Role Overview

We are looking for a commercially driven Digital Marketing & Growth Lead to lead the development and execution of our digital marketing and influencer strategy in Indonesia.

This role will be responsible for making campaign & promotion strategies both online and offline, building and managing a strong network of KOLs, financial content creators, influencers, trading communities, and relevant digital partners to drive brand awareness, user acquisition, app registrations, account activation, deposits, and overall business growth.

The ideal candidate should have strong knowledge of the Indonesian digital and influencer ecosystem, excellent commercial negotiation skills, and the ability to manage KOL activities based on measurable business performance rather than visibility alone.

Key responsibilities

1. KOL Strategy & Business Growth

• Develop and execute the overall KOL and influencer strategy aligned with the company's business and user acquisition objectives.
• Identify the most effective KOL segments, platforms, content formats, and communities for promoting the company's trading application and services.
• Build a scalable KOL acquisition pipeline across platforms such as TikTok, YouTube, Instagram, X, Telegram, and other relevant channels.
• Continuously explore new KOLs, financial educators, trading communities, and digital partnership opportunities to expand market penetration.
• Develop market-specific KOL strategies based on customer behavior, competitor activities, and emerging digital trends in Indonesia.

2. KOL Acquisition & Relationship Management

• Source, evaluate, approach, and onboard high-potential KOLs and content creators.
• Build and maintain long-term relationships with key KOLs and strategic partners.
• Conduct commercial negotiations covering collaboration fees, deliverables, performance incentives, campaign periods, and contractual terms.
• Develop appropriate collaboration models based on each KOL's audience profile and expected commercial contribution.
• Maintain a healthy KOL portfolio and continuously assess partner quality and performance.

3. Campaign Management

• Lead end-to-end execution of KOL campaigns, including campaign planning, briefing, content coordination, launch, tracking, optimization, and post-campaign evaluation.
• Lead end-to-end execution of online and offline promotional campaigns, including campaign planning, briefing, content coordination, launch, tracking, optimization, and post-campaign evaluation.
• Work closely with KOLs to develop engaging and locally relevant content while maintaining the company's brand positioning.
• Ensure campaigns are launched according to agreed timelines, deliverables, budgets, and performance expectations.
• Coordinate with internal Marketing, Business, Product, Design, Compliance, and Operations teams to ensure smooth campaign execution.
• Identify underperforming campaigns early and implement corrective actions to improve results.

4. Performance & ROI Management

• Establish clear KPIs and performance benchmarks for each KOL and campaign.
• Monitor the complete acquisition funnel, including:
• Reach and engagement
• Traffic and app downloads
• Registrations
• KYC completion
• First-time deposits / funded accounts
• Customer acquisition cost
• Conversion rate
• Customer quality and retention
• Trading activity and overall commercial contribution
• Evaluate KOL performance based on actual business contribution and ROI, not solely on follower count or engagement metrics.
• Optimize budget allocation toward high-performing KOLs, channels, and campaign formats.
• Prepare regular performance reports, market insights, and recommendations for management.

5. Market & Competitor Intelligence

• Monitor competitor KOL strategies, campaign activities, influencer partnerships, promotions, and market positioning.
• Stay updated on emerging KOLs, content trends, trading communities, social media platforms, and customer behavior.
• Identify new opportunities that could strengthen the company's competitive position in the Indonesian market.
• Provide actionable market intelligence and recommendations to regional and local management.

6. Compliance & Brand Governance

• Ensure all KOL activities and promotional content comply with applicable company policies, advertising requirements, and financial promotion guidelines.
• Work closely with Compliance and Legal teams before launching campaigns where regulatory review is required.
• Ensure KOLs clearly understand prohibited claims, communication requirements, risk disclosures, and brand guidelines.
• Monitor published content and take immediate corrective action where content creates potential regulatory or reputational risk.

7. Team & Stakeholder Management

• Lead, coach, and develop KOL Specialists or other team members where applicable.
• Set individual and team targets and monitor performance against agreed KPIs.
• Establish clear workflows for KOL sourcing, assessment, onboarding, campaign execution, payment, and performance review.
• Collaborate closely with local and regional stakeholders to align KOL activities with overall business priorities.

Requirements

• Bachelor's degree in Marketing, Business Administration, Communications, or a related field.
• Minimum 5 years of experience in KOL management, influencer marketing, digital marketing, partnerships, or performance marketing.
• Minimum 2 years of experience in a supervisory or managerial capacity is preferred.
• Strong understanding of the Indonesian KOL, influencer, digital content, and social media ecosystem.
• Experience in Forex, FinTech, financial services, crypto, online trading, investment, gaming, or other performance-driven digital businesses is highly preferred.
• Proven experience sourcing and negotiating directly with KOLs and influencers.
• Strong understanding of performance marketing and customer acquisition funnels.
• Able to analyze campaign data and make commercially driven decisions based on ROI.
• Strong negotiation, relationship management, communication, and stakeholder management skills.
• Hands-on, proactive, and comfortable working in a fast-paced and target-driven environment.
• Strong leadership skills with the ability to manage both internal teams and external partners.
• Fluent in Bahasa Indonesia and good command of English, both written and spoken.