Head of Vertical Marketing

Bluebirdgroup; Jakarta Pusat; On-site; IDR 400,000,000 - 800,000,000; Full time

Job summary

Bluebirdgroup is seeking a Head of Vertical Marketing to lead the development and execution of an integrated marketing strategy across multiple business lines. The role requires steering portfolio-level positioning, growth priorities, resource allocation, and marketing investments, while aligning with regional operations and cross-functional teams.

The ideal candidate brings 8–10 years of progressive marketing experience, advanced degrees, and a proven track record of leading high-performing

Qualifications

• Bachelor's degree in Marketing, Business Management, Communications, or a related field.
• MBA or Master's in Marketing highly preferred.
• 8–10 years of progressive marketing experience with a proven growth record.
• Experience leading high‑performing marketing teams.
• Strong ability to develop and execute integrated marketing strategies across multiple lines.
• Budget management, ROI/ROAS optimization, and performance measurement.
• Analytical, strategic thinking and stakeholder management skills.
• Excellent communication and cross-functional collaboration.
• Data-driven decision making and customer-centric growth strategy.
• Thrives in a dynamic, fast-paced environment with multiple priorities.

Responsibilities

• Develop and execute an integrated marketing strategy across multiple business lines.
• Manage marketing strategies for each line within a cohesive portfolio.
• Drive market and customer insight initiatives to inform strategy and planning.
• Lead go-to-market planning for new services, product enhancements, and expansion.
• Integrate digital, offline, and direct marketing programs at scale.
• Provide strategic leadership and direction to the marketing team.
• Coach and develop the marketing team to high performance.
• Establish performance expectations and monitor KPIs.
• Collaborate with Operations, Commercial, DigiPro, and marketing functions.
• Monitor marketing performance and optimize ROI/ROAS.
• Proactively advise the CMO with insights and opportunities.

Skills

Analytical thinking

Strategic thinking

Stakeholder management

Leadership

Cross-functional collaboration

Data-driven decision making

Education

Bachelor's degree in Marketing or related field

MBA or Master's in Marketing

Job description

About the job Head of Vertical Marketing

Responsibilities

• Develop and execute an integrated marketing strategy across multiple business lines, leveraging comprehensive market analysis, consumer insights, and business needs assessment.
• Manage marketing strategies for each business line as part of a cohesive portfolio, including positioning, growth priorities, resource allocation, and marketing investment decisions.
• Drive market and customer insight initiatives to inform marketing strategies, business planning, and strategic decision-making.
• Lead go-to-market planning and execution for new service launches, product enhancements, and market expansion initiatives.
• Ensure seamless integration of digital, offline, and direct marketing programs to effectively reach target audiences at scale.
• Provide strategic leadership and clear direction to the marketing team, ensuring successful execution of initiatives and alignment with organizational objectives.
• Build and strengthen team capabilities through coaching, mentoring, and continuous development, fostering a high-performing and self-sufficient marketing organization.
• Establish performance expectations, manage team effectiveness, and ensure achievement of marketing goals and KPIs.
• Collaborate closely with Operations (including Regional teams), Commercial, DigiPro, and all Marketing Directorate functions to ensure aligned and effective execution of business strategies.
• Monitor and evaluate marketing performance across all business lines, ensuring initiatives drive sustainable growth, customer acquisition, utilization, and revenue impact.
• Manage marketing budgets with a strong focus on efficiency, effectiveness, and maximizing ROI/ROAS.
• Proactively provide strategic recommendations and business insights to the Chief Marketing Officer (CMO) based on performance analysis, market trends, and emerging opportunities.

Requirements

• Bachelor's degree in Marketing, Business Management, Communications, or a related field.
• MBA, Master's Degree in Marketing, or other relevant postgraduate qualifications are highly preferred.
• Minimum of 8–10 years of progressive experience in marketing, with a proven track record of delivering business growth.
• Demonstrated experience in leading and developing high-performing marketing teams.
• Strong expertise in developing and executing integrated marketing strategies across multiple business lines or portfolios.
• Proven experience in budget management, marketing performance measurement, and optimization of ROI/ROAS.
• Strong analytical, strategic thinking, and stakeholder management capabilities.
• Excellent communication, leadership, and cross-functional collaboration skills.
• Experience in data-driven decision-making, customer-centric marketing, and growth strategy development.
• Ability to thrive in a dynamic, fast-paced environment while managing multiple priorities and stakeholders.