Curriculum Vitae

Broom Indonesia

Senior Growth Manager

Jul 2023 – PresentJakarta, Indonesia

broom.id

Technology platform serving Indonesia's used-car ecosystem through financing and business solutions for consumers, agents, and SMB dealers. Reporting to the Head of Growth and COO.

• Lead a 12-person cross-functional growth team comprising growth analysts, engineers, QA, product, performance marketing, telesales, and transaction-reconciliation support, plus external agency partners, across two workflow-intensive financing products.
• Scaled Broom Leasing Channeling 6x in transaction volume by activating 800+ SMB dealers across Java, Kalimantan, and Sumatra through regional segmentation, partner onboarding, sales enablement, and funnel redesign.
• Designed the lifecycle operating model for a 25,000-member agent ecosystem, covering segmentation, onboarding, activation, tier progression, incentive mechanics, reactivation journeys, and regional performance playbooks.
• Own CRM and lifecycle automation across HubSpot and Wati.io / WhatsApp Business API, connecting lead capture, consent, nurture, database reactivation, telesales routing, and lifecycle messaging across consumer, agent, and SMB dealer segments.
• Run growth experiments across segmentation, messaging, acquisition sources, lead qualification, and database-recycle journeys, using funnel and cohort analysis to identify drop-offs and prioritize conversion opportunities.
• Designed a rules-based Lead Matching System for telesales that recommends probable leasing partners using submission region, vehicle attributes, and customer employment, housing, and credit-status signals, improving lead-to-partner routing quality.
• Use SQL to analyze customer, transaction, leasing-partner, behavioral, and campaign data across hundreds of thousands of data points, translating findings into audience segments, CRM activation, product priorities, and go-to-market allocation.
• Defined marketing and activation event-tracking requirements, business KPIs, and executive dashboards; partnered with Data and Engineering teams on implementation while owning growth logic, interpretation, and decision-making.
• Partnered with Product and Engineering to automate API-based workflows and payment disbursement, reducing operational friction and supporting scalable transaction processing across the financing journey.

Beeja Indonesia

Founding Growth & Systems Lead, Part‑Time

Mar 2026 – PresentIndonesia

beeja.id

Early-stage refinancing aggregator connecting customers with multifinance partners through a CRM-led telesales model. Five-person team.

• Architected Beeja's end-to-end CRM operating system from zero, connecting a ~10,000-customer database, WhatsApp Business API, automated qualification, telesales handoff, application tracking, multifinance submission, dashboards, and internal operations.
• Built permission-aware outbound workflows reaching ~500 customer records per day, capturing intent, follow-up timing, opt-outs, and call scheduling before routing higher-intent leads to humans.
• Designed a human-in-the-loop telesales model that enabled 2 representatives to focus on ~20 qualified leads per day instead of broad cold calling, concentrating human effort on consultative conversion.

Pashouses

Product Growth Manager

Jul 2021 – Jul 2023Jakarta, Indonesia

pashouses.id

Data-driven home-ownership marketplace for buying, selling, and financing residential property.

• Led omnichannel product growth and CRM for a high-trust, high-consideration home-ownership marketplace, managing customer journeys, pipeline stages, and service workflows through Salesforce and Zendesk.
• Piloted and scaled a staged 'show-unit' merchandising model for acquired homes, increasing monthly property visits from ~10-15 to ~70 and booking rate from ~5% to ~20%; designed modular furniture layouts that could be sold with the home or redeployed across similar inventory.
• Launched referral and community-led growth programs to expand property supply and create new transaction opportunities, partnering closely with commercial and operations teams.
• Led KPRPAS, a mortgage-transfer product, orchestrating multi-party customer journeys across customers, banks, Product, Operations, and commercial teams.
• Partnered with Product, Engineering, and banking partners to streamline approval, payment, and document flows, turning operational bottlenecks into product and growth requirements.

BAE

Growth Advisor, Part‑Time

Jul 2023 – Nov 2023Jakarta, Indonesia

baeworld.id

Curated experiences and activities marketplace.

• Advised founders on growth strategy, unit economics, funnel performance, customer segmentation, acquisition priorities, and early go-to-market experiments.
• Built P&L analyses and identified practical growth levers across acquisition, pricing, marketplace supply, and conversion.

Universitas Indonesia

Facilitator & Data Analyst

Jun 2020 – Jul 2021

• Built predictive analytics projects in Python, including a deep-learning image classifier with 80% multi-class accuracy and a sentiment model across 2,680 records to predict behavioral outcomes.

Desa Emas Indonesia

Product Manager

Dec 2019 – Jun 2020

Regional enterprise supporting village economic development, associated with Indonesia's National Economic and Industry Committee ecosystem.

• Led cross-functional product development across government, enterprise, and community stakeholders, using user research, market intelligence, and partnership-led acquisition to guide product and growth decisions.