Most growth roles ask you to run campaigns. This one asks you to own a number.
Why this role exists
Digital is the biggest growth lever at BukuWarung — and the one that's had the least senior firepower behind it. Influencers and telesales carry the engine today, performance marketing hasn't scaled, CRM is reactive, and cross-sell between products barely exists. This role exists to fix that: diagnose the merchant funnel, ship the fixes, and own digital revenue as a P&L — not a marketing budget.
What You'll Own
- The digital revenue P&L across 4 products — BukuAgen, BukuPay, BukuModal, and BukuSimpan. Hands-on across Meta, TikTok, and Google: creative testing, audience structures, bidding, funnel diagnostics.
- The full CRM & lifecycle stack — push, in-app, WhatsApp, email — built around segmentation, cohort logic, and reactivation flows designed to move the number, not just send messages.
- The merchant funnel and cross-sell engine — map where each product's funnel breaks down, find the one or two leverage points that actually compound, and ship the fix. The biggest one: converting BukuWarung's bookkeeping base into BukuPay, BukuModal, and BukuSimpan users through CRM, in-product nudges, and WhatsApp.
- The number, end to end — if digital misses for the month, you raise your hand first and you fix it.
- Full acquisition funnel: from reach -> top funnel > conversion -> until activation through multiple channels
The team and the standard
- You manage the current Growth Manager (strong on 0-to-1 channel discovery, still growing into hands-on performance/CRM ops at scale) and raise the team's bar.
- You hire what's missing and make the hard calls on talent where the level isn't there yet.
- You're not learning AI on the job — you already use it daily for creative, audience research, copy, analytics, and reporting — and you'll codify that as how the team operates.
The expansion
- By month 12, you stand up the Philippines digital function with the local team — not a copy-paste of Indonesia, but a model built for the PH merchant.
What We're Looking
- 8-12 years in growth, performance marketing, or CRM at a fintech, payments, lending, or consumer app company. You have owned a digital revenue number end-to-end. You can quote the starting point, the ending point, and what moved it.
- Hands-on operator on Meta, TikTok, and Google in the last 12 months. Specific campaigns, specific budgets, specific outcomes. Not a director who briefed an agency.
- Built or run a CRM and lifecycle engine at scale across push, WhatsApp, email, and in-app. The full stack, not one channel.
- AI-native today. Not learning it on the job. You use AI daily for creative, analysis, experimentation, and reporting, and you can name 3 things you shipped this quarter that would not have shipped without it.
- Managed 5+ direct reports. Hired, coached, and made the tough calls when the level was not what the role needed.
- Comfortable in a 1-2/10 environment. The Digital function is underbuilt. You are coming in to build it, not to optimise a steady-state machine.
- You write clearly, concisely, and without filler. Writing is how decisions get made at BukuWarung.
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