VP Strategy & Operations @ Prescient AI | Helping omnichannel brands to optimize spend | Co-founder Don't VLOOKUP

I didn’t come up through marketing.

I came up through finance.

Investing, M&A, diligence across hundreds of omnichannel brands.

I then became an operator, managing and deploying budgets directly and making the pitch to finance for more. 

The same questions came up every time:

Where should the next dollar actually go? How can we scale profitably? 

Marketing was always the largest variable line-item that went chronically underutilized. 

ROAS looked great in decks.

Cash flow and lifetime value told a different story.

The real issue wasn’t growth.

It was efficiency of working dollars - marketing, inventory, and capital tied up in the wrong bets.

So teams default to decisions without a more forward-thinking lens: 

• Optimize to what could be tracked with clicks

• Undervalue upper-funnel channels

• Cut spend that *looked* inefficient

• Then wonder why demand fell apart weeks later

That gap is why I joined Prescient.

Most tools explain yesterday yet ignore the reality that conditions on the field are constantly changing.

We focus on how dollars actually move the business - across channels, over time, and beyond last-click.

Not perfect attribution.

Better decisions that break down the barriers between marketing and finance to invest with confidence.

Will Holtz

Prediko

Everything Revenue Operations - Dashboards, data.
Website owner - Inbound lead

Hustle and hard work helped me to convince founders to create 4 jobs in India 🇮🇳

RevOps and Inbound Marketing Manager

Consulted and setup marketing channels - ASO & SEO

- Successfully setup inbound funnel through Shopify App Store. Tracking and dashboard for deal pipeline
- Got the website to rank for money keywords - Top Inventory Management Shopify Apps
- Broke through important partnerships with subscription apps for Prediko team

Growth Consultant

Loop Subscriptions

Set up marketing & partnership functions from scratch. Changed my position to CMO to reflect a bigger brand (picked it up from Founder's brand by Dave Gerhardt). It worked in my favour when I did a cold DM on LinkedIn for partnerships.

Part of the journey from 250K till ~$2.8Mn ARR - Solo marketing person.

Setup inbound, outbound and partnerships for Loop's success.


Personal wins: 
1. Built a stable inbound channel for Loop based on "alternative" searches and compare pages - 40 Enterprise Leads from this channel over a period of ~1 year

2. Built a stable inbound channel through experiments/changes on the app store listing 

3. Product marketing win in terms of how to best use customer portal. 
Used to act as a stand-in CSM to help brands make the best use of the product. 

An original idea that was replicated by 10+ Loop brands for significant results 
Presented in a case study win: https://www.loopwork.co/blog/dtc-founders-reduce-subscription-cancellations

4. Trained & onboarded new marketing hires (college freshers) on SaaS tools. This helped to set up the company for success.

Responsible for execution (it was all hands-on) & strategy for

- Product marketing - Success stories & Flows Library
- Lead Generation
- Outbound 
- Marketing Ops - Initial CRM setup
- Branding
- Team building

Reason for leaving - Misbehaving founders. Have zero personality and can't conduct themselves at parties.

Marketing Lead

ixigo

- Managed a team of 2 people to lead the SEO efforts at ixigo.com
- Increased traffic by ~25% over a period of 1.5 years. 
Simple techniques used: Deduplication of pages, solved for cannabilization, optimizing page intent, worked on page performance with developers.

Head of Search Engine Optimization (Pre-IPO)

Search Engine Optimization Manager (Pre-IPO)

Trying to bridge the gap between SEO and CRO for VWO.com. 
SEO=> Increasing Website Traffic | CRO=> Increase the probability of converting that traffic into leads.

Highlights
- Managing and executing SEO activities for VWO.com
- Created and established topic clusters for VWO which includes highly searched topics- A/B Testing, Conversion Rate Optimization, Website Heatmap
- Published Google Knowledge Panel for Wingify

SEO Manager

Wingify

Major highlights:
1. Increase in traffic by 30% from August 2019 - June 2020 (3 months into COVID) - Can easily check any rank tracking tool to confirm this
2. Increase in overall rankings for our website VWO.com. If you googled A/B testing anywhere in the world, VWO used to rank first at that point in time. I worked on that :)
It's a topic that is researched by product managers, data scientists, marketers and professionals from other backgrounds
3. A/B tested landing pages for Google ads via dynamic keyword insertion method. Conversions increased by 1% on a few of the landing pages especially for generic keywords.

Associate Marketing

Why I shifted to Marketing:
Opportunity to work in the marketing team of one of India's leading startups (at that point of time)

Major Highlights:
1. Running A/B tests using VWO on VWO.com. Document and share the learnings with the rest of the company in our monthly camps. One of the A/B tests particularly stood out, helping increase free trial signups by 1%.  
2. Wrote a blog post on how someone can learn CRO by drawing an analogy with football. It was shared by Unbounce.
3. Created internal processes for SEO and CRO- Updating content, A/B Test status. 
4. Lead generation with help of form Optimization on all of our Ad landing pages, led to an increase in Free Trial signups.

Product Marketer

About the company: Wingify Software Pvt. Ltd. is a software company based in New Delhi, India. Its products include VWO, an A/B testing and conversion optimization platform, and Pushcrew, a push notification service for web and mobile

Why I Joined: 
1. One of the best startups in India at that point of time and was growing at a very fast pace. 
2. VWO was one of the best platforms in a relatively new digital marketing space known as CRO

Major highlights:
1. Using in-app messaging, automated the process of reaching out to customers on standard plans in order to up-sell, cross-sell or stop churn.
2. Created product demo videos in order to reduce time and effort of manual demos.
3. Shared A/B testing ideas with customers in order to increase product usage. 
4. Created an online process to help onboard other customer success managers.
5. Created an online repository to help other customer success manager with frequently asked questions related to billing.

Why the role did not work out:
1. This was more of an experimental role. The team was very small to handle the queries of so many customers on standard plans.

Customer Delight Manager 

LimeTray

About the company: 
LimeTray helps restaurants get online & provide them with all the tools they need to manage their restaurant, build a brand and engage with customers.


Why I joined:
1. Seeing a company built from scratch is a goldmine for learning and growth. I joined as the 28th employee. At the time of my exit, LimeTray had over 150 employees in 5 different cities in India. 
2. Opportunity to work in a startup in an industry dominated by companies like Zomato. 
3. Flexibility to work on multiple projects like SEO, SEM, and menu analysis of restaurants.

Major Highlights: 
1. SEO for individual restaurants' websites (500+). Mostly it was on on-page optimization. I worked on the conversion rate optimization of restaurants' websites.
2. Doubled the online orders on Bercos' website (a popular Chinese restaurant in India) during Christmas week in 2015 with the help of a tailored AdWords campaign.
3. Helped account managers with cross-selling, and up-selling other products and services, in addition to retaining customers.
4. Provided feedback to the product team for backend features that enabled restaurant managers to schedule email and SMS campaigns.

Why I moved on:
I wanted to move to a different challenge and industry space.

Marketing Associate

Senior Flexonics

How I joined: Selected through on-campus recruitment

Why I joined: 
1. A multinational brand that manufactures parts for automobile companies like BMW, Volkswagen and others. 
2. Company sponsored training in main headquarters in UK. 

Major Highlights:
1. Worked on a project for Mahindra that involved designing and developing a prototype for their new vehicle TUV301
2. Worked on different engine Parts for Honda and Ford.

Why I left:
1. They did not honour the promise they had made during the campus recruitment.
2. Working in a plant was not something that I saw myself doing for rest of my life. I was young and I wanted to take a risk to figure something else out

Design And Development Engineer

MSc International Business & Strategy at University of Exeter

Experienced in both B2B and B2C marketing. Worked on strategy and projects (execution) across major digital marketing verticals- SEO, SEM, CRO and ASO

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Will Holtz

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