Msc Marketing Graduate | Product Marketer | B2B SaaS Writer for Hotjar, Shopify, ConvertKit | 🎯Helping SaaS brands drive awareness and demand with product-led content | Content Marketer

Just writing, building, and figuring out what makes good products (and stories) click.

I currently work in Product Marketing at incident.io, where I shape narratives, keep a pulse check on competitive intel, enable our field teams and support our marketing function.

Before that, I worked in Zuora as a PMM where I launched products and motions for tech and finance personas, conducted analyst and partner briefings and did tons of competitive, sales, product and service enablement for our GTM org.

In my previous life, I worked as a long-form writer and content strategist for SaaS brands like Hotjar, Zapier, ConvertKit, and Shopify.150+ articles later, I still believe in words doing the heavy lifting.

I’ve also grown a 130k+ audience across LinkedIn, Instagram, and Twitter, spoken at a few events, and worked on creator campaigns with brands like CRED, Byju’s, Maybelline and more.

Outside of work, you’ll find me cooking, reading whatever fiction trope pulls me in next or convincing myself I need another coffee.

2025 ended up being a massively pivotal year for me.

I travelled for work across the US and Europe, got promoted, and then took on a new role at a time when I wasn’t even looking to move. 

What stood out wasn’t the change itself, but the shift in how work started to look and feel - a faster-moving setup, more responsibility, and a level of ownership that pushed me to operate differently day to day. And I’m pumped to do more of that this year.

I also spent a lot of time on planes just to be close to family and friends - roughly a flight every other month. (BA girlie through and through). Being able to move between places like that made the distance feel smaller, even when life felt busy.

Somewhere in between all of that, I read 16 books, mostly romance fiction, as a deliberate way to switch my brain off, step away from screens, and escape into completely different landscapes - think cities, ranches, ice rinks, basketball courts, chemistry labs. I discovered just how many romance tropes exist, and honestly, it blew my mind.

I invested in my fitness properly for the first time too. Got a trainer. Cut down sugar (still a work in progress). Ate better. Took my health more seriously than I ever had before.

But more than anything, this was a year of perspective shifts. About work, ambition, love, friendships, and what I want my life to feel like. There were lows. There were moments that broke things I once held very tightly. But in doing that, they made space for things that align far better with who I’m becoming.

It felt like maturing several years in one.
And for that, I’m incredibly grateful.

Heading into 2026, the intention feels clearer: to keep choosing growth that stretches me, while building a life that feels full, grounded and aligned alongside it.

Komal Ahuja

Product Marketing Manager at incident.io🔥

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Joining somewhere new comes with this very specific itch. 

You look around and instantly start spotting things that could be better - a document, deck, demo, workflow, meeting cadences, or how teams collaborate. And honestly, that instinct comes from a good place. It’s a fresh pair of eyes, helpful in understanding where you can start adding or maximising value.

But I’ve been sitting with something that feels obvious only after you’ve wasted a few hours doing it: not everything that looks broken actually needs fixing. 

A lot of things are simply low-fidelity because they’re not the priority yet, or because the team has chosen speed over polish, or because everyone is putting their attention into the one or two things that move the needle right now. 

And when you’re the new person, it’s dangerously easy to confuse “I can improve this” with “this needs to be improved immediately.”

The tricky part is that polishing is incredibly seductive. It feels productive, it’s visible, and it’s usually the work that’s right in front of you. 

You can take something rough and make it look respectable in a day and feel like you’ve contributed. But a low-impact thing made high-fidelity is still a low-impact thing, and every minute you spend upgrading it is a minute you’re not spending on the messier, higher-leverage work that actually changes outcomes.

So the muscle I’m actively trying to build is less about having opinions on what could be better (because that part is easy) and more about knowing what deserves attention first, even if it’s not the most satisfying thing to work on. 

What creates movement in the shortest amount of time? 
What will matter in two weeks, not two quarters? 
What’s the small thing that could unblock five other things?

Being impactful isn’t about fixing everything you can see. It’s about choosing what’s worth fixing now.

Saturday 24 Jan, incident.io is opening up the London office to founders - hosted by Zain Mobarik and Oskar McDermott. Coffee + lunch on us!

If you’re a founder building right now, you already know the part people don’t see: it’s not just the work, it’s carrying the whole thing in your head. Product decisions, people stuff, fundraising, customers, your health, some version of a personal life - all running in parallel.

Having built a freelance business early on and now spending a chunk of my time around operators and founders, one thing is clear: the hardest parts aren’t always “hard” in a visible way. They’re sometimes just confusing and lonely and not everyone around you gets it.

incident.io was built in London around other founders doing the same hard thing, and that community mattered more than we probably realised at the time. 

So we’re bringing a slice of it back with Café Inc., - free, curated co-working days for founders who want a few focused hours together, alongside people who are doing the same.

We’ll take care of the space, the group, and the fuel.
All you have to do is bring whatever you’re building.

If that sounds like your kind of Saturday, request to join via the link 👇

If you’re keeping an eye on your competitors, you know the problem isn’t lack of intel but an excess of it.

Between sales calls, deal reviews, win/loss, interviews, and the little signals you pick up just by staying close to the space - there’s no shortage of intel. If anything, the hard part is the opposite: deciding what’s relevant, what’s noise, and what deserves to be acted on.

Because competitive intel has a short shelf life, what’s “important” today can be irrelevant in two weeks, which is also why the classic outputs PMMs default to, start to fail like battlecards, takeout decks, a competition. slack channel, etc.

So the way I’ve started thinking about it is: competitive intel is less about check-the box assets, and more about distribution.

It only becomes useful when it changes behaviour in the moment that matters. When an AE knows what to say on a call tomorrow or when an SE can pre-empt the competitive objection before it comes up and weave it in the demo they’re showing on a live call or when CSMs knows what to watch for in renewals.

And yes, you can absolutely build an internal competitive chatbot that pulls from all your sources (you probably should, and most teams are already doing some version of this). But retrieval isn’t the same as enablement. 

The real leverage is curation and timing: what does this person need, right now, in a format they’ll actually use without thinking?

The most underrated unlock I’ve found is embarrassingly simple: ask the people who need the intel how they want it served. Not “what content do you want,” but when are you reaching for this, what do you actually reference in the middle of a deal, and what gets ignored no matter how good it is?

Because if the intel doesn’t land where the work is happening, it doesn’t matter how accurate it is.

Curious how other teams are building competitive intel systems - without creating a new graveyard of assets!

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