The longer version.

Last updated: July 2026

Hi, I'm Shalini! A marketing professional with eight years of experience across agencies, global brands, and fast-moving in-house teams. I've worked across strategy, organic growth, performance, and measurement; always with the same underlying question: what actually moves the business forward?

How I approach the work

Strategy before channels

Growth starts with prioritisation, not tools. What to do, why, and in what order.

Search as demand intelligence

Organic search reveals how markets think. I use it to build acquisition systems that compound over time.

Measurement as decision infrastructure

Clean analytics, clear attribution, and reporting that enables action — not just observation.

Experimentation over shortcuts

Sustainable growth comes from structured testing, not one-off hacks.

My career has taken me through some of the most respected names in the industry. At Neo@Ogilvy I learned how to think about brands with rigour and creative discipline. At GroupM I understood media at scale; how attention is bought, directed, and wasted. At GUS Global I got close to the commercial realities of demand generation for an international education business. Across all of it, SEO strategy was a tool I used well — not a specialism I hid behind. You can see specific outcomes from CMS migrations and organic growth pipelines in my case studies.

I'm currently based in the UK, completing my MSc in Marketing Management with Advertising at the University of Leeds. The degree is doing something useful: it's giving me the academic vocabulary to describe things I already knew intuitively, and introducing frameworks that challenge how I think about strategy, consumer behaviour, and brand. It's making me a sharper marketer.

I'm building toward senior marketing roles in the UK; places where strategy, commercial thinking, and genuine curiosity about how markets work are what's valued. If that sounds like your team, I'd like to hear from you.

Let's talk See my thinking

HOW I WORK

Marketing Expertise. Strategy to Execution.

I work with brands and teams that need more than a specialist; they need someone who can hold the strategy and the detail at the same time. My background spans brand positioning, demand generation, organic growth, performance marketing, and measurement. I've worked within global agencies, in-house teams, and fast-moving growth environments, which means I understand how marketing decisions are actually made and what gets in the way.

Whether the brief is to build a demand pipeline, improve how a brand shows up in search, align the marketing mix around a growth goal, or make sense of messy performance data; the approach is the same: start with what the business actually needs, then build the system to deliver it.

Do you work across both B2B and B2C, and does industry matter?

The fundamentals of good marketing don't change by sector: understanding the buyer, building the right message, reaching them through the right channels, and measuring what matters. I've worked across education, real estate, professional services, and international markets. The context shapes the execution; the discipline stays the same.

What does working with you look like in practice?

It starts with understanding the commercial objective, not the marketing brief. From there I map what's working, what's creating drag, and where the highest-leverage opportunities are. That might lead to a repositioning conversation, a channel strategy, a content system, an analytics overhaul, or all of the above. I don't come in with a fixed playbook. I come in with a framework for thinking and the experience to know what tends to work.

How do organic and paid marketing work together in your approach?

I don't treat them as separate disciplines competing for budget. Organic search builds long-term demand and reveals what your audience is actually thinking about. Paid media accelerates reach and tests messages quickly. The best results come from running them in parallel: using organic intelligence to sharpen paid targeting, and using paid data to inform content and positioning decisions. That integration is where most marketing teams leave value on the table.

TESTIMONIALS

Kind words from colleagues & partners

"I had the pleasure of working with Shalini for more than two years as her manager at GroupM. During that time, I was consistently impressed by her work ethic, dedication, and positive attitude. She is a skilled and experienced SEO manager, and in addition to this she is also an excellent communicator and team player. She is always eager to take on new tasks and responsibilities, and try to find new ways to improve her skills and knowledge. Shalini is a valuable asset to any team."

Mayur Sharma

Head of SEO, IndiaDotcom Digital (Zee Digital)

"Shalini is a true inspiration – a brilliant professional who excels in her field while also prioritizing personal growth. It was an honor to have her participate in a recent training I facilitated. Not only is she incredibly competent and insightful, but she also brings a contagious positive energy and growth mindset to everything she does. Shalini's dedication to continuous learning and her commitment to personal development truly set her apart."

Dr. Juuhi Rai

TEDx Speaker, Rex Karmveer Awardee