Job Description

BukuWarung’s vision is to empower 60mn MSMEs in Indonesia to become financially aware and enable them to manage and grow their business using our technology platform, starting with bookkeeping and digital payments. We are looking for candidates to lead our Finance and Corporate Development function to support our audit and compliance requirements, advise on strategic financial management and lead our M&A and fundraising efforts.

Since we are Indonesia-focussed and have team members in India and Singapore, our audit and payroll requirements span across the three countries. Candidates that have cross-border experience in these countries would be preferred

The role in our view is split across three areas of responsibility - We are looking for candidates that are strongest in these areas, as detailed below.

Key Responsibilities:

1. Digital Sales & Performance Engine Ownership

• Strategy & Planning: Design and execute a comprehensive performance marketing strategy across platforms like Meta, Google, TikTok, and others. Develop scalable acquisition plans with a strong focus on key metrics such as CAC, CPA, ROAS, and volume growth. Set monthly performance targets, manage media budgets, and create experimentation roadmaps aligned with leadership goals.
• Campaign Execution: Launch and optimize paid media campaigns specifically targeting MSMEs, PPOB agents, and retailers. Conduct structured experiments (e.g., A/B testing, geo-targeting, audience segmentation, creative formats) to enhance CAC, CVR, and lead-to-sale conversion. Utilize campaign data to continuously refine targeting, bidding strategies, and creatives across all channels.
• Influencer & Affiliate Management: Support performance-driven influencer campaigns with clear attribution tracking, code-based sales measurement, and leaderboard incentives. Build and scale affiliate and referral programs for both influencers and merchant advocates.

2. Funnel Optimization & Growth Experimentation

• End-to-End Funnel Ownership: Take ownership of the entire user acquisition funnel, from ad impression through to lead generation, conversion, onboarding, and repeat behavior.
• Digital Growth & Funnel Optimization: Analyze funnel drop-offs and conduct growth experiments across various touchpoints, including landing pages, lead forms, WhatsApp flows, checkout experiences, and retargeting journeys. Collaborate cross-functionally with Product and CRM teams to implement growth loops (e.g., referral, reactivation) and improve the onboarding user experience. Leverage product analytics tools (e.g., GA4, Mixpanel, Hotjar) to identify growth opportunities and regularly test hypotheses.
• Creative Strategy & Testing: Partner with design and content teams to develop high-converting creatives, ad copy, and merchant-specific messaging. Continuously A/B test creatives, landing pages, and Calls to Action (CTAs) to pinpoint winning combinations for diverse audience segments.

3. Analytics, Collaboration & Market Intelligence

• Analytics & Optimization: Track and report on crucial funnel and campaign metrics (e.g., CTR, CPL, CAC, ROAS, CVR, LTV). Create insightful dashboards and visual reports to inform business and growth decisions. Provide actionable insights and weekly summaries to the leadership team with clear recommendations.
• Cross-functional Collaboration: Work closely with Product, Telesales, CRM, and Operations teams to optimize the entire lead journey, from click to conversion and activation. Ensure alignment of landing pages, checkout flows, follow-up messaging, and onboarding processes to minimize drop-offs. Collaborate with Product teams to integrate growth experiments into core customer flows (e.g., cart abandonment triggers, WhatsApp nudges).
• Market & Competitor Intelligence: Stay informed about market trends, platform updates, and competitor strategies to adapt quickly and maintain a competitive edge in performance. Evaluate new tools, ad formats, and growth platforms for early-stage experimentation and channel diversification.

Qualifications & Skills

• 4-8 years of hands-on experience managing performance marketing campaigns across Meta, Google, TikTok and other paid digital platforms.

• Proven track record of delivering 4x+ ROAS, optimising end-to-end digital funnels and scaling ad budgets profitably.

• Strong understanding of audience targeting, media buying, conversion rate optimisation (CRO), A/B testing and lead nurturing.

• Deep knowledge of performance and growth metrics such as CAC, ROAS, CPA, LTV, CTR, CVR, activation rates and funnel drop-offs.

• Experience in growth experimentation building hypotheses, running structured A/B tests, analysing results and scaling winning strategies.

• Proficiency in marketing and analytics tools such as Google Analytics 4 (GA4), GTM, Mixpanel, Hotjar, Meta Ads Manager and TikTok Ads

• Strong analytical mindset with the ability to translate data into actionable insights for campaign and product improvements.

• Demonstrated ability to collaborate cross-functionally with Product, Sales, CRM and Creative teams to drive measurable business outcomes.

• Experience with landing page optimisation, WhatsApp Click Ads, lead funnel tracking and CRM handover processes.

• Ability to write and iterate high-performing briefs, ad copies and content strategy based on real-time campaign feedback.

• Self-starter with a strong bias for action, rapid iteration and ownership of results

Fluency in Bahasa Indonesia and English (written and spoken) is required.