Looking for a job

Marchellino Alhady

@marchellinoalhady

Performance Marketing Manager at Ajaib, improving investment-app measurement and finding attribution bugs that protected ROAS reporting.

Indonesia

Message

At Ajaib, I own full-funnel measurement for an Indonesian investment app, tracking users from install through trading across paid media channels. I uncovered a registration miscount and a backend cross-contamination bug by investigating Firebase, AppsFlyer, and Metabase together, protecting downstream ROAS reporting.

At Traveloka, I drove measurable growth across Southeast Asian travel markets, including +221% GMV and +93% ROAS improvement in Vietnam metasearch, while reducing CAC. I also lead teams and run customer listening sessions, using what I learn to shape targeting, creative, and funnel priorities.

Experience

Work history, roles, and key accomplishments

Current

Performance Marketing Manager

Current

Ajaib

May 2026 - Present (5 months)

Owns full-funnel measurement for a leading Indonesian investment app, optimizing for high-value users through value-based bidding and post-install funnel quality. Led a three-way measurement investigation that uncovered registration miscounting and backend cross-contamination bugs, and detected agency-level attribution fraud.

Google UAC Meta TikTok Moloco Apple Search Ads Firebase Appsflyer Metabase SQL Attribution ROAS CPI CAC Content Auditing Executive Reporting

App Install Performance Marketing Lead

Traveloka

Aug 2025 - Apr 2026 (8 months)

Built structured user acquisition plans per market and led a team of 4 across Indonesia and Vietnam. Ran Google UAC, Apple Search Ads, Meta, and TikTok, optimizing to CAC on first purchase, and designed a geo holdout test to measure incremental value.

Google UAC Apple Search Ads Meta TikTok Appsflyer GA4 SKAdNetwork Geo Holdouts CAC ROAS Team Leadership

Associate Performance Marketing Manager

Traveloka

Jan 2025 - Aug 2025 (7 months)

Owned flight metasearch performance for Thailand and Vietnam on Google Flights, Skyscanner, and Kayak, lifting participation rate and CVR by fixing pricing accuracy and booking failure issues. Managed Kayak and Skyscanner Media Solutions across all markets.

Google Flights Skyscanner Kayak Meta Searches CVR Pricing Funnel diagnostics Root Cause Analysis SQL Metabase

Performance Marketing Senior Analyst

Traveloka

Nov 2023 - Jun 2024 (7 months)

Delivered +221% GMV and +426% completed-booking growth through feed freshness, pricing competitiveness, and market participation gains. Designed and ran tROAS experiments in Google Hotel Ads, lifting ROAS from 2.7x to 4.5x.

Google Hotel Ads TROAS GMV ROAS CAC Feed Freshness Pricing Meta Searches

Digital Marketing Associate

DANA Indonesia

Aug 2019 - Jul 2022 (2 years 11 months)

Planned and ran app install campaigns across Meta, Google Ads, TikTok, programmatic, and OEM preinstall for a national fintech wallet, owning budgeting, channeling, and funnel design. Worked with more than ten digital vendors simultaneously.

Meta Google Ads TikTok Programmatic Pre Installation Appsflyer BranchIo Mixpanel Tableau Attribution Budgeting Funnel Design

Digital Marketing Intern

DANA Indonesia

Feb 2019 - Jul 2019 (5 months)

Supported digital marketing operations, creative assets, and performance reporting.

Digital Marketing Creative Assets performance reporting

Education

Degrees, certifications, and relevant coursework

Universitas Multimedia Nusantara

Bachelor of Business Management, Business Management, Marketing

2014 - 2019

Grade: 3.01 / 4.00

Bachelor of Business Management with a focus on Marketing. Thesis on behavioral drivers of switching from private transport to Jakarta MRT using quantitative methods.