Nishchay Joshi

Growth & Digital Marketing Strategist

Building marketing systems that connect strategy to measurable growth.

I connect market insight, customer targeting, paid acquisition, conversion optimization, CRM and AI to measurable business outcomes.

GTM Strategy Performance Marketing Demand Generation Paid Media CRO AI-Powered Marketing
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6+ years across SaaS, B2B, fintech, IT services and consumer brands.

Professional portrait

About Me

Strategy with hands-on execution.

I’m a growth and digital marketing professional focused on turning marketing activity into measurable business growth.

Over the past 6+ years, I’ve worked across SaaS, B2B technology, fintech, IT services, and consumer brands, managing initiatives across performance marketing, GTM strategy, demand generation, SEO, social media, CRO, and digital acquisition.

My approach combines strategy with hands-on execution. I enjoy understanding the market and customer first, defining the right ICPs and messaging, selecting the right channels, and then using data to continuously improve performance.

I’m particularly interested in the intersection of marketing, technology, automation, and AI. I use AI tools to accelerate research, messaging, creative development, campaign analysis, content production, and marketing workflows, while keeping human judgment and data validation at the centre of decision-making.

Career Journey

Experience across growth and digital marketing.

Ungrammary

Growth & Marketing Manager

  • Lead growth and marketing initiatives across digital acquisition, demand generation, performance marketing, brand growth, and conversion optimization.
  • Develop and execute growth and GTM initiatives across acquisition and conversion funnels.
  • Plan and optimize paid campaigns across Google, Meta, LinkedIn and YouTube.
  • Develop audience segments, campaign messaging and landing-page strategies.
  • Use GA4, GTM and campaign performance data to identify growth opportunities.
  • Apply AI tools to accelerate research, messaging, creative ideation, analysis and reporting.
  • Work across marketing, sales and creative functions to improve lead quality and campaign outcomes.
PureSoftware

Digital Marketing Executive

  • Managed social media channels and supported brand growth initiatives.
  • Worked across digital advertising, PR and inbound marketing.
  • Developed and optimized website content and inbound campaigns.
  • Supported digital acquisition and audience engagement initiatives.
Hashstudioz

Digital Marketing Executive

  • Managed SEO initiatives focused on organic visibility and website growth.
  • Conducted keyword research and content optimization.
  • Supported broader brand growth and digital marketing initiatives.
Publicis Media

Marketing Intern

  • Supported digital campaigns and inbound marketing initiatives.
  • Gained exposure to campaign planning, digital media and performance marketing within an agency environment.

Skills & Tools

A full-funnel growth toolkit.

01

Go-to-Market & Growth

GTM Strategy · Market Research · ICP Definition & Segmentation · Audience Research · Demand Generation · Funnel Strategy · Lead Generation · Campaign Planning · Growth Experimentation

02

Paid Media

Google Ads · Meta Ads · LinkedIn Ads · YouTube Ads · Search & Display · Retargeting · Audience Targeting · Creative Testing · Budget & CPL/CPA Optimization

03

Analytics & Measurement

Google Analytics 4 · Google Tag Manager · Conversion Tracking · UTM Tracking · Funnel Analysis · Campaign Performance Analysis · ROI / CPA / CPL Measurement · Landing Page Analytics

04

CRO & Web

Conversion Rate Optimization · A/B Testing · Landing Page Optimization · SEO · Keyword Research · Technical SEO · WordPress · Website Content Strategy

05

CRM & Marketing

CRM Lead Management · Lead Qualification · Email Marketing · Lifecycle Campaigns · Lead Nurturing · Marketing Automation · Sales & Marketing Alignment

06

AI-Powered Marketing

ChatGPT · Gemini · AdCreative.ai · HubSpot AI · SEMrush AI · Notion AI · Canva AI

AI in Marketing

AI as a growth multiplier; not a replacement for judgment.

I use AI to increase the speed and scale of marketing execution while maintaining human oversight, brand consistency, factual accuracy, and data-driven decision making.

01

Research

Market research · Competitor analysis · ICP development · Customer insight synthesis

02

Strategy

Positioning · Messaging frameworks · Campaign hypotheses · Audience segmentation

03

Execution

Ad copy · Creative concepts · Content variations · Landing-page messaging · Email campaigns

04

Analysis

Campaign analysis · Pattern identification · Performance summaries · Optimization ideas · Reporting narratives

AI generates possibilities→I validate against data→I test in-market→Performance determines the winner.

Selected Work

Case studies built around real growth problems.

01SaaS B2B Technology Platform

Lead Generation & Funnel Optimization

Objective: Improve inbound lead quality and increase conversion from existing website traffic.

Challenge: Declining inbound lead quality and low conversion rates across key landing pages.

My Role

  • Landing-page optimization
  • SEO and content strategy
  • Audience targeting
  • LinkedIn content distribution
  • Retargeting
  • Conversion optimization
  • Campaign performance analysis

Strategy & Execution: Optimized SEO-focused landing pages; A/B tested conversion elements; used LinkedIn for B2B distribution; built retargeting; analyzed funnel drop-offs.

+28%Qualified Leads+15%Conversion Rate
Better audience intent, clearer messaging and a stronger conversion journey can significantly improve demand generation.
02Fintech BNPL Solution

GTM Launch & B2B Lead Generation

Objective: Launch and scale demand generation for a Buy Now Pay Later fintech solution across APAC and African markets while generating qualified B2B pipeline.

Challenge: Multiple markets with different customer behaviours, competitive environments and levels of brand awareness.

My Role

  • Market research and customer segmentation
  • ICP definition across target markets
  • Localized messaging and value propositions
  • Multi-channel campaign planning
  • Landing-page strategy
  • Campaign optimization
  • Funnel tracking and reporting
  • Sales and marketing alignment

Strategy & Execution: Segmented audiences by geography, industry and business size; developed localized value propositions; executed Google Ads, LinkedIn Ads, email and organic campaigns; built targeted landing pages; tracked the funnel; tested audiences, messaging, creative and landing pages; established sales feedback loops.

650+Qualified B2B Leads+32%LP Conversion-18%Cost / Qualified Lead
The biggest growth lever was aligning the ICP, message, channel, landing page and sales follow-up into one connected growth system.
03Fintech Platform

Performance Marketing & Funnel Optimization

Objective: Improve acquisition efficiency while maintaining lead volume and increasing the quality of leads generated through paid campaigns.

Challenge: Campaigns were generating leads, but acquisition costs were high and performance varied significantly across audiences and campaigns.

My Role

  • Campaign restructuring
  • Audience segmentation
  • Creative testing
  • Conversion tracking
  • Landing-page optimization
  • Performance analysis
  • CRM lead-flow monitoring
  • Sales alignment

Strategy & Execution: Restructured campaigns around audience intent and performance; refined targeting; tested creative and messaging; improved conversion tracking; analyzed landing-page and funnel performance; worked with sales to improve lead handling and qualification.

-18%Cost per Acquisition
Performance marketing is about understanding where efficiency is being lost, testing the right variables, and continuously improving the full customer journey.
04D2C Consumer Brand

Organic Growth & Social Media Strategy

Objective: Increase brand visibility and engagement across social platforms while building a more consistent content and community strategy.

Challenge: Low engagement and limited visibility, with content lacking a consistent storytelling approach.

My Role

  • Social media strategy
  • Content planning
  • Creative direction
  • Platform-specific content
  • Influencer collaboration
  • Community engagement
  • Performance monitoring

Strategy & Execution: Built a structured content calendar; developed platform-specific creative formats; supported influencer collaborations; used community engagement tactics; adapted content based on audience response.

+40%Engagement Rate8 weeksImproved Visibility
Strong social growth comes from consistent storytelling, platform-native creative and active community engagement.
05B2B IT Services

SEO & Content-Led Growth

Objective: Increase organic visibility and qualified website traffic in a competitive search environment.

Challenge: Limited organic traffic and weak visibility for commercially relevant keywords.

My Role

  • Keyword research
  • On-page SEO
  • Technical SEO
  • Content strategy
  • Internal linking
  • Search performance analysis

Strategy & Execution: Identified high-intent opportunity keywords; optimized pages around search intent; implemented technical SEO improvements; developed structured content; improved internal linking; monitored search performance.

+32%Organic Traffic4 monthsImproved SERP Visibility
SEO works best when technical foundations, search intent and useful content work together rather than being treated as separate activities.

Proven Results

Numbers that show the impact.

650+Qualified B2B Leads
+40%Social Engagement
+32%Landing Page Conversion
+32%Organic Traffic
+28%Qualified Leads
-18%Cost per Qualified Lead / Acquisition

My Approach

Research→Strategy→Execution→Measurement→Experimentation→Optimization→Scale

Each performance metric is tied to its specific campaign and definition; CPQL and CPA are not combined as the same measure.

What I Bring

Connecting business goals to growth execution.

Strategic Thinking

I connect business objectives with audience insight, positioning, channel strategy and measurable marketing goals.

Performance Mindset

I focus on the metrics that matter - CPL, CPA, conversion rate, lead quality, acquisition efficiency and ROI.

GTM Thinking

I approach growth as a connected system: market → ICP → message → channel → conversion → sales.

AI Fluency

I use AI to accelerate research, creative development, analysis, reporting and marketing workflows while validating outputs through data and human judgment.

Hands-on Execution

I am comfortable moving from strategy into campaign setup, audience targeting, landing pages, tracking, testing and optimization.

Cross-functional Collaboration

I work effectively with sales, creative, content, technology and other stakeholders to turn marketing plans into execution.

Emailnischay.lavi@gmail.com
LinkedInhttps://www.linkedin.com/in/nishchayjoshi/