Product & Technology Leader · AI-Driven Transformation & Digital Growth
Driving product-led growth across banking, fintech, mobility, SaaS & automotive
13+ years turning complex problems into scalable products — leading AI-driven transformation and the commercial growth that follows.
About
I'm a product and technology leader with 13+ years across banking, fintech, mobility, SaaS, and automotive. As Product Owner at an Indonesian electric-mobility brand, I lead the commercial product engine behind its Battery-as-a-Service ownership offering, now the company's leading revenue line, and drive AI adoption across the organization.
I'm also the founder of Aidia, an AI systems studio in Jakarta that helps organizations adopt agentic AI — pairing executive product judgment with hands-on automation so lean teams punch above their size. Earlier, I built products at Citibank, Mekari, OVO, and other leading companies across Southeast Asia.
Integrating AI to eliminate manual work and unlock data-driven decisions.
Products that drive acquisition, activation, and retention at scale.
Modernizing legacy systems and processes for speed and efficiency.
Systems that connect marketing, sales, and customer success.
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Challenge. High upfront battery cost was the main barrier to mainstream EV adoption in Indonesia.
Solution. Launched an ownership offering built on a Battery-as-a-Service model that separates vehicle and battery ownership.
Result. The offering became one of the company's leading revenue drivers; the BaaS model behind it captured 50% of B2C sales within three months of launch.
Challenge. Teams spent 2+ hours daily on manual reporting, data consolidation, and repetitive ops.
Solution. Built an end-to-end automation suite using AI and workflow orchestration across reporting and pipelines.
Result. Eliminated 2+ hours of manual work per person daily, freeing capacity for strategic work.
Challenge. Dealers operated independently across cities — no unified lead management or sales visibility.
Solution. Deployed a centralized CRM with automated lead assignment and real-time dashboards network-wide.
Result. 70% adoption, +25% sales productivity, and full pipeline visibility for the first time.
Challenge. Leaders relied on weekly manual reports that were often outdated by the time they arrived.
Solution. Built a real-time dashboard with WhatsApp nurturing automation and live engagement metrics.
Result. +25% lead engagement and +5% closure, with instant visibility for decision-making.
Challenge. Indonesian SMEs lack access to AI automation — stuck with manual service, repetitive entry, no after-hours coverage.
Solution. Founded Aidia, engineering AI agents for businesses — customer inquiries, lead capture, CRM, workflow automation, and AI brand presence.
Result. Built and deployed AI agents, automated reporting pipelines, and integrated multi-channel workflows within days.
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Deep-dive into your context, pain points, and opportunities. Map stakeholders, understand constraints, define success metrics.
Translate insight into a focused roadmap. Prioritize ruthlessly by impact vs. effort, aligning vision with business goals.
Sprint-based execution with rapid prototyping and continuous feedback. Ship early, learn fast, iterate to fit.
Data-driven validation at every step. Track KPIs, run experiments, scale what works — automate the rest.
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Flexible engagement models designed for impact. Every engagement starts with a free discovery call.
A focused engagement to identify and implement AI automation opportunities in your business. Powered by Aidia.
Best for teams drowning in manual, repetitive work.
Start a ConversationEnd-to-end product strategy and execution for a specific initiative — from discovery to launched MVP.
Best for teams launching a new product or feature.
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Aidia — AI Systems Studio, Jakarta. Building AI agents that do real operational work for businesses.
Yayasan JASUTIM — circular-economy foundation.
Indonesian electric-mobility brand. Leading the commercial product engine behind its Battery-as-a-Service ownership offering, plus CRM, sales automation, and organization-wide AI adoption.
Mekari. Cross-functional programs for a leading SaaS platform serving 35,000+ businesses.
Aleph-Labs. Product development for digital solutions across Southeast Asian markets.
Product Manager, Seekmi (2017–2018) · Project Manager, OVO (2017) · Technology Project Manager, Citibank Indonesia (2015–2017) · PMO, Astra International (2014–2015) · ERP Consultant, Visi Intech (2013–2014).
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Open to product leadership, AI & automation engagements, and a good conversation.
