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Harinder Singh

Strategic Growth Operator

Kuala Lumpur · Remote | ​ | LinkedIn | GitHub | | Download PDF

Most of my work starts with something going wrong. Traffic has stalled. Leads are leaking. Paid ads are getting more expensive. The product is good, but the route to market is unclear.

I have spent 15+ years across growth, product, and technology. I can find the problem, decide what needs to change, and build the pages, tracking, automation, content systems, or product changes needed to fix it.

Customer research, GTM, SEO/AEO/GEO, paid acquisition, analytics, conversion, content, email, product psychology, outbound, and ABM are not separate tactics. They are connected cogs in the same growth engine. To me, that is marketing: building the complete system, fixing distribution leaks, amplifying what already works, and shaping how customers discover, understand, and choose a product.

I make hard problems go away.

Sites I've shipped: Kuro Yakiniku · VoiceFrom AI · MIMR Growth Lab · Cali Ink · Pure Ink · JS Morlu · Paolo Paolo Gelato

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Client Work (2020–2026)

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01 VoiceFrom AI 2 months · AI / GTM / Product
Frontier Speech-to-Speech AI Lab · First Marketing Hire AI
  • Built positioning, website, and full marketing foundation from zero
  • Developed use cases, ran 24 ICP interviews, signed 2 design partners
  • Launched abuse detection system: 350+ reports/month down to under 20
  • 24 ICP discovery interviews completed and documented
  • 2 design partners signed pre-launch
  • Abuse reports: 350+ avg/month → <20 after detection rollout
  • Contract completed June 2026 · Product validated and launched
Brief
Joined as one of the first hires at a frontier speech-to-speech AI lab. There was no product. Just a model. No website, no positioning, no marketing playbook, no precedent. The brief was to figure all of it out.
Constraints
  • You cannot market a model the way you market a product. There is no UI, no onboarding, no obvious user journey.
  • No existing playbook for frontier speech AI GTM at this stage
  • 2-month hard timeline: validate, position, launch
  • Use cases had to be invented, not inherited. Required deep research into who could actually use real-time voice translation and why.
What I did
  • Built positioning from scratch: identified what "speech-to-speech at frontier quality" actually means for different verticals
  • Designed and built the website and all foundational marketing assets
  • Developed 2 primary use cases through UX research and competitive analysis
  • Ran 24 ICP interviews to validate use cases and surface real problems
  • Use case 1: partnered with an Among Us-style MMO for Gen Z/Alpha. Introduced real-time voice translation across all users, then layered in AI-powered abuse detection (sexual content, slurs) with a 3-strike monitoring and ban system targeting predatory behaviour.
  • Use case 2: real-time voice translation interface. Users speak to their phone or laptop and receive translated speech back instantly, no typing required.
  • Managed full GTM motion through to launch
Results
24 ICP interviews completed. 2 design partners signed. Abuse reports in the MMO partner dropped from 350+ per month to under 20 after detection rollout. Contract ended June 2026 upon successful launch.
Learnings
Marketing a model before it becomes a product is a positioning problem, not a channel problem. The work is entirely about finding the gap between what the technology can do and what a specific person is already trying, and failing, to do. Every use case came from interviews, not assumptions. The abuse detection angle was discovered in user research, not invented in a brief.
02 JS Morlu 18 months · Digital Marketing Manager
Professional Services, CPA Firm Prof. Services
  • Built complete SEO infrastructure from zero
  • AI sales agents and chatbot automation for lead qualification
  • Content marketing engine and automation workflows
  • SEO: 0 to 210K organic visits/month
  • Leads: 10x increase in qualified leads
  • Paid budget: $25K/month to $0 (fully replaced by organic)
  • CAC: 30% reduction
Brief
CPA firm with zero organic presence, fully dependent on $25K/month paid marketing and a manual sales process. Every lead required human intervention to qualify. The business had no defensible growth channel.
Constraints
  • Professional services SEO is slow; results take 6 to 12 months to compound
  • Paid could not be cut until organic could absorb volume, requiring both to run in parallel
  • Strict compliance requirements limited what could be said in content
  • AI tools were novel internally and required constant re-selling for buy-in
What I did
  • Audited every content gap against search demand, built a 12-month content calendar
  • Implemented technical SEO: site architecture, schema markup, Core Web Vitals, internal linking
  • Built AI qualification chatbot that pre-screened leads and routed by service type and urgency
  • Created AI-assisted content pipeline producing 3 to 4 articles/week at near-zero marginal cost
  • Documented full playbook and transitioned paid budget to zero as organic hit targets
Results
0 to 210K organic visits/month over 18 months. 10x increase in qualified leads. 30% CAC reduction. $25K/month paid budget reduced to $0.
Learnings
The AI content pipeline should have been built in month 2, not month 7. The chatbot qualification saved roughly 15 hours/week of sales team time. Framing the ROI in recovered hours rather than lead quality would have gotten faster internal buy-in.
03 Galaxy Racer / Nigma Galaxy 1 year · Digital & PR Strategist
Esports and Gaming, Dota2 Esports
  • Brand marketing strategy, digital PR and media management
  • Merchandise and event monetization
  • On-ground PR at international tournaments: interviews, podcasts, livestreams
  • Paid managed: $25K/month
  • Revenue from merch and events: $50K/year
  • Tournament prize money: $2.4M across 3 championships
  • 40% brand awareness increase, 45% lead gen improvement
Brief
Esports organization with a top Dota2 roster needed to move beyond pure sponsorship revenue. Brand marketing was reactive, PR was ad hoc, and there was no monetization playbook beyond tournament prize money.
Constraints
  • Brand value was entirely tied to team performance. A bad tournament could undo months of brand-building.
  • Esports audiences are highly skeptical of corporate marketing; authenticity is non-negotiable
  • Tournament schedule was unpredictable, requiring campaigns built around volatile travel windows
  • Merch and events require supply chain infrastructure that did not exist yet
What I did
  • Built content flywheel around players' personalities: interviews, behind-the-scenes, tournament vlogs
  • Launched limited merch drops tied to tournament wins to create scarcity and urgency
  • Managed all media at international events: press credentials, player interviews, livestream coordination
  • Ran paid campaigns targeting esports audiences on YouTube, Twitter/X, and TikTok
Results
$25K/month paid budget managed. $50K/year from merch and events. 3 international championship wins. $2.4M prize money. 40% brand awareness increase, 45% lead gen improvement.
Learnings
Merch drops work when tied to emotional wins but require 6 to 8 weeks of supply chain lead time. We left money on the table because we could not fulfil demand fast enough after tournament wins. Pre-staging inventory and building a waitlist mechanism would have captured that.
04 Cali-Ink 3 months · Growth
Tattoo Studio Chain, 2 Locations F&B / Local
  • Full funnel: organic to paid to referral to retention
  • Local SEO, Google Business Profile, retention sequences
  • Gender-segmented channel strategy (Instagram/GMB vs Reddit/SEO)
  • 3 months: 25% revenue increase
  • 6 months: 75% revenue increase
  • 14+ months later: growth sustained, blueprint used for a second studio
Brief
Two-location tattoo chain with 2+ years of flat revenue, no local SEO, no marketing funnel, no tracking. Good product, but invisible online.
Constraints
  • Owner skeptical of paid marketing and wanted organic-first, which slowed the full funnel launch
  • 3-month engagement required ruthless prioritization
  • Two locations with different customer profiles and service mixes
  • No existing tracking; could not measure anything at baseline
What I did
  • Installed GA4, GTM, and call tracking to establish baseline in week 1
  • Customer interviews revealed two segments: women (impulse, Instagram/GMB) and men (research-heavy, Reddit/SEO)
  • Built channel strategy around each segment rather than trying to reach both the same way
  • Optimised GBP for both locations; built retention sequence with post-tattoo care emails and a 3-month nudge
  • Launched paid only after organic showed traction around week 6
Results
25% revenue increase at 3 months. 75% revenue increase at 6 months. Growth sustained 14+ months later.
Learnings
The gender-segmented channel strategy came from week-2 customer interviews, not assumptions. Those interviews should happen on day 1 of every engagement. The "time for another tattoo" email had a 34% open rate. Retention sequences are underrated for high-consideration services.
05 Pure Ink Bangkok 4 months · Growth
Tattoo Studio, Bangkok F&B / Local
  • Complete digital presence built from scratch after prior agency scam
  • Full funnel: paid, organic, content, website and landing pages
  • Hired and handed off to 2-person local team
  • 500+ 5-star reviews
  • 80+ weekly bookings entirely from digital channels
  • Sustainable system with local team ownership
Brief
New Bangkok tattoo studio that had been scammed by a previous agency. Zero digital presence, severe trust deficit, 4-month window to become viable.
Constraints
  • Every decision needed evidence and transparency after the prior agency burn
  • Bangkok tattoo market is competitive with multiple established players
  • Had to adapt a proven playbook for Thai audiences, tourist traffic, and the expat community
  • Hard 4-month stop; the system had to run without me by month 5
What I did
  • Rebuilt website with conversion-optimized structure and booking integration
  • Implemented aggressive review velocity strategy with automated post-visit request sequence
  • Built GBP targeting both locals and tourists with dual-language keyword targeting
  • Ran paid on Meta and Google with separate targeting for tourist intent and local repeat customers
  • Hired 2-person local team, trained on all systems, documented full playbook
Results
500+ 5-star reviews within 4 months. 80+ weekly bookings entirely from digital channels. Fully self-running system handed to local team.
Learnings
Tourist traffic drove roughly 60% of bookings vs. local, a ratio I did not anticipate. Splitting tourist vs. local audiences in paid from week 1 instead of month 3 would have compounded results significantly. Review velocity was the single highest-ROI activity on the engagement.
06 Baseus Agency engagement
3C Ecommerce, Power Banks and Chargers, SEA Ecommerce
~$2.5M/mo peak ad spend 4 SEA markets 40 people led 3 ad platforms
  • Multi-platform paid (Meta, Google, TikTok) and influencer management
  • Led customer comms around China 3C regulatory change to protect margin
  • Embedded with 5-person performance team
  • Peak spend managed: ~$2.5M/month
  • Team led: up to 40 people
  • Margin protected through proactive regulatory comms
Brief
China-brand ecommerce at significant scale in SEA. Managing multi-platform paid and influencer at ~$2.5M/month while navigating a 3C certification regulatory change that threatened margins and customer trust.
Constraints
  • At $2.5M/month, every attribution error has major financial impact
  • China-brand perception challenges in SEA meant customer trust was fragile
  • The 3C regulatory change forced a product messaging overhaul mid-campaign
  • Team of 40 meant decisions moved slowly; alignment was a constant challenge
What I did
  • Managed paid performance across Meta, Google, and TikTok with embedded performance team
  • Led influencer strategy across MY, SG, TH, PH: negotiation, briefing, tracking
  • Drafted proactive customer communications around the 3C change before it became a PR issue
  • Repositioned the regulatory change as a quality and safety signal rather than a disruption
Results
~$2.5M/month peak spend managed across 3 platforms. Team of 40 maintained performance during regulatory transition. Customer margin protected with no significant churn.
Learnings
At this scale, the most important skill is not media buying. It is organisational communication. The 3C crisis was handled well specifically because we got ahead of the story. Proactive framing of bad news as quality signals is a transferable playbook for any regulated category.
07 TheVillaList 3 months · GTM and Product
Luxury Villa Marketplace, Bangkok Marketplace
  • GTM strategy and product development roadmap
  • Supply-side acquisition strategy for listing inventory
  • Marketing foundation for launch
  • Platform launched with strategic positioning
  • Initial supply-side inventory established
  • PMF validation framework and developer relationship playbook delivered
Brief
Pre-launch luxury villa marketplace that needed a complete GTM strategy before writing any product code. Classic marketplace problem: needed supply before demand, but needed credibility to attract supply.
Constraints
  • Zero product at start; strategy had to account for a platform that did not exist yet
  • Luxury property moves slowly. Three months is not enough to fully validate demand.
  • Chicken-and-egg dynamic: developers will not list without buyers; buyers will not come without listings
What I did
  • Recommended supply-first strategy: secure developer listings before driving buyer traffic
  • Built developer outreach playbook with positioning, pitch deck, and relationship cadence
  • Defined product MVP scope around what needed to be built to get the first listing live
  • Created PMF validation framework with specific metrics before scaling demand-side
Results
Platform launched on schedule. Supply-side inventory secured through developer relationships. PMF validation framework in place.
Learnings
Luxury property developers want references and exclusivity signals before committing. A simple outreach sequence was not enough. The playbook needed a co-marketing angle (feature the developer as a brand, not just list their properties). That pivot came late in month 3 rather than being built in from the start.
08 Yakiniku Kuro 3 months · Web and Local SEO
Multi-Location Japanese BBQ Chain F&B / Local
  • Full website rebuild and paid funnel setup
  • Local SEO and GBP optimisation across all locations
  • Top 5 for primary keywords, Top 20 for secondary
  • Increased local discovery and foot traffic across the chain
Brief
Multi-location Japanese BBQ chain with no cohesive digital presence, inconsistent GBP information, and no SEO strategy. Discovery was happening despite the web presence, not because of it.
Constraints
  • Multi-location SEO splits authority and is harder to rank than a single-location business
  • 3-month engagement required prioritising GBP quick wins over longer-term content SEO
  • F&B seasonal volatility made it hard to isolate SEO gains from seasonal traffic
What I did
  • Rebuilt website with location-specific landing pages and schema markup
  • Standardised all GBP listings: photos, hours, attributes, Q&A, keyword descriptions
  • Built local citation profile across food directories
  • Set up paid targeting "yakiniku near me" and competitor brand terms
Results
Top 5 rankings for primary keywords, Top 20 for secondary. Measurable increase in directions requests and calls from GBP.
Learnings
GBP optimisation delivers faster ROI than website SEO for multi-location F&B. The feedback loop is days, not months. Front-load GBP in week 1 for any restaurant client. High-quality food photography drove more profile actions than any other single change.
09 Enginemailer 3 months · Fractional CMO
B2B SaaS Email Marketing Platform SaaS
  • Fixed attribution and analytics infrastructure from scratch
  • Built full-funnel PostHog dashboard tracking across all channels
  • Published pillar content: comparison pages and AEO layer
  • Relocated from Thailand to Malaysia to work on-site at founder's request
  • Attribution and analytics: fixed, previously zero visibility
  • Content: comparison pages and AEO content published
  • Outcome metrics: no reportable numbers, see below
Brief
Established email marketing platform with a finance-background CEO. No marketing infrastructure, no attribution, no strategy. Hired as Fractional CMO to build the growth engine.
Constraints
  • Severe execution bottleneck: roughly 1 in 10 proposed initiatives were approved for execution
  • Relocated from Chiang Mai to KL at founder's request to work on-site, but internal resistance to change persisted
  • No existing analytics or attribution, could not measure anything at baseline
  • 3-month engagement with most time spent building infrastructure rather than running campaigns
What I did
  • Fixed attribution from zero: implemented tracking across the full funnel
  • Built PostHog dashboard covering all channels and conversion stages
  • Published pillar content: competitor comparison pages and AEO-optimised articles
  • Proposed and scoped paid funnel, SEO roadmap, and team hiring plan, most were not approved for execution
Results
Infrastructure delivered: attribution, analytics dashboard, and content foundation. No outcome metrics to report. The measurement stack was built during this engagement, and most growth initiatives were not approved for execution within the engagement window.
Learnings
Founder alignment on execution velocity matters more than strategy quality. A 1-in-10 approval rate on initiatives means the engagement is a consulting relationship, not an operating one. Should have flagged the execution gap in week 2 and renegotiated scope to pure infrastructure delivery rather than trying to run growth plays that would never get approved.
10 MMX / Nutrition Pro 2020–2022 · Full-funnel Growth
Fitness Supplements, DTC Ecommerce Ecommerce
3354% Shopee ROAS 4054% FB CPAS ROAS RM1.23M tracked ad sales ~$1M annual revenue RM0.38 CPC
  • Full DTC funnel in-house: Meta, Google, and TikTok ads, social strategy, and creative production.
  • Directed ad creative against real buyer pain, not product specs.
  • Rebuilt the store to move demand off marketplaces into owned channels and subscriptions.
  • Store rebuild lifted conversions ~250% and added ~$1M in annual revenue
  • Cart abandonment cut 20% with automated email and SMS
Brief
DTC fitness supplements brand (MMX / Nutrition Pro) selling mass gainers and pre-workout at RM150–280 a unit, ~60% margin. Volume leaned on Shopee and Lazada listings, the store was rough, and there was no owned demand. I ran the whole funnel.
Constraints
  • Marketplace-dependent: most sales came through Shopee and Lazada, where you don't own the customer or the data.
  • High margin left room to bid hard, but this was performance spend, every ringgit had to pay back.
  • Old store was hard to buy from, with no subscription or repeat mechanism.
What I did
  • Ran the full DTC funnel in-house: Meta, Google, and TikTok ads, social strategy, and creative production, end to end.
  • Directed the ad creative myself. Tested angles against real buyer pain (too skinny, low energy, can't put on weight), not product specs.
  • Manual keyword bidding and budget adjustment for optimisation across Shopee ads and Facebook CPAS.
  • Mapped the buyer's journey from first ad to repeat purchase, then built the content and email/SMS lifecycles to move people through it.
  • Rebuilt the store to pull demand off Shopee and Lazada into owned channels, fix the checkout, and add subscriptions.
Results
Shopee ads at 3354% ROAS and Facebook CPAS at 4054% ROAS, CPC down to RM0.38. RM1.23M in tracked ad sales across 5,611 orders and 12.3M ad impressions. The store rebuild lifted conversions ~250% and added ~$1M in annual revenue; automated email and SMS cut cart abandonment 20%.
Learnings
The marketplaces are rented land. The ROAS looked incredible, but the real win was moving repeat buyers onto owned channels and subscriptions, where the margin and the data are mine to keep. Creative tied to a felt problem beat a product-feature ad every time.

Growth Sprint Outcomes

Shorter MIMR engagements — audit, fix the leak, ship the system. Clients anonymized under NDA.

Experience

MIMR Growth Lab Jan 2025 – Present

Strategic Growth Operator · Kuala Lumpur / Remote

JS Morlu Jun 2023 – Jan 2025

Digital Marketing Manager · Remote

Galaxy Racer Jul 2022 – Jun 2023

Digital Strategist · Kuala Lumpur

Show full work history (2008–2022)
Freelance Consultant Mar 2020 – Jun 2022

Growth, Performance, Marketing & Branding · KL / Remote

SOLS 24/7 Malaysia Oct 2019 – Mar 2020

Product Development Manager · Kuala Lumpur

Management Events Aug 2018 – Aug 2019

Growth Hacker · Kuala Lumpur

Edvance Dec 2017 – Jul 2018

Head of Product and Growth · Kuala Lumpur

PopDQ Mar 2017 – Jun 2017

Product Head · Petaling Jaya

Waach Nov 2014 – Apr 2015

Digital Marketing Manager · Kuala Lumpur

Zeno Group Jan 2014 – Jul 2014

Technical Lead · Kuala Lumpur

Maybank Investment Bank Aug 2013 – Dec 2013

Senior Analyst · Kuala Lumpur

Ogilvy & Mather May 2012 – Apr 2013

Digital Strategist, Social@Ogilvy · Kuala Lumpur

Tandemic Oct 2010 – May 2012

New Media Associate · Petaling Jaya

Social Media Club KL Jun 2010 – May 2011

Webmaster · Kuala Lumpur

OffGamers Mar 2008 – Oct 2010

Fraud Analyst → Account Executive · Kuala Lumpur

Skills and Tools

Strategy: GTM, Growth Frameworks, Positioning, PMF
Paid: Meta, Google, TikTok, LinkedIn Ads
SEO: Technical, Content, AEO, Local
Analytics: GA4, GTM, Mixpanel, Conversions API
Code: React, Node.js, PHP, Python, SQL
Automation: HubSpot, Zapier, n8n, Make
Infra: Supabase, Redis, Vercel
Languages: Malay, English, Mandarin, Punjabi, Hindi, Urdu

Certifications