Brand Marketing Manager

Indonesia Web3 Compliant Exchange Brand Manager

Job Overview

We are seeking a Brand Manager with strong Web3 industry experience, hands-on Indonesia market growth expertise, and a solid understanding of regulatory compliance to lead brand building and user growth for a compliant crypto exchange in Indonesia.

This role will be responsible for localized brand strategy, multi-channel user acquisition, compliance-focused trust building, and data-driven growth initiatives. The key objective is to achieve sustainable market share and trading user growth while strictly adhering to local regulatory requirements.

Key Responsibilities

1. Localized Brand & Compliance Strategy

Develop localized brand positioning and communication strategies aligned with Indonesia OJK/Bappebti regulations, ensuring all growth and marketing activities comply with local digital asset regulations, including AML and advertising disclosure requirements.

2. User Growth & Channel Operations

Lead multi-channel growth initiatives in Indonesia, including KOL partnerships, community growth, payment channel collaborations, and offline events to improve user acquisition efficiency, trading conversion, and optimize CAC/LTV performance.

3. Trust Building & Reputation Management

Design and execute brand trust-building initiatives targeting regulators, media, and the public, including security certifications, proof of reserves, and educational campaigns. Manage local negative sentiment and maintain the exchange’s credibility and compliance reputation.

4. Data-Driven Growth Experiments

Leverage user behavior and market data to design A/B testing, referral programs, rebate mechanisms, and other growth strategies. Collaborate closely with product teams to optimize registration, deposit, and trading conversion funnels.

5. Competitor & Regulatory Monitoring

Monitor Indonesian competitors such as Pintu, Tokocrypto, and Indodax, as well as regulatory policy changes, to quickly adjust brand strategies and capture market opportunities within the compliant exchange landscape.

Requirements

1. Indonesia Web3 & Regulatory Knowledge

Strong understanding of Indonesia crypto asset regulations from Bappebti Regulation No. 5/2019 to the latest updates, including knowledge of PSE registration processes and compliance risks related to advertising language and incentive campaigns.

2. Hands-On Local Growth Experience

Proven experience with Indonesia growth ecosystems, including:

WhatsApp & Telegram community growth

TikTok live-stream marketing

Payment ecosystem partnerships (GoPay, OVO, Dana, etc.)

KOL collaboration management, including Islamic finance influencers

3. Bilingual & Cross-Cultural Communication

Fluent in both English and Bahasa Indonesia (business level), with the ability to communicate directly with local teams, regulatory consultants, media, and community/KOL partners while incorporating Indonesian cultural context and localized messaging into brand content.

4. Data Attribution & Budget Management

Proficient in tools such as Google Analytics, AppsFlyer, or other attribution platforms, with the ability to independently evaluate channel ROI and manage quarterly growth budgets aligned with Indonesian market practices.

5. Crisis Communication & Regulatory Response

Experience handling crisis communication related to withdrawal freezes, compliance audits, or regulatory investigations. Ability to draft official explanations, announcements, or compliance-related communication for regulators and users.

Core KPIs

1. Compliant User Growth

Monthly/quarterly growth of verified users and first-time trading users, with zero regulatory violations or compliance warnings from acquisition channels.

2. Conversion & Retention Performance

Improve registration-to-first-deposit conversion rate and monthly trading retention while maintaining CAC within target budget.

3. Brand Trust Metrics

Increase positive brand sentiment/NPS within Indonesian communities and social platforms, with major negative sentiment response time maintained within 24 hours.

4. Channel ROI & Budget Achievement

Ensure ROI targets across KOL, campaign, and paid acquisition channels while maintaining quarterly/annual budget variance within ±10%.

5. Zero Compliance Incidents

Maintain zero regulatory warnings or large-scale customer complaints related to branding, campaigns, incentives, or public communications, while ensuring all required compliance disclosures are completed on time.

Reporting Line

Directly reports to Regional Group Leadership.