEO, and organic social.
Strategy, targets, and the standard on all four. Day to day the team runs the accounts; I come in when something escalates or a number stops making sense. I ran these channels myself before I ran the people, which is why the plans I sign off survive contact with the platform.
05Capacity
How much the same team can carry.
The internal automation I built took each account handler from 3 to 4 clients up to 6 to 8, across more than 10 retainers. That is the difference between hiring to grow and growing without hiring, and it is a decision made at my desk rather than requested from someone else's.
06Reporting
The numbers every decision is argued from.
Daily performance data pulled and formatted without anyone touching a spreadsheet, so account reviews start from the same figures rather than from four exports that disagree. Built once, running since.
Selected work
Named clients. The situation, the decision I made, and the number that followed.
KuriousID
Market Research Platform · Performance Marketing
The situation
Member sign-ups were expensive and capped, with cost per acquisition far above target.
What I did
Restructured the account onto a Meta Advantage+ campaign with cleaner signals, creative testing, and audience consolidation.
Reshaped strategy, service mix, and delivery model, growing agency revenue 40% year over year, improving cost efficiency 30%, and expanding the client base 50%.
Scaled member sign-ups 251% at 79% lower cost per acquisition, Rp 2,733 against a Rp 13,213 target, for a national market research platform through a Meta Advantage+ rebuild.
Drove ROAS up to 20.95 for an e-commerce store across paid and marketplace channels.
Generated 506 cross-border WhatsApp leads at 15.7% lower cost per lead across five international markets, best market CPL Rp 6,558, for a fintech lender.
Grew an e-commerce store's marketplace revenue 63.9% month over month to Rp 969.7M and cut the cancellation rate from 12.1% to 9.0%.
Lifted organic sessions 52% and improved average Google ranking from 12.57 to 9.30 across an 80 page technical and on-page SEO overhaul.
Built internal automation that took each account handler from 3 to 4 clients up to 6 to 8, across more than 10 retainers, with client reporting automated end to end.
Branch Manager
Smart Multi Finance · Tarakan
Mar 2022 to Apr 2024
Owned the full branch profit and loss, leading marketing, collection, and operations against monthly and annual profit before tax targets.
Managed operational budgets and cash financing sales while keeping credit quality within first installment default thresholds.
Grew the financing booking pipeline through retail and corporate agent relationships.
Assistant Manager
Federal International Finance (FIFGROUP, Astra) · West Java
Jul 2017 to Nov 2020
Led branch profitability across 7 to 9 branches managing up to IDR 1.2T in total assets, after progressing through the Management Development Program.
Turned a loss making branch profitable, reducing net losses and delinquency through preventive and corrective action.
Call Center Officer
Infomedia Solusi Humanika (Telkomsel) · Indonesia
Apr 2015 to Feb 2017
Handled 70 to 90 customer calls a day at 95% or better satisfaction, with average handling time under 120 seconds.
Education and training
Full-Stack Digital Marketing
RevoU2024Final score 84 out of 100
Bachelor of Communication Science, Public Relations
Universitas Islam Bandung2010 to 2015GPA 3.00 of 4.00
Student Development Coordinator
RevoU2026Mentored more than 20 students on CV, portfolio, and LinkedIn, and led weekly career workshops
Systems I built
When the team ran out of hours, I did not ask for more headcount. I built the thing that took the work off the table, and capacity went from 3 to 4 clients per handler to 6 to 8 without anyone working later.
Client reporting that writes itself every morning
Client reporting meant the same manual data pulls every morning, across every account, before anyone could look at a number.
Report turnaround down by 50 to 70%. Combined with the rest of the internal automation, it took each account handler from 3 to 4 clients up to 6 to 8, across more than 10 retainers.
Internal tool
One place to see how every client is performing
Performance data sat in three platforms and a competitor tool, so answering a simple client question meant opening four tabs and reconciling them by hand.
A single source of truth the whole team argues from, instead of four exports that disagree.
Internal tool
First pass hiring, from hours to minutes
High volume roles buried the team in CV batches and rejection emails nobody had time to write properly.
First pass screening drops from hours to minutes, and every applicant gets an answer.
Live web app
Capability mapping without the HR overhead
Mapping what a team is actually good at, and who is ready to lead, normally takes an HR project and a consultant.
Runs in production from a single shared link, with no manual scoring or plan writing.
Businesses lose customers in the gap between a question and a reply, and generic chatbots make it worse by answering with the wrong hours or the wrong branch.
A working demo that runs the full booking flow end to end. Built as a concept for a fictional clinic, not a client engagement.
Live web app
A website that shows live campaign performance
Agency sites claim results in static copy that nobody can verify, which is exactly the claim prospects discount.
Performance is shown as it stands, with no monthly update ritual.
Live web app
Tools and platforms
Every platform here is one I have run myself. That is why I can set the standard on it and tell when a number coming back is wrong.
Paid media
Meta AdsMeta Advantage+Meta CPASGoogle AdsTikTok AdsShopee Ads
Marketplace
Shopee Seller CentreTikTok Shop
SEO
Google Search ConsoleSEMrushTechnical SEOOn-page SEOLocal SEO
Analytics and reporting
GA4Google SheetsLooker-style dashboardsPython ETL
Organic social
InstagramContent strategyContent production
Automation
n8nClaude APINext.jsSupabaseVercel
Hiring for a marketing lead? Send me the role.
Tell me what it has to deliver and who it answers to. I will tell you straight whether I am the right fit.