- The brief
- Studying abroad is a months-long, family-level decision. Eduzone needed fewer, better leads its counsellors could actually convert.
- The play
- Country- and course-specific campaigns on Meta and Google, qualifying questions built into lead forms, fast WhatsApp follow-up, and reporting by counselling outcome instead of form fills.
- The impact
- Lead quality became the shared KPI between marketing and counselling, and spend moved toward the destinations and intakes that produced enrolments.
Growth & performance · Bengaluru
Marketing thatearns itsbudget back.
I'm Sijin Mohan. For five years I've built the growth engines behind fintech, consumer tech, edtech, retail and travel brands: the acquisition, tracking and retention systems that turn ad spend into revenue you can trace. 30+ brands. 5+ countries.
Now Marketing Manager, YogiFi
growth.snapshot
Bengaluru · IST
Sijin MohanMarketing Manager · E-commerce · Growth
- Ad budgets / year
- ₹80L–1Cr
- CAC reduction
- −25%
- Launch-month pre-orders
- ₹30L
Brands I've worked with
- YogiFi
- Dive Money
- Safari Mall
- Eduzone
- Linfield Eduverse
- Kromtech
- Galvo
- Voyage UAE
- Daigo
- Nirva
- Professional Academy
- IFGT
- Tale8
- Safari Furniture
- H&S Holidays
- Sravana
- Colors and Looms
- Xtra Ordinary
- Elysian Ties
- Brets
- Dool
- Figout
- Aslee Hinde
- Vogue
- Nexxa Corporates
- InAmigos Foundation
- Apespot
- Vybes
00 / Proof
Numbers, not vanity metrics.
Annual ad budgets managed, up to
₹1Cr
₹80L to ₹1Cr a year across in-house, consulting and agency brands
Customer acquisition cost
−25%
YogiFi, across Google, Meta and marketplaces
Pre-orders in launch month
₹30L
YogiFi Sens smart band go-to-market
People reached in one launch
11.1M
Safari Mall, Ras Al Khaimah, UAE
Brands worked with
30+
Fintech, consumer tech, edtech, retail, travel, F&B
Countries
5+
India, UAE, Germany, Qatar and more
01 / About
An engineer who got hooked on growth.
I studied Applied Electronics, but the question that kept pulling me in was why people buy, and how to get more of them to do it.
So I built. A travel gear rental startup. A performance agency with a team of 16. Growth work for brands from Kerala to the Gulf. Running my own companies taught me to treat every rupee of ad spend like my own, because for years it was.
Today I lead marketing and growth at YogiFi, running an 8-person team across performance, e-commerce, app growth, retail partners and retention for a smart wellness brand.
- Based in
- HSR Layout, Bengaluru
- Markets
- India, UAE, Germany, Qatar and more
- Deepest in
- Fintech, consumer tech, edtech, retail
- Background
- Applied Electronics, first class
Off the clock
I used to vlog motorcycle reviews, riding gear and road trips on YouTube. These days the camera is pointed at photography, and the obsession is still anything with an engine: motorcycles and cars.
02 / Expertise
Deep where growth is hardest.
Every industry buys differently. A first-time digital gold investor, a student choosing a country and a family pricing a solar system each need a different funnel. I've built all three.
Specialisation
Fintech growth
Growth for regulated money products, where trust converts, every funnel step is a drop-off risk, and compliance is non-negotiable.
- Install → sign-up → KYC → first investment funnels, instrumented event by event
- Ad creative and landing pages built within financial-services ad policies
- Trust-first messaging that turns cautious first-timers into repeat investors
- Retention loops across WhatsApp, push, referrals and rewards
- Mixpanel, Firebase and WebEngage analytics tied back to revenue, not installs
Proof · Dive Money, digital gold investing app
Investor journeyStage → stage
- App install
- Sign-up
- KYC complete
- First investment
- Repeat investment
The investor journey I map and instrument, end to end. Bar lengths are illustrative.
-
Consumer tech & D2C
Pre-orders, launches and marketplaces for products people want to see before they buy.
YogiFi · Galvo · Nirva
-
Edtech & education
High-consideration decisions, where counselling-led funnels and lead quality beat raw volume.
Eduzone · Linfield · Dool · Figout · Brets
-
Retail in the GCC
Geo-targeted launches that fill stores, units and showrooms in crowded Gulf markets.
Safari Mall · Safari Furniture
-
Travel & hospitality
Seasonal demand, package funnels and partner-led growth, timed to the travel calendar.
Voyage UAE · H&S Holidays · Vybes
-
F&B & restaurants
Positioning, local discovery and footfall for food brands from Kerala to the Gulf.
Daigo · Aslee Hinde
-
Beauty & professional courses
Admissions campaigns for career-changers weighing a big personal decision.
Professional Academy · Vogue · IFGT
-
Energy & smart home
Big-ticket, technical purchases explained simply enough to convert.
Kromtech · Galvo
-
Health & wellness
Sensitive categories handled with clarity, care and proof.
YogiFi · Sravana
03 / What I own
The whole growth system.
Most marketers own one piece. I work across the full loop, so what we learn in one stage makes the next one better.
01
Acquire
−25% CAC
Meta, Google, LinkedIn, marketplace and quick-commerce ads, planned around what a customer costs and what they're worth.
02
Measure
60% faster reporting
GA4, Tag Manager, server-side tracking, Conversions API and MMPs, so every sale traces back to the campaign that earned it.
03
Convert
+18% landing CVR
Landing pages, offers and experiments at every stage of the funnel, from first touch to checkout.
04
Retain
Cohort & LTV views
Lifecycle journeys across WhatsApp, push, email and CRM that bring customers back and grow lifetime value.
05
Scale
₹30L launch month
Go-to-market for new products, pre-orders and market entries, and the team and playbooks to keep it running.
04 / Selected work
Stories behind the numbers.
In-house roles, growth engagements and the companies I built, across fintech, consumer tech and retail in India and the Gulf.
Scaling a smart wellness brand, profitably
YogiFi makes AI-powered yoga mats and wearables. I lead growth end to end, from paid media and marketplaces to the tracking, retention and team behind them.
- Led go-to-market for the YogiFi Sens smart band: market research, pre-launch and pre-orders
- Ran the Gen3 pre-order launch: funnel, retention automation and pricing experiments
- Lead an 8-person marketing and business operations team across D2C and B2B
- Rebalanced channel mix and bidding across Google, Meta and marketplaces
- Built GA4, GTM, server-side tracking and CAPI with automated Looker dashboards
- Connected WebEngage, Rudderstack, Zoho and Triple Whale for cohort and LTV reporting
₹30Lpre-order revenue in the first month of the YogiFi Sens launch
₹80L+annual ad spend managed
−25%customer acquisition cost, with ROAS improving
+18%landing page conversion rate
60%faster reporting cycles
Building the growth engine for an investing app
Dive Money lets people invest in digital gold. I owned growth strategy across acquisition, conversion, analytics and retention, in a category where trust is everything.
- Ran Meta and Google campaigns optimised for first investments, not just installs
- Built audience segments and creative tests to improve CAC and investing behaviour
- Instrumented Mixpanel, Firebase and WebEngage for events, cohorts and funnels
- Designed retention across WhatsApp, push, CRM, referrals and rewards
- Kept every campaign inside financial-services advertising rules
“He brought a data-driven approach to performance marketing, was proactive about testing and optimization.”
5funnel stages mapped and instrumented, install to repeat investment
3analytics platforms unified into one view of the investor
Filling a brand-new mall in the Gulf, fast
Safari Group opened a new mall in Ras Al Khaimah and needed shoppers through the doors and retailers in the units, at the same time. I've also worked with Safari Furniture, the group's furniture business in the GCC.
- Planned and ran full-funnel Meta campaigns for the launch
- Geo-targeted the catchment to make the mall the go-to local destination
- Ran separate B2B campaigns for outlet rentals and B2C campaigns for shoppers
- Result: strong walk-ins, a clear sales lift and outlets filling up in a crowded market
11.1M+people reached
3.1M+post engagements
2,000+high-intent leads for outlet rentals and promotions
More brand stories
From overseas education to solar energy and GCC restaurants. Open any card for the brief, the play and the impact.
Overseas educationIndia Eduzone ConsultantsTurning study-abroad curiosity into counselling-ready leads. Read the storyClose
EdtechIndia Linfield EduverseA full-funnel engine for course enrolments. Read the storyClose
- The brief
- Linfield wanted a predictable enrolment pipeline, not one-off campaign spikes.
- The play
- Mapped the learner journey from first ad to enrolment, built always-on acquisition with intent-based retargeting, and set up landing pages and demo funnels with weekly reporting the founder could act on.
- The impact
- A repeatable enrolment funnel with clear cost-per-enrolment visibility at every step.
ConsultingIndia · GCC Tale8 portfolioThree categories, small budgets, outsized results. Read the storyClose
- The brief
- Through Tale8 Culture I worked with Sravana (hearing aids and wellness), Aslee Hinde (a premium GCC restaurant) and Colors and Looms (apparel): three audiences that buy for completely different reasons.
- The play
- Trust-led content and local lead campaigns for hearing care, premium positioning and footfall campaigns for the restaurant, and collection launches with catalogue ads for apparel.
- The impact
- “The results were truly exemplary! He brewed magic out of minor budgets.” — Nizam Haris, Founder, Tale8
Beauty & professional coursesIndia Professional Academy · Vogue · IFGTAdmissions campaigns for career-changers. Read the storyClose
- The brief
- Course academies selling a career outcome to people deciding whether to switch paths, across professional courses and beauty programmes.
- The play
- Course-level campaigns with outcome-led creative, a separate funnel for each academy, lead qualification and counselling follow-ups.
- The impact
- A clear view of which courses and creatives drove admissions, so budget followed demand.
Solar energyKerala KromtechMaking a big-ticket, technical purchase feel simple. Read the storyClose
- The brief
- Rooftop solar is expensive and technical. Homeowners and businesses need to understand the savings before they'll talk to sales.
- The play
- Geo-targeted campaigns across Kerala, savings-led messaging, separate residential and commercial funnels, and lead screening before site visits.
- The impact
- Sales conversations started with better-informed, better-qualified prospects.
Smart locks · AI & techIndia GalvoPositioning new-gen smart locks as everyday tech. Read the storyClose
- The brief
- For most buyers, AI-enabled smart locks are a new category replacing a decades-old habit.
- The play
- Demo-first video creative, feature-to-benefit messaging around security and convenience, search capture for high-intent buyers and retargeting across the consideration window.
- The impact
- A launch story built on trust and convenience rather than specifications.
D2C haircareIndia NirvaCreative testing for a crowded D2C shelf. Read the storyClose
- The brief
- Haircare is one of the most crowded D2C categories, and paid social punishes weak creative.
- The play
- Structured creative testing across hooks, formats and UGC, offer and bundle tests, and retargeting with repeat-purchase journeys.
- The impact
- A creative system that finds winning angles faster and keeps acquisition cost in check.
F&B strategyIndia DaigoGo-to-market strategy before the first ad runs. Read the storyClose
- The brief
- Daigo needed a clear plan for how to launch and grow, not just a media budget.
- The play
- Positioning, audience and location strategy, a channel plan across search, maps, delivery platforms and social, and a launch calendar.
- The impact
- A strategy the team could run in-house, with clear priorities for every channel.
TravelUAE · India Voyage UAE · H&S HolidaysSeasonal demand, captured on time. Read the storyClose
- The brief
- Travel demand spikes around holidays and long weekends, and packages need to reach the right people weeks ahead.
- The play
- Destination- and season-led campaigns, WhatsApp-first enquiry flows, retargeting for high-intent browsers and offer testing.
- The impact
- Enquiry pipelines planned around the travel calendar instead of reacting to it.
Edtech & English learningIndia Dool · Figout · BretsEarly-stage edtech, from zero to first cohorts. Read the storyClose
- The brief
- Young learning products that needed their first predictable acquisition channel.
- The play
- Positioning and offer tests, lean paid acquisition, trial and demo funnels, and founder-friendly reporting.
- The impact
- An early, honest read on which audiences and offers were worth scaling.
05 / Clients
Brands I've worked with.
Startups, family businesses and regional leaders across India, the UAE, Qatar, Germany and beyond.
- YogiFiSmart wellness tech
- Dive MoneyFintech
- Safari MallRetail · UAE
- Safari FurnitureFurniture · GCC
- Eduzone ConsultantsOverseas education
- Linfield EduverseEdtech
- Voyage UAETravel · UAE
- H&S HolidaysTravel
- DaigoF&B strategy
- Aslee HindeRestaurant · GCC
- SravanaHearing & wellness
- Colors and LoomsApparel
- Professional AcademyProfessional courses
- VogueBeauty courses
- IFGTBeauty academy
- KromtechSolar · Kerala
- GalvoSmart locks
- NirvaD2C haircare
- DoolEdtech
- FigoutEdtech
- BretsEnglish learning
- Tale8 CultureConsultancy
- Xtra OrdinaryBrand partner
- Elysian TiesBrand partner
- Nexxa CorporatesAgency
- InAmigos FoundationNon-profit
- Apespot DigitalFounded · Agency
- VybesCo-founded · Travel gear
06 / Approach
How I operate.
Five years of running other people's budgets, and my own, boiled down to six rules.
- 01
Revenue is the scoreboard
CAC, ROAS, LTV and revenue. Reach and likes only count when they move those.
- 02
Measure before you scale
Tracking comes first. If a sale can't be traced to a campaign, that gets fixed before more money goes in.
- 03
Spend it like it's mine
I've run companies on my own money. Every rupee of a client's budget gets the same scrutiny.
- 04
Test fast, cut faster
Structured creative and funnel experiments with clear kill rules, so budget only follows what works.
- 05
Build systems, not dependence
Dashboards, playbooks and processes a team can run without me in the room.
- 06
Straight answers
Honest reporting, including what didn't work, why, and what we'll do next.
- 01AuditAccounts, tracking and funnel. Where is money leaking?
- 02PlanChannels, budgets, tests and the one target that matters.
- 03LaunchCampaigns and tracking live, with a dashboard from day one.
- 04ScaleMore budget only behind what's proven to work.
07 / Recommendations
What founders say.
From founders and leaders who worked with me directly, across fintech, retail, education and consulting.
Sijin is a high-agency marketer who takes complete ownership of his work and gets things done. He doesn't just execute what is asked of him, but brings his own perspective, contributes ideas, and often identifies ways to improve the work beyond the original brief.
What stood out was his ability to look beyond just running campaigns and actually understand the business objective behind them. He was proactive about testing and optimization, and consistently looked for ways to improve efficiency and results.
Sijin handled the digital launch of our mall in Ras Al Khaimah with clear planning and steady execution. He ran separate campaigns for shoppers and for prospective tenants, kept us informed through regular reporting, and delivered strong reach and quality leads on both fronts.
Sijin brought structure to our marketing. He mapped the learner journey from the first ad to enrolment, set up tracking we could rely on, and gave us clear weekly reporting. He is thoughtful, dependable and focused on the results that matter to the business.
Sijin understood that overseas education is a considered decision for students and their families. He focused on the quality of enquiries rather than the volume, which made a real difference for our counselling team. He is professional, responsive and easy to work with.
The results were truly exemplary! He brewed magic out of minor budgets.
Passionate about marketing, creative, with critical thinking skills. I like how he prioritizes quality of work and effectiveness rather than vanity metrics.
More recommendations, with full context, are on my LinkedIn profile.
Read on LinkedIn08 / Journey
How I got here.
No straight line. An electronics degree, two companies of my own, agency and consulting work, and now leading growth in-house.
2019
Applied Electronics degree
College of Applied Sciences, IHRD
Built my first product ideas here and graduated with first class honours in 2022. The engineering habit stuck: break the system down, measure it, fix the weakest part.
2021
First campaigns, first agency
InAmigos Foundation · Nexxa Corporates, Kerala
Ran fundraising and digital campaigns for education projects, my first lesson in writing messages that make people act. Then joined Nexxa as a digital marketing executive, handling SEO, SEM and paid social for multiple clients.
2022
Co-founded Vybes
Adventure travel gear rental · D2C & B2B
Most people buy expensive trekking and camping gear for one or two trips a year. Vybes let them rent it instead. I led marketing, partnerships and operations: paid and organic acquisition, deals with travel companies and creators who sent their groups our way, vendor sourcing and inventory. We reached 150+ paying customers and 8 B2B partners in year one, later 12+ travel companies across Mumbai, Chennai, Bengaluru and Kerala, while keeping CAC below LTV. It's where I learned unit economics the hard way. That year I also went through the Xartup startup accelerator.
- 150+paying customers
- 12+travel partners
- 4markets
2023
Founded Apespot Digital
Performance, branding & software agency
What started with one client became a full agency for SaaS, D2C, retail and service brands. I led strategy and paid media, won clients through consultative selling, and built the delivery workflows, reporting systems and vendor partnerships. Apespot was featured by KaroStartup. Alongside it, I consulted with Tale8 across edtech, healthcare, retail and restaurants.
- 25+clients
- 16people on the team
- ₹25Lannual revenue
2024
Joined YogiFi
Smart wellness tech · Bengaluru
Took over paid media, tracking and the Gen3 pre-order launch. That year I also led the Safari Mall launch campaign in Ras Al Khaimah.
2025
Fintech: Dive Money
Digital gold investing app
Owned growth across acquisition, analytics and retention for an investing app, the deepest I've gone into a regulated category.
Now
Marketing Manager, e-commerce specialist & growth hacker
YogiFi · 8-person team · D2C & B2B
Running marketing and business operations end to end: performance, e-commerce, app growth, retail partners and retention. Led the YogiFi Sens launch to ₹30L in pre-orders in its first month.
09 / Toolkit
The stack I work in.
From ad platforms to server-side tracking, analytics, CRM and the AI tools that speed up the work in between.
Advertising
- Meta Ads
- Google Ads
- LinkedIn Ads
- TikTok Ads
- Amazon Ads
- Flipkart Ads
- Microsoft Ads
- Quick commerce
Measurement
- Google Analytics 4
- Tag Manager
- Search Console
- Server-side tagging
- Conversions API
- Rudderstack
- MMPs
Analytics
- Mixpanel
- Firebase
- Looker Studio
- Google Sheets
- Power BI
- Triple Whale
Retention & CRM
- WebEngage
- Zoho
- Push & email
Commerce & workflow
- Shopify
- ClickUp
- Asana
- Trello
- Figma
- Miro
- Canva
AI in my workflow
- ChatGPT
- Claude
- Gemini
- Perplexity
Certifications
- Google Ads MeasurementGoogle
- Search Ads 360Google
- Microsoft Advertising SearchMicrosoft
- Performance MarketingGrowthSchool
- Startup AcceleratorXartup, 2022
- Advanced Digital MarketingNexxa Digital Academy
10 / Contact
Let's talk growth.
Founders, operators and fellow marketers: if you want to compare notes on growth, fintech or a launch you're planning, I'd like to hear from you.