I joined CreatorTag as a Senior PMM and was promoted to Director in 2025. The original positioning leaned on the "Instagram Auto-DM" feature — useful, but commodity. I rewrote the narrative around what users actually wanted: turning followers into paying customers.

From there, the work split three ways: monetization (₹599 Pro plan with usage-triggered upgrade nudges, behavior-based in-app messaging, value-first onboarding); distribution (creator-led growth loops over WhatsApp and community channels, since paid acquisition for creator tools is brutal); and lifecycle (push, in-app, and email flows that move users from first DM automation to recurring habit).

Ran a ₹2L/month budget through AppsFlyer, mostly into micro and nano influencer reels. Drove millions of views at the lowest CAC across every channel we tested. Built the entire email and social workflow through ChatGPT + Claude + Floworks, which is why a small team produced 5× the output. Also built the CreatorTag.com website end-to-end with Claude Code.

Eleve is an influencer marketing agency. Influencer agencies are crowded. The way you stand out is not by chasing brands — it's by building a system where brands enter your funnel pre-sold. That meant treating outbound like a product.

I built the email-first GTM motion (sourcing → conversion → campaign delivery), authored 30+ deep-dive research reports we used as strategic persuasion assets in enterprise pitches, and productized our agency offer — "20 premium creators in ₹30L," year-lock creator programs — so procurement teams could buy us without a six-week negotiation.

Closed Hinduja Group, Piaggio, and a long list of FMCG, Auto, and Consumer Tech brands. Also built the investor decks that positioned Eleve for institutional funding by 2027, and the government pitch decks that won creator training mandates.

As Head of Marketing, I also built out the bench. Hired and trained 8 sales hires from MICA, K.J. Somaiya, and the IIMs on outbound mechanics, pitch structure, and research-led selling. The same playbook that closed Hinduja was now running through eight other heads. Built the Eleve.co website with Claude Code too — same speed, no agency.

ArabyAds owns iConnect and iConnectEyes — AI-driven influencer platforms used across MENA. My brief was to harden the product, monetize the free side, and ship a roadmap with two Product Owners reporting in.

The bigger story is what happened alongside the day job: I was part of the team that evaluated and acquired IndaHash. I led product due diligence and supported integration planning — the things that determine whether an acquisition actually creates value or just adds entries to an org chart. IndaHash went on to become ArabyAds' flagship influencer marketing product.

Outside the acquisition, I delivered Team Dashboards, Notification Dashboard, and a Coupon Automation Dashboard, and pivoted iConnectEyes from a free utility into a tiered SaaS — generating 30,000 AED in revenue in the first month post-launch.

Fanfliq is a platform helping artists monetize their fanbase — exclusive content, direct fan connection, superfan tools. I started as a consultant, got pulled in as a co-founder alongside Akshay Khevariya and Purshotam, and ended up owning artist onboarding, marketing campaigns, and on-ground activations across Delhi NCR and Mumbai.

The campaign I'm proudest of was for The Shams — a 15-day exclusive launch built around a hero concept called "Car Jam": a single Reel where every beat introduces a new instrumentalist climbing into a car until it becomes a full live session. Cinematic, but stripped down. Cinematic, but goofy.

The other was Shaikhspeare's "Who is the Real OG" — a street + digital play with auto-rickshaw banners, cardboard rap battles in Bandra and Jama Masjid, QR-code posters in metro stations, and barbershop takeovers. Marketing as a physical, public thing.

OptOps is an early-stage AI startup. They needed someone to do everything marketing — hire the team, position the product, write the decks, run the ads, do the PR. So I did everything marketing.

Built the founding marketing team. Created investor decks, pitch decks, website copy. Ran paid acquisition. Drove the comms strategy that won Best Product at the Masters Union AI Summit, which became the founding credential the company has been building on since.

This is the kind of work I like — walking into a startup at zero and leaving behind a function that runs without me.

Rarevibes was meant to be a decentralized fan engagement platform — NFT marketplace, brand token launchpad, DAO governance, the whole Web3 stack. I co-founded it, built the positioning, the investor decks, and the tokenomics narrative for the VIBE token (1B supply, ERC-20, 50% allocated to platform utility).

It didn't make it. The market shifted, the timing was wrong, and we made the right call to stop before burning through resources. The reason I'm keeping it on my portfolio is that not every interesting project succeeds, and the experience of designing tokenomics, navigating crypto-native GTM, and getting in early on Web3 mechanics has been genuinely useful in everything I've built since.