Overview
Work History
Education
Skills
Timeline
Generic
Andra Winatama

Andra Winatama

Ads Measurement Specialist, Google Indonesia And Pakistan (SAF)
Jakarta,DKI Jakarta

Overview

15
15
years of professional experience
2
2
years of post-secondary education
3
3
Languages

Work History

Country Ads Measurement Product Specialist

Google Indonesia & Pakistan (SAF)
05.2023 - Current
  • Combine the best in measurement tools and efforts across disciplines and provide the “proof” digital marketers need to continue to diversify and expand their marketing investment with Google.
  • Bring together disparate measurement disciplines into a cohesive narrative that illustrates the consumer journey to purchase or brand advocacy across time, space and devices.
  • Lead and influence across a wide variety of stakeholders across Marketing, Research, Product and Sales.
  • Develop cross-product proof cases to drive increased investment from target customers in the most honest manner to their business impact
  • Help drive development of future Google tools or metrics for measurement

Co-Founder / Board Member

Dienvidi Nusantara
11.2018 - Current
  • Co-founded holding company of multi fashion & accessories brands (Tenue de Attire, Optika Lunett, and Telusur Kultur) with 3 other partners, and run Growth & Marketing part of the D2C brand business.

Country Apps & Display Product Specialist

Google Indonesia
12.2019 - 09.2021
  • Lead and run Google Indonesia apps and display advertising business
  • Build custom product solution and narrative for Google Ads sales team to help solve client’s pain points
  • Conduct and maintain Google Display and App ads product launches, feature trainings, and product knowledge skill updates for sales team and clients
  • Projects/Achievements:
  • Drive App Ads Product adoptions by +30% in 6 months, by focusing on help solving client’s end-to-end business objective rather than marketing media KPIs

Startup Success Manager, Google for Startups Accelerator

Google Indonesia
08.2020 - 11.2020
  • This is a 20% project out of my main role - main task is to help cohorts of GFSA to succeed across the accelerator program
  • Help managing the startups to create a growth program with specific OKR and connect to relevant mentors to have full 3-6 months mentorships
  • Help startups doing on managing sprints with relevant topics to their OKR
  • Making sure the startups in the cohorts to achieve at least their tech and growth OKR during the accelerator program

VP of Growth Marketing and interim VP of Business Intelligence

GOJEK Thailand (previously known as GET)
01.2018 - 06.2019
  • Develop (digital) go to market plan and execution for ride hailing, logistic, and food delivery business verticals
  • Find demand and supply acquisition growth opportunities through continuous and intensive experimentations
  • Develop growth marketing experiments to improve each product’s funnels and features (60% digital/performance marketing, 40% product/growth experimentations)
  • Lead and manage campaign initiatives across verticals especially on the demand side of business including align with cross-team on developing ATL/BTL approaches including to sync brand metrics to business objectives
  • Develop local data infrastructure including ETL/ELT, data lake/data warehousing, down to data visualization process together with Gojek’s Data Engineering team
  • Projects/Achievements:
  • Winning >50% of 2 Wheels ride hailing vertical’s market share in Bangkok in 2 months, through supply heavy experimentations & strategies (e.g
  • District focused supply acquisition + hyperlocal use case demand push experimentations)
  • Built BI team consists of analysts and data engineers, established an end to end data infrastructure and solution in less than 6 months

VP of Performance Marketing

GOJEK Indonesia
12.2016 - 12.2017
  • Improve GO-JEK’s marketing effort on platform’s User Acquisition, Activation, and Reengagement activities includes setting up marketing KPIs based on business objective
  • Lead platform user acquisition strategy and execution, including own all performance based digital marketing medias, and managed 15-20 people of channel managers
  • Improve channel optimization & own automation tool and projects accross digital media by each user funnel (SEM/SEO, CRM, Display channels, Social, Affiliates, Programmatic, Ad Networks, etc)
  • Projects/Achievements:
  • Grow GO-JEK’s new user base by 40% in less than 6 months while decreasing cost per acquisition by -70% mostly through digital channel optimization
  • Inititated city personalization campaign: the idea is to customize each city’s platform user acquisition efforts by deep diving and find user’s unique behaviours on how they consumed GOJEK’s specific service/business unit
  • Results in 10-20% weekly growth rate of new users in new cities

Independent Consultant

06.2014 - 12.2019
  • Advisory and consultant for Seed-to-series-A funded tech startups (web and mobile app) focusing on digital growth strategy and execution
  • Help client to build, hire, and scale Growth and Performance Marketing Team
  • Monitor, guide, audit, share base practices, and manage executions of performance marketing channels, SEO/ASO, CRM, onsite and in-app funnel optimization, down to product improvements
  • Past clients:
  • Tech Startups: - Base.co.id - Sampingan.co.id - Nsquared Thailand - Ralali.com

Performance Marketing Director, SEAPAC

Sephora Digital South East Asia
08.2014 - 09.2016
  • Lead and run Sephora Digital's multi-nationality digital marketing team and channels such as: Search Engine Marketing, Display Advertisements (GDN, Remarketing/Dynamic, Gmail Sponsored Ads, Social Media Ads, Local Networks, etc), Google Product Listing Ads & Merchant Center, Real-Time Bidding Platforms/Ad Networks, and any other potential performance marketing channels across 11 of Sephora's markets: Singapore, Malaysia, Indonesia, Thailand, Philippines, Brunei, Hong Kong, UAE, India, Australia, and New Zealand.
  • Test, monitor, and closely analyze each channel's performance and define best practices, including technical & creative levers to improve ROI & Growth
  • Including discover any possible new user acquisition platforms
  • Find possible automations (machine learning & predictive analytics) to be implemented in all channels
  • Projects/Achievements:
  • Lucky Flash Sale Retargeting Campaign
  • Goal: Leverage role and function of Paid Search in order to obtain incremental sales volume
  • Channel: SEM (normally only considered as mid-funnel marketing channel).
  • Execution: Built dynamic ad text with countdown of a customized flash 1-2 hours sale + dynamic landing page that emphasizes promo urgency, while targeting them with custom ad text only for retargeted searcher
  • Campaign ran every day for 6 months, results in 250% increase of Gross Sale, and decreased Cost to Gross Profit by 35%.

Regional Head of Digital Marketing - Display Channels

Lazada Group – South East Asia
08.2013 - 08.2014
  • Lead a multi-nationality team and improve display and social advertisement accounts of 2 Rocket ventures in 6 countries, for both desktop and mobile advertisements in: 1
  • Lazada: Indonesia, Malaysia, Thailand, Philippines, Vietnam, Singapore 2
  • Lamido (now closed): Indonesia, Philippines, Thailand, Malaysia
  • Projects/Achievements:
  • Hourly Base Ads Optimization (Facebook wasn’t as advanced as today back then):
  • Goal: decrease Cost per Acquisition, keep stationary spending level, and scale up growth.
  • Execution: Build real-time optimization tool with customized metrics that integrated to reporting platform, with time relevant creative & messaging
  • Result: significant decrease of cost per acquisition on social media ads monthly (25-45%).

Digital Marketing Planner & Analyst

Lazada Indonesia
10.2012 - 08.2013
  • Lead a multi-nationality team and improve display and social advertisement accounts of 2 Rocket ventures in 6 countries, for both desktop and mobile advertisements in: 1
  • Lazada: Indonesia, Malaysia, Thailand, Philippines, Vietnam, Singapore 2
  • Lamido (now closed): Indonesia, Philippines, Thailand, Malaysia
  • Projects/Achievements:
  • Hourly Base Ads Optimization (Facebook wasn’t as advanced as today back then):
  • Goal: decrease Cost per Acquisition, keep stationary spending level, and scale up growth.
  • Execution: Build real-time optimization tool with customized metrics that integrated to reporting platform, with time relevant creative & messaging
  • Result: significant decrease of cost per acquisition on social media ads monthly (25-45%).

Policy/Product Analyst

PT Bank BTPN, tbk (Texas Pacific Group – TPG Nusantara s.a.r.l)
02.2009 - 05.2011

Education

Bachelor of Science - Economics

Padjadjaran University – UNPAD
Bandung, Indonesia
04.2001 - 04.2003

Skills

  • Database: MySQL, Google BigQuery, and other database platforms using SQL

  • Programming: Basic HTML & CSS

  • Social Ads: Meta and TikTok Ads Platform

  • Search Ads: Google Ads, Bing Search Advertising

  • Other Paid Channels: DSP & RTB platforms, Ad Networks, Affiliate Networks

  • Web & App Analytics: Google Analytics, Adobe Analytics

  • App Attribution Platforms: Adjust, Appsflyer, etc

  • App & Web CRM: Moengage, Braze, and couple mobile app CRM Platforms

  • Data Viz: Mixpanel, Tableau, Looker

  • And as a an experimental musician, having fuzzy electric guitar, deep synth bass tone, an live coding music on Sonic Pi

Timeline

Country Ads Measurement Product Specialist

Google Indonesia & Pakistan (SAF)
05.2023 - Current

Startup Success Manager, Google for Startups Accelerator

Google Indonesia
08.2020 - 11.2020

Country Apps & Display Product Specialist

Google Indonesia
12.2019 - 09.2021

Co-Founder / Board Member

Dienvidi Nusantara
11.2018 - Current

VP of Growth Marketing and interim VP of Business Intelligence

GOJEK Thailand (previously known as GET)
01.2018 - 06.2019

VP of Performance Marketing

GOJEK Indonesia
12.2016 - 12.2017

Performance Marketing Director, SEAPAC

Sephora Digital South East Asia
08.2014 - 09.2016

Independent Consultant

06.2014 - 12.2019

Regional Head of Digital Marketing - Display Channels

Lazada Group – South East Asia
08.2013 - 08.2014

Digital Marketing Planner & Analyst

Lazada Indonesia
10.2012 - 08.2013

Policy/Product Analyst

PT Bank BTPN, tbk (Texas Pacific Group – TPG Nusantara s.a.r.l)
02.2009 - 05.2011

Bachelor of Science - Economics

Padjadjaran University – UNPAD
04.2001 - 04.2003

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Andra WinatamaAds Measurement Specialist, Google Indonesia And Pakistan (SAF)