ISMAYA Group · Growth Platform
200K → 2.2MMembers grew from 200,000 to 2.2 million and MAU from 64,000 to 200,000. Member revenue contribution rose 35%; retention multiplier went from 1.3x to 1.7x.
Available immediately
Head of Product who started in data.
Adesyukma Pamungkas (Dede). 10+ years across data, CRM and product. Most recently Head of Product at ISMAYA Group, owning 15+ products for 20+ F&B and lifestyle brands, 150+ outlets and 2.2M members.
LinkedIn profile →WhereBased in Tangerang Selatan, Indonesia
On-siteJakarta area
Remoteany time zone
Relocatewith visa sponsorship
Results
What changed because of the work.
ISMAYA Group · Outlet Platform
5.2% → 20%Counter voucher redemption. POS data showed staff closing the prompt in under two seconds 73% of the time. Moving the offer onto the customer display and app fixed it, with no extra training.
ISMAYA Group · Business Intelligence
−95%Reporting effort after building the data function from zero. Reporting for 20+ brands went from over two weeks to real time.
Fore Coffee · BI
~30%Upsell take-up after replacing a flat 15% discount with spend-based offers and basket-analysis food pairings. Staged win-back: reminder, then 5%, then 15%, driven by RFM and in-app behaviour.
L'Oréal Luxury · CRM
~22%Lancôme sales lift from a replenishment and cross-brand recommendation flow by email and WhatsApp. Core buyer age shifted from 35-50 to 29-45. Won L'Oréal's Star Award.
Home Credit · Digital channels
9 → 3 stepsFound overlapping questions and lost progress in the mobile loan application. The product owner cut it to three steps plus review, lifting completed applications.
Decisions I'd make again
Including the ones where I was wrong first.
Killed a feature the team liked
A recommendation feature showed no measurable effect on any customer group (p = 0.48 to 0.93). Rebuilt it as personalization on identified member data, with exposure tracking before release.
Tested before scaling a subscription
~400 users after two months against 200,000 MAU (0.2%). That redirected effort toward basket-size offers.
CRM 2.0 with an AI win-back agent
One inbox and ticketing system across every customer channel, plus an agent that scores which lapsed members are worth winning back and picks the campaign.
POS to ERP, end to end
Owned the outlet side: POS, KDS, customer display, reservation, staff tools, and sales, inventory, procurement and finance data flowing into the group ERP.
Career
From telco billing analyst to Head of Product.
Independent Product, CRM & AI Consultantnaksa.id · Oct 2026 to present
Head of Product (Growth + Outlet Platforms)ISMAYA Group · Jan 2026 to Sep 2026
Head of Growth PlatformISMAYA Group · Jan 2024 to Dec 2025
Group Business Intelligence ManagerISMAYA Group · Jul 2022 to Dec 2023
Business Intelligence Jr. ManagerFore Coffee · Aug 2021 to Jul 2022
Senior Digital Channel AnalystHome Credit Indonesia · Sep 2019 to Apr 2021
MIS & CRM AnalystL'Oréal Indonesia, Luxury Division · Sep 2017 to Sep 2019
IT Billing & AnalystIndosat · 2015 to 2017
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