Hanief Karsa Manggala
Product & Performance Marketing
South Tangerang
Summary
Data-driven marketers with 4+ years of cross-industry expertise (retail & healthcare), scaling revenue through ads optimization, product-roadmap execution, and operational efficiency. Transitioned from Ads Specialist (managing $35K/month budgets, 10 ROAS) to Product Business (driving Rp700M CM2 growth), bridging technical marketing mastery with strategic business leadership.
Overview
6
6
years of professional experience
4
4
years of post-secondary education
Work History
Interim Product Business
Klinik Pintar
03.2025 - Current
- Promoted to drive clinic profitability and operational excellence, partnering directly with internal Business Owners to unlock growth opportunities across marketing, finance, and clinical operations.
- Own end-to-end clinic P&L, focusing on CM2 growth (target: Rp700M), new patient acquisition (target: 2,000), and WhatsApp conversion rate (target: 50%).
- Key Initiatives:
Designed clinic utilization roadmap (target: 75%) by aligning cross-functional teams (doctors, marketers, tech) to streamline workflows and remove bottlenecks.
Launched referral partnerships with hospitals to diversify patient acquisition channels.
Revamped WhatsApp automation flows (appointment reminders, promo nudges) to boost patient conversion and retention.
Collaborated with doctors to improve service quality (e.g., wait-time reduction, patient feedback loops), directly impacting net margin targets (11%). - Led data-driven decision-making using Looker, GA4, and Metabase to track CM2, patient behavior, and campaign ROI, aligning insights with business owner priorities.
- Drove weekly performance reviews with stakeholders, focusing on actionable steps to hit OKRs (e.g., budget reallocation, staffing adjustments).
Performance Marketing Officer
Klinik Pintar
08.2024 - Current
- Promoted to lead performance marketing strategy with expanded ownership of tactical OKRs under the Product Team, including # of New Patient Acquisition, Appointment Conversion Rate, and Paid Channel ROI.
- Spearheaded low-funnel campaign optimization, increasing ads-driven revenue contribution to 25% (vs. 0% pre-hire) by focusing on appointment bookings and patient retention.
- Aligned cross-functionally to design digital roadmap, prioritizing initiatives like landing page A/B testing and budget reallocation to high-ROAS channels.
- Drove data-backed strategies for Meta/Google/TikTok Ads, achieving 3x ROAS while adhering to healthcare ad compliance.
- Conducted advanced analytics using Looker, GA4, Metabase, and Mixpanel to track user behavior, identify drop-off points, and refine campaign targeting.
- Designed CRM automation flows (WhatsApp/Email) via MessageBird & HubSpot, boosting conversion rates through user-friendly, segmented blasts (e.g., appointment reminders, promo campaigns).
- Produced market insight reports (weekly/monthly) for business stakeholders, linking campaign performance to clinic revenue growth and margin targets.
- Owned end-to-end digital conversion analysis, identifying gaps in user journeys and proposing tech-driven fixes (e.g., chatbot integration, form optimization).
Associate Performance Marketing
Klinik Pintar
08.2023 - Current
- Managed Google Ads, Meta, TikTok Ads, LinkedIn Ads for healthcare services, ensuring compliance with strict ad policies.
- Revitalized underperforming ad campaigns, achieving 25% revenue contribution from digital ads by enabling low-funnel conversions (e.g., appointment bookings) previously unattainable pre-hire.
- Drove 3x ROAS via campaigns targeting new patient acquisition (paid/organic/direct/referral).
- Optimized SEO on-page: keyword research, meta descriptions, URL structure, and sitemap improvements.
- Partnered with third-party vendors (agencies) to scale campaign reach while maintaining compliance.
- Collaborated with tech team (tools/automation) and business team (KPI alignment) to boost clinic margin and revenue growth.
Paid Ads Specialist
Catalyst Tech
02.2021 - Current
- Company Overview: Jamtangan.com & Voila.id
- Managing Jamtangan.com and Voila.id Paid Ads channels with a monthly budget of $35,000/monthly
- Maintaining an average ROAS (Return of Ads spent) of 10.00 from each channel
- Increasing Jamtangan.com New User by 40.5% YoY
- Increasing Purchase Conversion Rate Google Ads by 6.25% YoY
- Working closely with the Development team to solve technical issues on all digital channels
- Making reports and providing insights and data from Paid Ads performances
- Digital Marketing to Paid Ads Specialist on February 2022
Digital Marketing Intern
Catalyst Tech
11.2020 - 02.2021
- Managed and optimize Instagram's sub-account of Jamtangan.com (Machtwatch Style & Spinnaker.id)
- Supported creative design & concepts as part of the social media team
- Involved in providing copywriting and captions for Machtwatch Style & Spinnaker.id
- Provided data insight from Later and creator studio to social media team Jamtangan.com & Voila.id
Sales And Marketing Intern
PT. Indraco Purnama Group
06.2019 - 08.2019
- Organize and plan for offline campaign events at Suncity Mall Madiun
- Create weekly and monthly reports regarding budgeting and performance each events
Education
Bachelor of Management -
Universitas Negeri Malang
01.2016 - 01.2020
Skills
Google Ads
Timeline
Interim Product Business
Klinik Pintar
03.2025 - Current
Performance Marketing Officer
Klinik Pintar
08.2024 - Current
Associate Performance Marketing
Klinik Pintar
08.2023 - Current
Paid Ads Specialist
Catalyst Tech
02.2021 - Current
Digital Marketing Intern
Catalyst Tech
11.2020 - 02.2021
Sales And Marketing Intern
PT. Indraco Purnama Group
06.2019 - 08.2019
Bachelor of Management -
Universitas Negeri Malang
01.2016 - 01.2020
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