Christopher G. Pathinathan.

Culture Machine was building four entertainment brands simultaneously in India, and the partnerships on the table were Marvel, Disney, Warner Bros, Adidas, Netflix, Amazon Prime. I led paid strategy across Facebook, YouTube, Instagram, and Twitter for all four brands — building distinct audience frameworks for each vertical while the brands themselves were still being constructed.

Campaigns ran on tight windows with global standards to meet. Avengers activations. Stranger Things launches. Every major entertainment IP that mattered ran through our team. The work was fast, high-stakes, and creatively demanding — the kind of pressure that sharpens instincts for what resonates at scale.

VPN Plus+ was a B2B subscription stuck at 120 members — flat revenue, no growth engine. Separately, 225,000 contacts were scattered across four publications in a legacy CRM with no automation, leaving the sales team doing everything by hand.

For VPN Plus+, I built a full growth engine: targeted paid ads with lead magnets, multi-step email automation, and product-led growth loops. For the CRM, I migrated all 225K contacts from Blueconic into HubSpot with zero data loss, then built segmented nurture sequences for each publication.

The product was good. The marketing infrastructure was a spreadsheet. No CRM, no pipeline visibility, no lead scoring — just reps doing manual outreach and hoping something would stick. Leads existed but weren't being tracked, nurtured, or handed off at the right moment.

I stood up Salesforce and Salesloft, launched paid campaigns with AI-powered lead scoring, and built a full ABM playbook targeting enterprise-tier staffing firms. Generative AI went into cold outreach to cut response lag and double contact rates.

The Google and Meta ad accounts were active — but the money was going out and the results weren't coming back. Audience targeting was generic, ad creative hadn't been refreshed in months, and nobody knew where conversions were coming from.

I audited every campaign end-to-end, rebuilt audience targeting from scratch on both platforms, and rewrote all ad creative. Then I restructured the campaign architecture — proper funnel segmentation with clean attribution tracking, to see what was working.

Enterprise-scale account management across Canada's biggest national accounts. Contracts, rebates, incentives, promo execution, and account engagement across all 50+ chains.

Precision at scale: coordinating sales, ops and finance while managing incentive structures across dozens of accounts.

Invoice reconciliation was eating roughly 60 hours of manual work per week across the team — pulling data from invoices, cross-referencing against contracts, flagging discrepancies. Tedious, error-prone, and blocking the people who should be focused on account strategy.

I built a data validation workflow using a single Microsoft Copilot pre-built agent to extract key data from invoices automatically. The agent handles the extraction, the workflow validates against source records, and discrepancies surface before they become problems. Cross-functional coordination between sales, ops, and finance improved overnight.