As part of its new approach to Asia, Uber has announced a first president for its business in Indonesia, Southeast Asia’s largest economy and the world’s fourth most populous country.
Monika Rudijono will take up the role in January, joining from advertising and marketing firm Grey where she had been presidential director.
She’ll report directly to Brooks Entwistle, who joined Uber in August to lead its Asia Pacific business minus India.
Uber previously opted for a presidential management structure in India, which is run separate to the rest of its Asian operations.
Indonesia is an interesting market for Uber for a number of reasons.
A report from Google and Temasek estimates that Indonesia will account for more than 40 percent of Southeast Asia’s ride-hailing industry, which is forecast to jump to $20 billion in 2025 from $5.1 billion this year.