One founder. Ten years of budgets.

Most education marketing is sold by people who have never had to explain a bad month to a school owner. I have run the accounts, taken the calls, and rebuilt the funnels that were producing leads nobody could convert.

The work started outside education, which turns out to matter. Ecommerce taught attribution the hard way. B2B search taught patience with long consideration windows. Those two things are exactly what an admission funnel needs, and they are exactly what most education-only agencies never had to learn.

What the practice covers now

Forty-plus educational institutions across K-12, higher education, coaching and edtech, in Tier-1 through Tier-3 cities and a few markets outside India. Alongside that, senior ads and fractional CMO work with agencies who bring me in on paid media.

How I work

Audit before proposal, always. A number agreed before launch, always. And an honest answer when the right recommendation is to spend less, or to keep the agency you have, or to fix your follow-up before touching your budget. Those answers cost me retainers and they are still the right ones.

Writing and content

I publish on admissions marketing and education growth at @edumarkgrowthlab, and on the wider marketing industry at @thecorporategyani. Most of what is on this site started as an argument with someone in those comments.