Career highlight · Livin’ by Mandiri
How I kept a 20M+ user digital banking app growing, and brought more than 50K dormant users back to actively transacting.
COMPANY
Bank Mandiri
PRODUCT
Livin’ by Mandiri, flagship digital banking app
ROLE
AVP of Marketing & Digital Growth
PERIOD
2015 - 2025
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monthly active users
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monthly transaction volume, around USD 185M
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transactions every month
{{c4}}K+
dormant users reactivated
01 · Overview
I owned end to end marketing and growth strategy for Bank Mandiri’s flagship digital banking app, with an always on, full funnel plan across every channel the customer touched.
02 · THE CHALLENGE
Keep a 20M+ user base active while dormant users quietly drifted away.
03 · THE APPROACH
A targeted lifecycle campaign, sequenced across in app push, social and paid retargeting.
04 · THE RESULT
50K+ dormant users back to actively transacting, protecting platform wide growth.
05 · How the sequence worked
Dormant user
Has the app, stopped transacting.
In app push
The first, most direct nudge.
Social
Staying visible where users spend time.
Paid retargeting
Reaching those the first two missed.
Active again
Back to transacting.
06 · What I took with me
The right message, to the right person, at the right moment.
The same thinking that moved millions of banking users now powers the email systems I build for brands.