I'm Dian Paskalis

    Marketing and digital executive with 14+ years driving revenue acceleration and digital transformation across high-growth technology, e-commerce, and FMCG businesses in APAC.

    Dian Paskalis

    A 14-year track record of scaling global market leaders

    WPP Media
    Traveloka
    Cove
    GudangAda

    About

    I specialize in connecting brand-building with performance marketing, translating complex digital ecosystems into measurable commercial outcomes.

    Over 14 years, I've led marketing transformations for companies ranging from global FMCG brands (Unilever via Mindshare, WPP Media) to Southeast Asia's leading travel-tech unicorn (Traveloka), to high-growth ventures (Cove) scaling across APAC markets.

    My approach centers on building data-driven marketing strategy, performance frameworks, business process optimization, and analytical tools that optimize customer economics and drive sustainable growth.

    Strategic Focus Areas

    Omnichannel Performance Architecture

    Integrating brand-building and performance marketing across traditional and digital channels, with closed-loop measurement and attribution.

    Commercial Analytics & Attribution

    Building proprietary systems that connect marketing investments to revenue outcomes, enabling predictive budget allocation and real-time optimization.

    Marketing Transformation at Scale

    Establishing Centers of Excellence, governance frameworks, and operating rhythms that embed data-driven decision-making across organizations.

    Experience at Scale

    Proven frameworks across different stages and contexts

    Cove

    VP Digital & Growth

    2022-Present

    Applied data-driven attribution frameworks and performance governance to drive 9x revenue growth while improving customer acquisition efficiency by 75%. Led regional operations across 4 APAC markets, scaling Indonesia portfolio from 1,000 to 5,500+ rooms.

    GudangAda

    VP Marketing & Digital

    2021-2022

    Built customer segmentation and lifecycle automation infrastructure that drove 8x transaction growth while reducing CAC by 76%. Member of executive leadership team during Series B growth phase, leading digital transformation for Indonesia's leading B2B ecommerce.

    WPP Mindshare

    Digital Director

    2019-2021

    Managed digital strategy and media investment for 40+ Unilever brands ($35M+ budget), delivering 53% efficiency improvement through programmatic optimization and brand-performance integration. Recognized with 9 MMA Indonesia awards and APAC Innovation award.

    Traveloka

    Head of Digital Marketing

    2017-2019

    Established Digital Marketing Center of Excellence and implemented AI-driven personalization across APAC and European markets, managing $85M+ budget and delivering 30% efficiency gains. Built knowledge systems that reduced onboarding time by 80%.

    What People Say

    "His growth mindset was essential to the digital team, and his swift response to challenges made him a key member. He has a wealth of experience and consistently delivers positive outcomes."

    — Sandeep Bastikar

    "A resourceful person with deep knowledge of digital marketing. Not only technical, he can also produce brilliant strategies with outstanding business sense. One of my best mentors."

    — Benaya Adiguna

    "He doesn't give speeches to motivate the team — he motivates by example. His knowledge in business strategy, product, and digital marketing is unmatched."

    — Auzan Farizi

    Speaking & Recognition

    Sharing growth frameworks at industry events across APAC

    Speaking Engagements

    Growth Hacking Summit

    Apiary Academy · 2024 & 2025

    Customer Retention & Growth Strategy

    CX Global Summit Indonesia

    Fortinus Events · 2025

    Transitioning into a Customer-Centric Culture

    What's NEXT in Marketing

    MARKETECH APAC · 2025

    Customer Engagement in 2025

    Kazee Summit

    Kazee Digital · 2024

    Predictive Analytics in Marketing

    The Martech Summit Jakarta

    The Martech Summit · 2024

    Building a Brand Loved by Customers on Social Media

    Beyond Transactions Webinar

    e27 / Optimatic · 2024

    Fostering Lasting Customer Loyalty for Sustainable Growth

    Awards & Jury

    NEXT Awards Indonesia 2025 — Jury Member

    MARKETECH APAC

    9× MMA Indonesia Awards

    MMA Global

    MMA APAC Innovation Award

    MMA Global

    Agoda Circle Award — Top 1% Hotels Globally

    Agoda (Cove properties)

    Latest Insights

    Perspectives on marketing leadership, digital transformation, and growth strategy

    Explore All Insights
    Stop Calling Ad Buying "Growth." It’s Just Marketing
    Growth & Performance

    Stop Calling Ad Buying "Growth." It’s Just Marketing

    Read more
    The Integrated Growth Framework: Navigating the 60/40 Split Between Brand and Performance
    Leadership & Strategy

    The Integrated Growth Framework: Navigating the 60/40 Split Between Brand and Performance

    Stop chasing short-term ROAS at the expense of long-term growth. Discover the strategic framework for balancing brand and performance marketing to lower your CAC and unlock sustainable pricing power at every stage of business.

    Read more

    Frameworks & Tools

    Throughout my career managing $120M+ in marketing investment, I've built analytical frameworks and decision tools to navigate complex marketing challenges. I'm sharing some of these resources here for other marketing leaders to use.

    Omnichannel Efficiency Simulator

    Model the impact of media efficiency improvements on commercial outcomes

    Try Tool
    Coming Soon

    Marketing Mix Optimizer

    Allocate budgets across channels based on historical ROAS and market dynamics

    APAC Media Snapshot

    Platform usage and year-on-year movement across 9 APAC markets, updated annually

    Try Tool

    Let's Connect

    Interested in discussing growth strategy, marketing transformation, or potential collaboration? Reach out on LinkedIn.

    Connect on LinkedIn