About The Role
Tentang Anak is Indonesia's fastest-growing parenting brand, with multiple product verticals reaching millions of families every year. Our online commerce team is growing fast, and we are at a point where running Digital Ads, Affiliate, Live Commerce, and KOL as separate activities is no longer enough — we need one person who can connect them into a single, high-performance acquisition and conversion system. If you have deep hands-on experience across these four channels and know how to lead a team to deliver measurable business outcomes, this role is built for you.
What You'll Own
1. Digital Ads — Paid Performance (Primary)
- Own the full paid acquisition strategy across Meta, Google, TikTok Ads, and Marketplace Ads (Shopee, Tokopedia).
- Manage and allocate monthly ad spend with strict ROAS and CAC targets, making budget calls based on real-time performance data.
- Lead A/B testing on creatives, audiences, and landing experiences to continuously improve conversion quality — not just volume.
- Translate cohort-level data into targeting refinements that improve buyer quality, not just new buyer count.
2. Affiliate Marketing — TikTok & Marketplace (Second Priority)
- Build and scale the affiliate program across TikTok Shop and marketplace affiliate platforms (Shopee Affiliate, Tokopedia Affiliate).
- Identify, recruit, and manage a tiered network of affiliate creators — from nano/micro to mid-tier — with clear GMV contribution targets per tier.
- Design commission structures, briefing templates, and performance incentives that align creator behavior with business goals.
- Identify overlap between affiliate and KOL channels, and eliminate duplication by designing a unified creator management approach.
3. KOL — Awareness to Conversion
- Oversee KOL strategy with a clear performance lens: campaigns must contribute to awareness, product trust, or conversion — not just impressions.
- Ensure KOL briefs are tied to campaign objectives and that performance is measured beyond engagement rate.
- Coordinate KOL activations with Affiliate and Digital Ads teams to create connected funnels (awareness → interest → purchase).
4. Team Leadership & Integrated Campaign Execution
- Lead, coach, and develop a team of 4–6 specialists across these four channels, setting clear expectations and reviewing performance regularly.
- Own the integrated performance marketing campaign calendar — ensuring all four channels are aligned on timing, messaging, and goals for every major campaign.
- Build and maintain a cross-channel dashboard that gives leadership weekly visibility on GMV contribution, ROAS, CAC, and affiliate GMV by channel.
What Success Looks Like
In your first 6–12 months:
- You have audited all four channels. You know where the money goes, what the current ROAS, CAC, and affiliate GMV contribution are, and you have identified the biggest leaks and opportunities.
- A working cross-channel attribution framework is in place. You have introduced a shared campaign calendar. First optimizations in Digital Ads are delivering measurable CAC improvement.
- Affiliate program is structured with a tiered creator network, clear commission logic, and consistent GMV contribution. Live Commerce conversion rate has improved vs. the baseline you inherited. KOL campaigns are measured and tied to campaign objectives.
- All four channels work as one integrated system. ROAS is improving or stable while CAC trends down. Your team is operating with clear ownership, fast iteration cycles, and growing business results.
You're a Fit If
- You have 5–8 years of hands-on experience in performance marketing for eCommerce or consumer brands in Indonesia, with direct budget ownership.
- You have managed Meta, Google, TikTok Ads, and Marketplace Ads simultaneously — and you can speak to specific optimizations you made that changed business outcomes, not just metrics.
- You have built or significantly scaled an affiliate program in Indonesia — you understand TikTok Shop affiliate mechanics, Shopee/Tokopedia affiliate structures, and creator incentive design.
- You understand KOL marketing well enough to make it accountable — you have briefed, evaluated, and cut underperforming creators based on data.
- You have led a small team before. You give direct feedback, you develop people, and you hold performance standards without micromanaging.
- You think in business outcomes first: GMV, CAC, ROAS, LTV — not clicks, impressions, or follower counts.
- You are comfortable making fast decisions with imperfect data, and you course-correct quickly when results don't match expectations.
How We Work
We are lean, fast-moving, and deeply accountable. We share data openly, challenge ideas respectfully, and expect everyone to own their outcomes. We don't manage by activity — we manage by results. You will have real autonomy here, and with that comes the expectation that you drive your own priorities, flag problems early, and solve them without waiting to be told. We iterate quickly, and we value people who improve things rather than just maintain them.
