Aishwarya Ganji

Zaira | Marketing-As-A-Service

Independent GTM consultant for early-stage D2C and SaaS cos on all things growth, marketing and brand.

✅ Website: www.zaira.co.in
✔️ Email: aishwarya@zaira.co.in

Clients: Zavvy.io, Mayple.com, Appcues, Storylane.io, DivbyZero.com, SuperK, HelloVerify.com, Inkle.io, PreSkale.com, DocVita.com, CompUp.io, Pocus.com, Breadcrumbs.io, ICE Institute, 1flow.ai, My Nectar Health, KIAV and counting….

Perfect if you want one or more parts of your GTM sorted; we act as your extended growth team—from strategy, to content, design and ops; we own Multi-channel growth and conversions. 

Not sure what you need help with first? Let’s help you figure it out. 

Book a (free) consultation call: https://zaira.co.in/lets-talk/

Independent Content and GTM Consultant for startups

CompUp (YC S22)

Head of Growth (On Contract / Fractional)

Consulting HireSure.ai on all things content marketing: SEO, Newsletter, LinkedIn (among other channels)

Content Marketing Consultant

Storylane

Consulting Storylane on SEO, LinkedIn and other content marketing activities.

Growth

Toplyne.io

Toplyne is a headless sales AI that helps increase ARR by studying product usage data and surfacing high-intent pipeline for sales teams - directly in their existing CRM.

I was an early hire at the intersection of content and growth. This was also my first foray into the beautiful world of SaaS. 

Toplyne's substack newsletter (attached in links) is widely read (with over 8K+ organic subscribers) and loved in the SaaS community. 

I was at the helm of managing the newsletter strategy and execution for the past six months. 

This included: Tuesday's Growth Story, Thursday's "This Week in PLG" edition, and the launching of a brand new IP, "Humans of PLG."

- Led content-led account-based marketing efforts. (Links to articles attached)
Target accounts: Statsig, Paddle, Tray.io, Contentful, and Lattice (to name a few)
Impact: Won a demo with Tray.io and Statsig and advanced conversations with others. 

- Led social media marketing efforts across LinkedIn and Twitter.
Impact: Gained 2,849 new followers in the last 179 days,  [all organic] and a 30% jump in engagement (impressions, reactions, comments, and reposts) in the same period.

- Launched "Humans of PLG," a proprietary IP where we pick the brains of the best PLG (product-led growth) leaders globally. The first ever of this series was positioned as a webinar, open to all. I led the end-to-end strategy and execution, aligning communication, design, promotion, and logistics.

Impact: Insane brand awareness and word of mouth. 600+ registrations, 100+ attendees with a drop-off rate of less than 5%. Many of these attendees were given an interactive platform demo with an incentive of Early Beta Access to Toplyne's Freemium Product.

Growth and Content

apna

Apna is India's 28th in 2021, 65th overall, and fastest-ever unicorn 🦄 connecting India's rising working class with employment and skilling opportunities.

I was the first hire at the intersection of content and growth. 

- Led a cross-functional team of writers, designers, and social media to work on all social channels. (IG, FB, Twitter andLinkedIn).

Impact: 
Grew LinkedIn follower base 4x [10k to 40k followers] in 9 months.
IG followers grew from 10K to 30K in < 10 months. Engagement (comments, shares, saves) doubled in the same period. 

Built the employer side of the business through effective communications on digital channels.

- Launched "apnaTalks," a series of webinars with India's leading CHROs. 

Impact: Created a Proprietary IP that served the dual purpose of building brand and awareness AND a consistent, high-quality lead generation channel [500+ registrations, 200+ attendees, and 30+ MQLs on average per webinar]

-  Scaled email as a channel for Outreach and Demos booked. 

Impact: Passed on over 2,000+ MQLs to the Sales team as a result. Consistent open rates above industry standard, i.e., < 20% on all email campaigns. 

- Collaborated with India’s leading PR agency, adfactorsPR, for media coverage. Led content summaries and execution for various news bytes in leading newspapers and digital media outlets like The Hindu and Tech Crunch.

Spearheaded all content for B2B channels like Email, LinkedIn, Webinars, Fireside chats, PR for English media outlets, etc.

WorkAmp Spaces

WorkAmp Spaces is a real estate space startup that sources, designs, builds and manages offices for enterprise clients (akin to a Knotel); 100K + sq. ft. and growing, under management. Here, I:

Developed proprietary internal processes to streamline inefficacies; this was achieved through 

- Mapping design and project functionality to assess and plug gaps in collaboration with interior designers and project managers
- Automating payment and inventory management systems by adopting SaaS platform; improved payment collection by 50%
- Setting up ‘Customer Success’ as a key component of employee KRAs and KPIs; increased Net Promoter Score by 15%, reduced response and turnaround time for client requests
- Mapping customer journey and set SOPs for Sales, Client, and Community interactions; 50 % increase in deal closures
- Launching an Android/iOS mobile application; currently in use by 1000+ WorkAmp members

Formulated market outreach strategy; this involved:
- Conducting interviews of 100 current and potential customers, at CXO level in mid-sized and large companies to identify and bifurcate cohort based on commercial space needs; this enabled the company to develop a strategic customer outreach plan
- Developed a Go-To-Market strategy based on STP framework in collaboration with Company’s Core Team

Growth Marketer

Identified growth and new business avenues; these included:

- Developing a new revenue stream by monetizing under-utilized inventory (meeting and conference rooms; executed a
- A 360-degree strategy that led to a >100 % increase in revenue from meeting and conference rooms across all locations

Led end-to-end recruitment initiatives - Contributed to company strength, from 15 to 45 in 1.5 years; this involved:

- Identifying gaps in organizational structure to formulate strategic job requirements
- Sourcing and vetting of candidates, interviews and first point of negotiations for all hires 
- Successfully closed the following positions: Design Lead, Human Resource Manager, among others

Growth Hacker

Pratham Education Foundation

Selected as part of a 30 person nation-wide cohort to conduct a 3-month program focused on developmental research examining the causes and effects of unemployment among married rural women; this included conducting detailed surveys and interviews with families below the poverty line.

Key Achievements:
- Contributed to developmental research by examining the causes and effects of unemployment among married women. 
- Conducted user interviews, on highly sensitive subjects, with empathy and intent. 
- Analyzed and presented research findings, insights and actionables to team in a detailed report. 
- Translated detailed raw data from local languages of Hindi and Marathi, to nuanced case studies in English.  
- Wrote and Edited marketing and communications material for Pratham's digital platforms.
- Participated in round table discussions on problems and solutions around female participation in the workplace.

Young Leader (Apprenticeship)

AIESEC in Mumbai

AIESEC is the world's largest youth-run organization that provides young people with leadership development, cross-cultural internships, and impactful volunteer experiences. 

As a Team Leader and NGO Relations Manager at AIESEC Mumbai, I  -

- Recruited and led a team of 5 as part of the Incoming Exchange, Global Community Development Program. 
- Liaised with 50 + local and national NGOs to collaborate, and drive collective impact. 
- We matched suitable candidates with the right NGOs, with the overarching aim to deliver high-impact experiences for 25+ international interns in Mumbai for the Balakalaakar Program, an annual arts workshop for underprivileged children.

Team Leader, NGO Relations Manager 

As the Product Development Manager for AIESEC Mumbai's Non-Corporate Outgoing Exchange Department, I  -

- Accelerated the existing Campus Ambassador program by setting up a referral program to drive sales and the number of outgoing exchanges from local colleges in Mumbai. 
- Engineered college events, workshops, seminars, and key partnerships to drive local awareness for AIESEC’s exchange program.

Product Development Manager

AIESEC Morocco

Global Community Development Volunteer

You're in the right place if you’re an early-stage startup excited to unlock the power of content-led growth.

Let’s build you a revenue-generating content engine. 💪🏻

DM me for a link to book a (free) consultation call!

For more on my background and work experience, read along👇🏼

Taplio

Aishwarya G's Linkedin Analytics

Want to drive more opportunities from LinkedIn?

Taplio

.css-1jgreyo{background-image:linear-gradient(284deg, rgba(39,43,72,1) 0%, rgba(33,47,183,1) 100%);color:transparent;-webkit-background-clip:text;background-clip:text;}Aishwarya G's Linkedin Analytics

Want to drive more opportunities from LinkedIn?

Aishwarya G's Linkedin Analytics