Selected Work
From strategy to execution
16+ years across demand generation, content systems, and executive communications. Here’s how I help technical teams and B2B companies communicate complexity clearly.
Demand Generation & Performance Marketing
Multi-channel campaign optimisation for B2B tech company
Monocept needed to improve lead quality and reduce acquisition costs across Google, Meta, and LinkedIn campaigns. However, their existing campaigns lacked structured experimentation and performance governance. To address this, I built an execution rhythm from brief to measurement, implementing structured A/B testing across hooks, offers, and CTAs. Through iterative testing, I optimized landing page copy, email sequences, and conversion assets aligned to each funnel stage.
Impact:
• CTR improved 28%
• CPL/CPA reduced 22%
• Lead-to-qualification conversion increased 27%
Executive Communications & Internal Comms
Communications systems for large distributed teams
Microsoft (via partner engagement) required consistent, high-adoption communications across distributed audiences. Rather than one-off messaging, they needed scalable editorial systems that could work across teams and time zones. To solve this, I built reusable templates and messaging frameworks with clear “what/why/next” structure. Beyond templates, I created comprehensive leadership toolkits: briefing notes, FAQs, talking points, town hall content, and post-event readouts that ensured message consistency and stakeholder alignment.
Impact:
• Newsletter open rate 95%
• CTR 100%
• Intranet engagement lift 86%
Content Strategy & SEO
Editorial system for business school thought leadership
Indian School of Business needed to translate complex academic research into audience-ready narratives that built institutional credibility. At the same time, they wanted to improve organic discoverability and search rankings. In response, I developed thought leadership pipelines, editorial calendars, and content governance frameworks. Through structured optimisation, I improved content structure for readability and SEO, while maintaining editorial rigour and academic credibility that the institution required.
Impact:
• Organic traffic lift 38%
• Content cadence increase 100%
• Time-on-page improvement 57.5%
Campaign Communications & PR
Multi-stakeholder campaign coordination under tight timelines
ELMS Sports Foundation required integrated communications across content, PR, and events with high stakeholder sensitivity and coordinated media outreach. Given the tight timelines, execution needed to be flawless with zero room for error. To deliver this, I created campaign narratives, media-ready content packs, stakeholder updates, and event scripts. From concept to delivery, I coordinated cross-functional execution with clear governance protocols that kept all stakeholders aligned throughout.
Impact:
Successfully delivered time-sensitive campaigns with zero stakeholder escalations and strong media pickup
Marketing Automation & CRM System
Nurture programs and lead quality improvements
Across multiple B2B engagements, companies struggled with lead quality, fragmented nurture journeys, and unclear attribution between marketing spend and revenue outcomes. To fix this, I built segmentation strategies, lifecycle messaging programs, and attribution-friendly workflows in HubSpot. In addition, I created dashboards linking CAC/ROI to weekly operating metrics for sales alignment. As a result, marketing and sales teams could finally speak the same language with shared accountability.
Impact:
• Lead quality scores improved 30%+
• Sales-marketing alignment strengthened through shared metrics
How I Work
Discovery → Design → Deploy
1. Discovery
I start by understanding your product, audience, and constraints. Rather than generic frameworks, I build campaign plans tailored to your growth goals and sales alignment needs.
2. Design
I run tight experimentation loops: structured A/B tests, performance governance, and clear learnings documentation. Throughout the process, you see what’s working and why.
3. Deploy
I hand off dashboards, performance readouts, and optimised systems—not just recommendations. From campaign metrics to sales outcomes, everything is measurable and accountable.
Ready to work together?
Let’s talk about your project and how I can help you turn technical complexity into clear, compelling marketing.