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Merchant Branding & Acquisition Marketing Manager

GoTo Group
Full-time
On-site
Jakarta, Indonesia
Brand Strategy & Management
About the Role:
This Manager role in GoFood is a strategic role to shape how merchants perceive and engage with our platform. Over the first six months, you’ll craft and execute a strategic awareness plan to elevate GoFood’s Merchant App brand as top-of-mind for F&B merchants as OFD, as well as  ensuring our branding is not just visible but also reliable and resonant to merchants through all channels, including our social media. Your work will directly influence acquisition, retention, and brand trust, making GoFood the go-to choice for food entrepreneurs looking to start and grow their business. 

What you will do:

    • Develop and implement a comprehensive brand strategy to ensure that GoFood is the top of mind brand for F&B merchants who wants to join OFD 
    • Lead merchant acquisition strategies through digital and possible traditional marketing channels, ensuring sustainable growth efficiently
    • Develop strategic planning for all of our social media channels to ensure effectiveness of our social media presence as an acquisition and retention (education) tool. 
    • Oversee the creation of compelling brand messaging, storytelling, and visual identity of GoFood merchants to resonate with target audiences.
    • Manage cross-functional teams including creative, content, and performance marketing to ensure cohesive branding and acquisition efforts.
    • Leverage data-driven insights to optimize marketing campaigns and measure brand performance.
    • Drive possible strategic partnerships and influencer collaborations to enhance brand visibility.
    • Monitor market trends, competitor strategies, and consumer behavior to inform branding and acquisition initiatives.
    • Collaborate with sales and product teams to ensure a seamless merchants journey from awareness to conversion.
    • Manage branding and acquisition budgets, ensuring efficient allocation of resources.
    • Lead, mentor, and develop a high-performing branding and acquisition team.
    • Making sure there’s a consistency in GoFood branding across all GoFood merchants ecosystem

What you will need:

    • Bachelor’s or Master’s degree in Marketing, Business, or a related field.
    • 3+ years of experience in branding, acquisition, or growth marketing, preferably in food delivery, e-commerce, or tech startups facing merchants/sellers.
    • Strong track record of driving successful branding and acquisition campaigns.
    • Understanding of digital marketing, growth hacking, and merchants acquisition strategies.
    • Excellent written & verbal communication in English at the business level with strong presentation skills in order to represent the Marketing team in functional meetings
    • Experience in negotiating and managing partnerships with merchants or vendors.
    • Analytical mindset with the ability to interpret data and make strategic decisions.
    • Excellent leadership, communication, and stakeholder management skills.
    • Knowledge of performance marketing metrics and analytics platforms (Google Analytics, Meta Ads, etc.).
    • Familiarity with the food and beverage industry and merchant marketing dynamics.
About the team :
The Branding & Acquisition team is an integral part of the Merchant Marketing division, based in Jakarta. This team comprises Growth Marketing, CRM, Analytics, Incubation, and Social Media, working collaboratively to build and enhance the GoFood brand. By blending data-driven strategies with creative storytelling, the team ensures that GoFood remains a top-of-mind choice for consumers while fostering long-term customer loyalty.
Our primary mission is to develop and execute impactful marketing campaigns and branding strategies that drive GoFood’s continuous growth. We aim to strengthen GoFood’s market presence, ensuring that it remains the preferred food delivery platform. Beyond brand awareness, we focus on creating meaningful consumer experiences by curating assortments, recommendations, and rewards that bring joy to our users.
As a data-driven team, we are committed to continuous improvement and efficiency, leveraging insights to refine our strategies. We are currently engaged in various product innovations, branding initiatives, and promotional campaigns that reinforce GoFood’s position as a market leader.
At GoFood Marketing, we believe that business growth is fueled by talent development. While we prioritize achieving business objectives, we also value team collaboration, individual well-being, and professional growth. Our team thrives on uncovering valuable insights from data, fostering a culture of innovation, and building strong connections—both professionally and over a shared passion for food.
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