Head of Marketing & Growth- App Development & Software Development
Head of Marketing & Growth
As the Head of Marketing at DevStory, I functioned in an executive-level growth role, collaborating directly with the CEO and Co-Founders to shape company strategy, define go-to-market (GTM) models, and build high-yield revenue funnels. I spearheaded the complete pivot from a freelance platform-dependent agency model (Upwork) into an independent, enterprise-grade B2B brand. My role spanned cross-functional leadership—overseeing brand positioning, UI/UX architecture, performance marketing, content engines, team hiring, and revenue attribution tied directly to sales outcomes.
Key Responsibilities 📝
Executive Strategy & Board Collaboration: Partnered directly with the CEO and Founders on corporate positioning, GTM strategies, market penetration plans, and annual budget allocations.
Team Building & Talent Management: Built, hired, and managed a cross-functional marketing team (SEO specialists, performance marketers, content strategists, and copywriters), instilling rigorous KPIs and operational workflows.
End-to-End Content Strategy: Designed and governed high-converting content architectures, prioritizing deep-dive BOFU (Bottom-of-the-Funnel) assets that capture enterprise decision-maker intent.
Closed-Loop Marketing & Sales Alignment: Established unified MQL/SQL definition frameworks with sales leadership to ensure clear pipeline attribution and maximum lead-to-opportunity conversion.
Multi-Channel Media Leadership: Managed multi-million rupee performance advertising budgets while simultaneously scaling global organic channels to maximize overall Return on Ad Spend (ROAS) and Customer Lifetime Value (LTV).
Challenges Faced 🔴
Platform Dependency Transition: Steering the company away from third-party client networks (Upwork) to establish owned, direct B2B inbound acquisition pipelines.
Enterprise Credibility & Positioning: Elevating brand perception from a mid-tier vendor to a trusted software consulting firm capable of closing enterprise-scale contracts.
High CAC & Long Sales Cycles: Structuring content and paid campaigns to shorten B2B decision-making cycles without inflating Customer Acquisition Costs (CAC).
Key Actions Taken ⚙️
Executive Strategy & Brand Governance 🏛️:
Collaborated with founders on multi-region growth roadmaps targeting high-value markets across the US, UK, Australia, and India.
Led complete website re-architecting and UI/UX redesign planning to align user paths with commercial decision-making triggers.
BOFU & Intent-Driven Content Engine ✍️:
Architected a specialized BOFU content operational model focused on high-intent comparison guides, technical solution teardowns, software architecture case studies, and ROI calculators.
Directed content teams to produce long-form, authoritative B2B assets addressing executive-level pain points, turning organic traffic directly into high-converting sales conversations.
Built and deployed a scalable location-based service page framework targeting high-value geographic IT clusters, converting enterprise intent into qualified sales pipeline.
Paid Media & Performance Architecture 💰:
Scaled Google Ads into DevStory’s primary paid acquisition channel, doubling monthly spend to ₹4L/month based on strict CAC and ROI targets.
Achieved exceptional ad efficiency with an 8–9% Click-Through Rate (CTR) while delivering a >50% MQL conversion rate on paid lead flow.
Global SEO & AI Search Presence 🌐:
Directed international SEO execution, securing dominant rankings for 500+ keywords globally and capturing top-3 commercial rankings in Australia within six months.
Secured 902 referring domains and 21.4K backlinks (Authority Score: 28).
Formulated early-stage AI Search Optimization strategies, capturing an AI Visibility score of 17 with 162 cited pages across Google AI Overviews, ChatGPT, and Gemini.
Results Delivered 📊
Executive Revenue Impact: Generated ₹50L in direct revenue and built an ₹80L sales pipeline within just two months of campaign launch.
Paid Acquisition Engine: Scaled Google Ads to generate 80+ high-intent B2B leads monthly with a >50% MQL rate.
High-Intent Content Growth: Expanded organic qualified traffic by 40% in six months, scaling organic leads from 0 to 15+ top-tier enterprise inquiries monthly through BOFU content assets.
International Market Dominance: Secured top-3 rankings in Australia for target commercial search terms and indexed 3.4K high-intent keywords worldwide.
AI Search Footprint: Established 162 cited pages across AI discovery platforms (Google AI Overviews, ChatGPT, Gemini).
Key Skills and Tools 🛠️:
Executive Competencies: C-Suite Strategic Planning, Go-To-Market (GTM) Strategy, P&L & Budget Management, BOFU Content Architecture, Performance Marketing, Pipeline Attribution.
Platforms & Tools: Google Ads Manager, SEMrush, Ahrefs, Google Analytics 4, Google Search Console, CRM Lead Scoring Systems.
Conclusion 🎯 By leading DevStory from the executive table down to tactical execution, I successfully transformed the company’s business acquisition model from freelance platforms to a high-yielding, multi-channel inbound pipeline. Partnering directly with C-level leadership, I scaled paid and organic channels into primary revenue drivers, delivering ₹50L in immediate revenue and an ₹80L pipeline while establishing an authoritative BOFU content engine designed for long-term B2B market dominance.
04 Aug 2024
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