D2C and Marketing Head

PT Lintas Batas Dagang Internasional (LBDI) is a growing health supplement distribution company entering a new phase of expansion and transformation toward a stronger Direct-to-Consumer (D2C) business model.

We are looking for a commercially driven D2C & Marketing Head who can lead the company’s overall marketing strategy while building a measurable, profitable, and sustainable D2C growth engine.

This role is responsible for the full customer journey, from brand awareness, traffic, and customer acquisition to conversion, repeat purchase, retention, and profitability.

Key Responsibilities

D2C and Marketing Strategy

Develop annual, quarterly, and monthly D2C and marketing strategies aligned with the company’s sales, margin, and profitability targets.

Lead the development of D2C channels, including the company website, WhatsApp, marketplaces, social commerce, affiliate programmes, CRM, and customer communities.

Define priority products, target audiences, positioning, promotions, campaigns, and channel mix.

Build growth strategies that balance revenue, contribution margin, cash flow, and repeat purchases.

Develop the end-to-end customer journey, from awareness to loyal customer.

Identify growth opportunities based on customer data, product performance, inventory availability, and market trends.

D2C Sales Performance

Take full responsibility for achieving monthly and annual D2C sales targets.

Grow revenue through the company website, WhatsApp, Shopee, Tokopedia, TikTok Shop, and other digital channels.

Set clear targets by channel, product, campaign, and team.

Improve:

Website traffic.

Conversion rate.

Average order value.

Repeat purchase rate.

Customer lifetime value.

Revenue per customer.

Ensure every marketing activity has a measurable contribution to sales.

Maintain a healthy balance between revenue growth and profitability.

Performance Marketing

Lead digital advertising strategies across Meta Ads, TikTok Ads, Google Ads, marketplace advertising, and other relevant channels.

Define campaign objectives, audiences, creative direction, budget allocation, and performance targets.

Monitor customer acquisition cost, return on advertising spend, and contribution margin.

Conduct regular performance reviews and optimise campaigns based on data.

Build organic, affiliate, referral, CRM, and community channels to reduce overdependence on paid advertising.

Lead disciplined testing across creatives, copy, audiences, offers, landing pages, funnels, and product bundles.

Stop underperforming campaigns and scale profitable ones.

Brand and Communications

Maintain consistent brand positioning, messaging, tone of voice, and visual identity across all channels.

Develop communication strategies that strengthen customer trust and product understanding.

Ensure all marketing materials comply with relevant regulations, ethical promotion standards, and approved product claims.

Lead campaign development, content pillars, product education, brand storytelling, and customer testimonials.

Coordinate with designers, content creators, KOLs, affiliates, agencies, and external partners.

Ensure each piece of content has a clear objective, including awareness, education, engagement, lead generation, or conversion.

Website and Conversion Optimisation

Take ownership of website and landing-page performance.

Improve the customer experience across product discovery, product pages, checkout, and post-purchase communication.

Improve conversion through:

Product bundles.

Upselling and cross-selling.

Customer reviews.

Trust signals.

Guarantees.

Payment options.

Checkout optimisation.

Oversee integrations with CRM, WhatsApp, payment gateways, logistics, analytics, and reporting dashboards.

Monitor checkout abandonment and implement recovery programmes.

CRM, Retention, and Loyalty

Lead CRM strategies to increase repeat purchases and customer lifetime value.

Develop post-purchase customer journeys, including:

Welcome messages.

Product education.

Day-seven follow-ups.

Reorder reminders.

Cross-selling campaigns.

Loyalty programmes.

Referral programmes.

Win-back campaigns.

Oversee customer database management across websites, marketplaces, SPGs, events, WhatsApp, and other channels.

Ensure customer data is properly segmented and used effectively.

Measure the revenue contribution generated from CRM and existing customers.

Marketplace and Social Commerce

Lead growth strategies for Shopee, Tokopedia, TikTok Shop, and other marketplace channels.

Ensure product listings, pricing, promotions, stock, content, ratings, reviews, and service quality are managed effectively.

Improve marketplace traffic, organic ranking, conversion, repeat purchases, and profitability.

Evaluate vouchers, flash sales, affiliate campaigns, live shopping, and marketplace advertising.

Prevent excessive dependence on discounts that weaken brand positioning and margins.

Affiliate, KOL, and Community Growth

Build a scalable and measurable affiliate programme.

Develop affiliate recruitment, onboarding, training, content support, tracking, and payout systems.

Build partnerships with KOLs, micro-influencers, parenting communities, healthcare communities, pharmacies, clinics, and other strategic partners.

Measure the contribution of affiliates and KOLs to traffic, leads, sales, and repeat purchases.

Build customer communities and develop loyal customers into brand advocates.

Product Marketing and Commercial Planning

Identify hero products and product priorities based on demand, margins, inventory, and repeat-purchase potential.

Develop go-to-market strategies for product launches.

Define product positioning, key messages, audiences, pricing, offers, campaigns, and bundles.

Work closely with Finance, Sales, Supply Chain, and Management to align campaigns with inventory and cash-flow requirements.

Support sales forecasting and commercial planning based on marketing activity and customer demand.

Budget and Profitability

Prepare and manage the D2C and marketing budget with strong financial discipline.

Ensure marketing spend produces measurable commercial results.

Analyse costs and profitability by channel, campaign, product, and customer segment.

Work with Finance to monitor:

Gross margin.

Contribution margin.

Customer acquisition cost.

Marketing efficiency ratio.

Return on advertising spend.

Profitability by channel.

Recommend budget reallocation based on actual performance.

Data, Analytics, and Reporting

Build weekly and monthly D2C and marketing dashboards.

Monitor:

Gross and net sales.

Traffic.

Conversion rate.

Average order value.

Customer acquisition cost.

Return on advertising spend.

Repeat purchase rate.

Retention rate.

Customer lifetime value.

Contribution margin.

Revenue by channel and campaign.

Translate data into clear decisions and actions.

Present concise, solution-oriented reports to the CEO and management.

Provide early warnings when sales targets, marketing efficiency, or profitability are at risk.

Team Leadership

Lead the marketing, digital, CRM, marketplace, content, design, customer service, and affiliate functions.

Set clear targets, responsibilities, and KPIs for each team member.

Conduct weekly performance and campaign reviews.

Build a fast, disciplined, accountable, and data-driven working culture.

Develop team capabilities while remaining hands-on when required.

Work closely with the CEO and other department heads to ensure strong cross-functional execution.

Qualifications

Bachelor’s degree in Marketing, Management, Communications, Business, Digital Marketing, or a related field.

Minimum seven years of experience in marketing, e-commerce, D2C, digital, growth, or commercial roles.

Minimum three years of experience in a managerial or leadership position.

Proven experience growing a D2C or e-commerce business.

Experience carrying direct responsibility for revenue and profitability targets.

Strong experience in performance marketing, CRM, marketplaces, website conversion, and customer retention.

Good understanding of P&L, budgeting, margins, contribution margin, and profitability.

Experience in FMCG, healthcare, pharmaceuticals, supplements, beauty, retail, or consumer goods is highly preferred.

Strong analytical, leadership, communication, problem-solving, and decision-making skills.

Able to develop strategy and execute hands-on.

Fluent in Bahasa Indonesia and able to use English for business purposes.

Preferred Tools and Platforms

Meta Ads Manager.

TikTok Ads Manager.

Google Ads and Google Analytics.

Google Tag Manager.

Shopee Seller Centre.

Tokopedia Seller.

TikTok Shop Seller Centre.

WordPress, WooCommerce, or Shopify.

WhatsApp Business API.

CRM and marketing automation platforms.

Klaviyo, Mailchimp, Brevo, HubSpot, or similar tools.

Google Sheets or Microsoft Excel.

Looker Studio.

Affiliate and conversion-optimisation platforms.

Key Competencies

Strong commercial and customer-focused mindset.

Highly accountable for sales and profitability.

Able to make fast, data-based decisions.

Strong understanding of the full D2C funnel.

Capable of building systems and teams from the ground up.

Comfortable operating in a fast-growing and entrepreneurial company.

Able to work independently without excessive dependence on agencies.

Strong ownership, execution discipline, and leadership presence.

Comfortable working directly with the CEO and senior management.

Key Performance Indicators

Performance will be evaluated based on:

Achievement of D2C

net sales targets.

Monthly and annual D2C growth.

D2C contribution margin.

Customer acquisition cost.

Return on advertising spend.

Website and marketplace conversion rates.

Average order value.

Repeat purchase and customer retention rates.

Customer lifetime value.

Revenue generated through CRM.

Customer database growth and quality.

Affiliate and KOL productivity.

Profitability by channel.

Marketing budget efficiency.

Speed and quality of campaign execution.

Team performance and capability development.