The Merchant Marketing Senior Associate, Incubation role in GoFood plays a pivotal function in accelerating the growth of newly onboarded merchants during their critical early months—typically the first 3 to 6 months—on the platform. This role is responsible for designing and executing structured, scalable marketing support and guidance that helps merchants build strong in-app presence, drive initial orders, and establish sustainable business performance. By equipping merchants with tailored promotional strategies, campaign participation, and effective onboarding processes, the incubation team ensures merchants are not only active but thriving early on. Ultimately, this contributes to higher merchant retention, stronger long-term partnerships, and increased Gross Merchandise Value (GMV) for the GoFood ecosystem.
What You Will Do
- Develop structured onboarding and growth playbooks tailored to longtail merchant segments
- Create targeted marketing strategies to boost order volume, visibility, and engagement within the first 3–6 months
- Monitor performance milestones (e.g., first order, weekly repeat rate, GMV growth)
- Utilize CRM, push notifications, in-app placements, and social media to drive awareness and performance for new merchants.
- Work with Merchant L&D, provide self-serve educational materials, toolkits, and communications to help merchants navigate the platform and improve their operations and marketing
- Work closely with sales, business, ops, and product teams to ensure alignment and support for incubation goals
- Track incubation metrics (e.g., GMV, retention, CO, MFP participation rate, app activity)
- Generate insights and recommendations to improve the program continuously
- Share performance updates with internal stakeholders
What You Will Need
- Has 3–4+ years of experience in roles such as growth marketing, lifecycle marketing, B2B/B2C marketing, strategy, business analysis, category management, or product marketing with a GTM or feature adoption focus. Experience in platform businesses such as marketplaces, e-commerce, food delivery, mobility, or fintech is a strong plus.
- Holds a Bachelor’s degree in Marketing, Business, Economics, Engineering, or a related field. An MBA or equivalent with a focus on growth, marketing, or analytics is a plus.
- Highly proficient in data analysis, with comfort working on dashboards, segmentation models, funnels, and behavioral analytics. Able to hypothesize and test growth strategies based on deep insights, such as diagnosing churn or identifying untapped merchant segments. Makes decisions based on data rather than intuition.
- Demonstrates a strong grasp of lifecycle marketing, segmentation, positioning, and channel strategies including CRM, in-product messaging, and sales enablement. Skilled at crafting value propositions and marketing communication tailored to different audience segments, while balancing scalability with personalization.
- Experienced in leading and mentoring teams—ideally analysts and marketers—with a collaborative mindset. Able to influence stakeholders across product, operations, business, and design, while also providing constructive feedback and pushing back on ineffective approaches when needed.
- Proficient in tools such as Excel, SQL, Looker, Tableau, or other similar BI platforms. Familiar with A/B testing frameworks and understands key performance marketing metrics.
- Demonstrates the ability to synthesize data from various sources to form cohesive marketing and growth strategies aligned with business objectives.
- Comfortable operating in dynamic, fast-paced environments while managing cross-functional projects and driving initiatives from strategy to execution.
In the Merchant Growth Marketing team, you’ll work closely with the CRM, Analytics, and Branding teams to drive feature adoption among GoFood merchants, with a strong focus on growing usage through the GoFood merchant app. This involves crafting targeted campaigns, leveraging data insights, and developing engaging marketing assets to educate and activate merchants at scale. You'll also collaborate with the Business and Operations teams to align on strategic priorities, understand merchant pain points, and implement initiatives that not only boost adoption but also contribute to the overall growth and efficiency of the GoFood ecosystem.
About GoTo GroupGoTo Group is the largest digital ecosystem in Indonesia with its mission to “Empower Progress’ by offering technological infrastructure and solutions for everyone to access and thrive in the digital economy. The GoTo ecosystem consists of on-demand transportation services, food and grocery delivery, logistics and fulfillment, as well as financial and payment services through the Gojek and GoTo Financial platforms.It is the first platform in Southeast Asia that hosts these crucial cases in a single ecosystem, capturing the majority of Indonesia’s vast consumer household.
About Gojek Gojek is Southeast Asia’s leading on-demand platform and pioneer of the multi-service ecosystem with over 2.5 million driver partners across the regions offering a wide range of services such as transportation, food delivery, logistics and more. With its mission to create impact at scale, Gojek is committed to resolving consumer problems and raising standards of living by connecting consumers to the best providers of goods and services in the market.
About GoTo FinancialGoTo Financial accelerates financial inclusion through its leading financial services and merchants solutions. Its consumer services include GoPay and GoPayLater and serve businesses of all sizes through Midtrans, Moka, GoBiz Plus, GoBiz, and Selly. With its trusted and inclusive ecosystem of products, GoTo Financial is open to new growth opportunities and aims to empower everyone to Make It Happen, Make It Together, Make It Last.
GoTo and its business units, including Gojek and GoToFinancial ("GoTo") only post job opportunities on our official channels on our respective company websites and on LinkedIn. GoTo is not liable for any job postings or job offers that did not originate from us. You should conduct your own due diligence to prevent being victims of any fake job scams, if they did not originate from GoTo's official recruitment channels.
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