Client: Everaw
Industry: D2C Nutrition Brand
Engagement: Growth Marketing Consulting & Founder Advisory
Background
When I started working with Everaw, the brand had recently begun experimenting with Meta Ads, with the founders creating a few Reels, launching a sales campaign and seeing initial sales. However, there was no structured approach to performance marketing, reporting or evaluating what was working. My role was not simply to improve their advertising, but to help the founders understand how to approach growth marketing, set clear objectives, choose the right channels, evaluate performance and make informed decisions as the business grew.
Objective
To mentor and guide the founders in developing a structured growth marketing strategy across key channels, including Meta Ads, Google Ads, website optimization, email marketing and WhatsApp marketing, with a focus on building the right frameworks, processes and decision-making.
Strategy & Approach
1. Building a structured approach to Meta Ads
I helped the founders establish a clearer framework for their Meta Ads rather than simply running one sales campaign.
This included understanding the role of core campaigns, catalogue ads, etc., as well as how to evaluate performance at each level.
A significant part of the work focused on creative analysis.
We looked beyond whether an ad generated sales and examined questions such as:
- Is the hook strong enough to stop someone?
- Is the creative holding attention?
- Where are viewers dropping off?
- Is the message persuasive?
- Which persuasion principles can make the communication stronger?
This helped the founders understand that performance creative is not simply about producing more content. It is about understanding why a message works and continuously improving it.
2. Advising the founders in thinking about growth
This was the most important part of the engagement.
Through regular advisory conversations, I helped the founders build a framework for approaching growth marketing themselves.
We worked through the connection between:
Business Objective → Marketing Objective → Channel → Metric → Result → Next Decision
Instead of looking at marketing activities in isolation, they learned to ask better questions about what each activity was supposed to achieve and how the outcome should be measured.
The goal was to build marketing capability, not dependency.
3. Building the broader marketing system
Once the fundamentals were established, I helped Everaw think about the next layers of its growth engine.
For Google Ads, we developed a strategy around Search and Performance Max, with the aim of complementing rather than duplicating the role of Meta.
We also worked on the foundations of lifecycle marketing through email and WhatsApp, including key flows such as welcome, cart-related, post-purchase and thank-you journeys.
Alongside this, I helped establish a structured reporting and dashboard format so that marketing performance could be documented and reviewed consistently.
4. Strengthening the brand foundation
Growth marketing also needs a strong foundation in positioning and communication.
As part of the engagement, I worked with the founders on the brand foundation framework and how the core brand strategy could translate into clearer communication across marketing channels.
During the engagement, Everaw also went on to feature on Shark Tank India Season 5. I supported the founders with their pitch deck and the marketing aspects of their story.
Results
The engagement resulted in both measurable performance improvements and stronger internal marketing capability.
Performance
- Achieved 3X+ ROAS on Meta during the engagement
- Reached 5X+ ROAS during stronger periods
- Achieved 3X+ performance within approximately 2 months
Systems
- Established a structured approach to Meta Ads
- Created a reporting and dashboard framework from scratch
- Developed a Google Ads strategy for future channel expansion
- Established foundations for email and WhatsApp marketing
Founder Capability
Most importantly, the founders developed a clearer understanding of:
- How to set meaningful marketing objectives
- How to connect marketing activities to business outcomes
- How to evaluate channel and creative performance
- What questions to ask before making marketing decisions
- How to approach growth as a system rather than a collection of individual activities
Conclusion
Everaw didn’t need someone to simply take over its marketing accounts.
It needed a strategic partner who could help the founders understand what to do, why to do it and how to evaluate whether it was working.
Over 4–5 months, we built the foundations across performance marketing, lifecycle marketing, reporting and brand communication — while giving the founders the frameworks and confidence to continue making better growth decisions themselves.
The goal of consulting isn’t to become indispensable to the founder. It’s to make the founder better at marketing and build systems and processes that help in scaling.