GOJEK · 2017–2019
Grew new user acquisition 27% YoY across Singapore, Thailand, Vietnam — while reducing marketing spend by a third. Channel discipline at scale.
Post-Series-D, GOJEK was expanding into Singapore, Thailand, and Vietnam simultaneously. I led digital marketing for the regional push — managing a $10M+ annual budget and a team that grew from 10 to 25+ FTEs in six months.
The counterintuitive result — 27% user acquisition growth while cutting spend by 32% — came from channel discipline, not efficiency hacks. We killed the channels that looked like wins because they moved volume but not quality. The CAC came down because the denominator changed: fewer low-intent users entering the funnel.
The lesson wasn't a clever tactic. It was learning that budget discipline at scale is mostly about organizational will to say no to things that look like growth.
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