Work
5 case studiesSelected product marketing, GTM, brand, and growth work.
Nobody Was Tracking Anything. So Nobody Could Optimize Anything
Walking into a ₹300 crore export manufacturer with zero measurement infrastructure — and the discipline of building tracking before touching a single channel, so every future change had a real…
What Building Marketing in a ₹300 Crore Export Manufacturer Taught Me About GTM
Walking into a company with a 25-year reputation, ₹300 crore in exports across 33 countries, and zero marketing function — and the five things that actually moved the numbers once…
We Priced a Rebrand Off Willingness-to-Pay Research, Not Competitor Copy-Paste
Rather than benchmarking against competitor rate cards, the team built pricing from live sales calls, customer interviews, and real willingness-to-pay signals — landing deliberately below the market, on purpose, not…
Our Clever Startup Name Was Quietly Costing Us Customers
A name that impressed in pitch decks was quietly creating friction at every customer touchpoint — pronunciation stumbles, spelling errors, awkward introductions. Fixing it meant treating the rename as a…
The Vertical That Was Killing Our Retention — And What Replaced It
The platform's biggest customer segment by volume was also its highest-churn, thinnest-margin segment — and the fix wasn't better onboarding, it was recognizing the product was quietly competing with a…
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