Head of Marketing

About the job 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.

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

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