Work

Three systems I built and ran, with what broke in each. Plus a small one from before.

Zil Money / OnlineCheckWriter

US B2B payments. $0.5M to $16M ARR in four years on under $50K a month. 22-person team, in-house attribution, PR as an engine.

Kerala PSC Prep

Bilingual exam prep publishing hundreds of pieces a day with no daily manual work. Hit by Google's scaled-content update. What I changed.

Affiliate and video pipelines

Multi-model content voting, synthetic narration, YouTube Shorts and Telegram distribution, all on scheduled tasks. Including the months they silently stalled.

Forsh Marketing, 2018-22

Before Zil Money I ran a small consultancy for retail and real-estate businesses in Kerala. 30-plus micro-enterprises over three years. Paid social, conversion-focused landing pages, and budgeting tied to unit economics rather than reach. The recurring fix was the same every time: the cost base was wrong before the marketing was. Restructuring it lifted contribution margins by 12 to 18 percent across engagements.

What it taught me: small businesses don't need more channels. They need one channel that pays for itself, measured honestly. Everything I build now starts from that.