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Hi! I'm Rishika
I’m a senior marketing executive with over 15 years of experience in product marketing, demand generation, brand marketing, and marketing operations. I’ve led marketing for private equity, venture-funded, and traditionally funded businesses in B2B tech and software.
I’ve built marketing teams and set up the marketing functions for growth stage companies that have had minimal to no marketing, and optimized and enhanced marketing functions at scaling organizations that found their marketing-led pipeline drying up.
Keep scrolling to see how these problems show up at various stages of growth, and to dive into my approach on resolving them.
Early-Growth
Companies
Building Marketing
Foundations
You've grown through referrals, word of mouth, and founder-led sales.
Your marketing, right now, equals social media ads and some SEO, focused on getting leads.
But too many of the leads that come through don’t make it to pipeline, let alone revenue.
You want marketing to generate pipeline, not just leads.
You want marketing programs that are repeatable and scalable so that you know what pipeline will look like two quarters down.
I have worked with promising businesses who are struggling to get the market to see them and trust them.
The solution starts with aligning the organization, not just the market, to what you really do.
My approach starts with identifying and optimizing your positioning so your entire business knows exactly which problem it solves and how.
Translating this into messaging that talks to the type of prospects who have successfully converted in the past is the next step.
Then come the channels and audiences mix so the right people are hearing about you at the right time, with the right information.
That brings the leads. But what turns them into opportunities is working with other teams and optimizing the process of information transfer and ensuring enablement.
I establish a solid foundation and build marketing programs that succeed at bringing pipeline with a focus on executing the right brand awareness and demand generation tactics, and building the needed connective tissue between Go-to-Market and Technical teams.
Scaling
Companies
Optimizing Marketing
Functions
Your leads were great, pipeline was moving, and revenue was climbing. Until it wasn’t.
What worked to bring that business in just isn’t working anymore. And when you try to find out why, you discover a few more things.
You’ve got a great Marketing team but they’re tracking activities, not outcomes.
You’ve got a wide customer base, but can’t pinpoint who the ideal customer is.
Your prospects behave differently when looking for and buying software like yours.
Old competitors are leaving you behind and new ones are catching up.
Your product has evolved, but you’re still marketing the old version.
The systems and processes that worked seem outdated but the path to automation and AI-optimization isn't clear.
I have worked with multiple companies struggling with stagnating and unpredictable growth, who needed to figure out why Marketing wasn’t working for them anymore.
The solution is always unique. The problem areas, not so much. My approach combines fixing the foundation (processes, systems, connections, positioning), and optimizing the growth tactics (messaging, channels, audiences). That’s where storytelling meets data, empowered by the experience of people who know the business inside and out.
I successfully revamp marketing functions and impact by enhancing the parts that work, scrapping those that don’t, and adding missing elements to growth tactics, while fixing the connective tissue between Marketing and the other teams that carry revenue forward.