Bukalapak's VP of PR bureau exits

Bukalapak’s vice president of the PR bureau, Monica Chua (pictured), has officially left the Indonesian tech company, closing a chapter that spanned several years of corporate transformation and brand repositioning.

During her tenure, Chua led the unicorn’s brand storytelling as it navigated key changes, including reported workforce layoffs following the company’s decision to exit physical product sales recently.

“Serving as vice president of the PR bureau wasn’t just a title; it was a journey filled with purpose, passion, and people who inspired me every single day,” Chua shared in a LinkedIn post. “It’s been an honour to serve alongside such passionate and brilliant minds, and to help shape the stories that reflect Bukalapak’s mission and impact.”

Don't miss: Indonesia's Bukalapak to lay off employees as it shuts physical product sales ops

Chua, a former CNBC Indonesia news anchor, joined Bukalapak with a clear pivot in mind - moving from broadcasting to brand building. At that time, she framed the decision as a move aligned with deeper values: “For me, joining Bukalapak is a chance to contribute and empower those who tend to be underrepresented and overlooked.”

That mission has taken on its own shape. Bukalapak has undergone a strategic repositioning, pulling back from physical goods retail while continuing its focus on mitra partnerships and eCommerce strategy to equip small businesses, warungs, and agents with digital services. The pivot has not been without pain, marked by layoffs and internal restructuring.

One of more than a dozen Indonesian startups to reach the US$1 billion mark, Bukalapak made headlines with its 2021 IPO - the first tech unicorn to list on the Indonesia Stock Exchange, and a moment of national pride. However, the glow of the public debut soon dimmed. Share prices dropped post-listing, and the company was forced to confront the realities of profitability in a cash-burning market.

In the midst of this, Chua and her team held the reins of the company’s public narrative - framing tough decisions and sustaining relevance in a media environment increasingly skeptical of tech’s growth stories.

Bukalapak’s recent earnings reflect a company in transition. It reached profitability in the first quarter of 2025, posting a net profit of US$6.7 million - a sharp reversal from the US$57.1 million net loss recorded in the previous quarter.

“I’m leaving #BUKA with a heart full of gratitude - for the trust, the opportunities, the growth, and the friendships that have shaped me both professionally and personally,” Chua wrote. “Here’s to new beginnings.”

MARKETING-INTERACTIVE has reached out to Chua and Bukalapak for more information.

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