I started in social, brand building, and content, the storytelling side of digital. That's where I learned what actually moves an audience: for Kalpataru Projects, that meant growing a LinkedIn community from 50,000 to 4.7 lakh followers through content strategy alone, no paid push.

Over the years the work pulled toward the harder question: does any of this generate revenue? So I moved deeper into performance marketing across Google Search, LinkedIn ABM, and paid social, for global and Indian accounts.

What I kept from the brand years is a sense of narrative and positioning. What I added is discipline on spend: strict search-intent governance, hands-on manual oversight, and a refusal to celebrate lead volume that doesn't convert. I follow the leads all the way through to revenue, with the sales team, so the return is a number rather than a guess.

More recently I started designing and building websites and landing pages myself, which means the page and the campaign no longer wait on each other. Between strategy, the build, and the media, clients get one accountable partner instead of a chain of them.

Today I focus on performance marketing for established brands, often ones running ads for the first time, or recovering from an agency that didn't deliver. I work with them directly.