Antler

At Antler, I founded BISA Health (https://bisa.health/), a personalized health coaching SaaS for Millennials & Gen Z in Indonesia. The premise was promising: a health-conscious, digital-savvy population of 270M+ should translate into a strong market for subscription-based wellness services.

We launched an MVP, tested monetization through a WhatsApp-based health coaching program, and acquired 120 signups via Instagram and our landing page. But reality hit fast—conversion was low, engagement dropped, and willingness to pay proved weak. The lesson? Market size ≠ market demand. Interest alone doesn't sustain a business if monetization isn’t validated early.

Ultimately, we sunsetted BISA Health and moved on. A hard-earned but invaluable lesson in building scalable consumer tech: always validate revenue before scaling—especially in emerging markets where buying power can be deceptive.

Entrepreneur in Residence (ID7 Cohort)

ByteDance

1) Transferred from GoTo Logistics to ByteDance’s Global Transportation and Delivery Product (GTDP) Team.

2) Responsible for managing the development and expansion of a Logistics-Delivery product to serve both the Indonesia and the global market for TikTok Shop and Tokopedia orders.

Product Manager

GoTo Group

Business Unit: GoTo Logistics

Summary: 

Responsible for the E2E Product Management part for two fleet types in the 1P Delivery vertical: In-House Delivery Fleet and On-Demand Delivery Fleet.

Key achievement:

1) Achieved 6% of cost reduction in the unit economics by replacing 3rd party dependency with in-house tools.

2) Developing a new revenue stream by offering a modified version of the existing service to have better product profitability while maintaining a good user's expectation. 

3) Established an Agile approach to Data/Analytics team to manage tasks and stakeholder's expectations better.

Lead/Senior Product Manager

Business Unit: Holding Company (HoldCo).

Summary: 
Worked closely with senior management (SVP and C-Level executives) and various stakeholders across functions to ensure the progression of some of the strategic cross-OpCo initiatives.

Scope of work: 
Initiate project charters, manage stakeholders and their expectation, monitor progresses, and facilitate problem-solving sessions to ensure the projects are delivered and aligned with the Group's strategic direction.

Key Achievement: 

1) Venture building: Helped Senior Management define, design, and develop new Operating Company (OpCo) through project management and cross-functional stakeholder management.

2) HoldCo-wide product integration: Unlocked Product synergies between two business units in the same categories, achieving aggregation of supplies and faster inventory movement.

Project Manager - Post Merger Integration

Tokopedia

Business Unit: Logistic

Key Achievement:

(1) Managed cross-tribe product development of one of the company's top feature, Bebas Ongkir/BO (Free Delivery), resulting in high product adoption and reduced cost (company-borne subsidy) up to xxk USD) / week.

(2) Led the product development of ETA, a feature that informs buyers of the estimated time of arrival of their parcels, resulting in ~20% reduction in CS complaints in the Logistic category.

(3) Optimized processes in one of Logistics’ key features (add-address) by assessing current user journey and removing unnecessary dependencies from 3rd party vendors, resulting in USD xxk/month cost optimization with no changes in conversion rate.

GOJEK

Business Unit: GoKitchen (Rebel GoFood Indonesia)

Key Achievement:
(1) Managed targeted voucher campaigns to Gojek’s users for acquisition, retention, and resurrection purpose, resulting in a 2x increase in monthly transaction within two months.

Reported directly to CEO of GoKitchen/Rebel GoFood Indonesia

Marketing Manager

Business Unit: GoFresh

Key Achievement:
(1) Acted as Chief of Staff, collaborated with team leaders to define key metrics for each function (ie: Operation, Sales) and consolidated business performance into a weekly report that serves as a source of truth for decision making.

(2) Recommended multi-channel (email, telesales, and offline sales) sales motion to GoFresh’s sales organization, resulting in 10% increase in weekly retention rate.

(3) Provided insights for decision making by translating business problems into SQL queries and turning it into findings.

Strategy and Analytics Manager

MARKPLUS, INC.

Industry Focus: Automotive, Transportation, Logistic

Supported Partners and Associates in the field of research, data gathering, business analysis, and presentation/deck building.

Business Analyst

Institut Teknologi Sepuluh Nopember Surabaya

Teaching Assistant for Software Needs and Specification Class at Department of Information System, Institut Teknologi Sepuluh Nopember, Surabaya.

Teaching Assistant

Product Management | Strategy/Analytics | Venture Building

Yudha is a product leader with a proven track record in building and scaling products in the e-commerce and logistics sectors. He has successfully managed strategic projects at Indonesia's largest technology conglomerate. Most recently, he served as an Entrepreneur-in-Residence at a global venture capital firm, where he developed a health-focused product designed to help individuals lead healthier lives. He is also a former Indonesian national athlete and certified health coach.

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