Aarzu Kedia

Seed-stage martech company backed by Elevation Capital

Product Marketing Lead - Plotline - Bengaluru, India

(2025-06)

Seed-stage martech company backed by Elevation Capital

• Grew marketing MRR from $25K to $60K through AEO, website improvements, and product launches
• Led the transition from Webflow to a code-based website; enabled weekly page experiments: new industry, competitor, and launch pages. Drove 100% MQO lift in one month (60% India, 30% US, 10% SEA)
• Led 3 product launches: Gamification (most-adopted module), Omnichannel Journeys (repositioned company; new ICP, website copy, sales deck), and AI Workflows (80% customer adoption in 1 week)
• Lifecycle marketing: built behavioral email sequences, and onboarding programs: 300% lift in open rates, 200% lift in activation within the first 24 hours
• Customer marketing: 12 video testimonials, and 20+ case studies across fintech, mobility, and ecommerce; segmented by deal stage. Customer evidence influenced 40%+ of closed ACV
• Directed a monthly paid media budget of $5K across LinkedIn, and Google Ads via an agency; oversaw a $100K annual tradeshow budget for events in India, SEA, US, and the Middle East, including booth design, and on-site materials

Content Marketing Associate - Plotline - Bengaluru, India

(2024-06 - 2025-05)

First marketing hire at seed-stage martech company

• Grew marketing MRR from $10K to $25K through SEO, and LinkedIn content
• Built SEO function: 35K quarterly organic visits, 40% of demo requests, $310K in closed ACV
• Produced full-funnel content: top-of-funnel reports, and guides (Gamification playbook, IPL marketing guide) and bottom-of-funnel assets (ROI calculators, competitor pages, and sales battle cards)
• Built attribution system tracking leads from first touch to closed

Growth Marketer (Content) - Upraised - Bengaluru, India

(2023-05 - 2024-05)

Seed-stage edtech company backed by Lightspeed

• Owned LinkedIn for founder, and company accounts: drove 30% of company revenue; 150% follower growth and 190% MoM impression growth at peak
• Built testimonial, and case study library by buyer persona: reduced deal decay by 25–30%, improved close rate from ~10% to 15–18%
• Ran webinar program with 300+ attendees per session; co-built The Third Place: monthly offline community for senior PMs at CRED, and Airbnb offices (100 attendees, 4 editions)
• Ran Meta Ads (INR 60K/week), and 12 micro-influencer campaigns monthly; learnings shaped organic channel strategy

B.A. - Economics and Mathematics - Gargi College, University of Delhi (2020 - 2023)