I turn fuzzy ideas into products that ship, and the go-to-market that makes them sell.
Five years across EdTech, healthcare, capital markets, and D2C: working out what the real problem is, building the thing that solves it, and taking it to market. Sometimes full-time inside a company. Sometimes as the person a founder calls when the idea is still a mess.
5+
years launching products and the campaigns that sell them
₹1cr
raised in a first-time public fundraise I built the plan for
1,800
sign-ups in month one from a single new channel
2x
return on spend after rebuilding how the funnel worked
About
If you zoom out across everything I've done, my job has always been the same: find the real problem, then solve it. Product management, 0-to-1 builds, growth, ops. That's all just what problem-solving looks like depending on where I'm sitting. Give me an undefined mandate with no clear owner and I'm usually the one who ends up structuring it.
Most of the time it starts with an idea someone hasn't quite been able to explain yet. I've spent five years turning those into things that actually exist: deciding what to build, who it's really for, what it should cost, and how it reaches people. Building and marketing aren't separate jobs to me. A product nobody understands doesn't sell, and a campaign for a product that misses doesn't either.
I don't wait for a playbook. I figure out what's broken, build the structure to fix it, and stay hands-on enough to debug the details myself. I'm equally comfortable in a conversation about resourcing tradeoffs and in a spreadsheet fixing a formula at 11pm. Most of the interesting work happens in that overlap.
Most growth problems are positioning problems wearing a channel costume. If the idea isn't sharp yet, no amount of budget fixes it, so that's where I start.
What to build and how to sell it is the same decision made twice. When those get split across two teams, you get a product nobody can explain.
A small bet that's actually in market beats a polished plan nobody has tested. I'd rather learn something real in three weeks than be right on paper in six months.
Positioning and messaging · Finding your first customers · Pricing · Launch planning · Content that converts · Making operations run without you
What people actually come to me with
Most of it sounds different at first and turns out to be one of three problems. If any of these is yours, I can probably help.
“People like it. They're not buying it.”
For a brand that gets compliments but not orders.
Work out what you're really selling
You know your product. What's missing is the one sentence that makes a stranger want it. We figure out who your actual buyer is, what they're really paying for, and how to say it so it lands in a few seconds.
“I've tried ads. Nothing came back.”
For anyone who has boosted posts and watched the money disappear.
Find the customers who'll actually pay
Almost nobody needs more marketing. They need the few specific places their buyer already spends time and trusts, and a way to show up there that doesn't cost more than it brings in.
“It's been an idea for months.”
For an idea that keeps not launching.
Get it built and out the door
Turning an idea into a real thing is a series of decisions: what to build first, what to charge, what to deliberately ignore for now. I've done this from zero several times and the hard part is rarely the building.
Hiring, or building something?
Two different conversations with the same starting point. Tell me what's stuck and I'll tell you how I'd approach it.