PLATFORM GTM · Gojek
Building an ads story that worked from SMB counter to enterprise boardroom
Launched four zero-to-one products and built a scalable enablement system for a complex ads and promotions portfolio.
- Role
- B2B Product Marketing Manager
- Period
- Apr 2020–Jul 2022
- My ownership
- Owned portfolio GTM, product narratives, and enablement; worked with product, sales, performance marketing, and merchant teams.
THE CHALLENGE
SMBs wanted simple growth they could see. Enterprise advertisers needed reach, control, and evidence. A single product catalog had to make sense to both without becoming generic.
THE INSIGHT
The common job was not “buy ads.” It was to turn moments of customer intent inside a super app into measurable merchant growth. Proof and packaging could then flex by buyer maturity.
THE APPROACH
From evidence to execution.
- 01
Build from demand
Combined voice-of-customer, competitive, performance, and sales data to identify unmet jobs and prioritize the portfolio roadmap.
- 02
Launch a coherent portfolio
Created product narratives and full-funnel launch strategies for four new products and three innovative ad formats.
- 03
Scale the field
Built a centralized library spanning 13+ asset types, including 40+ case studies and 26+ pitch decks.
VALUE ARCHITECTURE
STRATEGIC ARTIFACT / RECONSTRUCTED
Same platform. Proof matched to buyer maturity.
SMB promise
Reach nearby customers at the moment they are deciding, with a setup simple enough to run yourself.
Enterprise promise
Turn super-app intent signals into scalable reach, controlled activation, and measurable commercial lift.
Shared proof
Incrementality, engagement, spend growth, and merchant outcomes, not impressions alone.
THE OUTCOME
The portfolio generated $11M in incremental revenue. Launches reached 35% adoption in 30 days, while enablement helped drive 21% advertiser spend growth and 34% ARR growth.
Measurement note: $11M is incremental revenue from the ads and promotions portfolio. Adoption refers to the first 30 days after launch.
WHAT I CARRY FORWARD
We kept one platform promise, then changed the proof: ease and immediate demand for SMBs; reach, control, and incrementality for enterprise teams.