CSP

Calvin Susanto Putra Jakarta & Bali, Indonesia

Director, Digital Growth & AI-enabled Solutions

I work where technology meets people. I started as a software engineer, built a digital agency, and now lead teams that turn search, paid media and AI into measurable growth.

years in digital
14+
client engagements
55+
industries served
15
conversions while AI search cut organic traffic by more than half
2×

2011

Software engineer

Learning how systems are built

A Computer Science degree, then hands-on software and web engineering. This is where I learned to read architecture, estimate effort honestly and talk to developers in their own language.

  • B.Sc. Computer Science
  • Web and application development

2012 – 2018

Independent web developer → digital project lead

From building websites to owning outcomes

Working freelance, I moved from writing code to running whole digital projects: scoping, SEO, delivery and client relationships for brands across Indonesia.

  • Website builds and microsites
  • SEO strategy and content
  • Project and client management

2018 – now

Director, digital agency

Leading the team, directing the client

I lead a delivery team and set the technical direction while managing client relationships end to end. I run discovery, design the solution, pitch it, and still pull the reports myself.

  • Discovery, solution design and pitching
  • Technical direction for web, SEO and cloud
  • 55+ engagements across 15 industries

2024 – now

Senior Performance Marketing Lead

Running paid media at scale

I lead a team of three on a multi-billion-rupiah paid media programme. The work is hands-on: campaign set-up and optimisation, budget pacing, landing-page and conversion tests, and client reporting.

  • Meta, Google Search and YouTube
  • Budget pacing and full-funnel optimisation
  • CRO and landing-page testing

Now

AI-enabled growth

When AI search changed the rules

As AI answers took over search, impressions, clicks and sessions fell by more than half across almost every SEO programme I run. Conversions doubled. I shifted the work toward generative-engine optimisation and conversion, and I am building an agent-powered operating system for creative agencies.

  • GEO and conversion optimisation
  • Agent-powered workflow design
  • AWS Certified AI Business Strategist (in progress)

Constellation

55+ engagements, 15 industries

Each point in the constellation is one client engagement, grouped by sector. Hover or tap a sector to light it up.

Sectors grouped for readability. Client names are kept confidential.

Selected work

Problems I've led teams through

Portfolio-wide

Turning an AI-search traffic drop into twice the conversions

Challenge
AI answers cut impressions, clicks and sessions by more than half across almost every SEO programme.
What I led
Re-focused reporting on conversions, optimised landing pages and content for intent, and adapted content for generative-engine visibility.
Result
Conversions doubled while traffic fell by more than half.
  • SEO
  • GEO
  • CRO
  • Analytics

Home & building materials

One search strategy for a four-brand manufacturing group

Challenge
A ceramics flagship and three granite brands competed for overlapping keywords on separate sites.
What I led
Ran SEO, content and website maintenance across all four brands, including site revamps and AWS hosting operations.
Result
A retained relationship running since 2021.
  • SEO
  • Web
  • AWS

Automotive & EV

Website, search and cloud for an EV car brand

Challenge
A growing EV brand needed a modern website and visibility on automotive and EV search terms.
What I led
Led the website revamp, ongoing SEO and content, and AWS maintenance and optimisation.
Result
A retained relationship running since 2022.
  • Web
  • SEO
  • AWS

Home appliances

Full-funnel paid media for a premium appliance brand

Challenge
The brand needed awareness, consideration and sales from one coordinated paid programme.
What I led
Ran Instagram awareness-to-conversion campaigns with collaborative ads, plus search and YouTube, with a team of three.
Result
Running continuously since 2024.
  • Meta Ads
  • Google Ads
  • YouTube

Public infrastructure

Social listening through a brand crisis

Challenge
A toll-road operator faced public backlash while rolling out cashless tolling.
What I led
Set up social listening and engagement to track sentiment and respond during the transition.
Result
Supported the brand through the 2017 rollout.
  • Social listening
  • Community

Food service

A margin calculator for restaurant owners

Challenge
A food-service brand wanted an activation that was useful to small restaurant owners.
What I led
Built a microsite where owners calculate selling prices from their costs and target margin.
Result
Delivered in 2025.
  • Microsite
  • UX

Toolkit

Skills and tools

Growth

  • SEO and GEO
  • Conversion rate optimisation
  • Meta, Google, LinkedIn, TikTok and YouTube ads
  • Budget pacing
  • Email and CRM

Data

  • GA4
  • Google Tag Manager
  • Looker Studio
  • Search Console
  • DataForSEO API
  • Screaming Frog

Technology

  • Web development
  • AWS hosting operations
  • Agent workflow design
  • HubSpot
  • Brevo, Mailchimp, Mailjet

Leadership

  • Discovery and solution design
  • Pitching
  • Team direction
  • Client management
  • Training brand teams

Credentials

  • B.Sc. Computer ScienceGraduated 2011
  • AWS Certified AI Business StrategistIn progress

Technology is a people business

Outside client work I run a coding academy for kids and teens in Bali. Teaching kids to code and briefing a brand director need the same skill: making a complex system feel simple enough to act on.

Let's talk

The best way to reach me is LinkedIn.

Message me on LinkedIn ↗