Context

As enterprise businesses shifted toward subscription-based models, managing usage data became both a competitive advantage and a technical hurdle. DigitalRoute saw this opportunity and set an ambitious growth target, however, lacked the brand presence, value proposition, and go-to-market maturity to compete in the broader enterprise market. It was simply unknown to enterprise buyers. To succeed, DigitalRoute had to build a differentiated position from the ground up—becoming essential to channel partners like billing vendors and IT consultancies, while also generating direct enterprise demand through a compelling, standalone value proposition.

Mandate

As CMO of DigitalRoute, my mission was to:

• Lead the transformation from a telecom-focused vendor to a cloud- and SaaS-first company positioned for enterprise market growth
• Reshape the company narrative, define a competitive value proposition, and establish a leadership position in the emerging usage data management space
• Build a scalable go-to-market engine—including pipeline generation strategy, commercial offer design, industry and persona segmentation, and development of the tech stack and team capabilities required to scale in new enterprise segments

Strategic Impact

1. Positioned DigitalRoute as the Leader in Usage Data Monetisation

Launched a differentiated value proposition built around validated enterprise pain points and DigitalRoute’s core capabilities. Repositioned the company from a telecom mediation vendor to a cloud- and SaaS-first provider with a clearly articulated enterprise offering.

2. Restructured and Commercialized the Product Portfolio

Transformed technical features into enterprise-ready commercial solutions. This included defining ideal customer profiles (ICPs), segmenting target industries, renaming the product suite, and aligning messaging to enterprise buyer needs.

3. Built a Scalable, Pipeline-Focused Go-to-Market Engine

Designed and operationalized a unified GTM model integrating product, marketing, sales, and business development. Focused on generating qualified pipeline through direct and channel partner motions across previously untapped segments.

4. Drove AI-Led Transformation of Marketing and Sales

Embedded AI across marketing and sales workflows from account intelligence and segmentation to campaign execution and content development. Enabled faster, data-driven execution, with significant performance improvements across GTM teams.

5. Elevated Brand Credibility and Market Influence

Established DigitalRoute as a visible, trusted voice in the usage-based management space. Built a lean, high-impact content engine that outperformed larger incumbents in share of voice, buyer engagement, and content-attributed pipeline.

Measurable Outcomes

1. Pipeline Growth and GTM Impact

• Built a net-new $15M pipeline in under 18 months
• Cut lead qualification cycles from 2–3 months to an average of 2 weeks
• Reskilled and transitioned marketing from a service function to a full-funnel, revenue-generating GTM engine

2. Brand Awareness and Authority

• Increased brand awareness among target accounts by 30% within 12 months
• Created a podcast followed by 12,000+ enterprises to share customer stories and best practices
• Ranked #1 on key business terms on Google and surfaced prominently in large language models
• Doubled business social media followership in 12 months

3. AI-Led Speed and Efficiency

• Accelerated ABM execution by 5x across account intelligence, persona profiling, and channel activation
• Reduced campaign design cycles from 8 weeks to 2
• Increased productivity and output by 3x without increasing headcount
• Embedded a culture of experimentation and AI fluency that became a competitive edge

What I’m most proud of

Leading a transformation that reshaped the company’s identity, value proposition, and market relevance—and built a pipeline from zero to $15M in the process

Earning brand recognition and market presence in a space dominated by larger, better-resourced incumbents—by staying focused, customer-led, and bold in both ambition and execution

Building a team and culture that embraced experimentation, adopted AI as a working method, and transformed marketing into a true revenue engine

How Others Describe My Leadership

Known as a strategic and hands-on leader who blends clarity of vision with strong commercial execution. Recognized for turning marketing into a true growth engine—aligned with sales, product, and customer success. Builds teams that move fast, embrace experimentation, and thrive in environments of transformation. Seen as someone who energizes others, simplifies complexity, and leads with purpose.

Work in Action

01 Podcast

02 Web, mobile

03 LLLM Performance