Project Overview

Uwinfly is Indonesia’s No.1 electric two-wheeler brand, operating a nationwide network of 600+ dealerships.

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Despite strong offline distribution, expansion stalled due to fragmented
marketing execution, limited digital leverage, and weak conversion between awareness, store visits, and purchase.

 

The core risk was not effort—but decisions made in isolation, without a system to hold across channels and regions.

 

The Default Path (What Most Teams Would Do) 

Most brands try to scale by adding more activity—more campaigns, more promotions, more dealer asks—without changing how decisions are made.

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The default move looks like:

• Add campaigns and promotional pushes to “create growth”

• Ask dealers to do more on social and e-commerce

• Increase execution volume without changing decision rights or team structure

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Why this path breaks at scale:

• Channel conflict between HQ, dealers, and platforms

• Heavy spend without attribution (no clear line from activity → conversion)

• Local execution drift that breaks centralized assumptions

 

The Decision (Why We Didn’t Take That Path)

We didn’t accelerate tactics. We slowed down decisions—and redesigned the operating logic so execution could hold across channels and regions.

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What we chose instead:

• Shift from a relay-style marketing structure to a modular, closed-loop system

• Connect strategy, execution, and feedback end-to-end

• Define clear operating rules for when brand, commerce, and community should lead

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What this decision enabled:

• A full-funnel system from lead → store visit → purchase

• Dealers treated as operators inside a unified e-commerce system (not endpoints)

• Execution consistency without losing local responsiveness

 

Key decisions included:

• Rebuilt the marketing organization into performance-owned modules

• Designed a full-funnel digital ecosystem (lead → store visit → purchase)

• Reframed dealers as operators within a unified e-commerce system

• Defining clear rules for when brand, commerce, and community should lead

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What Changed

Once decisions were anchored to systems, execution began to hold.

 

• E-commerce sales grew +126% on Shopee

• TikTok Shop was built from zero into a 21-hour daily live-selling operation (3.6% CVR)

• Mid- to high-end model share increased from 20% to 36%

• 600+ franchise stores were activated into an affiliate e-commerce network

• Community engagement and content participation became measurable and repeatable

 

More importantly, teams stopped optimizing in silos—and started operating against shared priorities.

 

My Role

Brand Director / Fractional CMO-style Leadership

Owned expansion decisions from organizational design to go-to-market logic, leading early execution and system stabilization across channels and regions.