Head of Marketing

Position Overview

iCar Asia Indonesia Group (iCar) is a leading integrated automotive ecosystem in Indonesia, comprising Mobil123, Carmudi, Carsentro, and AutoFun. Together, these platforms combine leading online marketplaces, offline used-car hubs, and trusted automotive content to deliver high-quality traffic, strong dealer leads, and a seamless car-buying experience across the country.

The Head of Marketing is responsible for driving iCar's overall marketing strategy with a primary mandate to significantly grow website traffic, high-intent visitors, and quality leads to strengthening our dealer & Auto OEM ecosystem. This role leads brand, digital performance, CRM, content, and partnership strategies to support both consumer acquisition, dealer revenue growth our Media/Events Revenue and ensuring iCarAsia remains Indonesia's leading automotive marketplace.

Key Responsibilities

1. Traffic & Lead Growth Leadership (Priority Focus)

• Build and execute traffic and leads acceleration strategy to increase high-quality visitors and leads to iCar through SEO, AEO, SEM, social, programmatic, and content marketing.
• Strengthen lead generation funnels to deliver consistent, qualified leads for dealers, OEMs, and finance partners.
• Optimize website visitor flow, landing pages, and conversion journeys to improve lead-to-contact and contact-to-appointment ratios.
• Implement continuous experimentation (A/B testing, CRO initiatives) to maximize traffic efficiency and conversion.
• Partner closely with Product & Tech teams to enhance site performance, GTM tracking, and lead submission reliability & business teams to drive the right business performance OKRs.

2. Dealer Ecosystem Marketing

• Develop integrated dealer marketing programs that increase dealer usage, subscription value, and sales outcomes.
• Drive campaigns that attract new dealers, reactivate dormant dealers, and improve lead satisfaction for existing partners.
• Drive campaigns to upsell dealer specific products like inspection, warranty, ERA and transaction.

3. Performance & Digital Marketing

• Own and optimize all paid and unpaid media channels with clear ROI targets focused on traffic growth and lead generation.
• Strengthening analytics, attribution, GTM/pixel infrastructure to ensure full visibility of customer behavior and channel performance.
• Increase share of organic traffic through structured SEO, Advanced Engine Optimization (AEO), Geographic/Local SEO (GEO), content planning, and authority-building initiative

4. Brand, Content & Integrated Campaigns

• Lead impactful campaigns that improve brand visibility and attract more car buyers, owners and sellers to iCar.
• Optimize content strategy (blog, video, social, product education) to support SEO, AEO, traffic growth, and dealer lead generation.
• Amplify the brand identity creatively across all communication touchpoints with min. budget.

5. CRM, Remarketing & User Retention

• Build full analytics dashboard/CRM journeys to nurture car buyers from awareness, interest, lead generation and repeat engagement.
• Implement remarketing and audience segmentation to increase lead conversion and drive return traffic.
• Constantly drive multiple experiments and A/B testing to achieve the best performance results.

6. Partnership & Ecosystem Expansion

• Develop partnerships with automotive communities, media networks, finance institutions, and aftersales partners to boost unpaid traffic and lead flow.
• Execute cross-platform campaigns leveraging iCar Asia ecosystem for incremental audience reach.

7. Budget & Performance Management

• Manage the marketing budget with strict focus on visitor growth, lead quality, and cost efficiency.
• Build monthly performance dashboards highlighting traffic, leads, CPA, conversion, and dealer impact.
• Ensure marketing investments support both short-term results and long-term scalability.

8. Team Leadership

• Lead a high-performing team across performance marketing, brand, content, CRM, SEO/AEO and design.
• Build capabilities in digital analytics, funnel optimization, and dealer-focused marketing execution.
• Promote a data-driven and experimentation culture.

Requirements

Experience & Background

• Minimum Experience: Minimum 5 years in marketing, with strong experience in traffic growth and digital performance marketing.
• Digital Acquisition Expertise: Proven track record in SEO/SEM, Conversion Rate Optimization (CRO), and driving digital acquisition for marketplaces, e-commerce, or automotive businesses.
• Search Specialization: Specific, hands-on experience in Advanced Engine Optimization (AEO) and Geographic/Local SEO (GEO) to drive high-quality organic visitors and leads.

• Ecosystem Experience (Preferred): Experience working with dealer ecosystems, OEMs, or B2B2C models is highly preferred.

• Data-Driven Culture: Experience promoting a data-driven and experimentation culture, utilizing robust analytics, attribution, and pixel infrastructure.

Skills & Competencies

• Digital Traffic & Funnel Expertise: Expert in digital traffic strategy, lead optimization, and user funnel management.
• Content Strategy & Management: Mastery in developing and optimizing content strategy for SEO, social platforms, traffic growth, and dealer lead generation.
• Performance Marketing & Analytics: Strong analytical mindset with the capability to translate data into action. Mastery of paid media and performance measurement.
• Social Media & Integrated Campaigns: Proven ability to build and execute traffic acceleration strategies through social and programmatic marketing.
• Leadership & Execution: Leadership experience in building and mentoring a multidisciplinary marketing team. Ability to balance strategic planning with fast execution.
• Stakeholder & Ecosystem Management: Excellent stakeholder management, especially with Sales, Product, and Dealer teams