About Dian Paskalis
An operating marketing leader in Asia Pacific, writing and curating in the open.
Dian Paskalis is Growth Director & VP Regional Online Marketing at Cove, an Asia Pacific co-living company headquartered in Singapore. He is responsible for revenue in Indonesia, and for digital marketing across Singapore, Japan, and Korea. He has spent his career between the platform side and the agency side: performance at scale at Traveloka, enterprise media at WPP Media, and marketplace demand at GudangAda.
This site is where he keeps a working reference: short notes on running marketing teams, and a curated directory of agencies and tools, listed to make shortlisting easier.
Career
Selected work
The Cove Era
Omnichannel Commerce Growth
9x Revenue Growth in 3 Years
Focus: Orchestrating APAC digital strategy and revenue growth for the Indonesia market.
Impact: Achieved a 75% CAC reduction through proprietary analytics and deep media-sales funnel integration and scaled the property portfolio from 1,000 to 5,500+ units.
The GudangAda Era
B2B Ecosystem Digitalization
8x Online Transactions Growth
Focus: Building growth systems and lifecycle automation to digitalize traditional trade during Series B growth phase.
Impact: Cut marketing inefficiencies by 40% and activated 250,000+ SMEs by launching new Logistics and POS product lines. Member of executive leadership team driving Indonesia's leading B2B ecommerce transformation.
The WPP Media Era
Enterprise Media Excellence
+53% Efficiency on $35M+ Budget
Focus: Leading digital strategy and performance governance for 40+ Unilever brands.
Impact: Championed shift to performance marketing, securing 9 MMA Indonesia awards and APAC Innovation award. Automated governance to save 45+ hours of monthly reporting through programmatic optimization.
The Traveloka Era
Hyper-Scale Performance
+30% Efficiency on $85M+ Budget
Focus: Architecting scalable marketing systems and a Digital Marketing Center of Excellence (CoE) across APAC and European markets.
Impact: Implemented AI-driven personalization engine and fraud prevention that reduced CPA by 30% while maintaining market leadership. Built knowledge systems that reduced onboarding time by 80%.
Speaking Engagements
Awards & Jury
Press Mentions
- SWACove Perkuat Hubungan Komunitas Antarpenghuni Lewat Fitur Community First
- MarketeersPemesanan dan Okupansi Kost Turun 11% saat Ramadan
- TempoBeli Rumah Mahal, Gen Z dan Milenial Pilih Hunian Sewa
- KontanStrategi Cove 2025: Akuisisi Properti & Ekspansi ke Mancanegara
- Valid NewsBisnis Indekos Menjanjikan, Imbal Hasil Tahunan Bisa Tembus 23%
- Urban NewsCove Perkenalkan Tiga Kategori Co-living Terbaru
- Property & BankCove Gandeng Halodoc, Hadirkan Layanan Kesehatan Digital di Co-Living
- Market TrackKhawatir saat Mulai Nge-Kost, Cove Luncurkan #dreamkostIRL