Head of Marketing

Overview

Head of Marketing Jobs in Jakarta, Indonesia at Aerion Motors

Title: Head of Marketing

Company: Aerion Motors

Location: Jakarta, Indonesia

Aerion Motors is building Indonesia’s most design-oriented electric motorcycles for urban lifestyle riders. We are currently in Design Phase — and before the first unit rolls off the line, we are building something even more important: a category-defining brand and community.

As Head of Marketing, you will architect and own Aerion’s entire marketing function from zero to scale. This is not a campaign execution role — this is a company-shaping leadership position.

You will define how the market understands us, how culture adopts us, and how demand compounds over time.

• You will report directly to Founder/CEO Adrian Cheng (ex-Amazon Product Leader who built a $500M business across UK/EU).

Location: South Jakarta, Indonesia

Hybrid: 3 days office

Pay: Competitive, with equity shares

Mandate

Build a design-led, community-powered electric motorcycle brand that becomes culturally iconic before mass production begins — and scalable once it does.

Core Responsibilities1️⃣ Marketing Vision & Company-Level Strategy

• Define Aerion’s long-term marketing vision (3–5 year horizon) aligned with product roadmap, funding strategy, and retail expansion.
• Own annual and quarterly marketing strategy tied directly to revenue, pre-orders, and brand equity targets.
• Design the company’s full-funnel growth architecture: awareness → engagement → waitlist → pre-order → ownership → advocacy.
• Build and manage marketing budget allocation across brand, performance, community, and partnerships with ROI rigor.
• Serve as executive partner to Product, Design, and Operations to ensure commercial viability and customer alignment.

This role is accountable not just for campaigns — but for market creation.

2️⃣ Brand Architecture & Cultural Positioning

• Define Aerion’s brand positioning within Indonesia’s urban mobility landscape.
• Build a coherent brand system: tone, design language, visual identity, storytelling framework.
• Establish product naming architecture and sub-brand structure.
• Ensure cultural relevance across Gen Z and millennial urban riders (especially female-led segments).
• Elevate Aerion beyond “EV scooter” into lifestyle movement.

You will be the steward of brand equity.

3️⃣ Demand Generation & Growth Engine

• Design and implement scalable customer acquisition strategy across owned, earned, and paid channels.
• Establish clear CAC, LTV, brand equity, and conversion benchmarks.
• Develop data infrastructure and reporting dashboards for marketing performance.
• Lead experimentation frameworks (A/B testing, creative iteration, channel tests).
• Build pre-launch waitlist growth strategy and conversion sequencing.

Marketing must transition from narrative-building to revenue-driving.

4️⃣ Community & Ecosystem Development

• Architect Aerion’s community strategy before first product launch.
• Design owner community programs, ambassador programs, and lifestyle collaborations.
• Lead partnerships across fashion, cafés, creative collectives, and urban spaces.
• Develop experiential activations (pop-ups, rides, launches, showroom culture).
• Build long-term emotional brand attachment — not transactional buyers.

Community will be our moat.

5️⃣ PR, Influencers & Cultural Distribution

• Develop and execute national PR strategy.
• Cultivate high-leverage KOL relationships (design, lifestyle, moto culture).
• Secure earned media across lifestyle, tech, and automotive publications.
• Establish founder positioning as thought leader in EV mobility and design.

Earned media should outperform paid media in credibility impact.

6️⃣ Organizational Leadership & Talent Building

• Build and lead the marketing team from 0 → scalable function.
• Define team structure (brand, performance, community, content).
• Hire, mentor, and performance-manage team members.
• Establish operating rhythms: weekly metrics review, quarterly planning, campaign post-mortems.
• Instill leadership principles: Ownership, Customer Obsession, High Standards, Bias for Action.

You are building the function — not inheriting it.

QualificationsFunctional Experience

• 7–12+ years in brand, growth, or product marketing.
• Motorcycle rider, enthusasist, hobbyist. Community involvement is a plus
• Experience leading marketing at a high-growth startup or premium consumer brand.
• Proven record building a brand from early stage to scale.
• Strong understanding of full-funnel growth economics (CAC, LTV, retention, brand equity).
• Experience managing significant marketing budgets.
• Fluency in marketing analytics tools and experimentation frameworks.
• Strong storytelling and positioning capability.
• Excellent communication in English and Bahasa Indonesia.

Leadership Expectations

• Demonstrated examples of Customer Obsession, Ownership, Experimentation, Community, Responsibility of Management, and Debate and Decide.
• Has led cross-functional teams and influenced executive decisions.
• Has built teams, not just managed campaigns.

Please review our leadership principles below:

https://www.linkedin.com/feed/update/urn:li:activity:7302239114723020800

Our hiring process: https://nostalgic-amusement-489.notion.site/Aerion-Motors-Interview-Guide-214d22ba48f4805d9eb5d82c0839125c?source=copy_link