Selected Works
A collection of projects across audience growth, campaign strategy, brand communication, and content systems for meaningful long-term engagement and lead generation
SMART (Growth + Ownership)
Building a niche architecture content platform from 0 to 2,000+ followers in 60 days
The Impact
0 → 2,000+ followers in under 60 days
~35% increase in average monthly engagement interactions
3+ organic collaboration and partnership leads generated
An active contributor ecosystem established, enabling a sustainable content operation
The challenge
SMART was a new architecture-focused content platform with no existing audience and no publishing history. The brief was to establish a credible LinkedIn presence quickly enough to attract contributors, collaborators, and an engaged professional audience.
1
Actions
A contributor-led editorial system with 20+ freelance writers and subject-matter contributors
100+ posts across LinkedIn, practitioner interviews, expert opinions, and curated industry insights
An editorial calendar balancing community-generated content with platform narrative
2+ online events to deepen engagement and establish SMART as a convening space in the architecture community
Tools used
How it showed up
SiS Workshop Campaign
₹59,000+ Revenue & 20+ qualified leads from a ₹5,000 Budget, filling a 3-Part series in 4 Weeks
The challenge
Fill a 3-part paid behaviour science workshop within a tight timeline and a ₹5,000 total marketing budget covering LinkedIn boosting, Mailchimp email campaigns, and WhatsApp outreach.
2
The Impact
75+ paid participants registered across the 3-part series
₹59,000+ in workshop revenue generated on a ₹5,000 total marketing budget, a 11x return on spend
300+ new followers added from the target ICP audience in under 2 weeks
Warm lead pipeline established for future programming and cohorts
Tools used
How it showed up
Actions
Multi-channel campaign across LinkedIn (organic + boosted), Mailchimp email sequences, and WhatsApp community outreach
Boosted posts reaching 10,000+ impressions within the campaign window
Actionable content formats: carousels, short-form videos, static posts, and email nurture sequences
Staged pricing strategy from early bird to last-seats urgency
Always a fan of.....
breaking things down before building them up
spending time structuring ideas than decorating them
Always a fan of.....
If that's what you are looking for, happy to explore together
STDW- MP Tourism Project
Curating a trust-led tourism narrative through behaviour insights and storytelling
Results
Enabled clearer, trust-led positioning of rural tourism experiences
Strengthened women-focused narratives and credibility
Contributed to a scalable communication model
The challenge
Bridge the gap between existing tourism infrastructure and perceived safety & trust for women travellers through storytelling
3
Actions
Communication strategy developed from field research and stakeholder interviews across ~10 communities and stakeholder groups
Developed tourism brochure content focused on experience and trust
Created Stories of Change booklet to humanize impact
Shifted communication from functional → narrative-driven storytelling
Tools used
SystemEarth(SaaS Strategy)
Building Brand Credibility and a Demand Generation System for a Singapore-Based Compliance Platform
The Impact
Client feedback confirmed the strategy successfully built a brand that is "credible and evidently structured" with visible social proof and authority signals across their digital presence
Lead quality and engagement depth improved as the audience shifted from general to high-intent
Delivered a repeatable demand generation system that the client continues to operate
The challenge
SystemEarth is a compliance technology platform operating in a high-complexity, regulation-driven B2B market in Singapore. The challenge: how do you build brand authority and generate qualified leads in a sector where buyers are sceptical, and content is dense?
4
Actions
Shifted the brand's communication from product-led to problem-led and expert-led.
Full brand & social media strategy developed in collaboration with founders and project leads
2 LinkedIn posts per week (~100 posts over the engagement) ideated, refined through data feedback, and iteratively improved
3 newsletters per month via Mailchimp (~30 newsletters over 10 months) — structured to nurture leads through a complex buying cycle
Repeatable content frameworks: diagnostic tools, regulatory checklists, and thought leadership formats designed for ongoing use
Workshop-led engagement funnel to move cold prospects toward conversation