Digital business leader with 8+ years scaling NGOs, startups and consumer brands, with hands-on ownership of IDR 20B+ in managed advertising spend across Meta, Google, TikTok, LinkedIn and marketplace ecosystems. IDR 16.8B of it evidenced dashboard-by-dashboard in the portfolio that follows. Proven at turning ad budgets into measurable revenue: IDR 3.2B in marketplace sales from IDR 282M of spend, an 11.4x blended return. Equally at home building the systems behind the growth: SOPs, WhatsApp Business API integrations, CRM/ERP rollouts and measurement infrastructure. Since 2024, expanded into hands-on AI product delivery as Founder of Impactory, shipping a production 12-module AI SaaS platform with an end-to-end RAG pipeline (Supabase Edge Functions + Azure OpenAI + pgvector) via a structured multi-agent development workflow. A rare hybrid of performance-marketing operator, brand and growth strategist, and AI-native systems builder.
Where the budget went, and what came back
IDR 20B+
Career ad spend managed
IDR 16.83B of this is itemised from platform dashboards in the Ads Portfolio below.
IDR 16.8B
Evidenced in-platform
Sum of every spend figure legible in the 14 dashboard screenshots in this portfolio.
Total Rp16,832,970,605 across ten ad accounts, every line of it legible in the dashboards reproduced here. Marketplace is 1.7% of the spend and the only channel with sales attributed against it: Rp3.22B returned, 11.4x blended.
Core capabilities
Performance & Growth Marketing
Meta Ads (Power Editor, Pixel, Tag Assistant), Google Ads (SEM/YouTube/GDN), TikTok Ads & GMV Max, Shopee/Tokopedia Ads, CPAS, LinkedIn Ads, funnel optimisation, CRO, A/B testing, audience and pixel strategy.
Brand & Business Leadership
Multi-brand C-level growth ownership, go-to-market strategy, PR and live commerce, affiliate programmes, brand collaborations, market penetration.
AI Systems & Product Delivery
AI agents, RAG pipelines, prompt governance, structured outputs, multi-agent dev workflow (Antigravity IDE, VS Code + Continue, GitHub, Vercel), Azure AI Foundry / OpenAI / VM, Supabase, production SaaS shipping.
Marketing Infrastructure
SOP design, WhatsApp Business API integration, CRM/ERP (Oracle NetSuite) implementation, measurement tooling, e-commerce and marketplace operations, payment gateways.
SEO, Web & CMS
On/off-page SEO, WordPress/Joomla/Drupal, 45+ websites shipped across NGO, education and commerce sectors, GA/GTM/Search Console, Ahrefs, Hotjar.
Digital Fundraising
Google Ad Grants, donor CRM, crowdfunding platform build, campaign storytelling - scaled Global Qurban into Indonesia's #1 Qurbani sales platform.
Halal Pro Supplement · Immersia Impact Consulting · Bisa Baik Bersama (Yayasan Rumah Pembangunan Berkelanjutan) · LittleChamp Daycare
Lead partnership, branding and performance marketing strategy across four portfolio brands - consumer health, impact consulting, foundation/CSR and early-childhood education.
Manage and optimise acquisition across Meta Ads, Google Ads, TikTok Ads/Shop/GMV Max, Shopee Ads, SEO and social commerce funnels - supporting growth from startup phase through market penetration.
Own the LittleChamp Daycare growth mandate end to end: positioning, parent-acquisition funnels, an AI enrolment concierge answering parent enquiries around the clock, and a Growth Intelligence System that unifies ad spend, lead source, tour attendance and centre occupancy into one cockpit.
Founder & AI Systems Builder
Feb 2024 - Present
Impactory / Bisa Baik Ecosystem
AI SaaS · grant & impact management · crowdfunding · Web 2.5 experimentation
Built and scaled a multi-platform impact ecosystem: Impactory.id, BisaBaik.or.id/.org, PasarBaik.com and App.Impactory.id.
Shipped Impactory.id as a production AI SaaS platform for NGOs and CSR teams - 12+ live modules including grant pipeline, AI grant writer, donor CRM and LFA/logframe builder; placed top ~100 of 1,500+ hackathon entrants at MVP.
Architected an end-to-end RAG pipeline (Supabase Edge Functions + Azure OpenAI + pgvector) using a structured multi-agent engineering workflow to ship production code safely.
Progressed the ecosystem into formal recognition tracks: accepted into a top-tier accelerator cohort and shortlisted for an international social-impact fund cohort.
Project Consultant - SAPA Mobile Unit
Aug 2024 - Jan 2025
Save the Children Indonesia (DKI Jakarta Provincial Program)
Freelance / project-based · women & children's protection outreach
Engaged as project-based consultant on the SAPA (Sahabat Perempuan dan Anak) provincial mobile outreach initiative, delivered in partnership with Save the Children Indonesia.
Supported coordination between field outreach operations, programme reporting and stakeholder communication across a 6-month engagement, applying cross-sector NGO and grant-ecosystem experience.
Earlier career
Brand Manager - Muscle First
Jul 2022 - Feb 2024
PT Unggulan Bugar Indonesia (Cemerlang Sukses Energi)
Led e-branding and marketing strategy across owned and paid media; created 5 top-performing products on TikTok Shop that earned an invitation to TikTok Summit Indonesia 2023.
Owned brand and paid media through the growth run that contributed to the founder's Forbes Asia 30 Under 30 recognition.
Scaled monthly revenue 3x, from IDR 4B to IDR 12B, helping attract new institutional investment within 9 months.
Ran IDR 2.59B of TikTok Ads across 76 campaigns at a blended CPC of Rp484 and CPM of Rp7,913 (2022-2024).
Drove IDR 2.66B in Shopee ad-attributed sales from IDR 257M of spend across the Pro Whey, Creatine, Isolate and Gainer SKUs - a 10.4x blended return, with individual SKUs between 8.4x and 12.0x.
Managed PR, live streaming, affiliate programmes and marketplace ads (Tokopedia, Shopee, Meta CPAS).
Marketing & Sales Manager
Oct 2021 - Jul 2022
PT Adev Natural Indonesia
Led digital marketing and growth-hacking execution to improve acquisition efficiency.
Served as Project Leader for the Oracle NetSuite ERP + CRM implementation.
Martech Senior Manager & Special Staff
Apr 2021 - Oct 2021
Biru Marmara Group / MUSIAD Indonesia
Strengthened digital marketing across 6 units of the Indonesia-Turkey business ecosystem (education, travel, trade, language centre).
Built SOPs, WhatsApp API integrations and growth-hacking measurement tools.
Digital Project Lead
2020 - Apr 2021
Shilla at Sawangan
Created and managed a startup project from ideation to launch, including client pitching, negotiation and go-to-market campaign setup.
Digital Marketing Manager
2019-2020
PPPA Daarul Qur'an Foundation
Built and led a digital marketing team from scratch.
Secured a USD 10,000 Google Ad Grant, achieved social verification and grew social media reach by 29.7%.
Integrated Digital Marketing Supervisor
2014-2019
ACT Foundation (Aksi Cepat Tanggap)
Ran SEO/SEM/SMM and e-commerce for store.act.id across humanitarian appeal, Qurban, Zakat and Wakaf campaigns.
Managed IDR 12.4B of Meta spend across 7 ad accounts under one Business Manager, plus IDR 1.45B of Google Ads (SEM, YouTube, GDN) delivering 284M impressions and 3.02M clicks at a 1.06% CTR.
Delivered a 22.3x return on Tokopedia TopAds - Rp562.7M revenue from Rp25.3M spend in a single flight.
Drove Global Qurban to become Indonesia's #1 Qurbani sales platform. Best Employee of the Year 2016.
Key achievements
IDR 20B+ in digital ad spend managed across Meta, Google, TikTok, LinkedIn and marketplace platforms over 8+ years - IDR 16.8B of it itemised from platform dashboards in this portfolio.
IDR 3.22B in marketplace revenue driven from IDR 281.8M of ad spend (11.4x blended ROAS), verified in Tokopedia and Shopee dashboards.
Shipped a production 12-module AI SaaS platform (Impactory) with a working end-to-end RAG pipeline for AI-assisted grant writing.
Scaled Muscle First's monthly revenue 3x (IDR 4B to IDR 12B), helping attract new institutional investment within 9 months.
Owned brand and paid media at Muscle First through the growth run that contributed to the founder's Forbes Asia 30 Under 30 recognition.
Delivered a 6-month consultancy engagement with Save the Children Indonesia on the SAPA DKI Jakarta provincial protection programme.
Secured a USD 10,000 Google Ad Grant and grew social media reach by 29.7% at PPPA Daarul Qur'an.
Invited to TikTok Summit Indonesia 2023 (Muscle First) for creating 5 top-performing TikTok Shop products.
Founder & Advisor of Yayasan Rumah Pembangunan Berkelanjutan (Bisa Baik) - community empowerment, education and environment programmes.
9 engagementsSelected case studies
ACT Foundation
Integrated Digital Marketing Supervisor · 2014-2019
Five years running Indonesia's largest humanitarian ad operation - seven Meta ad accounts, four years of always-on Google search, and the e-commerce storefront behind Global Qurban.
IDR 12.4B
Meta spend, 7 accounts
IDR 1.45B
Google Ads spend
284M
Google impressions
22.3x
Tokopedia ROAS
Muscle First
Brand Manager · 2022-2024
Brand and paid-media ownership for a sports nutrition line across TikTok, Shopee, Tokopedia and Meta CPAS - the most heavily instrumented account in this portfolio.
Rp2.66B
Shopee ad-attributed sales
10.4x
Blended marketplace ROAS
IDR 2.59B
TikTok spend, 76 campaigns
13.56x
Best SKU ROAS (CPAS)
3x
Monthly revenue (4B to 12B)
Impactory.id
Founder · Product & AI · 2024 - Now
A production AI SaaS platform for NGOs and CSR teams - grant pipeline, AI grant writer, donor CRM and LFA/logframe builder, on an end-to-end RAG stack.
12+
Live modules shipped
Top 101
of 1,500+, Google Cloud Gen AI APAC
0 → 1
RAG pipeline in production
Halal Pro Supplement
Director, Partnership & Marketing · 2024 - Now
Multi-brand C-level mandate on a premium halal sports nutrition line - brand positioning, performance funnels and the marketplace engine behind it.
Rp168
Cost per link click, CPAS
9
CPAS campaigns in parallel
LittleChamp Daycare
Growth & Marketing Lead · 2024 - Now
Growth mandate end to end: positioning, parent-acquisition search, a 24/7 AI enrolment concierge, and a Growth Intelligence System tying ad spend to centre occupancy.
29.9K
Search clicks
Rp620
Average CPC
24/7
AI enrolment concierge
Wellspaces
Growth Partner · 2023-2025
A four-tier keyword architecture for wellness acquisition - brand, core, broad and competitor intent budgeted and read as separate businesses.
31.5K
Clicks
2.94M
Impressions
6,561
Clicks across 4 intent tiers
BisaBaik.or.id
Founder · Platform Lead · 2024 - Now
An end-to-end donation platform with campaign pages, payment gateway integration and an SEO foundation engineered for trust.
0 → 1
Platform shipped
Rp128
Best cost per link click
2.28M
Accounts reached
ResinID Home Decor
Growth Partner · 2023
The digital sales engine for a designer resin home-decor brand - visual identity, e-commerce stack and creator-led performance media.
0 → 1
E-commerce stack
Creator-led
Performance media model
PasarBaik.com
Founder · Concept & Build · 2025
An aggregator connecting impact-driven products, communities and ethical commerce into one storefront.
1
Unified storefront
B2C + B2B
Channels
Screenshots from live ad accountsAds portfolio
Account setup, targeting, creative testing, budget scaling and reporting, across enterprise humanitarian fundraising (ACT Foundation), multi-brand e-commerce (Muscle First, Halal Pro), education (LittleChamp Daycare), wellness (Wellspaces) and CSR/grant campaigns (PalestinaID, PT Bukit Asam, Bisa Baik). Every figure is read directly off the screenshot beside it.
Meta Ads
Enterprise ad-account management across humanitarian fundraising, CSR grant projects and consumer commerce.
Seven ad accounts under one Business Manager
Meta Business Manager · ACT Foundation (Aksi Cepat Tanggap) · 2014-2019
IDR 12.4B
Spend visible on screen
Humanitarian appeal, Qurban, Zakat and Wakaf campaigns run side by side. Largest single account: Rp4.53B lifetime spend.
7 Ad accountsRp4.53B Largest account
40 campaigns across awareness, engagement & conversion
Meta Ads Manager · PalestinaID · PT Bukit Asam Grant Project · Bisa Baik Bersama · 2025
IDR 32.7M
Total spend
CSR- and grant-linked campaign portfolio: 3.67M impressions reaching 2.28M Accounts Centre accounts at 1.61 frequency. Best link-click cost Rp128.
3.67M Impressions2.28M Accounts reachedRp128 Best cost / click
Creative variant testing - Feed, Story & Reels
Meta Collaborative Ads (CPAS) · Muscle First
Catalog-synced dynamic product ads for the Pro Gainer line, tested across all three placements from a single product feed.
3 Placements testedCatalog Dynamic product ads
UGC-style creatives mapped to per-product ROAS
Meta CPAS · Muscle First
Influencer and UGC creative formats attributed down to individual SKU return, so creative decisions were made on revenue rather than engagement.
13.56x Pro Isolate11.37x Pro Whey9.54x Pro Creatine8.07x Pro Gainer
Nine-campaign CPAS structure
Meta CPAS → Shopee · Halal Pro / Muscle First
IDR 4.25M
Total spend
Lookalike traffic, lookalike purchase, business-pixel and broad sales campaigns running in parallel. Cheapest link click at Rp168 on the LAL traffic campaign.
9 Campaigns487K ImpressionsRp168 Cost / link click
B2B / institutional donor outreach test
LinkedIn Campaign Manager · ACT Foundation
A deliberately small test of institutional donor targeting: 24,263 impressions and 295 clicks on USD 94.62 - a 1.22% CTR against a B2B audience.
1.22% CTR24,263 ImpressionsUSD 94.62 Spend
Google Ads
Search, YouTube and Display across humanitarian fundraising, wellness and early-childhood education.
SEM, YouTube & Display Network
Google Ads · ACT Foundation · Jan 2015 - Apr 2019
IDR 1.45B
Total spend
Four years of always-on humanitarian search and display. Top converting campaigns: SEM Global Qurban (206 conversions) and Gempa & Tsunami Palu (93,924 clicks).
284M Impressions3.02M Clicks1.06% CTR
Wellness acquisition
Google Ads · Wellspaces · Q4 2023 - Q4 2025
IDR 89.7M
Total spend
31.5K clicks from 2.94M impressions at an average CPC of Rp2,840.
31.5K Clicks2.94M ImpressionsRp2.84K Avg. CPC
Four-tier keyword architecture
Google Ads · Wellspaces
Brand / Core / Broad / Competitor split into separate campaigns so intent tiers could be budgeted and read independently - 6,561 clicks total, with Core converting at a 2.91% interaction rate.
6,561 Clicks across 4 tiers2.91% Best interaction rate285K Impressions
Parent acquisition for early-childhood education
Google Ads · LittleChamp Daycare
IDR 18.6M
Total spend
29.9K clicks from 538K impressions at an average CPC of Rp620 - a high-intent, tightly geo-fenced local search build.
29.9K Clicks538K ImpressionsRp620 Avg. CPC
Marketplace Ads
Where ad spend turns into a revenue line you can point at.
22.3x return in a single flight
Tokopedia TopAds · ACT Foundation - store.act.id · 27 Jul - 25 Aug 2018
22.3x
ROAS
The humanitarian e-commerce storefront. Rp25.3M of TopAds spend generated 1.28M product views and Rp562.7M in revenue.
Rp562.7M RevenueRp25.3M Spend1.28M Views
A whole product line at 8-12x ad efficiency
Shopee Ads · Muscle First
10.4x
Blended ROAS
Pro Whey 11.07x, Pro Creatine 11.96x, Pro Isolate 10.07x and two Pro Gainer SKUs at 10.26x and 8.41x - Rp257M of spend returning Rp2.66B in ad-attributed sales at a 9-12% ACOS.
Rp2.66B Ad-attributed salesRp257M Spend9.0% Best ACOS
TikTok Ads
Two years of always-on video and live commerce for a sports nutrition brand.
76 campaigns across video and live conversion
TikTok Ads Manager · Muscle First · Mar 2022 - Jan 2024
IDR 2.59B
Total spend
Blended CPC of Rp484 and CPM of Rp7,913 held across the full flight. Largest single campaign: Video Conversion Daily at Rp343.4M.
JagoFBAds · Facebook Elite Training Managix · Funnel Ad Design Strategy & SOP Mastery
Dewa Eka Prayoga / Pixel Studio / Advertisa
2018
YouTube for Performance · Facebook & Instagram Ads · Email Marketing · Google Analytics & AdWords Advanced Search
Google Indonesia / Veltica
2016-2018
Organisations & languages
Yayasan Rumah Pembangunan Berkelanjutan / Bisa Baik
Founder & Advisor. Community empowerment, education, environment
NICE Indonesia
Associate. Digital marketing guidance for mosque committees, SMEs, CSOs & NGOs
MUSIAD Indonesia / Kamar Dagang Indo-Turki
Special Staff / Secretariat. Indonesia-Turkey trade chamber
Indonesian
Native
English
Professional working proficiency
An amber figure is read directly off a platform dashboard reproduced in this document. Figures in black are stated without an artefact here. Campaign-level breakdowns, references and additional certifications are available on request. maulana.arif.pratama@gmail.com · +62 821-1245-5705 · arif.impactory.id
