Head of Marketing

Build the brand that changes how Indonesia thinks about GADAI.

For millions of Indonesians, pawning is a lifeline: a fast, practical way to get cash when life happens. But the industry has long been seen as old-fashioned, intimidating, or something people would rather not talk about. Pandai Gadai is changing that.

We are an omnichannel pawn business offering modern, friendly, and transparent secured lending against gold, electronics, and other assets. In a short time we have grown to 300 branches and hold a nationwide license from Otoritas Jasa Keuangan (OJK), which puts us in a position to serve customers across the country. We are still growing quickly.

What makes us different is how we combine trusted physical branches with scalable digital services, so getting liquidity is fast, dignified, and accessible. We are also part of Pandai Group, alongside Pintarnya and Pandai Emas, building a next-generation financial ecosystem around secured lending and gold-based savings and investment.

This is a mission-driven company with real scale, real momentum, and a big ambition: to make pawning inclusive, customer-centric, and something people can feel good about.

The Opportunity

This is not a maintain the brand role. It's a chance to build one.

As Head of Marketing, you will be the architect of Pandai Gadai's brand and growth engine. You'll take a category that consumers rarely love and turn it into a brand they trust, recommend, and come back to. Reporting directly to the CEO, you'll have a seat at the leadership table, the backing to make bold moves, and a nationwide platform: 300 branches, digital channels, and a growing group ecosystem.

Few marketing roles in Indonesia offer this mix: a blank canvas for brand building, a physical network for activation at national scale, and clear commercial impact you can see in the numbers.

What You'll Do

• Define a category-leading brand. Shape Pandai Gadai's positioning, identity, and voice into the friendliest and most trusted pawn brand in Indonesia.
• Lead true 360° marketing. Own the full mix: ATL, BTL, digital, social, CRM, PR, partnerships, and branch marketing, all working as one integrated system.
• Win online. Grow acquisition and engagement through performance marketing, social, content, KOLs, and digital conversion.
• Win on the ground. Turn 300 branches into 300 brand stages, with launches, community and market activations, regional campaigns, and local partnerships that bring customers through the door.
• Drive the business, not just awareness. Link every rupiah of marketing to outcomes like customer acquisition, loan disbursement, repeat usage, and branch productivity. Own the budget and the ROI.
• Set the creative bar. Lead big campaign ideas and direct agencies and in-house creatives to produce work that is distinctive, memorable, and effective.
• Lead with insight. Use customer research, market data, and analytics to find growth opportunities and guide decisions.
• Build the team. Hire, lead, and grow a high-performing marketing team, and manage a strong network of agency and media partners.
• Shape the company. Work with product, operations, sales, risk/compliance, and regional leaders to put marketing at the center of Pandai Gadai's growth.

Who You Are

• 15+ years of marketing experience, including significant time in senior leadership roles (Head of Marketing, Marketing Director, or equivalent).
• A 360° marketer with deep expertise in brand building, ATL/BTL, digital, and integrated campaigns.
• Equally strong online and offline, with a track record of large-scale on-ground activations, ideally across multiple regions or a large retail/branch network.
• Commercially driven. You think in growth, revenue, and ROI, and you've managed large budgets with clear accountability for results.
• Creatively sharp. You have a strong eye for ideas, storytelling, and design, and you know how to push creative teams to their best work.
• A builder at heart. You enjoy fast-growing, entrepreneurial environments where you create rather than inherit.
• Experienced in mass-market or trust-sensitive categories; financial services, lending, fintech, retail, or FMCG is a strong plus.
• Data-literate and insight-led, comfortable moving between big-picture strategy and performance detail.
• An inspiring leader who can build teams and influence senior stakeholders.
• Excellent communicator in English and Bahasa Indonesia.
• Bachelor's degree in Marketing, Business, Communications, or a related field; a master's degree is an advantage.

Why Join Us

• Real impact. Your work will directly affect financial access for millions of Indonesians.
• Scale from day one. A wide network, a national OJK license, and a group ecosystem to build on.
• Leadership access. Report directly to the CEO and help shape the company's direction.
• Room to build. Freedom to set the brand, assemble the team, and define how marketing works at Pandai Gadai.
• Growth. Join a fast-growing group with ambitions well beyond pawning.

Ready to build Indonesia's most trusted pawn brand Apply now.