Product Leader
Muhamad Muslih
AI Integration & Automation
13+ years driving product-led growth across fintech, mobility, SaaS, and automotive. Turning complex problems into scalable products.
About
Building products that move industries forward
I'm a Product Leader with 13+ years of experience spanning fintech, mobility, SaaS, and automotive industries. Currently at ALVA Auto — Indonesia's leading EV company — where I drive product strategy for digital sales, CRM, and customer experience platforms.
My approach combines deep product thinking with hands-on AI integration. I don't just manage roadmaps — I build automation systems, design data pipelines, and deploy solutions that deliver measurable business impact from day one.
Previously, I've built products at Citibank, Mekari, and other leading companies across Southeast Asia.
AI & Automation
Integrating AI to eliminate manual work and unlock data-driven decision making
Product-Led Growth
Building products that drive acquisition, activation, and retention at scale
Digital Transformation
Modernizing legacy systems and processes for speed and efficiency
CRM & Sales Ops
Designing systems that connect marketing, sales, and customer success
Impact
Key Results
Battery-as-a-Service (BaaS) became half of all B2C sales within 3 months of launch
3 monthsOwner Referral Program drove new leads with +5% conversion improvement
60 daysDeployed CRM across nationwide dealer network with +25% sales productivity gains
NationwideWhatsApp nurturing automation boosted lead engagement with +5% closure uplift
AutomatedAI automation eliminated manual reporting, freeing team capacity every day
Per personWork
Selected Projects
Battery-as-a-Service Platform
ALVA Auto
Challenge
EV adoption in Indonesia was hindered by high upfront battery costs, creating a significant barrier for mainstream consumers.
Solution
Designed and launched a Battery-as-a-Service (BaaS) model that separated vehicle and battery ownership, making EVs financially accessible to a broader market.
Result
BaaS accounted for 50% of all B2C sales within 3 months of launch, fundamentally shifting ALVA's sales model and accelerating EV adoption.
AI-Powered Business Automation Suite
ALVA Auto
Challenge
Teams spent 2+ hours daily on manual reporting, data consolidation, and repetitive operational tasks — draining capacity from strategic work.
Solution
Built an end-to-end automation suite using AI and workflow orchestration to automate reporting, data pipelines, and cross-functional notifications.
Result
Eliminated 2+ hours of daily manual work per team member, enabling the team to focus on high-impact strategic initiatives.
CRM & Sales Growth Engine
ALVA Auto
Challenge
With dealers operating independently across multiple cities, there was no unified system for lead management, sales tracking, or performance visibility.
Solution
Deployed a centralized CRM with customized workflows, automated lead assignment, and real-time sales dashboards across the entire dealer network.
Result
Achieved 70% adoption rate, +25% sales productivity improvement, and full visibility into the nationwide sales pipeline for the first time.
Real-Time Sales Intelligence Dashboard
ALVA Auto
Challenge
Sales leaders lacked real-time visibility into performance metrics, relying on weekly manual reports that were often outdated by the time they arrived.
Solution
Designed a real-time intelligence dashboard integrating WhatsApp automation for lead nurturing, with live metrics on engagement, conversion, and revenue.
Result
+25% lead engagement and +5% closure improvement through automated nurturing flows, with instant visibility for leadership decision-making.
Aidia — AI & Digital Automation Studio
Current Venture
Challenge
Indonesian SMEs lack access to AI automation — they're stuck with manual customer service, repetitive data entry, and zero after-hours coverage.
Solution
Founded Aidia, an AI automation studio that engineers AI agents for businesses — handling customer inquiries, lead capture, CRM, workflow automation, and AI brand presence.
Result
Built and deployed AI agents, automated daily reporting pipelines, and integrated multi-channel workflows within days — not months.
Methodology
How I Work
Discover & Define
Deep-dive into your business context, pain points, and opportunities. Map stakeholders, understand constraints, and define clear success metrics.
Strategy & Prioritize
Translate insights into a focused roadmap. Prioritize ruthlessly based on impact vs. effort, aligning product vision with business objectives.
Build & Iterate
Sprint-based execution with rapid prototyping and continuous feedback. Ship early, learn fast, and iterate toward product-market fit.
Measure & Scale
Data-driven validation at every step. Track KPIs, run experiments, and scale what works. Automate what can be automated.
Engagement
Services
Flexible engagement models designed for impact. Every engagement starts with a free discovery call.
AI for Your Business
1-week sprint
A focused engagement to identify and implement AI automation opportunities in your business. Powered by Aidia — learn more at aidia.uk
- AI opportunity audit & prioritization
- 1–2 automation workflows deployed
- Integration with existing tools (CRM, Sheets, Slack, etc.)
- Documentation & team handoff
Best for teams drowning in manual, repetitive work
Start a ConversationProduct in a Box
2-week engagement
End-to-end product strategy and execution for a specific initiative — from discovery to launched MVP.
- Stakeholder interviews & problem framing
- Product strategy & roadmap
- MVP spec with wireframes
- Sprint execution & launch support
- KPI framework & measurement plan
Best for startups or teams launching a new product or feature
Start a ConversationJourney
Career Timeline
Product Manager
ALVA Auto
Leading digital product strategy for Indonesia's EV company. BaaS, CRM, sales automation, AI integration.
Senior Program Manager
Mekari
Managed cross-functional programs for Indonesia's leading SaaS platform serving 35,000+ businesses.
Senior Project Manager
Aleph-Labs
Led product development for digital solutions across Southeast Asian markets.
Product Manager
Seekmi
Built marketplace features for Indonesia's home services platform.
Project Manager
OVO
Drove product initiatives at Indonesia's leading digital payment platform.
Project Manager
Citibank Indonesia
Managed Technology Corporate Banking (ICG) projects. Awarded Extra Miles Award 2016.
PMO
Astra International
Project management for Indonesia's largest diversified conglomerate.
ERP Consultant
Visi Intech
SAP implementation and ERP consulting for enterprise clients.
Credentials
Certifications & Fellowships
Certifications
Professional Scrum Product Owner (PSPO)
Scrum.org
Professional Scrum Master (PSM)
Scrum.org
Growth Product Manager
Udacity
AI for Leaders
Microsoft / LinkedIn
Fellowships & Awards
IATSS Forum Fellow
2024IATSS, Japan
Intensive leadership program with cross-cultural collaboration among participants from Southeast Asia, India, and Japan
YSEALI AI FutureMakers
2025US Department of State, Thailand
US Regional Workshop on AI applications for social impact in Southeast Asia
YSEALI Networking Fund
2025US Department of State
Organized a Fundraising Workshop in collaboration with Apple Developer Academy
Get in Touch
Let's Build Something Together
Whether you need AI automation, product strategy, or a fresh perspective on your digital transformation — I'd love to hear about your challenge.