Led a data-driven product marketing initiative for Storefront, uncovering that growth depended on acquiring new resellers rather than relying solely on the existing OpenSRS base. Designed a data visualization to validate this hypothesis, which prompted a strategic shift approved by the CEO and VP. This shift enabled us to run targeted ads to acquire new resellers, resulting in a 2x increase in monthly reseller acquisitions.

Following this, I enhanced Storefront’s positioning to better align with the ideal customer profile (ICP) and updated messaging across the website, ads, and collateral. These changes drove a 40% increase in ICP-aligned signups post-onboarding, demonstrating the impact of aligning positioning, messaging, and customer insights with growth strategy.

Spearheaded a comprehensive redesign of the onboarding experience, improving setup completion rates from 60% to 90%. The new experience drove stronger early engagement, higher product adoption, and a more seamless first experience for new users.

Mapped the end-to-end customer journey to identify pain points and opportunities, collaborated closely with Marketing Operations to define the structure and logic of email flows, built and implemented content across all touch points, and tested the flows before launch. 

Led a design-thinking consulting project for Chapters Indigo's Loyalty and Marketing teams and devised a Go-To-Market strategy strategy for the children's books segment, aimed at enhancing customer engagement and expanding the company's market reach.

Applied design-thinking methodologies to understand children's book market trends and customer preferences. Crafted a dynamic Go-To-Market strategy aligned with Chapters Indigo's business goals and brand values, along with catering to diverse young readers' interests.

Created a comprehensive strategy that encompassed every facet of Avasta's communication, including brand messaging, media channels, and digital outreach.

Through a combination of market research, competitor analysis, and close collaboration with Avasta's creative team, I formulated a strategy that was tailored to resonate with the company's 100+ strong client base, both past and present, ensuring a seamless transition and a clear message that aligns with Avasta's evolving brand identity.

Orchestrated a comprehensive overhaul of the company's entire product suite, consisting of 24 products, generating US $28 million in sales within six months.

Meticulously analyzed market trends, consumer preferences, competitive landscapes, and cross collaborated with 5+ teams to enhance the value proposition and market positioning of each product. 

Crafted a Go-To-Market strategy and product roadmap for a groundbreaking B2B SaaS Behavioral Biometrics startup at the Creative Destruction Lab, Toronto. 

Conducted a comprehensive study of the market landscape and strategised with VC Funds and Investors to help inform the start-up's business and product strategy.

Designed and launched a product that went on to become one of the companies best sellers and strategised an innovative product (part of a "regulatory sandbox") tailored to address the critical issue of life insurance accessibility for the 100M+ underserved seasonal workforce in India (pending regulatory approval).

Worked on customer personas, story-telling, customer journeys, and training sales teams to ensure new products were being sold to the target customers.