AB

Selected work / Business cases

The work
behind the outcomes.

Market entry, product positioning, commercial acquisition, trust and operational change. Each assignment begins with the business constraint, then follows the decisions, execution and consequences.

Major cases Product mandates Early work

+175.3%

Annual website session growth

2025 vs. 2024 · Healthcare technology

50,000+

AI product community

Venture growth context · 2023–24

2.3 → 4.7

App-rating progression

Consumer product trust program

01 / Business transformation and complex mandates

The defining assignments.

These are different types of ownership: a healthcare marketing function, an AI product venture, an agency practice and customer-facing programs. They are not seven separate employers.

01Marketing leadership · Portfolio company
An illustrative medical receptionist supports a patient at a clinic front desk; not a CERTIFY Health customer or deployment.
CERTIFY Health

Healthcare SaaS · Positioning, GTM and demand

Giving a complex healthcare platform its own market, buyer and commercial narrative.

Patient access, self-service intake, scheduling, communication and payment workflows were embedded in a broader group of identity, security and payment offerings. Healthcare buyers needed an independent explanation grounded in their operational priorities rather than a list of features.

Explore the case
02Founding-team venture · Within CodeGlo / OneRealm
A software developer works with multiple monitors, representing enterprise AI products rather than an Odin AI workplace.
Odin AI

AI SaaS · Venture building and commercialization

Building AI venture GTM, subscription revenue, differentiated product adoption and enterprise opportunity development.

An early AI venture was developing as buyers compared a rapidly changing field of assistants, chatbots, knowledge systems and automation tools. The proposition had to explain why people should choose Odin, what they could do with it, and how adoption would work after purchase.

Explore the case
03Agency employer · Client strategy and delivery
A professional reviews business graphs and planning notes, illustrating evidence-led brand and positioning decisions.
CodeGlo

Agency · Market research, positioning and reputation

Turning fragmented market and reputation signals into actionable client decisions.

Agency engagements brought different categories, decision-makers, delivery teams and exposure to reputational issues. A consistent output required understanding the client’s actual problem before selecting a channel or communication response.

Explore the case
04Consumer product assignment · CodeGlo ecosystem
A person uses a dating-style mobile interface, representing digital trust without depicting the Pavo Dating app.
Pavo Dating

Consumer app · Product trust and reputation

Using user feedback to reconnect a trust-sensitive product’s promise with the experience.

Authenticity, moderation, match expectations and public reviews shaped whether users felt confident in a consumer dating product. Reputation needed to be treated as product intelligence, not a review-reply queue.

Explore the case
05Employer · Consumer operations and brand
A delivery courier rides through a city, illustrating on-demand delivery operations rather than a Swiggy employee.
Swiggy

Consumer marketplace · Critical response and activation

Treating high-velocity reputational issues as cross-functional incidents, not social comments.

Public customer concerns in a high-frequency marketplace can escalate faster than the operational problem is resolved. Service recovery and communication need shared severity and ownership.

Explore the case
06DSPL employer assignment · DTC wellness portfolio
Customer-support colleagues compare information across laptops, reflecting patterns in customer needs and experience.
Comfort Click

UK DTC commerce · Retention and customer advocacy

Protecting customer confidence when fulfillment and cross-border operations face disruption.

Brexit-era distribution and workforce disruption created customer expectations, delivery and reputation pressures for a UK-focused direct-to-consumer wellness portfolio.

Explore the case
07Agency employer · ITC client assignment
Products line a supermarket aisle, representing consumer-brand research rather than a specific Customer Shastra client.
Customer Shastra

FMCG · Consumer intelligence and reputation

Turning consumer sentiment and escalation patterns into more actionable enterprise brand response.

An enterprise FMCG client needed consistent handling of public feedback, incident categories and escalation information across brand and agency stakeholders.

Explore the case

02 / Multi-product GTM

Distinct products. Different buying decisions.

Healthcare payments, general merchant services, identity/access platforms and financial technology each required different audiences, propositions and levels of involvement.

CERTIFY Pay

Healthcare payments · Product-market initiative

Framing an independent healthcare payments offer around the operational cost of switching.

Healthcare practices comparing payment solutions need clarity about collection workflows, activation, hardware, processor continuity and total payment economics. A distinct standalone offer cannot be positioned merely as another module in a patient-experience platform.

Healthcare payments GTM foundation

UnityPay

Merchant payments · Related product portfolio

Separating merchant payment acceptance from healthcare-specific payment experiences.

A broader merchant payment platform needs a different buyer, message and evaluation process from a practice-focused patient-payments product. Overlapping propositions make acquisition and attribution harder.

Merchant-market positioning and lead-generation motion

AuthX

Identity and access management · Limited portfolio mandate

Sharper segmentation and demand clarity without claiming ownership of the product roadmap.

An identity/access-management product faced the need to reach distinct buyer audiences with relevant technical and business language. Marketing resource allocation and early demand clarity required attention.

Audience and demand program refinement

CERTIFY.me

Related platform · Portfolio segmentation

Maintaining distinct customer journeys across adjacent products in the same portfolio.

When related platform names and features overlap, the market can struggle to tell which product addresses a given buyer problem and which offer should receive a sales inquiry.

Portfolio distinction work

Nilon

Fintech portfolio · Supporting assignment

Keeping a fintech innovation brand distinct from payment merchant services.

Related finance and payments offerings can appear interchangeable, even when their product-market propositions and commercial routes differ.

Category and portfolio context

03 / Earlier operating experience

Where the business perspective began.

Field marketing, partnerships, subscriptions and customer escalations shaped the later product and growth work.

YES · Youth Education Services

Earlier role · Local education and field marketing

Building awareness and enrolment pathways through people, local partnerships and training.

A local vocational education center needed prospective students to understand programs, trust the institution and navigate the progression from interest to enrolment and training.

Center-level market and operational capability

Aegis Global

Earlier employer · Enterprise customer escalations

Understanding the commercial and reputational consequences of unresolved customer issues.

Subscription and customer-relationship operations depend on accurate handling of escalations, expectations, renewal friction and difficult service situations.

Escalation and subscription relationship work

04 / The next problem

Work begins with a question.

A market to enter, a product to position, growth to unlock or trust to rebuild. Start with the business context.

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