Mahadevu
Rohit

Context

The Trust has run events and campaigns since 1979, but its digital operations had not kept up. Registrations, ticketing, donations, contact data and reporting sat across print, informal channels and separate spreadsheets, so nobody could see how people moved from first contact to registration, ticketing, donation and follow-up.

My role

I lead digital marketing, growth and digital strategy, reporting to the trustees. Before choosing any platform, I mapped governance, approvals and audience groups so the system matched how the Trust works. I then coordinated designers, video editors, production teams and PR partners through the build and the campaigns.

What I put in place

• A central event platform in Wix Studio, using Velo where the standard platform was not enough, for event pages, registrations, ticketing, donations and campaign traffic.
• One registration journey: discovery, registration, validation, CRM record, audience segment, confirmation, reminder, event and follow-up.
• Digital merchandising for a catalogue of 100+ books and products on Wix e-commerce: listings, product and book bundles, seasonal and event-led offers, and campaign-led promotion across web, email and social, from product discovery to purchase.
• Campaign pages, launch communications and digital promotion for 10 audio album launches.
• Structured CRM records in place of spreadsheet follow-up, and segmented Mailchimp campaigns (28 sent in the reporting period).
• Donation funnels for campaigns such as Sponsor a Special Smile, linking the campaign landing page, payment route, donor record and follow-up.
• Conversion tracking and reporting through GA4, GTM, Search Console, Meta Pixel and Looker Studio, with campaigns optimised against CPC, CTR, conversion rate and cost per registration, summarised in the Digital Transformation Overview I wrote for the Board of Trustees.

Channels / Platforms

Wix Studio · Velo · Wix e-commerce · Zoho CRM · Mailchimp · GA4 · GTM · Search Console · Meta Pixel · Looker Studio · Zapier · PayPal · JustGiving

Results

• First phase: 31,842 website sessions and 27,486 unique visitors, up 3,842% and 2,987% on the earlier Wix site. The growth came from the platform, content, social, email and event promotion together, not from SEO alone.
• First phase: 4,106 form submissions and 3,244 CRM contact records across participants, donors, volunteers and subscribers. These are records, not unique people.
• Four national centenary events supported, producing 3,027 guest records.
• Across the wider role: 250+ tickets sold for one event in under 24 hours.
• Email delivery of 98.1%, a 67.9% weighted unique open rate and a 15.2% weighted unique click rate across 28 campaigns. Between the earlier and later reporting periods, unique opens rose 63% and unique clicks 105%.

What changed

Events, product promotions, album launches and donation campaigns now run through repeatable, tracked funnels, every sign-up creates a CRM record, and trustees see marketing performance in one report. The next phase extends this to the Trust’s main website.

The brief

There was no TEDx event at the University to inherit. As President of Hertfordshire Students’ Union, I developed the idea, applied for the licence and secured approval. The licence gave permission to run an event. The brand, funding, programme and audience still had to be built.

What I was responsible for

• Programme: the theme Elevate 360: Skills, Startups & Success and seven alumni speakers in finance, sustainability, engineering, entrepreneurship and digital fashion.
• Brand and website: an event identity within TEDx brand rules, and an HTML event website connected to the Students’ Union ticketing platform.
• Sponsorship: funding conversations with the Students’ Union, the Vice-Chancellor’s Office, the Business School and other internal stakeholders.
• Delivery: a 20+ core volunteer team, speakers, six schools, University departments and suppliers, through rehearsals, production, livestream and event day.

Campaign

I planned demand across the life of the event: launch, theme, speaker announcements, registration, countdown, event day, livestream and the published talks, using social media, email, University channels, speaker networks and partner distribution.

Channels / Platforms

Social media · Email · University channels · Speaker networks · Partner distribution · HTML website · Students’ Union ticketing

Results

• Sold out on 25 April 2025, with 450+ more people watching the livestream.
• £6,000+ in funding and sponsorship secured.
• All talks published on the TEDx platform, so they keep reaching people after the event.

Outcome

An idea became a licensed, funded and sold-out event in roughly four months, with an operating model future organisers can use.

Context

INSA UK has chapters at more than 54 UK universities. Its information and operations were spread across teams, tools and spreadsheets, and students kept asking the same practical questions in WhatsApp groups, social channels, email and volunteer support.

The national platform

I led the design, architecture and build of the national platform: membership onboarding, chapter and leadership information, national events, communication workflows, student records, CRM, structured content and analytics. Chapter pages are generated from centrally maintained content, so the organisation does not have to edit dozens of pages by hand.

ASK INSA

I proposed ASK INSA in December 2025 as one place where Indian students in the UK can ask a question and be pointed to the right official source or support route. I built the first working prototype on my own by February 2026, then refined it with the General Secretary, Directors and other stakeholders. It signposts rather than replaces professional advice, and anything that needs judgement goes to a person. A private admin dashboard lets approved INSA UK users review usage and conversations, with the public tool and the dashboard sharing one Supabase backend.

Channels / Platforms

Wix · Velo · Wix CMS · CRM · Automation · React / TypeScript · Supabase · Vercel

Results

• Manual administration cut by approximately 30% through automation and workflow redesign.
• The platform has been reused for national programmes and leadership summits, including events with 300+ participants and activity at Westminster and the Scottish Parliament.
• ASK INSA’s live beta was unveiled at INSA@10 at the UK Parliament on 12 June 2026.

The brief

Ellyfe needed a proper digital presence to find customers, and its internal work (employee records, time tracking, tasks and approvals) was spread across separate tools.

Marketing

I managed CRM and email marketing (segmentation, lead management, nurture journeys and automation), ran paid campaigns on Meta Ads and LinkedIn Ads, and managed the website and SEO, including keyword and competitor research. GA4 and KPI tracking guided where to optimise. I worked with the design, development and product teams so the marketing stayed consistent with the product.

Ellyfe OS

The product was a team effort with the Co-Founder and CTO. My part was workflow architecture, process design, dashboard structure, API connectivity, data flows and integration support. I designed the workflows before the screens, and an API-first approach meant tools such as Connecteam could connect without being built into the core application. Ellyfe OS was used by approximately 6–8 team members, and the company internally observed an estimated 20–30% reduction in manual operational effort across selected workflows consolidated or supported through it, with approximately 30–50 AI-assisted actions a month across selected operational and marketing workflows.

Channels / Platforms

Meta Ads · LinkedIn Ads · Email · GA4 · SEO · Supabase · Connecteam · GitHub · Vercel

What it left in place

A working acquisition base (website, SEO, CRM, segmented email with lead nurturing and paid social campaigns) and an internal operating layer used by approximately 6–8 team members, with connected modules, a shared data layer and AI-assisted tasks.

Context

Food e-commerce depends on trust: customers need to understand the health proposition, and why one product suits them, before they buy. I worked on the account through Safyrus Media from the early stages of the brand’s digital growth, across the whole commercial journey from product discovery to repeat purchase.

What I worked on

• Product presentation: brand direction, packaging, product communication, photography and campaign assets.
• The store: product pages, landing pages, promotions, discounts and checkout pathways, through the transition from WooCommerce to Shopify.
• Paid acquisition on Google Ads and Meta Ads, managed and optimised against CPA, ROAS, ROI and sales, with audience and competitor research shaping targeting and creative.
• Retention: segmented SendinBlue email for launches, discounts, repeat purchase and re-engagement, so the brand was not paying to reacquire the same customers.
• Social and content: channel setup, campaign calendars, product shoots, promotional videos and launch campaigns.

Measurement

GA4, GTM, Meta Pixel and UTM tracking, alongside platform reports and store sales data, showed which campaigns brought customers, where they dropped out and what led to purchase.

Channels / Platforms

Shopify · WooCommerce · Google Ads · Meta Ads · GA4 · GTM · Meta Pixel · UTM tracking · SendinBlue

Context

The business was becoming NeoGreen Power, formerly Power Infra. A new logo would not have been enough: the brand had to explain what the company did and how its services fitted together. I worked directly with the directors through Safyrus Media.

Brand and services

I developed the identity, colour system, brand voice, messaging and guidelines, and reorganised technically complex renewable-energy services into a structure and language that prospects could follow.

Website, search and measurement

• Led the planning and launch of the WordPress website: information architecture, service and landing pages, conversion journeys, and technical and on-page SEO.
• Set up GA4, Search Console, GTM and Meta Pixel so traffic and enquiries could be measured as the brand grew.
• Set up the social channels with branded templates, content pillars, an editorial plan and email templates.

Channels / Platforms

WordPress · GA4 · Search Console · GTM · Meta Pixel · Social channels · Email templates

What it left in place

The foundations for lead generation: a clear market position and service structure, a live website with landing pages built for enquiries, measurement in place and a content system the team could maintain.

Context

Vision India Foundation runs public-policy, leadership and governance programmes, including Rashtram School of Public Leadership, the ePBC policy bootcamp and Good Governance Yatra. I worked on them through Safyrus Media. Each programme needed a complete route for participants: finding out about it, comparing dates, fees, speakers or curriculum, registering, and hearing from the team afterwards.

What I worked on

• WordPress programme sites, landing pages, event pages, and registration and ticketing journeys.
• Meta Ads and Google Ads for awareness and acquisition, with targeting, messaging and landing pages refined through audience, competitor and campaign analysis.
• Lead capture, segmentation and follow-up through HubSpot and SendinBlue, so enquiries reached the programme teams.
• Content and creative coordination across blogs, programme explainers, social media, newsletters, videos, brochures and event collateral.
• Live support during event-led programmes: delegate acquisition, participant communication and last-minute promotion.

Measurement

GA4, GTM, UTM tracking, CRM data, and email and paid-media reporting showed where people came in and where registration could be improved.

Channels / Platforms

WordPress · Meta Ads · Google Ads · HubSpot · SendinBlue · GA4 · GTM · UTM tracking