Samar Birwadker

Growth Marketing Manager • Content Marketing Manager • SF, CA, US

Automation

Growth Marketing

Go-to-market Strategy

Visual Design

Brand Strategy

Brand Design

Marketing

Fundraising

Leadership

Marketing Analytics

Lead Generation

Marketing Strategy

Team Building

Available for hire fromNegotiable

Contracts

Seasoned SF based Founder & CMO with a successful exit. Full Stack Marketer / 15+ years of experience building and scaling B2C & B2B tech startups.

I am a founder and senior executive with 15+ years of experience building companies and partnering with founders. - At Good.Co, I led the team that scaled the platform to $23M ARR while attracting 15M+ registered job seekers and 50+ mid-large enterprise customers. - In my role as Interim Head of Marketing at MetaMap, I developed a comprehensive global marketing strategy that reduced the CAC to LTV ratio by 30% within five months, and significantly increased marketing-attributable revenue from 10% to 55%. - Throughout my career, I've been committed to building diverse, cost-efficient teams, advocating for data-driven decision-making, and generating upwards of $100M in value through relentless experimentation and optimization.

Projects

Interim head of marketing

Background: MetaMap, an AI-powered data analytics SaaS firm with a $25M ARR, was grappling with stagnant growth and a high cost of revenue due to a wholly high-touch, sales-led go-to-market strategy. Objective: As the Interim CMO, my mandate was to construct a marketing and growth team from the ground up during a six-month tenure, before transitioning to a newly hired CMO. The goal was to establish an inbound marketing stack that would balance revenue with outbound customer acquisition and sales. Impact: Operational Efficiency: Built an all-encompassing marketing operation, including product marketing, PLG, demand generation, brand, content, and marketing operations, achieving 40% savings under budget. Team Expansion: Grew the marketing team from four junior members to a dynamic, growth-focused 18-person team spread across Mexico City, Lagos, Sao Paulo, and Bangalore. Brand Revamp: Overhauled the entire brand, visual language, messaging, positioning, and value proposition framework, culminating in the launch of a brand-new website within three months. Revenue Growth: Boosted the share of marketing-attributable revenue from 10% to 55% through innovative demand generation, brand enhancement, and website optimization. PLG Implementation: Launched the first PLG motion in collaboration with product, marketing, and revenue teams, resulting in a 30% drop in the CAC to LTV ratio within five months. Sales Transformation: Transitioned a 150-strong high-touch sales force to a capital-efficient model, leveraging an attribution system, MarTech stack, and new content channels. Pipeline Generation: Generated a $25M total pipeline and $8M in revenue at 2.5x per/$ efficiency, propelling overall revenue by 40%. See More

Good&Co - Scaling a Psychometrics Recruitment Platform (Acquired by Axel Springer in 2016)

Objective: Founding, getting acquired and Scaling the psychometrics-based recruitment platform to reach a broader audience and increase engagement. Results: - As a solo product & growth focused founder, recruited CTO & rest of senior team, raised 2 rounds of venture capital from institutional investors and scaled to 1.2 mm registered profiles and first 5 enterprise customers before being acquired in 2016. - Scaled to 150 employees, $23M ARR, 15M+ job seekers, and 50+ enterprise customers. - As a solo product & growth focused founder, recruited CTO & rest of senior team, raised 2 rounds of venture capital from institutional investors and scaled to 1.2 mm registered profiles and first 5 enterprise customers before being acquired in 2016.Built the largest psychometric database with 15M+ profiles and 10k recruitment customers using product-led growth, content, and social media strategies. - Achieved top 10 career app rankings in the US, UK, and Germany. - Launched a B2B SaaS platform with 50 mid-market customers and $15k average ACV using PLG tactics. - Developed an 8-factor behavioral assessment for predicting new hire performance, improving the existing DISC modelSee More

Ramping up User Acquisition and Retention for a large consumer fintech bank

Objective: Optimize user onboarding and implement product-led growth strategies for the digital-only bank with 5 million registered accounts. Results: - Streamlined onboarding flow, increasing initial user engagement by 45% and reducing 1st-week uninstalls by 35%. - Implemented a tailored PLG strategy, improving MAU retention by 25% and boosting CLTV by 20%. - Developed targeted brand messaging resulting in a 30% increase in brand recall and a 15% lift in conversion rates. - Improved UI/UX design based on user behavior insights, increasing average session length by 10% and in-app tool activations by 25%. - Incorporated a gamified reward system, generating a 20% lift in referral sign-ups.See More

Enhancing Market Positioning and Brand Identity for an Enterprise AI/ML Leader

Objective: Strengthen the market positioning and brand identity of AI-driven platform DataRobot. Results: - Refined brand strategy and positioning, increasing brand awareness by 40% among enterprise customers. - Conducted customer journey mapping to identify improvement areas, implemented customer personas, and reduced churn by 25% through an enhanced onboarding process. - Established a cohesive visual identity and improved UX, leading to a 30% increase in website engagement and stronger brand recognition. - Refined messaging for targeted segments, driving a 35% increase in organic traffic and reducing support inquiries by 28% through customer-focused content. - Facilitated executive workshops and cross-functional teamwork for a streamlined brand strategy execution.See More

Work History

Growth Advisor & Investor

Various Startups Mar 2018 - Present • 6 yrs 7 mosAs a growth strategist, I collaborate with several early to growth-stage startups in capital-efficient revenue planning, PLG implementation/transition, fundraising, demand generation, brand, and product commercialization. My expertise spans across Consumer Subscription, SaaS Subscription, Generative AI, Blockchain, and Fintech; currently working with four startups with ARR ranging from $0M to $50M.

Head of Marketing

MetaMapJun 2022 - Mar 2023 • 10 mosAccomplished the following pre-defined objectives before transitioning to a new CMO who I helped hire: • Established product marketing, PLG, Demand Gen, Brand, Content, and Product Marketing from the ground up and at 40% under budget • Expanded marketing team from 4 to 18 across Mexico City, Lagos, Sao Paulo, and Bangalore, focusing on cost efficiency and diversity • Launched first PLG motion, incorporating ABM, SEO, paid digital, and Community and reducing CAC to LTV ratio by 30% within 5 months • Championed data-centric decision-making by implementing a MarTech stack and automation, driving a 25% reduction in customer acquisition cost. • Generated $25m pipeline, contributing to $8m revenue at 2.5x per/$ efficiency and growing marketing-attributable revenue share from 10% to 55%

CEO

Good.Co (Acquired by Axel Springer / StepStone)Jun 2013 - Mar 2020 • 6 yrs 10 mosGood.Co was a psychometrics-based recruitment platform acquired by StepStone GmbH/Axel-Springer in 2016. Good.co was often described as “LinkedIn meets eHarmony” or a “Quantified Glassdoor” • Raised $4M, recruited CTO & senior team, and grew business to 1.2M job seeker profiles, 1k business profiles, and 5 enterprise customers • Implemented B2C2B growth model for quantitative culture profiling through viral assessments; Pre-PLG penetration strategy that helped shorten enterprise time to close by 30% • Built team of 25 employees in engineering, product, and marketing roles, fostering a culture of innovation and experimentation • Scaled to ~150 employees, $23M ARR, 15M+ registered job seekers, 20K+ business profiles, and 50+ mid-large enterprise customers, utilizing integrated user acquisition and demand gen • Raised over $75MM and generated upwards of $100M of value by building and integrating a customer acquisition engine with 5 of the largest job boards in 3 countries • Built largest psychometric database with 15M+ registered profiles and 10k recruitment customers, leveraging PLG, content and social media strategies • Grew Good&Co mobile app to top 10 career apps in US, UK, and Germany with a virality coefficient of 2.5. Won several awards for brand, design, and product innovation. • Launched B2B SaaS platform and grew to 50 mid-market customers with $15k average ACV, employing Product-led Growth tactics. • Eminent thought leader in team building, workplace culture, and growth marketing, with extensive international speaking engagements and publications • Developed 8-factor behavioral assessment with a team of psychometricians & AI engineers to predict new hire performance; first major advancement in 40 years of the 5-factor DISC model

Growth & Brand Strategist

AKQA / WPPFeb 2005 - Apr 2013 • 8 yrs 3 mos• AKQA/WPP Developed GTM, brand strategy, media planning, activation, and measurement programs for B2B tech and consumer brands Sony, Intel, Xbox, Nike, Google Fiber, and YouTube • Landor/WPP Led brand marketing, buyer persona development, customer journey and content mapping for clients like FedEx, HP, EA, Citi, Adobe and Siemens; led market research using BAV methodology to quantify and measure qualitative brand assets as predictors of financial and marketplace success. • Anthem Worldwide/SGK Directed brand definition and growth strategy for clients such as HP, Seagate, Microsoft and Safeway; supported new business pitches averaging $1m/year in deal size

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