Shezal Babar

Product Marketing Manager

Growth Marketing Manager

Product Manager

San Diego, CA, US

Product Marketing

Go-to-market Strategy

Messaging Strategy

Marketing Strategy

Brand Strategy

Competitive Analysis

Klaviyo

Shopify

Product Strategy

Growth Marketing

Program Management

Email Marketing

Content Strategy

Paid Acquisition

Partner Management

Available for hire fromNegotiable

Founder & CEO, SAÉA | Ex-Meta, Atlassian | Product Marketing, Go-to-Market & Growth

I'm a product marketer and strategist turned founder. At Atlassian, I led enterprise product strategy and go-to-market for the Automation & Analytics Platform, including revamping Analytics' pricing and packaging for FY25–27. At Meta, I led product strategy and product marketing for Reels monetization through Meta's largest creative and adtech partners, launching Meta's first global Reels Ads enablement experiment with 10+ partners and 30+ enterprise advertisers. Today I'm Founder & CEO of SAÉA, a design studio bringing natural onyx and marble from the earth to customers, hand-carved by artisans in Pakistan, while running as an AI-first company. I lead all of SAÉA's marketing, from positioning and launches to pricing, content, lifecycle, and paid acquisition, and our AI stack (Claude, Claude Code, GPT, Nano Banana, Sora, Kling) is how a lean team grew DTC 11x and sales 360% year over year with no outside capital. SAÉA now serves 3,000+ customers with 400+ five-star reviews and a 30% returning customer rate, sold through our site, Etsy, Wolf & Badger, and select retailers. I help founders and teams with product marketing, positioning and messaging, go-to-market and launches, pricing and packaging, and putting AI to work in their marketing. If you're building something ambitious, I'd love to help.

Projects

SAÉA: From Organic to Paid, Growing DTC 11x

The challenge SAÉA, the natural stone design studio I founded, spent its first months as an organic, Etsy-led business. Demand was real, but growth depended on marketplace traffic we didn't own. What I did In May 2026 I pivoted the business to DTC e-commerce on Shopify and launched paid acquisition on Meta. I led with positioning around the stone and the hand craft, and built an AI-first creative engine (GPT, Nano Banana, Sora, Kling) so we could test far more ad concepts at a fraction of traditional cost. I set clear ROAS thresholds for when to pull back, hold, or scale, migrated about 500 marketplace customers into owned email, and built lifecycle flows in Klaviyo, including a welcome offer and retention emails. I tracked everything through Shopify analytics, ROAS by campaign, and a monthly P&L by channel. Results - DTC revenue up 11x and total sales up 360% year over year - 3,000+ customers and 400+ five-star reviews - 30% returning customer rate - ~90% gross margins on the core line - New retail partnerships, including Wolf & Badger (online, London, New York, LA) All with no outside capital.See More

Work History

Founder & CEO

SAÉAFounded and scaled SAÉA, a design studio that brings natural onyx and marble from the earth to customers while operating as an AI-first company: lean, automated, data-driven, and bootstrapped to profitability with no outside capital. - Lead all marketing end to end: brand positioning and messaging, product launches, pricing and packaging across DTC, Etsy, and wholesale, content and creative production, lifecycle email, and paid acquisition. - Grew DTC 11x and sales 360% year over year; SAÉA now serves 3,000+ customers with 400+ five-star reviews and a 30% returning customer rate. - Run growth as a performance system: ROAS-based scaling thresholds, rapid creative testing, lifecycle and retention flows, and channel-level P&L tracking. - Built an AI-first operating model: Claude and Claude Code power internal tools, dashboards, and analytics, while GPT, Nano Banana, Sora, and Kling produce imagery, video, and ad creative at a fraction of traditional cost. - Built omni-channel commerce across Shopify, Etsy, wholesale, and pop-ups, with retail partners including Wolf & Badger (online, London, New York, LA), Comman Goods, and Apostrophe Home. - Negotiate directly with international suppliers in Pakistan and China at ~90% gross margins on the core line; now expanding into furniture. - Extended the brand into hospitality with SAÉA Homes, scaled from one to three vacation rentals in a year.

Senior Manager, Enterprise Product Strategy

AtlassianDec 2023 - Dec 2024 • 1 yr 1 moLed enterprise product strategy and go-to-market for Atlassian's Automation & Analytics Platform products, part of its B2B SaaS portfolio, owning how they were positioned, packaged, priced, and brought to market. - Overhauled Automation's product strategy and positioning, and revamped Analytics' pricing and packaging for FY25–27. - Defined positioning and messaging for enterprise buyers, informed by competitive benchmarking, buyer personas, customer research, and sales data. - Planned large-scale product and packaging launches, owning the financial modeling, analysis, and reporting behind them. - Partnered with sales and customer success on enablement content and consistent product narratives for enterprise deals. - Defined eight KPIs in 2 months to enable revenue attribution, OKR alignment, and post-launch adoption tracking.

Product Strategy Manager

MetaDec 2021 - Dec 2023 • 2 yrs 1 moLed product strategy and product marketing for Meta's Reels monetization products, driving go-to-market through Meta's largest creative and adtech partners (Meta Business Partners). - Led go-to-market end to end, from positioning and messaging through launch, commercialization, and adoption. - Launched Meta's first global Reels Ads product enablement experiment with 10+ partners and 30+ enterprise advertisers. - Developed positioning and value propositions for SMB and enterprise advertisers from partner interviews, market research, and competitive analysis, and influenced internal and external roadmaps to launch Ads products. - Produced meta-analyses and customer case studies to support go-to-market and sales enablement across Asia, Europe, and the Americas. - Built partner and sales enablement content (pitch narratives, FAQs, playbooks) and ran a repeatable launch playbook across product, engineering, marketing, and partner teams. - Hired and managed a program manager and led a ~30-person cross-functional team, setting KPIs and running weekly standups.

Senior Specialist, Global Risk Operations (Trust & Safety)

MetaAug 2021 - Dec 2021 • 5 mosEmpowering global communities and supporting the safe use of Meta's products across the Facebook, Instagram, and WhatsApp platforms by identifying, managing, and mitigating macro-level risks at scale. Influenced policy development and product mitigations for high risk community product launches, and served as PM for Meta's largest abuse detection and policy enforcement product. Department: Operations • Level: Senior

Specialist, Global Risk Operations

MetaNov 2019 - Aug 2021 • 1 yr 10 mosDepartment: Operations • Level: Specialist Meta (FB) is a Software Development company. Meta is a company that aims to build the future of human connection and the technology that makes it possible. They offer career programs and work with teams that are the best at what they do. Meta has 70,000-80,000 employees (+20% YoY) and has annual revenue in the $200B-$300B range, founded in 2004. Headquartered in Menlo Park, California, United States, operates in 10 countries (including France, Brazil, Spain, United Kingdom, and Australia). Its workforce is distributed across 142 countries (including United States, United Kingdom, Ireland, India, and Singapore). Has $62B in total funding, with 26 prior funding rounds.

Strategy & Operations Analyst

KivaDec 2018 - Aug 2019 • 9 mosKiva Labs: Social Enterprises Department: Operations • Level: Specialist Kiva is a nonprofit organization. Kiva has 200-300 employees (+4-5% YoY) and has annual revenue in the $30M-$40M range, founded in 2005. Headquartered in San Francisco, California, United States, with presence in Kenya. Its workforce is distributed across 25 countries (including United States, Colombia, United Kingdom, Canada, and Kenya). Has $12.9M in total funding, with 7 prior funding rounds.

Research Analyst

Center for Responsible LendingJun 2018 - Jul 2019 • 1 yr 2 mosPublished two policy reports on predatory lending practices in the US and their impact on impoverished and underserved communities in the US (leading data collection and analysis) Department: Research • Level: Specialist Center for Responsible Lending is a nonprofit organization. Center for Responsible Lending (CRL) is a company that focuses on responsible lending in various areas such as clean energy transition, consumer finance, debt collection & settlement, mortgage lending, overdraft fees, payday and other small dollar loans, small business, student loans, research & policy, and newsroom. Center for Responsible Lending has 20-30 employees (+2-3% YoY) and has annual revenue in the $10M-$20M range, founded in 2002. Headquartered in Durham, North Carolina, United States, with offices in Oakland and Washington. Research output of 30-40 works, primarily in Economics, Econometrics and Finance, Business, Management and Accounting, and Social Sciences.

Strategy Consultant

MozillaAug 2018 - Dec 2018 • 5 mosDepartment: Consulting • Level: Specialist Mozilla is a Software Development company. Mozilla is a company that works to put control of the internet back in the hands of the people using it. Mozilla has 1,000-2,000 employees (less than 1% YoY decline) and has annual revenue in the $600M-$700M range, founded in 2005. Headquartered in San Francisco, California, United States, with presence in France. Its workforce is distributed across 70 countries (including United States, Canada, Germany, India, and United Kingdom). Has $3.5M in total funding, with 3 prior funding rounds.

Policy Consultant

Inter-American Development BankJan 2018 - Jun 2018 • 6 mosDepartment: Consulting • Level: Specialist Inter-American Development Bank is a nonprofit organization. Inter American Development Bank (IDB) is a financial institution that provides services to the development sector. They offer a range of services including accountability, independent evaluation, annual reports, projects and results, and regional initiatives. Inter-American Development Bank has 4,000-5,000 employees (+8-9% YoY) and has annual revenue in the $2B-$3B range, founded in 1959. Headquartered in Washington, District of Columbia, United States, operates in 26 countries (including Bahamas, Suriname, El Salvador, Uruguay, and Bolivia). Its workforce is distributed across 76 countries (including United States, Argentina, Colombia, Brazil, and Costa Rica). Has $300M in total funding, with 1 prior funding round.

Lead Project Coordinator

Eikon7Aug 2016 - Aug 2017 • 1 yr 1 moDepartment: Project Management • Level: Manager Eikon7 is a Advertising Services company. Eikon7 is a digitally-led integrated marketing approach that helps brands drive sales in the digital economy through a digitally-led integrated marketing approach. Eikon7 has 20-30 employees, founded in 2015. Headquartered in Islamabad, Islamabad Capital Territory, Pakistan, with presence in United Arab Emirates and Romania. Its workforce is distributed across Pakistan, Romania, Denmark, and Norway.

Research Analyst

SECPAug 2016 - Dec 2016 • 5 mosDepartment: Research • Level: Specialist SECP is a government agency. The Securities & Exchange Commission of Pakistan (SECP) is a regulator established with the objective of developing a modern and efficient corporate sector, insurance, nbfcs, and capital markets. SECP has 300-400 employees (+4-5% YoY), founded in 1999. Headquartered in Islamabad, Pakistan, with presence in United States. Its workforce is distributed across 9 countries (including Pakistan, United States, United Arab Emirates, United Kingdom, and Australia).

Tutor

King's College LondonJan 2014 - May 2016 • 2 yrs 5 mosEconomics, Econometrics Department: Education • Level: Specialist King's College London is an educational institution. King's College London has 10,000-20,000 employees (+8-9% YoY) and has annual revenue in the $1B-$2B range, founded in 1829. Headquartered in United Kingdom, with an office in London. Its workforce is distributed across 99 countries (including United Kingdom, United States, India, Italy, and France). Has $39.3M in total funding, with 8 prior funding rounds. Research output of 200,000-300,000 works, primarily in Medicine, Social Sciences, and Biochemistry, Genetics and Molecular Biology. Funds research behind 2,000-3,000 works.

Research Assistant

Cultural Heritage and Afforestation Preservation Society (NGO)Jun 2013 - Aug 2015 • 2 yrs 3 mosDepartment: Research • Level: Specialist

Corporate Development Intern

Grapevine ConsultantsOct 2012 - Nov 2012 • 2 mosDepartment: Other • Level: Intern

Education

University of California, Berkeley

Master of Public Policy, Public Policy Analysis, Public Policy Analysis

King's College London

Bachelor of Science in Economics & Econometrics, Economics, Econometrics, International Relations, Political Science

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