HydroNeo builds the hardware and software that shrimp and fish farmers use to run their farms on real data. We are a team of over 30 people, with a Singapore holding entity, an operating company in Bangkok, and PT Hydroneo Teknologi Indonesia in Surabaya. Our systems are in use on farms across roughly eight countries, and we are backed by leading Thai and international investors.
The IoT system: Mini Controller Pro and Motor Control Box. The Mini Controller Pro watches the pond around the clock and puts what it sees on the farmer's phone. The Motor Control Box turns that into action, running aerators when the pond needs them and stopping them when it does not. The result is fewer 3am trips to the pond edge, healthier animals, more stable harvests, and around 30 percent lower aeration energy use on average. For a farmer, this is the difference between reacting to a crisis and preventing one.
FarmOS: the farm operating system. FarmOS is where the farm actually runs. Pond records, daily operations, and cycle performance live in one place, on a phone the farmer already owns, instead of in notebooks and spreadsheets. It works hand in hand with our hardware and can also be adopted on its own, which makes it something rare in this industry: an aquaculture product that can be marketed, sold, onboarded, and grown fully digitally. That is a second marketing engine alongside the hardware business, and building it is a central part of this role.
Aquaculture feeds a large and growing share of the world's protein supply, and most of it is still run on intuition and paper. We are changing that, and Indonesia is where the opportunity is biggest.
The role in one sentence: you own how HydroNeo shows up to farmers and to the industry in Indonesia, Thailand, and our export markets. The ideas, the words, the visuals, the digital growth of FarmOS, and the quality bar behind all of it, with a small team and modern AI tooling to produce far more than a team this size normally could.
You will be based in our Surabaya office, managing 2 to 3 people across Indonesia and Thailand, reporting directly to the Founder and CEO, and travelling occasionally to farms across Java and the region.
Four things matter more here than in a typical marketing job.
Industry depth. You will spend real time on farms. You will sit with our sales team and with customers. Within three months you should be able to explain to a farmer, without notes, why dissolved oxygen management changes their survival rate and what our system does about it. The best marketing ideas here come from time spent at the pond and in conversation with farmers, so you should enjoy getting out there.
Two marketing engines, not one. The hardware business is relationship-led: farm visits, distributors, exhibitions, demonstrations, word of mouth between farmers. FarmOS can be marketed, sold, and onboarded entirely online: digital acquisition, app store presence, self-serve signup, onboarding, activation, retention, and subscription growth. You need to be strong in both and clear about which one you are doing at any moment.
Craft and judgement. You can look at a flyer, a video, a post, or a landing page and know immediately whether it will land with a farmer, and you can say why. You will hold that standard across a team producing in Bahasa Indonesia, English, and Thai.
AI fluency. We run on Claude Team. We expect our marketing function to operate as a small team with heavy AI leverage: custom agents for content drafting, structured prompts and reusable skills, AI-assisted research, translation, and visual production. You should already be doing this, not planning to learn it. In the interview we will ask you to show us what you have built.
Strategy and planning
- Own the marketing plan, per quarter, tied to concrete commercial objectives per market: Indonesia, Thailand, our export and global markets.
- Translate product capability into positioning and messaging that a farmer understands and a distributor can sell with.
- Run one global brand with local execution. The story is the same everywhere. The language, the examples, and the channels are not.
- Bring structured input from sales, customer success, and customers into every campaign. This is a named responsibility, not something you do when there is time.
Content and creative ownership
- Set and hold the quality bar for everything customer-facing: social content, videos, flyers, exhibition material, website, sales decks, case studies, email, and app store content.
- Brief, review, and improve the work of your team. Send work back when it is not good enough, with clear direction on why.
- Write yourself when it matters. The most important copy should be yours. The team is stronger in design than in writing today, so expect to carry the writing standard personally until that changes.
- Own the visual and verbal brand across all markets and languages.
FarmOS growth: the digital engine
- Own the full digital funnel for FarmOS: awareness, app store presence and listing optimisation, landing pages, signup, onboarding, activation, retention, and subscription upgrades.
- Build the content engine that supports it: product education, how-to material, in-app and lifecycle messaging, video, and community.
- Work with product and customer success on what makes a farmer keep using the app after week one, and market against that reality.
- Report on the metrics that matter for a software product, including installs, activated farms, active ponds, retention, and conversion to paid, and act on what they say.
- Make FarmOS a product that a farmer in a market we have never visited can find, understand, install, and use.
Performance marketing and technical literacy
- Plan, build, and interrogate Meta Ads and Google Ads campaigns. Know the difference between a metric that moved and a result that happened.
- Understand attribution, tracking setup, pixel and conversion events, UTM discipline, and where the data becomes unreliable.
- Own the funnel end to end: ad, landing page, form, CRM handoff, sales follow-up. Know where leads are being lost.
- Work in HubSpot: campaign tracking, lead source reporting, and closing the loop between marketing spend and pipeline.
- Basic SEO and website literacy: site structure, page speed, how content ranks, how to brief a developer.
AI-leveraged production
- Build and maintain the team's AI workflows: agents, prompts, and reusable skills for content generation, repurposing, translation, research, and reporting.
- Train the team to use them and hold them accountable for using them.
- Continuously raise output volume and consistency without adding headcount.
Team and operations
- Manage a small distributed team across Surabaya and Bangkok, with clear ownership per deliverable, tracked in a task system that stays current without anyone chasing it.
- Give the Thai market real attention from a distance: regular contact with the Bangkok content role, the Thai sales team, and Thai customers, and periodic travel.
- Run the weekly marketing standup and the monthly sales and marketing alignment session.
- Manage the marketing budget
Commercial support
- Own trade show and exhibition presence end to end: concept, materials, lead capture, follow-up.
- Build sales enablement material: one-pagers, ROI cases, competitive comparisons, distributor kits.
- Support distributors and partners in export markets with material they can localise and use.
- Report on what worked, what did not, and what changes next quarter.
Required
- 4 or more years in marketing, with at least 2 in a role where you owned content and brand quality rather than only channel execution.
- Experience marketing a physical product and a digital product, or clear evidence that you can do both. If you have only ever done one, tell us how you would approach the other.
- Demonstrable genuine interest in agriculture, aquaculture, food production, or an adjacent physical-world industry. B2B where the customer is a business owner with mud on their boots, not a SaaS buyer.
- A portfolio of work you conceived, not work you optimised. We want to see ideas.
- Hands-on digital depth. You can build a campaign, read the numbers honestly, and follow a lead from ad to CRM to sale.
- Strong writing. Next to the CEO, you will be the highest writing standard in the team for a while.
- Active, current, hands-on use of AI tools in your daily work, at the level of building agents and reusable workflows rather than typing questions into a chat box.
- Native or fluent Bahasa Indonesia and strong professional English.
- Comfortable managing a small team across two countries, and comfortable giving direct feedback on work quality.
- Based in or willing to relocate to Surabaya, working from our office, and eager to travel to farms occasionally.
Nice to have
- Existing aquaculture, agritech, or agriculture industry experience.
- App or subscription software growth experience: onboarding, activation, retention, app store optimisation.
- Design capability of your own, enough to art-direct credibly.
- Video production and editing judgement.
- Experience marketing a product that combines hardware and software.
- Experience running marketing across more than one country market.
- Thai language.
What this role is not
- It is not a pure performance marketing role. If you love optimising ad accounts more than you love making things, you will be unhappy here.
- It is not a role where you only brief other people. You will produce work yourself.
- It is not remote.
Benefits
- Competitive base salary plus a performance bonus tied to what marketing actually delivers
- ESOP (Employee Stock Options) so you own part of what you build
- We deliberately pay above market for the right person. We would rather search longer and pay more than hire someone we need to teach the basics
- Full AI tooling (Claude Team)
Why Join
- Build the marketing function for a proven product, with reference results from Thailand behind you and Indonesia as the biggest opportunity ahead
- Two products to market: an IoT system farmers can see working at the pond, and FarmOS, which you can grow fully digitally
- Real ownership. Marketing at HydroNeo has been founder-led. You are taking it over, not inheriting someone's playbook
- Close CEO support and direct exposure to the leadership team, no layers in between
- Regional scope from day one, covering Indonesia, Thailand and our export markets
- A clear growth path as the team and the markets grow
- Shape the future of professional shrimp farming in one of the largest shrimp producing countries in the world
Most of the world's shrimp is still farmed on instinct, paper notebooks, and a torch at 3am. We are changing that, in an industry where almost nobody has figured out yet what good marketing looks like. The field is wide open and the story has never been told properly. That is the job.
Apply with your CV and a few pieces of work you conceived yourself, not work you optimised. If you have built AI agents or workflows, bring them.
If this is the job you have been waiting for, we want to hear from you this week.
