Deden Sembada
AI & Data Product Manager | Data Analytics Leader
Malang, East Java, Indonesia · Open to Remote Roles Worldwide
hi.dedensembada@gmail.com · +62 857-5596-6189 · linkedin.com/in/deden-sembada
Professional Summary
AI & Data Product Manager with 13+ years of experience leading data strategy, analytics engineering, and AI-powered product development across high-traffic digital media environments (50–100M monthly pageviews). Proven track record of product ownership — from architecting an enterprise data pipeline ecosystem to initiating and leading an AI-integrated CMS built for editorial workflows (research, generation, monitoring) in collaboration with product and engineering teams. Currently working as an independent product technical partner: scoping, building roadmaps, and co-building AI products for multiple clients. Equally comfortable defining product strategy and getting hands-on with technical execution.
Core Competencies
Professional Experience
Independent Consultant — AI Product & Data Analytics
Freelance · Multiple Clients · Remote, Indonesia
- AtlasNexus (atlasnexus.app) — Full Product Technical Partner: end-to-end product scoping, roadmap definition, and co-build execution for an AI-powered YouTube Multi-Level Creator Ecosystem Management Platform. Hands-on across product architecture, feature prioritization, and technical delivery from concept to live product.
- Binari.co.id — Data & SEO Content Analytics Strategy: designed and implemented a data-driven SEO and content analytics strategy; built reporting frameworks to track organic performance, content ROI, and search visibility for client projects.
- Led end-to-end web application and AI product initiatives — product discovery, business requirements analysis, system design, technical documentation, data analytics, and cross-functional collaboration from concept through delivery.
Head of Data Analytics
KapanLagi Youniverse (KLY) — kly.id · Hybrid, Jakarta–Malang, Indonesia
- Architected and owned KLY's end-to-end data ecosystem: a 10-layer pipeline spanning tracking (GTM, GA4, Data Layer), ingestion (Mage.ai ETL), processing, BigQuery data warehouse, data marts, visualization (Tableau, Looker Studio), and ML exploration with metadata management and data governance — reducing cross-team reporting time by an estimated 30–50%.
- Initiated, scoped, and acted as Product Owner for an AI-integrated CMS built for KLY's editorial teams, owning the full product lifecycle — problem definition, requirements, feature prioritization, and delivery coordination — embedding AI and data analytics into research, content generation, and post-publish performance monitoring.
- Defined and implemented KPI & OKR frameworks across product, editorial, SEO, marketing, and ad operations, aligning 5+ business units to a single source of data truth.
- Integrated generative AI and LLM tools into analytics workflows, enabling faster insight generation and automated reporting, and drove measurable organic traffic and engagement improvements using GA4, BigQuery, and Google Search Console.
- Built and mentored a team of 5–8 analysts in advanced analytics techniques, AI tools, and stakeholder communication.
- Collaborated cross-functionally with Product, Engineering, Editorial, SEO, Social Media, and Ad Operations to embed data-driven and AI-assisted decision-making into daily business workflows.
Data Analytics Manager
KapanLagi Youniverse (KLY) — kly.id · Hybrid, Jakarta–Malang, Indonesia
- Deployed self-service BI infrastructure using Tableau, enabling non-technical teams to independently access, interpret, and act on data, reducing analyst dependency for routine queries.
- Established company-wide KPI and OKR tracking frameworks in partnership with product leadership, creating consistent performance measurement across all business units.
- Managed the full data lifecycle — tracking definition, data collection, cleaning, analysis, and periodic reporting — ensuring data accuracy and timeliness for strategic decisions.
- Scaled analytics capabilities by introducing structured processes, team workflows, and quality standards, growing the team and its output in parallel with company expansion.
Senior Data Analyst
KapanLagi Youniverse (KLY) — kly.id · On-site, Jakarta, Indonesia
- Defined and implemented tracking requirements using Google Analytics and Google Tag Manager across web properties, ensuring reliable and consistent data collection at scale.
- Built and maintained Tableau dashboards for OKR tracking across product groups, providing stakeholders with clear, real-time visibility into performance metrics.
- Delivered actionable insights across product, editorial, marketing, and business teams, combining real-time and periodic analysis to support both operational and strategic decisions.
Data Analyst
PT. Kreatif Media Karya (KMKonline.co.id) · On-site, Jakarta, Indonesia
- Delivered periodic performance reports and ad-hoc analyses for product and content teams, identifying user behavior patterns and opportunities to improve feature engagement.
- Used data visualization tools to translate complex data findings into clear, decision-ready formats for cross-functional stakeholders.
Co-Founder & Technical Lead
SCL Studio (sclstudio.id) — Digital Technical Agency · Remote, Jakarta–Malang, Indonesia
- Delivered 50+ data-driven web development projects for 50+ clients ranging from local businesses to enterprise segments, end-to-end from scoping to deployment.
- Led cross-functional execution across product design, frontend/backend development, analytics setup, and client strategy.
- Managed client relationships, project timelines, and technical teams simultaneously, developing stakeholder communication and execution discipline that complements corporate analytics leadership.
Project Manager
Leo Burnett Group Indonesia · On-site, Jakarta, Indonesia
- Managed digital and advertising campaigns for McDonald's Indonesia, Samsung Indonesia, and Marlboro Indonesia — coordinating internal creative, tech, and third-party vendor teams.
- Coordinated internal resources and external vendors to ensure flawless, on-time, on-budget execution across diverse advertising and digital campaigns.
- Proactively identified project risks, implemented mitigation strategies, and maintained comprehensive documentation for transparency and accountability.
System Analyst
Leo Burnett Group Indonesia · On-site, Jakarta, Indonesia
- Gathered and documented system requirements for brand campaigns; validated system changes; provided user training and ongoing support for new workflows.
- Liaised with users to track additional requirements and integrate new features into existing and new systems.
- Prepared detailed documentation for interfaces between new and legacy systems, enabling seamless transitions and integrations.
Web Developer
MACS909 · On-site, Jakarta, Indonesia
- Developed responsive web interfaces using HTML, CSS, and JavaScript; integrated front-end components with back-end services and databases for client projects.
- Implemented intuitive layouts and user interfaces adhering to industry standards for responsive and accessible design.
HR Implementation Consultant
DataOn (PT Indodev Niaga Internet) · Remote-ready, Indonesia
- Implemented HR software solutions for enterprise clients — gathering requirements, configuring systems, conducting training, and managing project documentation.
- Collaborated with clients to understand and document business processes, pain points, and specific HR requirements to tailor solutions to operational needs.
Technical Skills
Analytics & BI
GA4, Looker, Tableau, Looker Studio
Data Warehouse
BigQuery
Pipeline & ETL
Automated workflows, data transformation
AI & LLM
Generative AI integration, prompt engineering, Claude Code
Languages
SQL (Advanced), Python (Intermediate)
Tracking
Google Tag Manager (Expert), GA4 Events
Product Analytics
Funnel analysis, retention, cohort
SEO Analytics
GSC, search performance modeling
Marketing Analytics
Acquisition, attribution, conversion
Education & Credentials
Diploma in Informatics (D3)
Politeknik Kota Malang · 2009 – 2012
Certifications & Continuous Learning
- Google Analytics 4 Certification (Google)
- Google Tag Manager – Advanced Implementation (self-directed, 7+ years applied)
- BigQuery for Data Analysts – Applied (Google Cloud)
- AI & LLM Integration – Generative AI for Business Workflows (ongoing)
Key Highlights
13+ years of end-to-end data career: from individual contributor to analytics leader
Managed analytics for digital properties at 50–100M monthly pageview scale
Led and grown cross-functional data analytics teams of 5–8 people
Built data pipelines and BI systems that reduced reporting overhead by 30–50%
Early adopter and integrator of AI/LLM tools into analytics and content workflows
Product ownership: initiated and led AI-integrated CMS at KLY; full product technical partner on AtlasNexus and independent consulting in 2026 — end-to-end product lifecycle ownership
Active practitioner: maintains dedensembada.com with technical writing on AI, data, and product
Let's talk.
Open to full-time AI & Data leadership roles worldwide, and to select consulting engagements.