Performance Marketing (Meta/TikTok Ads) & SEO - Ed-tech

Performance Marketing (Focus Meta or TikTok Ads) & SEO Specialist (Indonesia)

Arrowster is an AI-native platform for global labor mobility. Today we help students in Vietnam and Indonesia get into universities abroad - advisory, applications, and our AI study-abroad advisor, Sophie. Next we are building the financing layer: loans and financial guarantees for students whose families can't fund study abroad alone.

Founded by Kenneth (Oxford, Harvard Law, Point72) and Arif (Goldman Sachs, Bloomberg Engineering). Offices in Ho Chi Minh City and South Tangerang.

THE ROLE

You own paid acquisition and search for Arrowster Indonesia, end to end. Instagram and TikTok build our audience organically; your job is to turn budget and search demand into qualified leads that our counselors convert into enrolments.

This is a new, dedicated seat. You set up the measurement, run the campaigns, and decide where the next rupiah goes.

- Location: South Tangerang, Indonesia

- Type: Full-time

- Level: Specialist (3+ years hands-on)

- Reports to: Head of Marketing, Indonesia

WHAT YOU WILL OWN

Paid acquisition

- Plan, launch and optimize campaigns on Meta (Instagram/Facebook), TikTok Ads and Google Search/Performance Max

- Own weekly budget allocation across channels, based on cost per qualified lead and lead-to-consultation rate

- Run structured creative and audience tests; brief our designer and channel managers on what to produce

- Build and maintain landing pages and lead forms with clear conversion paths

SEO

- Own keyword strategy for study-abroad search in Bahasa Indonesia and English (destinations, scholarships, admissions, costs)

- Plan and brief the website and blog content calendar; on-page optimization and internal linking

- Technical SEO hygiene: indexing, site speed, structured data, Search Console health

Measurement

- Set up and own tracking end to end: GA4, Meta Pixel/CAPI, TikTok Pixel, UTMs, CRM source fields

- Close the loop with sales: report lead quality, not just lead volume - which campaigns produce consultations and enrolments

- Weekly performance report with spend, results and next actions

MUST-HAVES

- 3+ years running paid campaigns hands-on (not only managing an agency), with Meta and Google as core channels

- Track record of lowering cost per qualified lead or customer - with numbers you can walk us through

- Has personally set up conversion tracking (GA4, pixels, UTMs) and can debug it

- Working SEO experience: keyword research, on-page, and measurable organic traffic growth

- Comfortable with spreadsheets and dashboards; makes budget calls from data

- Fluent Bahasa Indonesia, professional English (written and spoken)

NICE-TO-HAVES

- TikTok Ads experience at meaningful spend

- Education, edtech or other high-consideration B2C (long decision cycle, parents involved)

- Lead-gen businesses where marketing hands off to a sales or counseling team

- CRM experience (Zoho, HubSpot or similar) and offline conversion uploads

- Basic landing page building (Webflow, WordPress, or no-code tools)

WHAT SUCCESS LOOKS LIKE

- Day 30: Tracking audited and fixed; every lead traceable from ad or keyword to CRM. Baseline cost per qualified lead set per channel

- Day 90: Cost per qualified lead below baseline; budget reallocated by channel performance; SEO keyword map and content plan live

- Day 180: Paid and organic search are predictable lead sources; monthly report ties spend to consultations and enrollments; organic traffic growing month on month.