Strategy Direction
Build a tiered merchant-growth system first, then use content distribution, creator partnerships, and diagnosis loops to scale ad penetration and ROI.
PT. Orange Internet Technology
Merchant growth and ad-penetration system build-out in Indonesia
Led merchant growth and advertising operations in Indonesia, building a localized system from store operations and content distribution to brand growth.
VP · Overseas E-commerce & Merchant Operations2023.05 - 2024.07
Business Context
The Indonesia business needed faster merchant growth under localized operations while balancing brand promotion, ad performance, and team efficiency.
Mandate And Ownership
Build a tiered operating model for merchants, raise ad penetration and ARPU, and create a more stable localized operating loop.
Key Moves
- Designed a tiered operating system for merchants with tailored growth paths and resource allocation.
- Combined content distribution, creator collaboration, and brand-ad tactics to improve ad penetration.
- Built creative evaluation and review loops while introducing AI content tools and CRM systems for efficiency.
- Created issue-intake, diagnosis, and feedback workflows for merchants and creators to reduce risk and improve satisfaction.
Results And Impact
- Scaled to 20+ stores and 300+ operating accounts.
- New stores consistently outperformed mature stores on GMV and growth rate.
- Achieved ROI 3+ within one month for some zero-follower sales accounts.
- Reached monthly category top 5 in sector sales, with RAJA KARPET winning TikTok Shop annual category growth No.1.
Reflection And Playbook
In cross-cultural markets, growth is not a pure media problem. It depends on the combined efficiency of merchant segmentation, content supply, coordination, and feedback systems.