Dekoruma is a furniture retailer with a growing network of standalone stores across
Indonesia.
Marketing at Dekoruma is responsible for creating demand and store traffic, not relying on
mall footfall or inherited brand equity.
We are looking for a Head of Marketing to lead how demand is created, shaped, and
converted across our business with Retail as the primary focus, followed by Interior and
Property.
The Business Context
Furniture marketing in Indonesia does not have many proven references.
The category leader grew primarily through store expansion.
Global brands rely on long-established brand equity.
Mall-based retail depends on foot traffic that marketing cannot directly control.
Dekoruma operates differently.
Our stores are mostly standalone, our brand is still being built, and marketing must actively
create traffic, not just amplify it.
What This Role Is Accountable For
- Driving store traffic and demand quality.
- Ensuring marketing decisions reflect commercial outcomes, not just visibility or
- engagement.
- Setting clear standards for what effective marketing means, even when attribution is
- imperfect.
- Balancing brand building, promotions, and performance within realistic budgets.
- Making clear trade-offs and stopping activities that do not work.
You are not expected to run every channel.
You are expected to set direction, make decisions, and raise the bar.
Scope of Leadership
You will lead and develop the following teams:
- Area Marketing. Focused on local traffic generation, OOH, store visibility, and promotional execution in close collaboration with store teams.
- Social Media. Increasingly short-form and demand-shaping, with expectations tied to real customer interest and store visits.
- Performance Marketing. Your role is to ensure alignment with business outcomes, not platform-defined success metrics.
- Creative. An in-house production team. The focus is on building strong product understanding and communicating furniture attributes credibly. Everyone will claim selling comfortable sofa elegant design we need to explain why ours is comfortable and elegant.
- Partnerships. Primarily bank and payment promotions, and collaboration with Blibli-Tiket group and affinities.
How Success Will Be Evaluated
- Store traffic grows in ways the business can explain.
- Sales teams see better-qualified customers.
- Promotions are intentional, not calendar-driven.
- Marketing discussions are grounded in trade-offs and data, not opinions.
- The organization has clearer conviction about what works and what does not.
What We're Looking For
- Proven experience leading marketing in physical retail or other high-consideration categories.
- Strong commercial judgment and comfort working with imperfect attribution and real-world data.
- Experience building demand rather than relying on inherited traffic or brand equity.
- Ability to lead diverse teams across offline, digital, creative, and performance functions.
- Comfortable operating in Indonesia's market context and regional differences.
What This Role Is Not
- Not a brand-only role.
- Not a digital-only role.
- Not a role with perfect data or clear attribution.
Why Join Dekoruma
This is an opportunity to shape how modern retail marketing should work in Indonesia in
a business where marketing decisions have visible, commercial consequences.
