I started with stories. Now I help products tell theirs.
From editorial journalism to product marketing, I've always been in the business of making complex things feel simple — and important things feel urgent.
what I did here →
Liven ↗Oct 2024 – Present
CallHub ↗June 2020 – Oct 2024
The Better India ↗Nov 2017 – June 2020
selected work
The work that tells my story
how I got here →
how I work
What you can expect from me as your PMM
Modern product marketing has shifted from broad, feature-led messaging to hyper-personalised, outcome-driven communication. The modern PMM sits at the centre — aligning every function to a single, unanimous message.
01
Build context.
Deep dive into product, ICP, pricing, and sales motion. Read every call recording. Map what's already working.
02
Formulate strategy.
Positioning doc, messaging framework, GTM calendar. Aligned with Product and Sales before anything ships.
03
Ship quality work.
Feature launches, lifecycle emails, sales decks, platform pages, blogs. Built to compound, not to fill a calendar.
04
Measure & iterate.
Regular reviews on adoption, conversion, engagement. Fast feedback loops. Retros that actually change the next sprint.
the person behind the product marketer
What it's like working with me
Problem Solver
I lock onto a problem and don't let go until it's solved.
Biased for Action
I'd rather ship and learn than wait and wonder.
Team Player
Collaborate, co-operate, and win together. That's the mantra.
Ambitious & Energetic
I bring pace, intensity, and a high bar for what "good" looks like.
Systems Thinker
I don't just fix pieces. I make sure the whole thing works together.
Joined as the first dedicated product marketer to establish positioning, GTM strategy, and sales enablement for Liven's hospitality Front-of-House products. Responsible for translating product capabilities into narratives that resonate with hospitality operators across Australia and South East Asia.
First PMM hire. Built the positioning architecture, GTM calendar, and sales deck system from zero.
Owned product messaging and rebranding tasks, redefining value propositions to reposition existing products and improve market perception
Created product demos across awareness and activation stages to drive feature discovery and user engagement
Led lifecycle email campaigns to drive feature awareness and user engagement across the existing customer base
Published monthly release notes with an average 30% open rate and 0.5% CTR
Developed product marketing assets, including sales decks, case studies, and product narratives
Created case studies highlighting customer outcomes such as increased signups and repeat visits
Contributed to messaging and positioning for products I own (Front-of-House, including our PWA product)
Produced blog content supporting product storytelling and feature adoption
June 2020 – Oct 2024CallHub ↗Product Marketing Specialist & Content Manager
Four years of full Content and PMM ownership
Started in content marketing and grew into leading the product marketing function at CallHub, owning positioning, GTM strategy, and sales enablement. Built a strong inbound engine through SEO-led content and data-backed insights (2M+ calls, 800K+ texts), while also leading multi-channel launches for features like workflow automation and AI features. Drove a 25% increase in feature adoption by combining content, product, and growth strategies end-to-end.
Built and led the product marketing vertical, managing a team of 3 and aligning Product, Sales, and Marketing
Drove a 25% increase in feature adoption through multi-channel GTM execution (product nudges, webinars, email campaigns, and sales enablement)
Led end-to-end GTM strategy for 5+ product features, including Workflow Automation and GenAI features
Developed positioning and messaging for 10+ features across multiple industries and use cases
Designed user journeys across 3+ industries and 7+ use cases, identifying key user pain points and product value drivers
Created high-impact sales enablement materials to support deal conversion
Collaborated with sales to track lead quality and refine messaging based on feedback loops
Wrote and managed platform pages and product content, achieving significant conversion rates
Produced and managed case studies demonstrating customer impact and product value
Conducted competitor analysis and created battlecards to support sales and positioning
Leveraged large-scale user data (2M+ calls, 800K+ texts) to generate insights for content and product narratives
Led content strategy with SEO focus, managing blogs, emails, landing pages, and social media content
Mentored and managed a team of writers, overseeing content quality and execution
Nov 2017 – June 2020The Better India ↗Staff Writer & Lifestyle Section Editor
Where the story instinct was built
Began as a staff writer and moved into editorial strategy at one of India's largest impact journalism platforms. Learned that the best stories aren't just true — they're told in a way people can't look away from.
The skills built here — audience empathy, narrative structure, writing under constraint — are the foundation of everything I do in product marketing today.
Wrote long-form articles about positive initiatives that create grassroots impact
Pitched exclusive story ideas daily
Measured the impact of said articles (traffic)
Curated content for customer acquisition (Lifestyle B2C vertical)
Looking for a team where product marketing has a real seat at the table — where I can own positioning end to end and build the GTM muscle from day one.
let's talk →
portfolio
Work that moved the needle.
01 · GTM Launch
Turn the product into a growth engine
End-to-end go-to-market planning, launch sequencing, and cross-functional alignment.
Workflow Automation Launch
Took CallHub's most complex feature to market. Built the positioning, sequenced the launch, and enabled the sales team to lead with value.
CallHub
GTM Launch
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Defined and executed the GTM strategy for the Workflows Automation product, leveraging a first-mover advantage to achieve a 25% increase in adoption rates.
Strategic nudges on the product site to guide high-intent customers toward the feature
A webinar supported by a coordinated campaign — emails, targeted ads, and a product site modal
Sales deck with specific positioning and messaging
02 · Positioning & Messaging
Make products relatable
Frameworks that give every team member the same story to tell.
Profanity Filter — Repositioning an AI Feature
Defined and implemented GTM strategies for AI features, carefully positioning them within the US progressive political communication space.
CallHub
Positioning & Messaging
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The profanity filter was an AI filter that recognised profanity in incoming texts and filtered it into a separate inbox, accessible only to senior campaign staff — protecting young or sensitive campaign volunteers from unnecessary abuse. The filter could recognise context, not just keywords.
The GTM strategy involved:
Mentioning AI features across relevant blogs to gain attention with already-trending articles
Competitive intelligence that will inform decisions.
Market Research and Competitor Analysis
A structured competitor intelligence framework covering direct and adjacent competitors. Identified positioning gaps, win/loss patterns, and pricing signals.
Liven & CallHub
Competitive Analysis
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Note: Liven competitor analysis and battlecards are for internal use only and cannot be shared here.
For CallHub, here is a glimpse of the competitor analysis I created and how it influenced a platform page that clearly distinguishes CallHub from the competition.
05 · Sales Enablement
Give sales the arguments they need to win
Decks, two-pagers, and demos built to close.
Sales Decks — Liven & CallHub
Built sales decks for both companies, translating complex product features into clear value propositions. Structured the narrative arc, replaced feature lists with outcome stories, and created product demos to support the Sales teams.
Liven & CallHub
Sales Enablement
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Here are some samples of the Sales Decks I've created. We are not allowed to share entire decks publicly, so this is a glimpse of slides that are publicly viewable.
Liven
PS: We are currently undergoing a rebranding exercise, but I cannot share the new slides until we go live.
CallHub
06 · ICP & Personas
Understand who you're actually talking to
Research-backed user journeys that go beyond job title and demographics.
Customer Barriers & Boosters — CallHub
30+ customer interviews to map real motivations, friction points, and conversion triggers across three primary ICP segments. Outputs fed directly into the messaging framework.
CallHub
ICP & Personas
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Here is a glimpse of the user and buyer journeys I created based on different ticket sizes and unique use cases. The goal was to highlight the pain points (barriers) in the persona's journey, and the boosters — our tools that solve them.
07 · Content
Product blog & release notes people actually read
Content written to educate, activate, and retain — not to fill a publishing calendar.
Product pages, content and release notes
Owned the product pages, blogs, and release note programme at Liven and CallHub. Translated engineering releases into customer-benefit language to drive awareness, activation and adoption.
I have authored 100+ and reviewed 200+ blogs for CallHub over four years. These stand out because I proposed using our own user data to provide authentic, unique insights.
Because a PMM's portfolio should feel like their work.
Why this site
Product marketing is all about positioning, messaging, and showing value. This is me practising what I preach. Clear positioning, consistent messaging, and intentional storytelling. If I can't do it for myself, I wouldn't expect you to trust me to do it for your product.
What this website represents
Everything here is deliberate. The minimal design, the focus on content, the absence of noise. It reflects how I approach product marketing. Clarity over clutter, depth over flash. It also shows that I'm willing to put in the extra effort when something matters.
What went into building this
This wasn't built with a few prompts. It involved design research, building a personal brand system, studying what already works, and documenting everything from content to structure. I didn't try to reinvent the wheel with my design. I researched what best suited my needs and used it intentionally to make an impact.
Inspiration
A special thanks to Animalz for the inspiration behind the design and tone.
