From the studio
Field notes on shipping growth.
Short, opinionated essays on content velocity, AI automation, and the marketing systems we build for founder-led brands. New posts roughly every other week.
- 7 min readBrand
Brand positioning for founder-led companies
Most founder-led brands hide the founder behind a corporate voice. Here’s how to position a small US company so the founder is the moat, not the awkward face on the About page.
Read article - 6 min readUTMs
A UTM tagging system that scales past one campaign
UTM chaos is the silent killer of marketing reports. A simple, opinionated naming convention that survives growth, agency switches, and the one intern who wrote ‘FaceBook’ with a capital B.
Read article - 7 min readGoogle Ads
Google Ads Search vs Performance Max for service brands
Performance Max is Google's favourite child, but for founder-led service brands in India, Search still wins more often than not. Here is when each one earns its budget.
Read article - 6 min readInstagram
Instagram stories vs reels vs posts: where attention actually lives
Instagram has three different products inside one app, and they reward completely different behaviour. Here is how to think about reels, stories, and posts so you stop posting into the wrong one.
Read article - 6 min readInstagram
Meta Shop and Instagram checkout for US brands: worth the friction?
Instagram checkout sounds great until you read the fine print. Here's how US D2C brands should think about Meta Shop, in-app purchase, and the trade-off with Shopify.
Read article - 7 min readEmail
Email automation playbook for US founder-led brands
A no-fluff email automation playbook for US founder-led brands. The five flows that actually move revenue, and the ones that just clutter your Klaviyo dashboard.
Read article - 7 min readCPG
Digital marketing for US CPG brands: winning shelf, search, and Amazon at the same time
US CPG brands compete on three fronts at once — physical retail, Amazon, and DTC. Here is how to run digital marketing that supports all three without burning cash.
Read article - 7 min readReels
A Reels strategy that actually works for founder-led brands in India
Most Indian founder-led brands are posting reels and getting nothing back. Here’s the strategy we run for service brands and podcasters that turns a face on camera into pipeline.
Read article - 7 min readUGC
UGC creators as a paid ads engine
Stop treating UGC creators like an organic afterthought. Here’s how to wire them into your paid Meta and TikTok engine to drop CPA and lift creative volume.
Read article - 8 min readMeta Ads
Scaling Meta ads from 5L to 50L without losing your CAC
A practical playbook for founder-led brands taking Meta spend from 5L to 50L a month without watching CAC double. Structure, creative cadence, and the bid strategy nobody talks about.
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