Marketing Manager · Digital Marketing & Brand Strategy · AI Generalist
Four brands. One marketing engine. Built from zero.
Marketing Manager at Impel Group, leading marketing for four industrial brands and reporting to the CEO. I built the function from scratch and grew digital-marketing-sourced sales from zero to ₹2.5 crore a year, on track for ₹4 crore in 2026. And I built AI into how the team works: our ad performance reports now write and send themselves on a schedule.
Qualified B2B leads across the four brands, about 40 a month for Bindwel alone
₹3 Cr+yearly budget
Including ₹1.5 crore for events and ₹2 lakh a month in performance media
4in the team
Two marketing executives, an inside-sales and events coordinator, and interns, plus agencies and freelancers
20+events a year
15+ external (trade shows, sponsorships, award nights) and 5+ internal (roundtables, open houses)
9machine launches
Including SigLoch XE-CUT and Stelda's patented CE6T
20+campaigns shipped
Across the four brands since 2024, with as many more built and waiting on their moment
CEOreports to
A direct line to the top
The work, by skill
What I do, with the proof.
100+qualified leads a month
Demand generation and performance marketing
Google, Meta and LinkedIn Ads, IndiaMART, WhatsApp and email, built into one pipeline.
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Renegotiated a 3-year IndiaMART renewal for 29% less with a keyword-level business case; the channel brings in about 20 qualified leads a month.
WhatsApp campaigns average a 65% open rate, 24% click-through and 2.3% reply rate.
Email reaches 9,000+ contacts (6,000+ for Bindwel), averaging 18% opens and 3.37% click-through.
Every new lead hears back the same day: 92% get a reply within 24 hours.
5xwebsite traffic in 2024
SEO and the web
From 2,500 to 12,000 visitors a year, and 30,000+ a year across the brand sites.
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Grew website traffic 5x in 2024 (2,500 to 12,000 visitors a year), and to 30,000+ a year across the brand sites.
Planned the content, structure and features of three websites: bindwel.com, Stelda's site and sigloch.in. The thinking was mine; the agency built them.
20+ SEO product pages, keyword-led meta titles and descriptions, and GA4 and Tag Manager tracking so every lead has a source.
9machine launches
Product launches
Including SigLoch XE-CUT: 6 machines sold in its first three months.
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9 machine launches, including SigLoch XE-CUT, XE-CUT PRO Xtend and Stelda's patented CE6T compact case erector.
SigLoch XE-CUT, a Made-in-India digital flatbed cutter: 50+ enquiries, 15 demos and 6 machines sold in the first three months.
20+events a year
Events and exhibitions
Trade shows from drupa in Germany to All Print Indonesia, plus customer roundtables and open houses.
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15+ external events a year: drupa (Germany), Printpack India, PAMEX, Anuga FoodTec, All Print Indonesia, the PrintWeek Awards and more.
5+ internal events a year, including customer roundtables and factory open houses such as the SigLoch Open House.
₹1.5 crore events budget; 1,000+ prospects a year for the flagship brand; a per-event ROI and KPI framework built from an audit of six events.
2,000+brand assets
Brand, content and creative campaigns
500+ of them videos, across 20+ campaigns shipped since 2024.
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2,000+ brand assets, 500+ of them videos.
20+ campaigns shipped since 2024, from launches to sponsorships and re-engagement, and as many again built and ready.
Recurring formats I created or run: Bindwel and Stelda Product Hour, the Drupa Diaries series, Books of Mistakes and the Publisher-Printer Roundtable. Campaign programmes: Next Book Factory and TrimSmart.
Brand guidelines and brand architecture for three brand families.
3xemail opens in Indonesia
Sales enablement and new markets
A 7-document sales playbook, account-based decks and a bilingual push into Indonesia.
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A 7-document sales playbook with 35+ objection responses, competitor comparisons and ROI calculators.
An account-based deck for India's top 30 book printers and an OEM pitch for European manufacturers.
Bilingual English and Bahasa campaigns for Indonesia lifted email opens from about 7% to 21%.
LinkedIn
An organic channel that reaches buyers.
88,668impressions in 12 months, all organic
+452new followers in the year (about 31% growth), to 1,927
47%of page visitors work in business development, engineering, sales or operations
61%of visits come from mobile, so content is built phone-first
39%of followers in Bengaluru, Mumbai and Delhi, India's print hubs
From Bindwel's LinkedIn page analytics, 20 Oct 2025 to 19 Oct 2026.
Creatives that sell machines
Making a machine worth stopping for.
Industrial machines are hard to make interesting. I turn specs into the thing a printer actually cares about: more books per shift, less waste, fewer rejects.
Bindwel 1NSTA: “It takes only 3.6 seconds to read this”Turns machine speed into something you feel: the time it takes to read the ad.
AI in marketing
I put AI to work in the marketing itself.
Connected Claude to our ad platforms (Meta Ads and LinkedIn Ads) to audit campaigns, write better ads and send scheduled performance reports.
Built the team's task sheets on a 14-KPI framework, with automated trackers and a monthly log of 40 to 60 deliverables (386 tracked tasks from February to September 2026).
AI-assisted prospect research: a target-account list built for WIMCO's tube-filling machines.
Reusable Claude systems that turn a brief into on-brand posters and slide decks.
Made an AI brand film, How a Book Is Born, for Bindwel at the Kerala Literature Festival 2026.
Teaching
Webinars for ~100 colleagues: digital marketing basics, and AI for productivity.
A hands-on AI session for 200+ faculty at a college in Tamil Nadu: AI for teaching.
Karuvi
I run Karuvi, an AI creative studio. My AI short film The First Dot won Gold and the Audience Choice award at the Bali International AI Film Festival 2026.
I've built four digital products that help businesses post consistent, quality content: Karuvi Frame, Karuvi Direct, Karuvi Cuts and Karuvi Web.
I build systems so the team doesn't depend on me: KPI trackers, automated reports and a monthly task log.
I manage agencies and vendors on outcomes, and when something breaks I take it to leadership with a fix ready.
I learn the product like an engineer. These are complex machines, and the marketing has to be right on the specs before it can sell.
I take problems off my manager's plate before they become problems.
Case studies
Five problems, solved.
01
Building a digital presence from scratch
The situation
In January 2024 the group had 2,670 subscribers on YouTube and 81 followers on LinkedIn: an audience in the place buyers do not buy from, and almost nothing where they do. The website had broken forms, text-heavy pages and thin product information, so most of what search sent us was really rented from aggregators.
What I did
Rebuilt the content operation around search and LinkedIn: content curated per platform, posting times and hashtags chosen from the data, a monthly newsletter and SEO-led product pages. I split routine website upkeep from SEO so a specialist could do the SEO, and put it to the CEO as a six-month engagement with a review after the first quarter, with my confidence stated at 60% rather than a promise about rankings. When the agency that built the site was taking 10 to 12 days on small changes and we were the ones finding the faults, I made the case to bring the routine work in-house. That December the site was compromised, 3,500+ spam pages in the back end. I revoked the agency's access, brought in a developer who found the vulnerability, and had most pages reindexed within days.
The result
LinkedIn from 88 to 1,927 followers, 88,668 organic impressions in the last year, and 5x website traffic, from 2,500 to 12,000 visitors.
02
Launching a Made-in-India machine
The situation
Bindwel was entering digital post-press with the SigLoch XE-CUT, a Made-in-India flatbed cutter going up against imported machines. The argument for buying local was never price. It was who turns up when the machine stops, and whether the spares are in the country.
What I did
Positioning, naming and messaging with the CEO. I ran the naming work (SigLoch 150 became ZEN) and landed on "Execute Any Shape" for the XE-CUT, with the XY robotics explained in language a printer actually uses. The CEO killed my "Grand Opening" line because it clashed with SigLoch's frugal identity, which was fair, so I rebuilt the launch around the machine proving itself: the invitations were cut on the XE-CUT, in Malayalam and English. Then launch content, paid media and exhibition creative.
The result
Launched over two days in Kochi in September 2024, with press coverage in Mathrubhumi, Mangalam, Deepika and The Hindu. 50+ enquiries, 15 demos and 6 machines sold in the first three months.
03
From zero marketing to ₹2.5 crore
The situation
Four brands, no marketing function and no lead attribution. Spend was spread across exhibitions, ads, print and digital with no way to tie any of it back to a sale, so nobody could say which half of the budget was working.
What I did
A brand and digital audit, then a 2024 marketing charter built on the CEO's three pillars: Customer First, Continuous Learning, Surprise and Delight. CRM lead-source attribution, a 24-hour lead-response rule, and channels built one at a time. When I proposed the following year's budget as a percentage of revenue, the CEO rejected it: at our margins that benchmark flatters you. Rather than re-argue it, I rebuilt the case on gross margin and brought back quarterly KPI targets across 18 line items.
The result
CRM data completeness from about 20% to about 80% in the first year, so every lead finally had a source. Digital-marketing-sourced sales from ₹0 to ₹2.5 crore a year in two years, on track for ₹4 crore.
04
Turning a renewal into an expansion
The situation
Our IndiaMART subscription was up for renewal on a three-year commitment, and the CEO doubted the channel: some of its leads looked like existing prospects cross-checking us rather than new buyers.
What I did
Analysed a year of keyword-level performance across five keywords, mapping enquiries through to qualified leads and conversions. One keyword was generating over a thousand enquiries a year that we were capturing almost none of. I negotiated for about two months of weekly follow-ups, answered four rounds of questions from the CEO with cost-per-lead maths, search-position proof and a three-scenario forecast, and reframed the attribution doubt: the channel both generates leads and validates us to buyers who are checking.
The result
Renewed 29% cheaper and expanded from one keyword to three across two brands. Signed, paid and live.
05
Opening Indonesia
The situation
No brand presence in Indonesia beyond a single installed customer. A newly hired local sales rep had a raw prospect list from the publishers association and government textbook vendor lists, but there was no campaign, no channel plan, and the audience reads Bahasa, not the English content we make in India.
What I did
Validated the raw list down to about 54 confirmed printers, then designed a six-push campaign across email, WhatsApp and LinkedIn. I ran English against Bahasa on the first two pushes and let the open rates decide, and rebuilt the second push around our one installed customer as proof. Run remotely from India with one rep on the ground.
The result
On the pilot list, Bahasa email opens went from 7% to 21%, and on WhatsApp Bahasa beat English on both reads (70% against 64%) and replies (13% against 7%).
Achievements and awards
On the record.
Gold, Best AI VerticalBali International AI Film Festival (BIAIFF) Season 5, 2026 · The First Dot
Audience Choice Award, Best AI VerticalBIAIFF Season 5, 2026
Batch topper, 95.34%Advanced Certification in Digital Marketing and Communication · MICA with upGrad, 2024
Three titles in three yearsImpel Group
Promoted, and the Infosys Insta AwardSenior Associate Consultant, Infosys · Nov 2022
Published research"Is OTT Industry a Disruption to Movie Theatre Industry?", Academy of Marketing Studies Journal, 2021
Featured on SUN LifeSun Network, 2019, for my first short film, Marumugam
Design Thinking and InnovationAudencia Business School, France · 2020 · 16.4 / 20
Fundamentals of Digital Marketing, Google (2023)The Complete Digital Marketing Course, Udemy (2020)Google Ads, Skill Nation (2024)Google Business Profile, Skill Nation (2024)WhatsApp Marketing and Automation, Skill Nation (2024)Digital Marketing with ChatGPT and AI, Skill Nation (2023)
Education
Education
PGDM (MBA), Marketing and AnalyticsXIME, Kochi · 2019 to 2021
B.Tech, Civil EngineeringSASTRA University, Thanjavur · 2014 to 2018
Toolkit
Toolkit
Google AdsMeta AdsLinkedIn AdsGA4Google Tag ManagerSearch ConsoleZoho CRMZoho CampaignsIndiaMARTAiSensy (WhatsApp)CanvaAdobe Premiere ProClaudeChatGPTGeminiHiggsfieldGoogle Apps Script
Beyond the job
Beyond the job
Honorary Vice ChairmanMother Teresa Foundation, Tamil Nadu (volunteer since 2013)
Five short filmsAs writer-director, two of them made with AI
Advanced Certificate in Digital Marketing and Communication
Brand Management
LinkedIn Mastery Mentorship Program