Matt Lerner

Startup growth strategist, Ex PayPal, 500 Startups VC, Founder @ SYSTM

I founded SYSTM to help startups find their big growth levers - the small actions that can have the biggest impact on their growth. We’ve worked with over 200 companies and earned a 96% founder “likely to recommend” score.

Before founding SYSTM, I was the London-based Partner of 500 Startups, an early-stage VC fund, where I built and ran an accelerator seed-stage growth program for our portfolio companies.

Prior to joining 500 Startups, I worked for many years building and managing growth teams for three  startups (two disasters, one exit), and later at PayPal. 

I approach my work first as a general manager and then as a marketer, product manager or both, as needed. My lens is quantitative, but rooted in deep customer insights and testing, and based on fast iteration. I’m always learning, and I really enjoy teaching and helping those around me to learn and improve. Skip to the references below, you'll see that I'm regarded as a thought leader in many areas of business, and an inspiring people manager who reliably delivers ahead of expectations.

Founder & CEO

At SYSTM (formerly Startup Core Strengths), our mission is to help early-stage startups find their big growth levers (and pull them). We've noticed that great startups don't waste time on small stuff, so we  focus everyone on the most impactful work.

Stealth Startup

Are you a founder of a startup with limited budget that want to build product correctly but hiring full time product leader is too costly? Hiring a Fractional Head of Product might just be the thing you are looking for.

I am currently helping startups improve their Product and Product Teams by mentoring them on how to build their product better. I do this drawing from my total 17 years of experience as ex Founder and Product leader working across product stages.

If you think you need help on how to improve your product or product team, give me a call to see if I can do anything to help you and your company improve.

Current Engagements:

1. Dubai based Martech Startup - Building Campaign and CRM tools based on whatsapp channel. Including chatbot, as well as metapixel integration and funnel tracking capabilities.

2. Indonesia based Edtech Startup - Helping course organizers market their digital products via alternative channel

Fractional Head of Product

Fasset

Joined Fasset to help people gets real world benefits from Blockchain.

Fasset is a global digital asset gateway that brings unparalleled accessibility to the digital asset space.

Through our simple, safe and innovative digital assets, we provide people in emerging markets the opportunity to build a better future. We are pioneering web3 technologies and driving adoption of digital assets for the next billion.

Director of Products

Hijra

Head of Product at Hijra Bank, a challenger Bank in Indonesia targeting muslims. Leading PMs handling 4 different streams.

Areas of responsibilities:
- New user acquisition
- Transaction and integration
- KYC, Platform, OTP, Identity, Risk, Compliance
- Engagement and Retention

Highlights
- Improved Install to Register from 35% to 59% in 3 months
- Improved Register to Verified from 30% to 77% in 3 months
- Maintained Transaction Reliability at 99%
- Improved median verification time from 10 minutes to 6 minutes
- Increased Monthly Active User Retention rate from 6.2% to 30%
- Helped orchestrate marketing, business, and product teams to achieve semesterly objectives for Hijra Bank
- Assist Chiefs in setting up OKRs implementing it in the organization
- Raising the bar for Product Management organization by setting standards and systemizing core PM skill sets

VP of Products

Tokopedia

Moved to Account & User Platform tribe.

Leading Product Managers responsible for register and login experience, new user acquisition, including security, A/B test tool, and User Data Platform development.

Areas of responsibilities:
- New user experience, Login & Register
- OTP, Security, Identity, User Profile Management
- A/B Testing Platform, User Data Platform, KYC Management
- Authorization and Authentication across all Tokopedia family

Highlights:
- Achieved 12 months target in just 3 months for improving Tokopedia security by designing a creative solution and getting buy-in from journey/feature owners.
- Reduces yearly cost for OTP by ~USD 2 million and enhances the success rate of authentication at the same time.
- Integrated Tokopedia account with Gojek account. Leading project involving 250+ people that achieves 3 months target in 1.
- Consistently improved performance of direct reports, leading them to be promoted from IC role to leaders in Tokopedia

Lead Product Manager

Tokopedia is one of the 4 unicorns in Indonesia. I am hired to work for revenue generation tribe, TopAds, working on Seller Growth and Insights. This role expects me to solve seller's problem and help them grow their business through the use of our advertising platform.

I identified quality products to be advertised through data analysis, optimal ad settings for each, and help seller adjust their ad settings to maximize revenue.

I also helped suggest seller on taking actionable insights to improve already existing ads so that they get more return on ad spending, and resulted in higher ad spending and longer retention for us.

Glints

First Product Manager of Glints, in charge of Job Marketplace for SEA market. Was hired when there are only 9 developers in the company, including CTO and Tech Lead. I put the fundamental process for product development in place, including deciding what metrics to use, user research, sprint setup, and product feedback loop.

I helped optimise a lot of agile processes. I mentor and coach two Product Managers in other product line. Worked and managed a distributed team of developers and designers with 5 different nationalities, on site and remote.

Achievements:
- In 3 months managed to increase the average shortlisted application per job post by 522%
- In 3 months drives the number of application per job post to increase by 234%
- Helped increase the number of applications made in the platform by 571% in 3 months.
- Initiated #open-floor, an internal sharing and learning session held biweekly

Product Manager

Kitabisa.com

Kitabisa is the leading fundraising startup in Indonesia. Since founded, It has raised close to USD 30 million for campaigns within the platform.

I was one of first three Product Manager joining the Kitabisa and was in charge of Zakat Product.

Achievements:
- Within two months increases GDV of zakat product to 549% of normal month.
- Achieved 288% increase year on year of zakat product's GDV
- Doubled Ramadan GDV increase compared to last year in only 1 month time to prepare
- Created first proper cohort analysis of zakat payers

Firzil Tech

I lead Project Managers, Business Development, Designers, and Product Development teams. Hands on market research, client meetings, design directions, and oversees all project and software development operation of Firzil Tech. In total manages 30+ people.

Achievements:
-Successfully retained 4 key team members about to leave without raising salary
-Reach an agreement and understanding from 3 clients whose project went awry and turns the relationships better. Winning new projects from 2 of them
-Streamlined internal workflow, reduces general/management headcount from by more than 50%, achieving leaner organization with minimum performance drawback
-In just a month able to cut confusion inside project teams reducing in total 2 months of wasted development efforts.
-Successfully promotes the business through SEO ranking of relevant keywords, bringing not less than 20 qualified prospects monthly.


Other responsibilities consist of:
-Meeting with prospects, managed to almost always gives them solution for efficiency not yet imagined by them before.
-Developing feature lists, user stories, and roadmaps for our clients.
-Gathering and managing users requirement and then design and develop solutions that meets their budget and timeline constraints.
-Effectively Communicate and interface said solutions to our engineering team and assign responsibilities, cutting stress level of developers and managers.
-The go to guy when bad things happens, I make sure problems are solved and the solutions are delivered on time.
-Keeping good communication to engineering team about roadmap, and iterations, making sure we don't miss deadlines.
-Making sure the developers are working happily and extend familiarity to them so they will go extra mile for the company

Moved back to handle Tech Team and overall product development and innovation. Hands on Product management and development team workflow streamlining. Manages 20+ people

Achievements:
-Delivered 9 small to medium scale project to client with satisfaction
-Managed to increase tech team head count by 30% in less than a year
-Designed and promotes knowledge sharing, boosting productivity in projects and developers able to perform more well rounded role.
-Implements Test Driven Development approach to project development ensuring happy stakeholders in higher quality in projects delivered. Cuts bug fixing time by 50% and increases revenue in average by 10%
-Leads proposal development and together with marketing closes 11 medium sized projects totaling more than 2 billion rupiahs. 

Other responsibilities includes:
-Reporting to top management for tech team happiness and recruitments
-Analyze market feasibility for already delivered projects. And if feasible,
-Develop already delivered solutions to product based MVP to be marketed
-Helps marketing lead new business development and partnership with communities for our internal products
-Develop presentation and pitch it to partners and clients.
-Manages operations of Masjidia, our company’s products.
-Manages sales and marketing effort of Masjidia, our company’s products

Head of Product

PT. Shoop Internasional

As founder, We started with identifying pain points of our users. Doing initial market research to validate idea, develop mockups and pitch decks to be used to look for potential investors and get into incubation program.

Shoop is the only e-commerce marketplace platform deeply integrated with android and iOS app. Enabling businesses, governments, and communities of creating marketplaces without investing much development cost using our platform.

 Achievements:
-Successfully lead the company to be accepted to Ideabox, an accelerator backed by Indosat Ooredoo and Mountain Ventures.
-Successfully strikes the first deal with Cipika, under Indosat Ooredoo, to create, and help manage their E-Commerce Marketplace
-Grows the company from 4 initial members to 10 members focusing on tech team.
-Getting the company to become profitable immediately after graduating from the accelerator.
-Successfully gets the platform to handle multiple times of HARBOLNAS achieving more than 5000 concurrent users.

CEO and Founder

RBT Advertising network

This is the product of our company. It deals with advertisement in a relatively new medium, ring back tone.  Basically it works like google adwords but for RBT medium. 

Achievements:
-Successfully strikes a partnership with Telkomsel in just months after launching.
-Successfully gets more than 1,5 million user partners that are ready as inventory to be sold to advertisers.

Co-Founder and CEO

PT. DheZign Online Solution

Started this business with my wife back at 2006 and it is registered since the end of 2009.

Acting as CEO and my main expertise consist of digital project management, digital marketing, and being a connector.

Main job focuses on meeting with our clients, attending events, networking, managing and delegating projects.

With over 17 years of experience as a founder and a product leader, I am passionate about helping startups build better products and teams that deliver more impact.

I have a strong track record of leading product teams across different domains, especially in e-commerce and fintech.

I have successfully improved growth metrics, platform reliability, user verification, and retention rates for various products, such as Tokopedia, the biggest e-commerce marketplace in Indonesia, and Hijra, a challenger digital bank in Indonesia.

I have also founded and grown a non-profit app with 1000 organic DAU, and a community around product management and growth mindset.

I enjoy creating content and hosting live sessions on product management, career, and leadership topics.

If you need help on
- Finding Product Market Fit
- Ensuring your product team deliver values
- Your business are solving the right problem the right way
- Validating your hypothesis on growth levers

I currently offer fractional head of product services to early and mid-stage startups that need guidance and support on product strategy, execution, and culture.



Book a time with me to find how I can help!

Brian Arfi Faridhi 🚀

terinspirasi dari posting mas Toni Tegar Sahidi 
yang dapet THR, serius, Beli monitor 
gw upgrade dari 43 ke 55 inch
kerasa banget bedanya
lebih asik kerjanya

Product Leader (Platform, AI, Blockchain) | Fractional Head of Product | Accelerating Growth & PMF | Ex-Founder, Ex-Tokopedia, Hijra

Buat para Gen Z, hati hati karir lo berantakan sebelum mulai
Kemarin gw disuruh cukur kumis ama anak kemarin sore
Trus dia buru buru blok Linkedin gw, ketakutan?

Untungnya gw udah tahu...
Hal ini akan terjadi dan dia akan blok
makanya gw udah screenshot duluan tulisannya

Pelajaran penting buat temen temen, terutama bocil...
Lo perlu paham, otak itu digunakan untuk mikir
kalo lo impulsive aja, persis kayak anak TK

apalagi lo di social media
kerjaannya di social media pula wkwk
Gimana caranya lo hidup dengan akhlak gini?

Kalo dah terlanjur gimana?
MIlikilah keberanian untuk menghadapi
Bukan kabur dan lari untuk sembunyi dari konsekwensi

Sejak Google Antigravity dunia berubah
Gw jadi punya profile github aktif
di maret aja ada 796 commit

wkwkwk...

Jadi pas gw bilang
Kalo gw udah spend ribuan jam
Pake AI dan macem macem AI, ini real ya

Explorasi utama gw tetep di bidang build apps
Dan juga di productivity improvements
terutama buat knowledge worker

Kalo lo kerja di kantor
Kalo kerjaan lo pake komputer
Lo masuk ke kategori knowledge worker

However, dunia belakangan bergerak cepet banget seputar AI
Dan emang kadang gw ngerasa overwhelmed banget
Makanya gw bakal bikin satu circle exclusive
Khusus buat yang MAU dan MAMPU

Karena banyak yang MAU gaji gede
Tapi gak mau spend effort dan waktu achieve
Banyak yang mau pinter, tapi gak mau belajar dan ngulik

kayak gimana circlenya?
sabar. masih dimasak biar asik
dan gw mau fokus last 10 days dulu lah

Kalo lo minat dan pingin dapat info, kabar kabarin aja
Kalo nanti cocok, bagus, semoga bermanfaat
kalo nggak ya, bagus, lo jadi bisa fokus

Kalo lo sendiri.....
sejak kapan aktif di github?
khusus buat non engineer yaaaaa

#brobri
#vibecoding

E137 - Ramadan, AI, War, di Dubai feat Fitoy Wicaksana, Product DIrector

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E137 - Ramadan, AI, War, di Dubai feat Fitoy Wicaksana, Product DIrector

Lo ngerasa tenang karena AI gak akan replace lo?
Ya gak apa, boleh aja kok. Tinggal tunggu...
pas lo clingak clinguk kebingungan...
karena role lo berubah total.

Nggak cuma engineer cuy
Product Manager juga akan kena
Kerjaan PM akan berubah total di era AI
dan ini bukan nanti atau possibility. UDAH TERJADI!

blom masif aja scalenya. masih malu malu dia...
tapi tinggal tunggu waktu adoptionnya
udah gak bisa menghindar

Jadi kalo lo masih bebal
Sebagai PM lo gak akan ngoding
menurut gw, lo terlalu sombong aja sih
Image dibawah di share Fadel Muhammad, AWP 🇵🇸 di WA

Karena baca API, paham system design, error code
ini semua udah jadi expektasi di era AI
gak bisa lo menghindar lagi

Sebagai PM lo gak bisa ngoding?
SAMA PAK! gw gak bisa ngoding juga
Gw bahkan gak lulus S1, cuma lulusan SMA
Tapi gw paham sistem, dan modal mau belajar...
Gw banyak rilis app production grade bikinan sendiri

Bahkan istri dan anak anak gw kemarin, gw ajakin vibecode
Dan yang mereka bikin mindblowing banget sih...
mereka solve pain point mereka sendiri

Kalo lo PM tapi ngerasa github itu ngoding
Ini kayak lo bilang komentari design cuma boleh designer
Dan bilang urusan system architecture dan workflow cuma untuk engineer

Tinggal tunggu waktu aja jadi obsolete.

Agree gak sama gw?

#brobri
#AI
#karir

Beberapa waktu belakangan ini gw diminta bantu sahabat gw
Untuk bikin sekolah dan BMT nya naik ke next level
Dan tentu... gw cheating pake AI haha...

Jadi, pas awal awal baru mulai
Tentu aja yang paling penting alignment
Ini kondisi saat ini gimana, tujuannya mau kemana
Dan apa yang dimiliki, sehingga bisa ngerumusin strategi

Timnya gw minta untuk bikin vision docs lumayan lengkap
Tapi ini udah jadi blocker duluan, karena effort
akhirnya gw pake AI aja buat bikin

Simpelnya, gw bilang ke AI
"ini ada 3 dokumen yang perlu lo baca
Trus, dari sana, coba bikinin gw satu dokumen...
Yang template dan strukturnya persis dengan dokumen X"

langsung jalan itu AI nya ngerjain dengan rajin wkwk
biar tambah keren, gw langsung suruh AI kritik
jadi gw suruh cari gap dan inconsistency
trus gw suruh kritik abis abisan

Protips: pake model yang canggih, Opus works best buat ginian

Udah gak jaman pusing sendiri
di era AI, kerjaan bisa lebih gampang
asal kita tahu dan mau pake tools yang ada
pas ini gw kasih tau ke timnya, langsung kaget wkwk
mereka gak aware ternyata antigravity bisa dipake model gini
Mereka kira awalnya Antigravity ya cuma buat ngoding aja bikin app

Udah, gitu aja sharingnya
pelajarannya, kalo lo gak ngulik..
lo ga akan tahu gimana cara terbaik..
untuk bisa pakai tools yang sebenernya powerful

#brobri
#AI

Gan, jangan lupa siang ini shebuilds.lovable.dev mulai
Gw udah siapin pasukan (anak anak gw) ikutan
Gw challenge mereka bikin something
the best akan gw kasih hadiah

Kenapa melakukan hal ini?
Introduce aja dunia kedepannya
biar mereka paham kerja itu gimana
Dan mereka bisa explore sendiri potensinya

mumpung GRATIS

#lovable
#brobri
#vibecoding

Ramadan, gempuran AI, sampai urusan Perang di Dubai.
Kedengarannya kayak headline berita internasional, kan?

Tapi percaya sama gue, semua dinamika global dan pergeseran culture ini 
....ngaruh banget ke cara kita survive dan ngebangun karir.

Di #BroBriLive Episode 136 besok
gue ngundang Fitoy Wicaksana (Director of Product at Astra Tech)
buat ngobrol santai tapi deep. Kali ini kita bakal geser angle dari urusan teknis bikin produk
dan lebih fokus ngebahas soal navigasi karir dan leadership.

Kita bakal bedah bareng:
1. Career Resilience: Gimana cara lo tetap relevan dan terus ningkatin value diri di tengah gila-gilaannya disrupsi AI.
2. Global Mindset: Belajar dari dinamika kerja di melting pot sekelas Dubai. Gimana gejolak makro ngebentuk cara kita ambil keputusan karir.
3. Empathetic Leadership: Seni mimpin tim yang beragam dengan empati tinggi, apalagi ngelewatin berbagai penyesuaian culture dan momen kayak Ramadan.

Buat lo yang ngerasa butuh insight baru buat level-up karir
atau lagi nyiapin diri buat masuk ke leadership role
wajib ikut nimbrung obrolan daging ini.

🗓️ Besok! Sabtu, 7 Maret 2026 🕐 13.00 - 14.00 WIB

Langsung set reminder dari sekarang
Siapin pertanyaan terbaik lo dan mari kita diskusi bareng besok siang! 🚀

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Brian Arfi Faridhi 🚀

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The Battle

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