About Gently

Gently is a fast-growing personal care brand for babies and kids in Indonesia, committed to gentle formulas, proven efficacy, and promoting a health-conscious lifestyle for families.

We move fast because the needs of millions of Indonesian children can’t wait. At Gently, we value clarity, ownership, and impact—and we believe strong decisions start with strong data.

About the Role

Gently is building its Direct-to-Consumer (D2C) channel from the ground up — a brand-owned commerce experience through our website (Shopify) and WhatsApp commerce, complementing our existing presence on Indonesian marketplaces (Shopee, Tokopedia, TikTok Shop). As D2C Growth Specialist, you will own the growth of this channel end-to-end: driving qualified traffic, improving conversion, and building the experimentation engine that turns our website into a scalable revenue channel.

You will work closely with our third-party web development partner, internal brand and marketing teams, and directly with the COO. This is a high-ownership role at the earliest stage of the channel ideal for someone who wants to build, not maintain.

What We’re Looking For

• Minimum 2 years of work experience in e-commerce growth, digital marketing, CRO, or D2C brand management
• Hands-on experience with at least one e-commerce platform (Shopify strongly preferred; Shopee/Tokopedia/TikTok Shop seller center experience is useful background, but the focus of this role is a brand-owned website)
• Proven experience running and analyzing A/B tests or growth experiments
• Working knowledge of web analytics tools (Google Analytics 4 required; heatmap/session tools a plus)
• Understanding of SEO fundamentals — including Bahasa Indonesia keyword behavior
• Strong analytical skills — comfortable working with funnel data, building reports, and drawing actionable conclusions
• Experience managing external vendors or agencies
• Strong written and verbal communication in English and Bahasa Indonesia

Preferred

• Experience in beauty, personal care, baby care, health, or FMCG categories
• Familiarity with relevant commerce tools
• Basic understanding of paid acquisition (Meta Ads, Google Ads, TikTok Ads)
• Exposure to CRM/marketing automation tools
• Basic HTML/CSS literacy or experience working with developers on implementation
• Experience growing a D2C channel from early stage (pre-revenue or low-revenue)
• Understanding of Indonesian digital consumer behavior

What You Will Do

1. Traffic & Discoverability

• Develop and execute strategies to drive qualified traffic to the D2C website: SEO, content, organic social (Instagram, TikTok), marketplace-to-D2C customer migration, and paid support where relevant
• Improve brand discoverability across search engines, local recommendation and review platforms (Female Daily, SOCO by Sociolla, parenting communities), and AI-powered search
• Monitor and report on traffic quality, sources, and cost-efficiency

2. Conversion Rate Optimization (CRO)

• Design, run, and analyze A/B tests and experiments across landing pages, product pages, and checkout flows — once traffic volume supports statistical validity
• Translate findings into prioritized improvement backlogs for the web development vendor
• Optimize the full funnel: visit → add-to-cart → checkout → repeat purchase
• Ensure checkout experience aligns with Indonesian consumer payment preferences: QRIS, e-wallets (GoPay, OVO, DANA, ShopeePay), virtual account, and COD where relevant

3. Vendor & Project Management

• Act as day-to-day owner of the relationship with the third-party website development agency
• Translate business requirements into clear briefs, manage timelines, and ensure quality of delivery
• Maintain a structured change-request and testing workflow before deployments

4. Analytics & Measurement

• Implement and maintain proper tracking (GA4, Meta Pixel, TikTok Pixel, Shopify analytics, heatmap/session recording tools)
• Build weekly performance dashboards and reporting cadence for leadership
• Define and track core D2C metrics: traffic, conversion rate, AOV, CAC, repeat rate, contribution margin

5. Customer Experience & Retention

• Optimize WhatsApp commerce flows and website-to-WhatsApp handoffs — a dominant commerce behavior among Indonesian consumers
• Support CRM initiatives via WhatsApp and email (abandoned cart, post-purchase, replenishment journeys)
• Gather customer feedback and translate it into UX improvements, with sensitivity to the needs of mother and baby consumers and BPOM/Halal trust signals