Portfolio
Product marketing, made visible.
Case studies from full-time roles, independent teardowns, and mock GTMs — the actual thinking behind the work, not just the highlight reel.
How I approach PMM
Four things I always start with.
First
Who's actually deciding
Identify the real buyer and what they're afraid of getting wrong — not just the end user.
Second
What they believe today
Positioning is a correction to an existing belief, not a blank page.
Third
Where the friction is
Behavioural science — loss aversion, cognitive load, social proof — to find where messaging breaks.
Fourth
What sales actually needs
Enablement that survives a real sales call, not just a deck reviewed in a meeting.
Case studies
From full-time roles — the challenge, the approach, and the honest gaps.
Building PMM across a company's entire product evolution
I owned product marketing across all three phases of Teachmint's evolution — the free mobile LMS, the B2B SaaS institute platform, and the AI-powered hardware+software classroom system. The product I helped launch became the company's sole revenue driver in FY25.
21K+
Units sold (Teachmint X hardware)
10M+
LMS downloads (core app)
Sole
Revenue driver in FY25
Role
I joined Teachmint as a Product Marketing Manager in May 2021, just as the company launched Teachmint for Institute (TFI) — its first move from a free consumer app to paid B2B SaaS. Over four years, I owned PMM across every phase of the company's product evolution: the core mobile LMS, the B2B SaaS institute platform (TFI + Integrated School Platform), and the AI-powered hardware+software classroom system (Teachmint X). I was the only PMM who worked across all three products, and was later promoted to Growth Product Manager, leading a team of 4 to own onboarding, training, and product adoption for Teachmint X.
Challenge
Each pivot created a fundamentally different PMM challenge. The consumer-to-B2B pivot required repositioning a free app brand for institutional buyers without cannibalizing the free product's growth. The SaaS-to-hardware pivot was the hardest: Teachmint was a pure software company that decided to build and sell AI-powered interactive digital boards. The buyer changed (school owners thinking in capital expenditure, not SaaS subscriptions), the sales motion changed (longer cycles, more stakeholders, physical installation), and the category didn't exist yet — "AI-powered smart classroom hardware" was not an established purchase category for Indian schools in 2024. Everything had to be built from zero: positioning, messaging, sales enablement, customer documentation, communication infrastructure.
Approach
Phase 1 (Core LMS): Owned community-led growth — ambassador programs, referral programs, and teaching partner networks that turned the user base into a distribution channel.
Phase 2 (TFI & ISP): Owned B2B SaaS PMM — repositioning the narrative from "free app" to "institute infrastructure," sales enablement materials, and outcome-based storytelling for school administrators.
Phase 3 (Teachmint X): Owned the full PMM build — the entire product website (copy + structure), the positioning and messaging framework translating NPU/Google EDLA certification into classroom-level outcomes, all ad content, the full sales enablement kit and brochures, segment-specific sales pitches, a complete customer video and documentation directory, the entire customer messaging stack (Zoho CRM + MoEngage + Zapier), and technical launch materials including the X2.
Phase 4 (Growth PM): Promoted to own onboarding, training, and product adoption — leading a team of 4 to make sure schools actually used the hardware after purchase.
Sample
| Artifact | Transferable skill |
|---|---|
| Teachmint X product website | Product website copywriting, digital storefront ownership |
| Positioning & messaging framework | Positioning, value prop development, feature-to-outcome translation |
| Ad content (digital + print) | Cross-channel copywriting, campaign development |
| Sales brochure & enablement kit | Sales enablement, battlecard development |
| Sales pitches (segment-specific) | Segment messaging, pitch development |
| Customer video & doc directory | Customer education, self-serve content, documentation |
| CRM communication flows (Zoho + MoEngage + Zapier) | Lifecycle marketing, marketing automation, CRM ownership |
| Technical launch materials | Technical product marketing, launch documentation |
| Ambassador & referral program | Community-led growth, program management |
| Onboarding & adoption program | Product adoption, customer success, growth PM |
Impact
Teachmint X became the company's sole revenue source in FY25, with 21,000+ units sold. FY25 operating revenue surged 4.3X to ₹74 crore (~$9M USD), up from ₹17.2 crore the prior year. Total revenue crossed ₹100 crore (~$12M USD) including other income, and losses were cut by 57%. The company reached 20 million users across 50+ countries. The core LMS reached 10M+ downloads, driven in part by the community-led growth engines I owned. Colleagues consistently highlighted two qualities in my work: ownership at every step, and customer empathy grounded in what the buyer actually needed to understand.
Sources: Entrackr, Startuppedia, NewsBytes, Moneycontrol (FY25 financial reporting). Unit and revenue figures are company-wide; individual attribution is described above under Role and Approach.
Independent teardowns
Real products, applied behavioural science.
Written during my current sabbatical — no NDA, no internal data, just what's publicly visible and how I'd fix it.
Product Teardown · Published
Qure.ai — AI Healthcare Positioning Teardown
Why a WHO-validated AI healthtech company with FDA clearance and Gates Foundation backing is leaving conversion on the table. Four buyer types, one homepage, zero specificity.
Diagnoses Qure.ai's homepage messaging across four distinct buyer types — radiologists, hospital administrators, government health bodies, and NGO partners — served by a single undifferentiated page, and proposes a segmented information architecture.
Product Teardown · Published
Muvi Playout — B2B SaaS Messaging Teardown
Before and after messaging analysis for Muvi's cloud playout product. Gap analysis, ICP segmentation, full page architecture rebuild, and a decision playbook.
Shows how to translate an invisible backend system (video streaming infrastructure) into a buyer-facing value proposition, with a full before/after page rebuild.
PLG Teardown · Published
Calendly PLG Onboarding Teardown
A full product-led growth audit of Calendly's onboarding flow. ICP definition, viral loop mapping, behavioural-science framework application, and three high-leverage fixes with proposed metrics.
Maps the full viral loop from signup to booked meeting, identifies the activation cliff where links are created but not shared, and proposes three fixes grounded in the Zeigarnik effect, social proof, and default bias.
Mock GTM · Published
Mock GTM: Fathom AI
Full go-to-market plan as if I were their PMM. ICP definition, positioning doc, messaging framework, competitive battlecards, 3-email onboarding sequence, and a 90-day plan with success metrics.
Repositions Fathom from "free AI notetaker" to "summary-first AI notetaker that respects your privacy," with competitive battlecards against Otter and Fireflies, and a 90-day plan across positioning, activation, and measurement.
Want the full picture?
My resume has the complete role history, metrics, and skills — happy to send it over or talk through any of this work directly.
Get in touch