Vidio
GM of Marketing Analyst · Jun 2024 – Present
Vidio is Indonesia's largest video on demand streaming platform, with tens of millions of active users and thousands of films, series, sports events, and live broadcasts.
What I Did
After three years leading SEO at Vidio, I was trusted to take on a broader role: building a marketing analytics function that touches every division, from acquisition to retention.
The biggest challenge wasn't technology. Many decisions were still made based on intuition or ad hoc reports inconsistent across teams. I started by redefining the data structure and standard metrics collectively agreed upon.
From there, I built a reporting infrastructure enabling every division to see their performance in real-time, and more importantly: to understand why numbers move, not just what is happening.
Tools & Approach
“Data is not the goal, it's the tool. Good analytics infrastructure isn't about pretty dashboards, it's about which business questions can be answered faster.”
Lessons Learned
The biggest challenge of data-driven transformation isn't technical, it's human. Building team trust in data requires more energy than building the pipeline itself.
Key Achievements
370+
Social media boost notifications standardized
A previously inconsistent boost post process is now documented and runs automatically
5 out of 5
All objectives delivered on target
Social media data pool, campaign tracking, VOS data extraction, Blog improvement, and process standardization all delivered
Manager Feedback
2025
"Solid foundation for a data-driven culture... strong reputation as 'the data guy'."
Direct manager, 2025
"Process is much simpler now... eliminates stressful last-minute surprises."
Direct manager, 2025