A frugal builder who cares more about shipping than talking, and is not shy about working in the trenches.
What I do: the measurement layer for growth teams. Attribution pipelines, tracking systems, and small tools that surface the data most bury under fluff. If a number matters, I want it measured honestly. I would rather build the instrument than buy the subscription.
The journey:
- 2012, India. Started in print and traditional advertising for some of India's biggest pharmaceutical names, then rode the first startup wave. Shipped one of pharma's earliest augmented reality detailing apps, back when AR still needed explaining.
- US, five years. Analytics for a 5,000 location fitness franchise. Growth for a 54 venue entertainment business out of California, running about $1.3M a year in paid media at 4.5x ROAS.
- Crypto, recently. Helped build the marketing measurement and infrastructure for a derivatives DEX, where compliance matters and attribution has its limitations. Sharp team, and a lead I count as a mentor.
- Now. Pune, India.
The detours that built me: a biotechnology degree, a year in a TATA cancer research lab, an MBA in marketing management, a diploma in international business, a law degree in intellectual property, and a master's in analytics from UC Riverside's A. Gary Anderson Graduate School of Management. I have studied cancer cells, trademark law, and attribution models. Only one of them still keeps me up at night.
How I work: head down, dependable. Happy to handhold, walk alongside, and show others the ropes. Glad to do the unglamorous work, and to stay out of the noise. Every good number on my resume had teammates behind it.
Off the clock: wildlife photography, travelled across national parks in the US and India. Big cats and snakes, mostly. Subjects that do not hold still, which turns out to be good practice for marketing data. Volunteer analytics for WeVote.us, a civic tech nonprofit.
What I ship lands in the repos below as it becomes ready. Some of what I am building is not public yet. Ask me about it.
Tools I reach for: Python, SQL, GA4 and GTM, and whatever else the problem demands.
"When something is important enough, you do it even if the odds are not in your favor." · EM