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 Rol

eGently 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 maintai

n.
What We’re Looking

• ForMinimum 2 years of work experience in e-commerce growth, digital marketing, CRO, or D2C brand managem
• entHands-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 websi
• te)Proven experience running and analyzing A/B tests or growth experime
• ntsWorking knowledge of web analytics tools (Google Analytics 4 required; heatmap/session tools a pl
• us)Understanding of SEO fundamentals — including Bahasa Indonesia keyword behav
• iorStrong analytical skills — comfortable working with funnel data, building reports, and drawing actionable conclusi
• onsExperience managing external vendors or agenc
• iesStrong written and verbal communication in English and Bahasa Indone

siaPrefer

• redExperience in beauty, personal care, baby care, health, or FMCG categor
• iesFamiliarity with relevant commerce to
• olsBasic understanding of paid acquisition (Meta Ads, Google Ads, TikTok A
• ds)Exposure to CRM/marketing automation to
• olsBasic HTML/CSS literacy or experience working with developers on implementat
• ionExperience growing a D2C channel from early stage (pre-revenue or low-reven
• ue)Understanding of Indonesian digital consumer behav

ior
What You Wil

l Do1. Traffic & Discoverabi

• lityDevelop 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 rele
• vantImprove brand discoverability across search engines, local recommendation and review platforms (Female Daily, SOCO by Sociolla, parenting communities), and AI-powered se
• archMonitor and report on traffic quality, sources, and cost-effici

ency2. 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 vali
• dityTranslate findings into prioritized improvement backlogs for the web development ve
• ndorOptimize the full funnel: visit → add-to-cart → checkout → repeat purc
• haseEnsure checkout experience aligns with Indonesian consumer payment preferences: QRIS, e-wallets (GoPay, OVO, DANA, ShopeePay), virtual account, and COD where rele

vant3. Vendor & Project Manage

• mentAct as day-to-day owner of the relationship with the third-party website development ag
• encyTranslate business requirements into clear briefs, manage timelines, and ensure quality of deli
• veryMaintain a structured change-request and testing workflow before deploym

ents4. Analytics & Measure

• mentImplement and maintain proper tracking (GA4, Meta Pixel, TikTok Pixel, Shopify analytics, heatmap/session recording to
• ols)Build weekly performance dashboards and reporting cadence for leader
• shipDefine and track core D2C metrics: traffic, conversion rate, AOV, CAC, repeat rate, contribution ma

rgin5. Customer Experience & Reten

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

nals