GTM Strategy · Product Marketing · AI Systems
I study how people adopt AI, then build systems around what I learn.
Research · Systems · Writing
Strategy is only useful when someone actually ships it. This is where I keep the evidence.
Exploring how AI systems can turn ambiguous marketing decisions into processes that can actually be tested.
I like turning ambiguous strategy problems into systems that can actually be tested.
Some are live. Some are experiments. Some taught me more by failing than they would have by succeeding.
"Are you using AI?" is the wrong question.
Read the research →Three things I'm thinking about.
Marketing, strategy, research, and building.
Palik Ltd
Premium luxury footwear · London, UK
Built the brand's entire content operation from scratch as the sole content operator for four months. This meant writing every word, designing every visual, and building the editorial system that held it together.
What I built
- 12-week editorial calendar across Instagram, Facebook, and LinkedIn — 60+ scheduled posts with weekly themes, copy, and design assets
- Original editorial series: #BehindPalik, Know Your Shoe, A Day in the Life of a Palik Man
- All long-form brand copy: About Us, Journey page, Founder's Letter, blog
- Full legal suite: Privacy Policy, Cookies Policy, T&Cs, Shipping, Returns, FAQs, Product Care, Payments, Delivery
What it produced
Page dropped back to 2.0 daily impressions after departure — confirming the lift was cadence-driven, not algorithmic.
Brand & website copy
Founder narrative for Saba Donyavi — written from a brief conversation and brand values, no draft provided.
Brand storytelling that prioritises honesty over marketing language.
Long-form SEO content structured around buyer intent — comparison table, product callouts, FAQs.
Nine policy pages written from scratch — legal writing that's actually readable.
Aston University
NSS Engagement Campaign · Birmingham, UK
Designed and executed a multi-channel campaign targeting 2,237 final-year students to complete the National Student Survey — with a £2,000 budget, an 8-day rollout window, and no existing playbook.
Approach
- Tiered incentive structure designed to drive progressive action, not one-off response
- 8-day rollout across Instagram, email, campus signage, student-rep WhatsApp groups, and TikTok
- Full £2,000 budget breakdown approved by Internal Comms lead
- Staffing model and on-campus activation event coordinated across university admin, internal marketing, and student liaison groups
Result
SaaSPay
B2B Fintech SaaS · Bangalore, India
First marketing role. Promoted to Team Lead within six months. Owned inbound strategy, messaging, and organic acquisition for an early-stage B2B payment automation product — then led the junior team doing the same.
What I owned
- Translated complex payment infrastructure into value propositions finance and ops buyers could act on
- Owned SEO and content-led growth — keyword strategy, intent-mapped landing pages, technical SEO improvements
- Built a Notion competitor intelligence dashboard tracking pricing and product updates across key competitors — adopted by the team, saved ~6 hrs/week of manual research
- Built a Notion content ops dashboard adopted across marketing, founders, and partnerships — full publishing pipeline with briefs, design deadlines, assignees, and post tracking; became the single source of truth
What it produced
Campaign architecture built across 3 products — finance ops, payment automation, and partnerships.
I'm Aayushi.
I'm a B2B marketer who likes figuring things out by making things — researching a question, building a system, testing it, breaking it, and seeing what survives.
Most of the work on this site comes from that habit.
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