HENDRY EFFENDY

Own traffic acquisition and discovery platform for Accommodation across SEO, Metasearch, and internal ecosystem channels.

Scope: Google SEO, Metasearch (Google, TikTok, TripAdvisor), internal search & cross-sell surfaces.

Key Responsibilities:

• Define and execute multi-channel traffic growth roadmap aligned with company targets.
• Own enterprise SEO platform architecture for scalable page generation, indexation control, and ranking signal optimization.
• Lead search & discovery improvements across internal entry points (SRP routing, homepage modules, cross-sell logic).
• Work with backend engineers on ranking signals, search latency, caching, and indexing strategies.
• Perform traffic decomposition, funnel diagnostics, and elasticity analysis using SQL and custom ETL workflows.
• Build performance models to assess marginal acquisition impact and prioritization trade-offs.
• Align supply, demand, marketing, and platform teams on technical feasibility and growth sequencing.
• Develop cross-BU traffic redistribution flows to improve ecosystem efficiency.
• Focus areas: organic scalability, search performance, funnel efficiency, platform-level growth levers.

Led experimentation, UI/UX optimization, and search system improvements across core booking interfaces (SRP, PDP, marketing landing pages).

Key Contributions:

• Owned A/B experimentation roadmap across high-traffic landing surfaces.
• Designed UI/UX variants grounded in hypothesis-driven experimentation tied to CTR, CVR, and attach rate.
• Conducted end-to-end experiment lifecycle: hypothesis, instrumentation, rollout, statistical validation, and rollout decision.
• Generated data-driven insights from funnel behavior analysis and cohort segmentation.
• Proposed and supported search system refactor initiatives improving query handling and routing logic.
• Contributed to infrastructure efficiency by optimizing page generation logic and reducing unnecessary system load.
• Performed independent SQL querying and ETL preparation for experiment and performance tracking.
• Focus areas: conversion rate optimization, experimentation frameworks, search system efficiency, infra-aware product decisions.
• Collaborated with cross-functional teams to drive successful completion of complex projects within deadlines.

• Built KPI dashboards and automated reporting pipelines using BI tools with T-SQL data sources.
• Maintained and improved LIMS and planning systems.
• Automated manual reporting workflows to improve operational visibility and decision speed.

• Led laboratory performance diagnostics and process improvements.
• Managed analytical workflows and equipment reliability.