Christopher G. Pathinathan.
I help marketing teams scale attention and convert it to revenue across paid ads, email, activation events and marketing automation.
I help marketing teams scale attention and convert it to revenue across paid ads, email, activation events and marketing automation.
My whole career is one bet placed early: that the internet would swallow everything. I've built the whole stack from zero, often being the only marketing in startups of all sizes across Entertainment, Media, DTC, B2B SaaS and ecommerce.
I turned my love for stories into a job. Straight out of engineering, I took up work as an editor, right as internet commerce was taking off. My fascination with storytelling and the internet pulled me into digital marketing, and I've spent the years since helping companies grow their audiences and their revenue online.
When internet video took off, I got to help build India's first Multi Channel Network, leading the media buying, content strategy, and social coverage for live events, back when virality was still mostly luck. That's where I learned how attention behaves when it's live and at scale. No second takes. No fixing it in post.
I moved to Canada in 2019. Since then I've put my marketing skills to work in B2B publishing, ecommerce, and SaaS, driving revenue and building brands, increasingly with AI carrying the repetitive weight.
The basics are the same. A good story, told to the right people, held up by a system that keeps working after the campaign ends. Generative AI just takes the grind work and lets humans focus on the things that move the big numbers. Turns out modern marketing requires some engineering, all along.
Custom tools, business apps, and automated workflows built around your operations. Content pipelines, data extraction, inbox triage, internal ops, custom dashboards. Deployed on your stack and running.
From editorial calendars to full production. Blog, newsletter, video, social. I build the content system. The kind that keeps paying off after the campaign ends.
Full-funnel campaigns across paid and organic social. I've managed budgets from $500/month to six figures and know where each dollar hits hardest.
Lead nurture sequences, data syncs, report generation, inbox triage. If it runs on a schedule or a trigger, it can run without you.
Campaigns, drip sequences, list hygiene, deliverability. CRM built from scratch or fixed from broken. Lead scoring, pipeline visibility, clean data. Migrated 225K subscribers without losing one.
Shopify store management, Amazon A+ content updates, ecommerce SEO, and influencer campaign management. From product page conversion to channel expansion.
Four owned brands built from zero. 500+ branded campaigns for Disney, Marvel, Netflix, and Adidas. National Award-winning documentary.
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 — exactly the kind of pressure that sharpens instincts for what actually resonates at scale.
Eight B2B trade magazines. Tripled membership. Grew revenue 25× through paid, email, lifecycle, and 50+ virtual events. Migrated 225K subscribers to HubSpot without losing one.
Two problems, one company. 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.
Built the stack from zero. Salesforce, Salesloft, ABM, lead scoring, automation. Recovered 15 hours of manual work per week before the growth campaigns even started.
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.
Rebuilt the paid and email engine for Q4. Highest-grossing quarter on record.
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 really knew where conversions were actually 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 actually working.
McDonald's · Tim Hortons · Domino's · Burger King · Popeyes · Cineplex · Rogers Centre.
Enterprise-scale account management across Canada's biggest national accounts. Contracts, rebates, incentives, promo execution, and account engagement for 50+ chains including McDonald's, Tim Hortons, Domino's, Burger King, Popeyes, Cineplex, and Rogers Centre.
The role demands precision at scale — coordinating between sales, ops, and finance while managing complex incentive structures across dozens of accounts simultaneously.
Built a data validation workflow using a Copilot pre-built agent. Automated invoice reconciliation end-to-end.
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.
When people keep doing the same workflow by hand, there's usually a product hiding in it, and AI makes it cheap to build. The hard part is reading the signal under the request, the need people can't quite name yet.
My Last Friday is that in practice. Friends kept asking me to fix their resumes, and underneath every ask was the same problem: capable people who couldn't put their own work into words. So I wrote my process up as a guide for building your own Gemini Gem, people ran it themselves, and then I rebuilt it as a web app: hand it a job posting, get back an ATS-ready resume that still sounds like you.
Visit mylastfriday.com →A look at My Last Friday
The same AI workflows I run on client work, written up so you can drop them into your own stack. Free, no signup.
How to install, adapt, and maintain reusable AI workflows for marketing and sales. The explainer that ties the four workflows together.
Track competitor pages, content, offers, and positioning changes without checking by hand.
Produce a structured competitive brief for a company, product, or category in one pass.
Turn web sources, sales questions, and rough ideas into a newsletter backlog and issue brief.
Audit CRM exports for stale stages, missing fields, duplicates, and follow-up risks.
All four workflows plus the field guide in one download. Drop them into your AI workspace and adjust to your stack.
I write about AI for marketers at
One Spicy Neuron.
Paid ads, content, social, live production, marketing automation, AI implementation, and workflow optimization. B2B and DTC. Available fractional, on a project, on retainer, or full-time.
Custom dashboards, automations, and AI agents on your own VPS. Hardened SSH, Docker containers, fully self-hosted. For ecommerce and Shopify stores: sales assistants, inbox triage, and pipeline tools your team runs independently.
Small collaborative pods where every session ends with something deployed. Over four weeks, your team goes from curious to building real things. Everyone ships.
AI trends, tools, and news for marketers, operators, and founders. If your audience is working out what to do with AI right now, reach out.
Got a marketing problem
or an AI project in mind?