Hey, Sramana here.

The job search was crowded, but affordable support that combined guidance, referrals and hands-on help was still limited.

We wanted to see if we could build something that went beyond simply telling people to apply to more jobs. The goal was to genuinely make the process easier and more effective.

We started with a simple idea: help people increase their interview opportunities.

But working with actual candidates changed our thinking. We found that our strongest value was not just getting more applications out. It was helping candidates position themselves better, identify the right companies and get closer to the right people through referrals.

This shift became an important part of how we shaped the business.

When we started, the process was largely manual. The team would research each candidate, identify target companies, find relevant people and work through referral outreach individually.

As we saw the same work being repeated, I started looking at what could be systemised.

Our initial approach was straightforward. Run ads, generate leads and introduce people to the service.

After testing different approaches, we found that giving people something useful before introducing the paid service worked better.

Customer conversations became one of our biggest sources of product insight.

The business kept evolving through a simple cycle:

I joined GooCampus when revenue was declining and the marketing setup lacked structure.

My role was to take ownership of marketing and help turn things around, with sales-qualified lead generation as a key priority.

The first task was to bring structure across the channels and build a marketing system that could support different products and audiences.

The challenge wasn't just volume. The products had very different audiences and decision-makers.

That meant the audience, messaging, creative and campaign strategy had to change with the product.

New products were also launched, changed or discontinued, so the marketing strategy had to stay flexible.

I worked across paid campaigns, creative testing, webinars, organic content and automated follow-ups to increase both the volume and quality of leads.

The result was a 170.45% increase in lead generation.

A major part of this came from fixing what happened after a lead showed interest. I built automated follow-up systems using ManyChat and other tools to capture enquiries coming through Instagram, Facebook, YouTube and LinkedIn.

I introduced and developed webinars as a recurring acquisition channel, particularly for products helping medical professionals explore careers abroad.

The model combined expert-led Instagram Lives with interactive webinars, where domain-specific tutors could answer practical questions from potential candidates.

When I joined, the Instagram account had around 3K followers.

I took ownership of the content and organic strategy and grew it to around 25K, while also improving engagement and interactions.

Organic leads roughly tripled, making social media a much stronger source of inbound interest rather than simply an awareness channel.

We started Resume Risers after seeing how many job seekers struggled with their resumes, LinkedIn profiles and overall career positioning.

The opportunity was simple: make professional career-profile support more accessible and affordable, while building a business around it.

As a co-founder, I was involved from the ground up. I worked across positioning, marketing, sales, client experience, service delivery and operations rather than owning just one part of the business.

From the beginning, I wanted the marketing to be clear and direct.

We used Meta Ads with straightforward messaging and creatives, keeping the acquisition journey simple:

At the beginning, I was personally writing the resumes and handling client work.

As the number of customers increased, it became clear that the business couldn't continue depending on one person for delivery. I started building systems around onboarding, information collection, resume writing, LinkedIn optimisation, quality checks, communication and delivery.

We brought in a writer and gradually automated parts of the process.

Meta Ads remained our primary acquisition channel, but the business also started generating customers through referrals.

Around 15–20% of customers came through referrals, which gave us another acquisition loop beyond paid media.

As the customer base grew, the business reached around ₹2–2.5L in monthly revenue.

The growth also exposed a challenge.

Resume writing and LinkedIn optimisation were relatively low-ticket services, but they still required a significant amount of human effort to deliver well.

As the business grew, maintaining the balance between price, delivery effort and quality became increasingly difficult.

We worked with 8–9 small and early-stage brands, each with different audiences, requirements and brand personalities.

My role covered almost the entire process, from understanding what a brand needed to planning and executing its content:

The biggest challenge was switching between completely different brands and audiences while maintaining quality and consistency.

Working across multiple accounts meant constantly adapting the content direction, communication style and creative approach rather than relying on one fixed playbook.

My work followed a fairly structured SEO process:

The primary objective was to increase organic traffic through search-driven content.

This meant choosing topics based on what people were searching for and creating content designed to compete in search results.

Over time, the content strategy helped increase organic traffic and gave me practical exposure to how SEO content can contribute to a broader organic growth strategy.