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Product Marketing Performance Marketing June 2022 – June 2024 APAC

Two years. Four countries.
Every channel, every market,
one GTM motion.

Product Marketing Manager  ·  Singapore-based Fintech  ·  4 Countries  ·  3 Channels
Structure
Solo PMM
Owned
Strategy → Execution
Direct Reports
None
Scope
4 Countries · 3 Channels
The Full Scope
Not one campaign.
An entire growth function.

At Volopay, I didn't own a channel. I owned the motion — from reading the market and setting the roadmap, to ideating campaigns, writing ad copy, briefing landing pages, and sitting with the sales team to close the loop on activation. Two years. Four countries. Three paid channels.

🗺️
Growth Roadmap
Helped define quarterly growth priorities — what to test, what to scale, what to kill.
📣
Campaigns End-to-End
Ideated, briefed, and executed across Google, LinkedIn, and Facebook — from ICP definition to live creative.
✍️
Copy & Landing Pages
Wrote ad copy and managed landing pages converting at ~24% — built around positioning, not just design.
🌏
4-Country Execution
Localized and scaled campaigns across Indonesia, Australia, Singapore, and India simultaneously.
🤝
Sales Alignment
Oversaw the customer journey from paid acquisition through demo, activation, and onboarding.
✏️
Content Strategy
Collaborated with content team on blogs, white papers, and market awareness activities.
The Indonesia Story
The pivot that proved positioning matters more than budget.
Context
A story of wrong message,
right market, and
finding the fit.

Volopay entered Indonesia with an enterprise playbook. Conversion rates were stuck at 3.8%. Pipeline was thin. CPL was bleeding the budget. The product was good. The message was wrong.

Before rewriting a single word, we went into the market: buyer interviews, sales call analysis, CRM pipeline audits. Indonesia is an SMB-dominated economy. The playbook built for large enterprises simply doesn't speak to how this market thinks, buys, or operates.

The Problem
Enterprise playbook. SMB market.
The product was right. The message
was entirely wrong.

SMB founders and finance leads were landing on the site, seeing complexity designed for someone else, and leaving. Bahasa copy was technically translated but culturally hollow. Every competitor was chasing enterprise, leaving 64M+ Indonesian SMBs completely untouched.

3.8% CVR (stuck) Pipeline bleeding CPL too high Translation ≠ localization 64M+ SMBs (ignored)
The Research
64M
Indonesian SMBs
~61%
of Indonesia GDP
Fastest-growing digital economy segment in SEA, almost entirely underserved by enterprise-grade fintech.
Google–Temasek–Bain e-Conomy SEA 2021
"Indonesia is an SMB-dominated market. The enterprise playbook was never going to work here."
Finding 01
SMB founders hit the site, saw enterprise complexity, and dropped off immediately.
Finding 02
Bahasa copy felt translated, not native. Indonesian buyers felt the disconnect immediately.
The Fix
Three moves. One pivot that changed
everything downstream.
🎯
Repositioned the ICP & Messaging
Threw out the enterprise narrative. New ICP: SMB founders, ops leads, finance managers at 10–200 person companies. New narrative: "Built for businesses that move fast." Every touchpoint — ads, landing pages, sales decks, email sequences — rebuilt from scratch around this.
ICP Pivot
02
🗣️
Fixed Localization the Right Way
Scrapped the translation. Hired Indonesian fintech copywriters. Rebuilt every page with local idiom and tone that felt native, not converted.
True Localization
03
⭐
Built Organic Credibility
Structured review outreach, G2 profile management. Earned High Performer for 2 consecutive quarters. Shortened sales cycles by giving prospects third-party validation before the first demo.
G2 High Performer × 2
The Change
What real localization actually looks like.
Volopay Indonesia localized product
Volopay Indonesia: native Bahasa experience, rebuilt from scratch
Unexpected Insight
The channel nobody
was talking about.
Indonesia Results
Conversion Rate
11.85%
up from 3.8% — 3× improvement
Cost Per Lead
−68%
same budget, better targeting
Revenue Growth
2.9×
in 12 months
The Full APAC Picture
Collective impact across 4 markets, 3 channels, 2 years.
Paid Channels
Three channels. Four countries.
One unified message.

Ran simultaneous paid campaigns on LinkedIn, Facebook, and Google — targeting business owners and C-level finance leaders. Each channel served a different intent layer: LinkedIn for professional intent, Google for active search, Facebook for awareness and retargeting. The same positioning framework governed all three so the buyer got a consistent narrative regardless of where they found us.

LinkedIn Ads
Google Ads
Facebook Ads
Founders & Ops Leads
C-Level Finance
🇮🇩
Indonesia
SMB repositioning · full localization
🇸🇬
Singapore
HQ market · enterprise + startup mix
🇦🇺
Australia
High-value segment · finance compliance
🇮🇳
India
High volume · fast-growth SMBs
Overall APAC Results
Lead Volume
+120%
across APAC
Qualified Leads
+38%
across APAC
Revenue
2×
across APAC
Performance marketing
scaled the growth.
Product marketing created it.

Getting positioning right first — ICP clarity, localized messaging, organic credibility — meant every paid dollar worked harder. The overlap between strategy and execution is where results happen.

When the message matches the buyer, everything downstream gets easier.
Open to full-time roles
in GTM, PMM & Growth
Looking for opportunities where positioning and performance intersect.
Get in touch → LinkedIn ↗ ← More Case Studies
Vinay Kumar · Product Marketing · 2022–2024