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Hi, I'm Khyati Goyal

I build brandsfrom zero—andscale them like a founder.

Brand strategy, positioning, GTM, growth & performance — the full stack, owned end to end, with generative AI embedded across content, creative and campaigns. I turn early-stage consumer brands into ones people remember, choose, and come back to.

FMCGD2CHealth & Wellness0→1AI-ForwardGurugram, India
View my work ↗Inside my brainDownload résumé ↓
12×Audience growth
₹8L+Launch quarter
4.2×Blended ROAS
₹50L+Budgets owned
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The operator behind the brand
Portrait of Khyati Goyal
3+ yrsBuilding & scaling brands

I don't just market brands.
I build brands people remember.

I started where most marketers never get to — the blank page. No brand book, no audience, no playbook. Just a product, a founder's conviction, and a market that hadn't heard of us yet.

That's the work I love. I take a brand from zero — naming, positioning, the story, the first customer — and turn it into something with gravity. Then I put a growth engine behind it: performance, influence, content and CRM, all measured against real unit economics.

I run it with founder's-office ownership. Comfortable in ambiguity, fluent in CAC and ROAS, and fast. Strategy on Monday, live campaign by Friday.

AI-forward by default — I embed generative AI (ChatGPT, Claude, Midjourney) across content, creative and campaign workflows, and lean on AI-optimized bidding (Advantage+, Performance Max) to make performance budgets work harder.

01

Story before spend

A sharp story out-performs a bigger budget. I get positioning right, then scale it.

02

Data as compass

GA4, Mixpanel, SQL. I let the numbers decide — creative, channel and spend.

03

0→1 obsession

Naming to first revenue. The hardest, most fun part of brand-building.

04

Full-stack owner

Brand, growth, content, PR, retention — one owner, one coherent brand.

The brand journey

Every brand taught me
how to build the next one.

From a recruitment growth funnel to launching an FMCG brand from scratch — a hands-on path through the full lifecycle of building consumer brands. Tap any chapter to open it.

My first taste of building a funnel that actually converts. I ran a full recruitment-growth engine — sourcing, nurture, conversion — treating candidates like a marketing audience. It's where I learned that growth is growth, whether the "product" is a job or a jar of honey.

1,000+Leads generated
90Placements (9% conv.)
10K+Talent pipeline
-20%Time-to-fill

My FMCG classroom. I owned brand and marketing strategy for a food business — building organic search into a real acquisition channel, standing up community and CRM, and managing budget across social, WhatsApp commerce and food-aggregator platforms. This is where I stopped being a marketer and started thinking like a brand owner.

+120%Organic traffic
15+Page-1 keywords
-40%Paid dependency
₹18L+Budget managed

The one I built from a blank page. CUPEESE started as an idea and a recipe — I took it through naming, identity, packaging, positioning and go-to-market, then ran the launch and the growth that followed. ₹8L+ in the first 90 days, and a community that actually came back.

₹8L+Revenue in 90 days
5,000+Community built
60%Repeat purchase
0→1Fully from scratch

The full mandate. I own end-to-end brand and growth for a health & wellness D2C brand, reporting straight to the founder. Repositioned the brand, rebuilt the content and influencer engine, and put a disciplined performance layer underneath — 12× audience growth in six months at a healthy 4.2× ROAS.

2K→25K+Audience (12×)
4.2×ROAS on ₹20L/mo
-30%CAC reduction
15K+App downloads

I'm looking for the next brand worth building — a founder with conviction, a category ready to be reframed, and the room to own it end to end. If that's you, the story writes itself from here.

You?Let's build it together
Core expertise

One owner for the
whole brand.

Most brands stitch this across five agencies and three hires. I run it as one connected system — so the strategy, the creative and the numbers actually agree with each other.

01

Strategy & Brand

Brand StrategyPositioningGTMConsumer ResearchConsumer PsychologyBrand ArchetypesNamingFounder's Office
02

Growth & Performance

Meta AdsGoogle AdsGrowth FunnelsCAC / ROASA/B TestingRetentionReferralBudget & P&L
03

Creative & Content

Content StrategySocial MediaReels & StoriesPackagingCampaign IdeationCopywritingInfluencerPR
04

Channels & Commerce

Shopify / D2CAmazon & A+Quick CommerceWhatsApp CommerceEmail / CRMCommunityBTL & ATLHyperlocal
05

SEO & Organic

Technical SEOKeyword StrategyBlogsContent FlywheelPlay Store / ASOLanding Pages
06

Data & Ops

GA4MixpanelSQLMarketing AnalyticsAutomationDashboardsConsumer Insights
07

AI & MarTech

ChatGPTClaudeMidjourneyAdvantage+Performance MaxPrompt EngineeringAI PersonalizationMarketing Automation
Featured work

Four brands.
Four case studies.

Not a portfolio of posts — the full story behind each: the challenge, the strategy, the execution and the numbers. Open any one to read it end to end.

01 — Health & Wellness · D2C

Naturally Good

Brand Marketing Head · 2025 → Present

Took a wellness D2C brand from a quiet 2K audience to a 25K+ community with a real growth engine underneath — reporting straight to the founder, owning brand and performance as one.

12×Audience growth
4.2×ROAS · ₹20L/mo
-30%CAC
15K+App downloads
◆ The brand

Naturally Good is a health & wellness D2C brand — organic vegetables, honey, ghee, superfoods, seeds, teas and nutrition packs, backed by a farmer-first supply story. Great product, quietly under-marketed.

◆ The challenge

A tiny 2K audience, brand awareness that didn't match product quality, rising acquisition costs, and no clear reason for a shopper to choose it over Country Delight, Two Brothers or the quick-commerce shelf.

◆ My role

Brand Marketing Head, reporting to the founder. End-to-end owner: strategy, brand, content, performance, influencer, CRM, app growth and offline — the whole stack.

◆ Objectives
  • Reposition the brand around a memorable, ownable story
  • Grow an engaged organic community, not a vanity following
  • Build a profitable performance engine at a defensible CAC
  • Launch and scale the app as a retention & subscription channel
◆ Strategy

I repositioned Naturally Good from "another organic store" to a farm-to-family wellness ritual — anchoring every message in the farmer, the source and the health outcome. Then I built a content-and-influencer flywheel on top, and put a disciplined performance layer underneath so paid, organic and retention pulled in the same direction.

◆ Execution
  • Organic & social: repositioned Instagram strategy, monthly content calendars, reels & story series, recipe and festival campaigns, healthy-lifestyle series, community games
  • Farmer storytelling: turned the supply chain into the brand's emotional core — farm events, apartment & lift activations, hyperlocal offline branding
  • Performance: Meta & Google Ads on ₹20L+/month, creative & funnel testing to cut CAC ~30% at 4.2× ROAS
  • Influencer: 50+ partnerships across 8 always-on channels, from nano food creators to wellness voices
  • Commerce & retention: Shopify D2C, Amazon listings & A+ content, quick-commerce presence (Zepto / Blinkit / BigBasket), WhatsApp & email flows, a subscription model and referral loops
  • App: launch strategy, download campaigns, Play Store optimization and referral drives to 15K+ installs with 22% Day-7 retention; prototyped an AI-powered family-nutrition app (Claude API) to deepen engagement and retention
  • AI-embedded workflow: generative AI (ChatGPT, Claude) woven into content, creative and campaign production to scale output without scaling headcount
  • Packaging & decks: packaging redesign and copy, plus marketing, sales & investor decks for the founder's office
◆ Channels
InstagramMeta AdsGoogle AdsShopifyAmazonZeptoBlinkitBigBasketWhatsAppEmailInfluencerSEO / BlogsAppOffline / BTL
◆ Lessons

The story did the heavy lifting. Once the farmer-first narrative was clear, every channel got cheaper — creative resonated, influencers had something real to say, and retention followed because people bought into a belief, not a discount.

2K→25K+Audience · 12×
+40%Brand awareness
4.2×ROAS
-30%CAC
50+Influencers
+35%Engagement
15K+App downloads
22%D7 retention
02 — FMCG · Food · 0→1 Launch

CUPEESE

Founder's-office Brand Builder · Premium Cheesecakes

A cheesecake brand built from a blank page — name, identity, packaging, positioning and go-to-market — then launched to ₹8L+ in its first 90 days.

₹8L+First 90 days
5,000+Community
60%Repeat purchase
0→1From scratch
◆ The idea

A premium, single-serve cheesecake worth talking about. No brand, no audience, no shelf — just a recipe and the conviction that dessert could be a small, repeatable ritual people fall in love with.

◆ Naming & identity

I named it CUPEESE — cup + please, a little joyful, easy to say and own — and built the identity, logo and voice around indulgence you don't have to justify.

◆ Positioning

Not "cheapest cake nearby" but the small luxury you gift yourself. Premium feel, honest ingredients, and packaging built to travel and to photograph.

◆ Customer persona

Young urban indulgers and gifters — people who screenshot dessert, order for a friend's win, and repeat-buy when a brand makes them feel something. I designed the entire funnel around that emotional trigger.

◆ Launch & growth
  • Packaging & product: designed the box, label copy and the unboxing moment as the first marketing asset
  • Social & community: built a 5,000+ community from zero with craveable content, story series and community campaigns
  • Performance: hyper-local paid campaigns tuned to delivery radius and repeat windows
  • Commerce: food-delivery aggregators plus WhatsApp commerce for direct, high-margin orders
  • Retention & CRM: loyalty and WhatsApp flows that drove 60% repeat purchase — the number I'm proudest of
◆ Channels
InstagramMeta AdsWhatsApp CommerceFood AggregatorsCommunityCRM / LoyaltyPackaging
◆ Lessons

In food, repeat is the whole game. Getting the first order is marketing; getting the second is the brand. Packaging, community and CRM did more for LTV than any single ad ever did.

₹8L+Revenue · 90 days
5,000+Community built
60%Repeat purchase
0→1Named & launched
03 — FMCG · Food · Organic Growth

HIOC · Arry Foods

Brand & Marketing Strategy · Food Brand

Turned organic search into a real acquisition channel for a food brand — cutting reliance on paid while growing traffic and rankings, on an ₹18L+ budget.

+120%Organic traffic
15+Page-1 keywords
-40%Paid dependency
₹18L+Budget managed
◆ The challenge

A food brand leaning too hard on paid, with thin organic visibility and rising costs. The job: build durable, compounding demand that didn't reset to zero the moment ad spend paused.

◆ Strategy

Treat SEO and content as a flywheel, not a checkbox. Own the searches customers actually make, build community and CRM to keep them, and let organic quietly take load off the paid budget.

◆ My role

Brand & marketing strategy across the food business — SEO, content, community, CRM and budget across social, WhatsApp commerce and food-aggregator channels.

◆ Execution
  • SEO & content: keyword strategy, on-page and blogs targeting real buyer intent — 15+ keywords to page one
  • Google ranking: grew organic traffic ~120% and reduced paid dependency ~40%
  • Community & CRM: built retention loops and loyalty to lift repeat and lifetime value
  • Budget: managed ₹18L+ across social, WhatsApp commerce and aggregators with positive ROI
◆ Channels
SEOBlogsMeta AdsWhatsAppFood AggregatorsCRMCommunity
◆ Lessons

Paid rents attention; organic owns it. The brands that win in food are the ones that build a demand base they don't have to re-buy every month.

+120%Organic traffic
15+Page-1 keywords
-40%Paid dependency
₹18L+Budget managed
04 — Growth · Funnel · Lead Gen

Exotic Learning

Talent & Growth · Recruitment Funnel

Where it started: a growth-and-conversion funnel that turned 1,000+ leads into 90 placements — proof that the fundamentals of demand are the same, whatever you're selling.

1,000+Leads
90Placements
10K+Pipeline
-20%Time-to-fill
◆ The challenge

Fill 15+ roles fast, from a cold start, with no established pipeline — and do it efficiently enough that the funnel could scale.

◆ Approach

I ran recruitment like a growth campaign: sourced and nurtured candidates as an audience, built conversion into every stage, and optimized the funnel on real numbers.

◆ Result

1,000+ leads into 90 placements (9% conversion) across 15+ roles in three months, a 10K+ candidate pipeline, and time-to-fill cut ~20%.

◆ Why it matters

This is the foundation everything else is built on. Whether the "product" is a job, a cheesecake or a jar of ghee, the discipline is identical: understand the audience, build a funnel, measure honestly, and improve the number that matters.

1,000+Leads generated
90Placements · 9%
10K+Pipeline built
-20%Time-to-fill
The marketing playbook

How I turn a product
into a brand that compounds.

A repeatable operating system for building brands — the same loop whether it's a cheesecake or a wellness range. It never really ends; it just gets sharper on every turn.

∞Always-on loop
01

Discover

Founder, product, market, unfair advantage. What's the truth we can own?

02

Research

Consumer psychology, category tensions, competitors, jobs-to-be-done.

03

Strategy

Positioning, archetype, message hierarchy, the GTM plan and the numbers behind it.

04

Branding

Name, identity, packaging, voice — the assets people remember and repeat.

05

Launch

Go live across channels with a story, not just an ad. First customers, first proof.

06

Scale

Performance, influence and content flywheel — spend behind what's working.

07

Optimize

Creative, funnel and channel testing to push ROAS up and CAC down.

08

Measure

GA4, Mixpanel, SQL. Honest numbers on CAC, ROAS, retention and LTV.

09

Repeat

Feed the learning back in. Every loop makes the next brand faster to build.

By the numbers

Three years,
measured in outcomes.

₹0L+
Marketing budgets managed
0K+
App downloads driven
0K+
Community built
₹0L+
Launch-quarter revenue
0+
Influencer partnerships
0×
Blended ROAS
-0%
CAC reduction
0%
Repeat purchase rate
0+
Keywords on Google page 1
0°
Campaigns executed
Words from the room

What it's like to
build alongside me.

"

She walked in, understood the brand faster than we did, and had a repositioning on the table in a week. Rare to find someone this strategic who can also ship.

A
Mr. Apurv KansalFounder, Naturally Good
"

Owns the number, not just the deck. CAC came down, ROAS held, and the brand actually started to feel like a brand. Full-stack in the truest sense.

E
Mr. Ekansh KtochCMO, Franbizz Solutions and Naturally Good
"

Launched our brand from literally nothing — name, packaging, the works — and it was doing real revenue in a quarter. That's a founder's instinct, not an executive's.

A
Mr. Ayush GargFounder, HIOC
Inside my marketing brain

The thinking
before the tactics.

Anyone can run ads. The difference is how you think about the brand before you spend a rupee. Here's the operating system behind the work.

◆ First contact

Questions I ask a new brand

  • Who exactly is this for, and who is it not for?
  • What truth can we own that competitors can't copy?
  • What job are people really hiring this product to do?
  • What does one loyal customer earn us over a year?
  • If we vanished, what would our people miss?
◆ Positioning

Brand archetypes I design around

I pick the archetype the brand can own with conviction, then make every asset ladder up to it.

CaregiverEverymanCreatorSageExplorerLoverHero
◆ Acquisition

The growth funnel

  • Awareness — story-led reach that earns attention
  • Consideration — proof, reviews, creators, content
  • Conversion — offer, page and checkout that close
  • Retention — CRM, subscription, community
  • Referral — make advocacy the cheapest channel
◆ Compounding

The content flywheel

Content earns attention → attention becomes community → community creates proof → proof lowers CAC → cheaper growth funds more content. Every turn makes the next cheaper.

◆ Psychology

Consumer levers I pull

  • Identity — "people like me buy this"
  • Ritual — build the brand into a habit, not a purchase
  • Social proof — creators, community, UGC
  • Loss & scarcity — used honestly, never cheaply
◆ Measurement

Numbers I refuse to fake

Vanity metrics feel good and pay nothing. I run on CAC, ROAS, retention curves, repeat rate and LTV:CAC — because those are the numbers a founder actually raises and hires against.

Field notes

Things I've learned
building brands in India.

Short essays on brand, growth and the craft of building from zero.

How I launched a brand from zero
0→1 · Playbook

How I launched a brand from zero

The unglamorous first 90 days — name, package, first customer, first repeat.

6 min read
Why storytelling beats advertising
Brand · Craft

Why storytelling beats advertising

A sharp story is the cheapest, most durable growth lever you'll ever build.

5 min read
Building D2C brands in India
D2C · Growth

Building D2C brands in India

What actually works when quick-commerce and CAC reshape the funnel.

8 min read
The future of organic branding
Organic · Wellness

The future of organic branding

Turning the farmer and the source into the strongest asset you own.

6 min read
Marketing lessons from FMCG
FMCG · Lessons

Marketing lessons from FMCG

What selling honey and cheesecake taught me about repeat and retention.

7 min read
Let's build something

Got a brand
worth building?

If you're a founder, investor or team looking for someone to own the whole brand — strategy to scale — I'd love to hear what you're building.

✉ khyatigoyalw@gmail.comin LinkedIn☎ +91 70609 35925
Open to 0→1 brand mandates · Gurugram / Remote