Role Overview

We are looking for a commercially driven Digital Marketing & Growth Lead to lead the development and execution of our digital marketing and influencer strategy in Indonesia.

This role will be responsible for making campaign & promotion strategies both online and offline, building and managing a strong network of KOLs, financial content creators, influencers, trading communities, and relevant digital partners to drive brand awareness, user acquisition, app registrations, account activation, deposits, and overall business growth.

The ideal candidate should have strong knowledge of the Indonesian digital and influencer ecosystem, excellent commercial negotiation skills, and the ability to manage KOL activities based on measurable business performance rather than visibility alone.

Key Responsibilities

KOL Strategy & Business Growth
Develop and execute the overall KOL and influencer strategy aligned with the company's business and user acquisition objectives
Identify the most effective KOL segments, platforms, content formats, and communities for promoting the company's trading application and services
Build a scalable KOL acquisition pipeline across platforms such as TikTok, YouTube, Instagram, X, Telegram, and other relevant channels
Continuously explore new KOLs, financial educators, trading communities, and digital partnership opportunities to expand market penetration
Develop market-specific KOL strategies based on customer behavior, competitor activities, and emerging digital trends in Indonesia
KOL Acquisition & Relationship Management
Source, evaluate, approach, and onboard high-potential KOLs and content creators
Build and maintain long-term relationships with key KOLs and strategic partners
Conduct commercial negotiations covering collaboration fees, deliverables, performance incentives, campaign periods, and contractual terms
Develop appropriate collaboration models based on each KOL's audience profile and expected commercial contribution
Maintain a healthy KOL portfolio and continuously assess partner quality and performance
Campaign Management
Lead end-to-end execution of KOL campaigns, including campaign planning, briefing, content coordination, launch, tracking, optimization, and post-campaign evaluation
Lead end-to-end execution of online and offline promotional campaigns, including campaign planning, briefing, content coordination, launch, tracking, optimization, and post-campaign evaluation
Work closely with KOLs to develop engaging and locally relevant content while maintaining the company's brand positioning
Ensure campaigns are launched according to agreed timelines, deliverables, budgets, and performance expectations
Coordinate with internal Marketing, Business, Product, Design, Compliance, and Operations teams to ensure smooth campaign execution
Identify underperforming campaigns early and implement corrective actions to improve results
Performance & ROI Management
Establish clear KPIs and performance benchmarks for each KOL and campaign
Monitor the complete acquisition funnel, including:

Reach and engagement
Traffic and app downloads
Registrations
KYC completion
First-time deposits / funded accounts
Customer acquisition cost
Conversion rate
Customer quality and retention
Trading activity and overall commercial contribution

Evaluate KOL performance based on actual business contribution and ROI, not solely on follower count or engagement metrics
Optimize budget allocation toward high-performing KOLs, channels, and campaign formats
Prepare regular performance reports, market insights, and recommendations for management
Market & Competitor Intelligence
Monitor competitor KOL strategies, campaign activities, influencer partnerships, promotions, and market positioning
Stay updated on emerging KOLs, content trends, trading communities, social media platforms, and customer behavior
Identify new opportunities that could strengthen the company's competitive position in the Indonesian market
Provide actionable market intelligence and recommendations to regional and local management
Compliance & Brand Governance
Ensure all KOL activities and promotional content comply with applicable company policies, advertising requirements, and financial promotion guidelines
Work closely with Compliance and Legal teams before launching campaigns where regulatory review is required
Ensure KOLs clearly understand prohibited claims, communication requirements, risk disclosures, and brand guidelines
Monitor published content and take immediate corrective action where content creates potential regulatory or reputational risk
Team & Stakeholder Management
Lead, coach, and develop KOL Specialists or other team members where applicable
Set individual and team targets and monitor performance against agreed KPIs
Establish clear workflows for KOL sourcing, assessment, onboarding, campaign execution, payment, and performance review
Collaborate closely with local and regional stakeholders to align KOL activities with overall business priorities

Requirements

Bachelor's degree in Marketing, Business Administration, Communications, or a related field
Minimum 5 years of experience in KOL management, influencer marketing, digital marketing, partnerships, or performance marketing
Minimum 2 years of experience in a supervisory or managerial capacity is preferred
Strong understanding of the Indonesian KOL, influencer, digital content, and social media ecosystem
Experience in Forex, FinTech, financial services, crypto, online trading, investment, gaming, or other performance-driven digital businesses is highly preferred
Proven experience sourcing and negotiating directly with KOLs and influencers
Strong understanding of performance marketing and customer acquisition funnels
Able to analyze campaign data and make commercially driven decisions based on ROI
Strong negotiation, relationship management, communication, and stakeholder management skills
Hands-on, proactive, and comfortable working in a fast-paced and target-driven environment
Strong leadership skills with the ability to manage both internal teams and external partners
Fluent in Bahasa Indonesia and good command of English, both written and spoken

Digital Marketing & Growth Lead Manager