Go-to-Market Lead

Role purpose

Own how Nexus products reach customers and become habitual: translate product strategy into a clear market narrative, intuitive digital journeys, channel readiness and measurable launch and growth execution across XLSmart touchpoints.

What success looks like

· A launch-ready AI Hub and product journey across myXL, AXISnet, MySF, WhatsApp and relevant digital touchpoints.

· A focused acquisition and activation plan that brings the right segments to a first valuable AI outcome quickly.

· A measurable lifecycle-growth engine covering onboarding, repeat use, upsell, retention and win-back.

· A clear, trustworthy Nexus narrative that makes AI useful and accessible rather than technical or confusing.

Key accountabilities

Positioning and target-segment activation

· Convert the Product & Commercial Strategy Lead's proposition into a simple positioning, customer narrative and reason-to-believe by target segment.

· Define priority segments, campaign audiences, audience exclusions and channel-specific value messages.

· Create clear launch narratives for AI Hub and individual experiences, including trust, safety, Bahasa Indonesia and value-for-money messages where relevant.

Digital journey and channel readiness

· Design the end-to-end customer journey across myXL, AXISnet, MySF, WhatsApp and other approved channels: discovery, click-through, onboarding, trial, entitlement/credit visibility, upgrade, support and return.

· Work with product, UX and technical teams to ensure the AI Hub is easy to discover and guides customers to a useful first task; use action cards and guided workflows alongside conversational interaction.

· Own channel requirements, placement inventory, content, operational readiness, consent/communication compliance and customer-care enablement.

Launch and campaign execution

· Build the integrated launch plan: objective, audience, offer, channel mix, creative, calendar, budget, owners, dependencies and success targets.

· Orchestrate CRM, push, in-app placements, digital performance marketing, social, creator/community activity, retail/customer-care support and other approved activation channels.

· Coordinate campaign agencies and internal channel owners; maintain launch governance and resolve delivery blockers.

Growth and lifecycle management

· Build the acquisition funnel from exposure to click, first successful outcome, repeat use and paid conversion.

· Design onboarding, referral, reactivation, win-back, upsell and cross-sell campaigns based on customer behaviour and product entitlements.

· Run A/B tests on proposition, messaging, creative, journey, channel and campaign mechanics; scale what works and stop what does not.

Performance management

· Own launch and campaign dashboards; identify bottlenecks in the funnel and initiate corrective actions with Product and Commercial/FinOps.

· Report weekly during launch and monthly thereafter on growth performance, customer feedback, channel contribution and learning agenda.

· Ensure all activity complies with brand, privacy, consent and consumer-protection requirements.

Performance measures

· Reach, qualified acquisition and activation rate

· Funnel conversion: exposure → click → first successful use → repeat use → paid conversion

· Cost of acquisition, campaign ROI and incremental revenue contribution

· Channel contribution across myXL, AXISnet, MySF, WhatsApp and other approved channels

· Retention, reactivation and upsell performance

· Launch readiness, on-time execution and quality of customer journey

Required experience and qualifications

· 8+ years in consumer digital go-to-market, growth, CRM/lifecycle marketing, app growth or integrated campaigns.

· Track record launching and scaling digital products through owned digital channels; telco, consumer-tech, e-commerce, fintech or media experience preferred.

· Hands-on experience with app journeys, CRM/push, funnel analytics, campaign optimisation and digital performance measurement.

· Experience coordinating product, UX, engineering, brand, channels, analytics, retail/customer care and agencies.

· Bachelor's degree required; marketing, business, communications or analytics background preferred.

Core competencies

· Customer-centric communication and strong storytelling

· Deep understanding of digital acquisition and lifecycle growth

· Deep Understanding of Agentic Apps and workflows

· Structured operating discipline and launch management

· Comfort with analytics, experimentation and rapid optimisation

· Influence across many channel owners without direct authority

· Excellent English communication; Bahasa Indonesia is strongly preferred

Role boundary and key collaboration

This role owns how customers discover, understand, try and return to Nexus products. It does not decide the product roadmap or approve the financial model; those decisions sit with Product & Commercial Strategy and Commercial/FinOps respectively.