Pankaj Thakur
Marketing has been the function I've led, but my role has always spanned GTM, product marketing, customer acquisition, pricing, partnerships, customer success, sales enablement, and commercial strategy. Over the past 14 years, I've worked across B2B SaaS, TravelTech, Field Service Management, and AI. I've built marketing functions from the ground up, led company rebrands, launched products, redesigned pricing and packaging, introduced AI into commercial workflows, and worked closely with founders and leadership teams to build commercial functions that support long-term growth. Highlights from my work include growing a business from zero to more than €5M in revenue, increasing organic traffic by 10X, improving conversion rates by 4X, exceeding lead generation targets by 135%, and supporting product launches and expansion into new markets. I work close to the business, understanding how customers buy, what slows growth, and where commercial processes can be improved. Whether the challenge is entering a new market, improving product adoption, aligning marketing with sales, or building a function from scratch, my focus is always the same: solve the problem, keep it practical, and build something that lasts. Areas I've worked across: • Go-to-market strategy • Product marketing and positioning • Customer acquisition and lifecycle marketing • Pricing and packaging • Account-based marketing • Sales enablement • Partnerships and business development • Customer success • AI-assisted commercial workflows • Team leadership I measure success by the strength of what remains after I've moved on.
Worked with the CEO as GTM advisor and Chief of Staff at Predictive Equations, an AI vision startup backed by Techstars and Starburst, while it grew from one product into three. • SignalForge + FrameHunter – pulls the right footage out of hours of video and cleans it up, built for legal, insurance, and security teams • Predictive AI Protection – lets companies license their AI models without handing over the model itself, built first to protect our own • GamerForge – restores and reconstructs 3D assets from photos, now expanding into a full modeling and scene-building tool for game, VFX, CAD, and manufacturing workflows Owned and led the launches for all three products. Helped shape product strategy and how each was framed commercially. Worked with the team on timelines and roadmaps across all three lines, feeding input back to the CEO. Led go-to-market positioning and launch communications throughout.
At Wello, a B2B SaaS platform for field service companies, I lead enterprise go-to-market strategy and revenue-aligned growth initiatives across European markets. - Led the full company rebrand, covering brand identity, messaging, positioning, and rollout across all markets - Built the inbound acquisition engine from the ground up, covering technical SEO, multilingual site structure, product localisation, and keyword strategy across France, UK, Germany, Benelux, and Southern Europe - Managed Google Ads across multiple markets, owning budgets, improving conversion rates, and adapting strategies by country and language - Set up the full email marketing system across Brevo, Mailchimp, and Apollo, including automated nurturing sequences covering onboarding, reactivation, and lead conversion - Shifted the business from a sales-led model to a product-led one, making growth more structured and scalable - Developed product marketing materials including case studies, competitive positioning, sales enablement content, and UI/UX improvements used across the European sales team - Led outbound prospecting alongside sales, defining ICP profiles, identifying target accounts, supporting demos, and staying involved from first contact to close - Built the pricing and packaging model independently using LTV, CAC, and revenue data to improve conversion and expansion - Localised positioning, messaging, and demand generation across 8 European markets, adapting to local sales cycles and buyer behaviour - Introduced AI tools across content, lead qualification, customer communication, knowledge base, and campaign workflows - Built dashboards tracking traffic, leads, MQLs, SQLs, and CAC to keep reporting clear and decisions data-driven - Hired and organised teams across Marketing, Product, Customer Success, and Tech to support growth as the business scaled
Growth studio working with early-stage SaaS and IoT startups Worked directly with founders to build GTM, acquisition and revenue systems from scratch across a portfolio of SaaS and digital products. - Grew organic traffic 10X for CuddlyNest through technical SEO and content marketing - Led competitive benchmarking and positioning for CuddlyNest, shaping how the platform was marketed against established travel platforms - Launched Assista.io (time tracking), Headlessforms (online form builder) and Easy User Test (user validation and messaging) to market, handling pricing, positioning and product demos - Defined ICPs and target segments for each product and built acquisition systems that generated consistent and predictable pipeline - Partnered with product and customer success teams to improve how users discovered, tried and stayed on each product Products: Hypergrowth, Headlessforms, Easy User Test, Camplight / Assista.io, CuddlyNest
Co-founded a travel tech startup during Covid helping individuals and businesses plan personalised trips, building the business from zero and owning all sales and marketing across B2B and B2C.
Promoted from General Manager to lead the full commercial operation across Europe, UK, US, Australia and New Zealand, working directly with C-level on strategy and expansion. - Ran all paid search, display and retargeting campaigns across multiple international markets, single-handedly generating pipeline for a sales team of 12 - Led SEO and content strategy across multiple markets and languages to grow organic reach and inbound demand - Built and managed B2B and B2C partnerships across Europe, opening new distribution channels and revenue streams - Led PR, events and offline activations to build brand visibility and credibility in new markets - Hired, structured and managed the sales and marketing teams across Europe
Managed five figure monthly budgets across UK and francophone markets. - Delivered the company's best performing year, surpassing lead targets by 135% and sales opportunities by 117% - Built and marketed travel packages and products based on different themes and target markets - Achieved 6 to 7 figure ROAS consistently across paid channels - Converted 24% of marketing qualified leads into sales opportunities
Data management, Oracle SQL queries and MIS reporting supporting the Malaysian sales operation, plus sourcing support in India.