Nov 2024 to today
QuickReply.ai.Growth Marketing Manager
What I walked into
QuickReply.ai sells WhatsApp marketing to D2C brands, in a category where Wati, AiSensy and Gallabox pitch nearly the same feature list. I had taken its paid ads from zero to 3× as a freelancer, but nobody owned demand from first click to closed deal. The website sold features, and sales walked into competitive deals with nothing to hand over.
I reported to the CEO and owned the budget. Ads, cold email, positioning, sales material and the tools were my own hands. SEO, content and design sat with my team and an intern.
What I did
What came back
Gave each ad channel one job. Google Search catches buyers already looking for a WhatsApp provider. LinkedIn runs lead gen forms. Meta only retargets visitors who left without booking.
Built cold email as a second engine. Lists from Apollo.io, every address verified in Bouncify.io before it is sent, sequences in Instantly, LinkedIn touches through HeyReach.
Rewrote the positioning around return. What the brand earns, not what the product does. Then rebuilt the homepage on it, and pointed every ad and cold email at the same action: booking a demo.
Armed sales. Everything a rep needs when the buyer is comparing us with Wati, AiSensy, Gallabox or Klaviyo, so fewer deals stall. See the films and decks →
Built the tools the team was renting. A CRM in place of HubSpot, plus call logging, list building and reporting that used to be done by hand. Watch the CRM film →
What did not work
The UAE. We tried to expand there without anyone on the ground. Ads brought in a few customers, but not in a way we could repeat. Cold email opened conversations, and then many of those leads asked for a demo in their office or a meeting in person. That market wanted someone in the room.
How return is counted. Annual recurring revenue against spend: subscription ARR plus average account recharge ARR from the customers a channel brought in, divided by what that channel cost. Credit goes to the last touch, the form someone filled before coming on a demo. These returns leave out salaries. We tracked a separate marketing ROI that counted everything. Each return is the most recent month, the level the channel has climbed to, not an average for the year.
Dec 2023 to May 2024
Contlo (SuperAGI).Performance Marketing Associate
What I walked into
Contlo (SuperAGI) was buying Google Search in the US for a B2B SaaS product, at ₹40L a month (about $50K). Costs were climbing and returns were thinning out. The account was not built around how a B2B SaaS buyer searches, so budget kept landing on clicks that never turned into pipeline.
I reported to Haider Ali Khan, the head of marketing, and to Ishaan Bhola, the CEO. Both have put their name to the work →
What I did
What came back
Split the account three ways. Brand, competitor and non-brand campaigns, so each could be bid on and judged by its own numbers.
Cut the waste. Negative keyword mining, bid optimisation and tighter audiences, so the budget moved to searches that turn into pipeline.
Tested ad copy and landing pages. Ad copy variants in search first, to win the click. Then headlines, calls to action, form length and social proof on the page, one variable at a time.
How it ended
The company pivoted to a different product, closed its Bengaluru operation and moved to the US. The team was let go, and my role went with it.
How return is counted. The sales cycle was long, so a deal closed months after the click that started it. We counted return on qualified pipeline instead: the ARR value of the deals sales had qualified, against the spend that produced them.
2023 to 2024
Freelance.Growth Marketing Consultant
What I walked into
Two briefs stand out. Troopr Labs sold productivity tools to large enterprise teams, with landing pages that did not convert and no clear path from ad click to qualified pipeline. QuickReply.ai had never run a paid ad.
What I did
What came back
Troopr Labs. Redesigned the landing pages and ran structured multivariate tests across headlines, layouts and social proof. Narrowed targeting and messaging to enterprise accounts so better leads entered the pipeline.
QuickReply.ai. Built the ad account from nothing. The result turned into the full-time offer.
And four more. SuperAGI and Verk among them, all B2B SaaS.
2022 to 2023
Internshala.Client Relations, then Marketing
What I walked into
Internshala is an internship platform with two customers: the students who apply and the employers who hire. I started on the employer side, in client relations, with a monthly quota. Then I moved to marketing, where both sides had to grow without the cost of acquiring them growing too.
In marketing I reported to Abhinav Srivastava, the senior marketing manager. Campaign setup and copy were mine, and a designer on the team handled the design. He has put his name to the work →
What I did
What came back
Sold before I marketed. Upsells and renewals across employer accounts, against a monthly quota. I learned what an employer asks before paying a second time.
Ran Google Search and Display for both sides. Students were sold courses, employers were sold paid hiring plans. Bids, audiences and creatives reworked every week, and each side judged on its own sales.
Built the follow-up. Automated email and WhatsApp journeys that walked a new student to a finished registration, segmented, and timed to when each person tends to open.
Co-led the Nestlé campaign. Two weeks of employer branding for internships at Nestlé: media planning, ad copy and landing pages.
2020 to 2022
School of International Languages.Marketing Associate, then Senior
What I walked into
A language school in Rohini, Delhi, teaching English, French and German, and competing with every other institute in the area for the same students. Its website was a static one-pager. Nothing was tracked, so nobody knew what an enquiry cost or which ones enrolled.
It was my first marketing job. I had learnt ads by selling tickets to my college fest on Meta. I reported to the director.
What I did
What came back
Built the website, then the campaigns. Replaced the one-pager with sil.org.in, built from scratch, so the ads had somewhere to send people. Then Google and Meta campaigns aimed at language learners in Delhi NCR.
Set up conversion tracking first. Before it, nobody could say what a lead cost. After it, creative and bids were tuned on what the data showed.
Ended up leading the team. Senior Marketing Associate within a year, leading a blog writer, a caller who followed up the enquiries and a graphic designer.