Three threads run through everything I do: digital marketing, tinkering, and cycling. They’re not separate hobbies — the same instinct drives all three. Take something apart, see how it actually works, then make it work better.
Digital marketing
This is the day job. 10+ years across SaaS, e-commerce and agencies in Indonesia — paid media, SEM/PPC, analytics and growth.
Paid acquisition — Google Search, YouTube, Demand Gen, Meta and TikTok. Full-funnel campaigns with real targets, not vanity dashboards. Recent quarter: 240+ MQLs under IDR 300K each.
Measurement that holds up — GA4, GTM, server-side tagging, offline conversion import. If the numbers can’t survive being questioned, they’re not numbers yet. Looker Studio / BigQuery when the data outgrows a spreadsheet.
Marketing operations — CRM build-outs (I’ve wired up TwentyCRM from zero), lead pipelines, deal-stage tracking, SOPs and reporting the team can actually run without me.
Search & lead-gen tooling — Screaming Frog, Semrush, Ahrefs, AppsFlyer, Supermetrics, Zapier.
Full role-by-role history is on my CV.
Tinkering
Off-hours I take things apart. A recurring list of what that looks like:
- Homelab & self-hosting — my own stack, run by me, not rented blind
- Network gear — flashing OpenWrt onto a Xiaomi router, ad-blocking at the router level instead of bolting on another extension
- Everything else — swapping a TV launcher and accidentally starting a fight with the remote, migrating a helpdesk to Chatwoot, finding a Monero miner quietly running on one of my VPS boxes
I write these up on the blog as field notes — including the parts that went sideways. Usually the interesting bit.
Cycling
Endurance riding, mostly. Long days in the saddle — the Jakarta 150km audax and whatever comes after it.
Cycling is where I put down the phone and think. It’s also the closest thing I have to a testing methodology: steady input, honest feedback, no shortcuts.
Working together
I’m most useful when one of these is true:
- Paid spend is going somewhere and you can’t tell where
- Tracking is a mess and nobody trusts the reporting
- You need someone who’ll fix the plumbing, not just redraw the charts
Email is best for anything with detail — get in touch and I’ll reply within one business day.