Shelton Jacob

Digital Marketing Specialist

Chennai, Tamil Nadu, India10 yrs 9 mos experience

Most Likely To Switch

Key Highlights

Scaled Astra from $1M to $5M+ in revenue.
Generated 3x pipeline coverage for high-value deals.
Built a community of CTOs and CISOs for engagement.

Stackforce AI infers this person is a SaaS marketing leader with expertise in growth and product marketing.

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Skills

Core Skills

Growth MarketingProduct MarketingDigital StrategyGo-to-market StrategyDemand GenerationInbound MarketingConversion OptimizationSales EnablementOutbound MarketingSales Management

Other Skills

ABMBrand ManagementBusiness DevelopmentContent DistributionContent MarketingCustomer MarketingEmail MarketingGoogle AdwordsGoogle AnalyticsInbound Lead GenerationInside SalesIntegrated MarketingLeadershipManagementMarkOps

About

I’ve spent my career building marketing engines that actually move the needle. The kind that makes sales smile, not spreadsheets. At Astra Security, I lead marketing and GTM along with design, marketing dev, community, product marketing, growth marketing, and events. My team runs paid, SEO, and content across geos. We’ve turned “continuous pentesting” from something people tolerate into something they actually talk about. I care as much about what happens behind the curtain as what shows up on stage. Creative campaigns are fun, but clean attribution? That’s my kind of art. I’ve helped shape our MarkOps backbone with data, automation, CRM, and reporting systems that make growth predictable and meetings shorter. Before Astra, I spent years doing the kind of work that teaches you patience, humility, and why your tracking pixel never fires when you need it most. Inbound, paid, content, product. Broke a few things, fixed a lot more. Learned that good marketing is part science, part timing, and mostly psychology. Now I get to lead a team that learns, experiments, and ships fast. We take our goals & Clickup boards seriously, not ourselves. And somewhere between the brainstorms, dashboards, and bad coffee, we’ve built a marketing engine that actually works.

Experience

Astra security

Marketing Lead

Aug 2023 – Present · 2 yrs 7 mos · Chennai, Tamil Nadu, India · Hybrid

Built the marketing engine that helped Astra scale from $1M to $5M+ and counting.
Built a system where the pipeline became predictable, not painful.
I lead product marketing, growth marketing, paid, SEO, content, design, marketing dev, community, and events. Basically, everything from shaping how Astra shows up to how it scales. We turned Astra from “the pentest guys” into a brand that customers trust and talk about.
Highlights:
Generated 3x pipeline coverage and helped close those 6-figure deals everyone loves talking about.
Drove the launch of OrbitX, Astra API Security Platform, and the Trust Center, redefining how customers experience continuous security.
Helped build and scale the 403 Circle, a community where CTOs and CISOs actually show up to engage and not just lurk.
Partnered with growth and engineering to strengthen our MarkOps systems for clean attribution and forecasting.
Partnered with the CS team to turn happy customers into our loudest advocates, landing back-to-back G2 Leader wins. Also worked with Gartner analysts alongside our team to get Astra featured in key industry reports that strengthened our category presence.
Worked with leadership on PR and comms to turn launches into conversations.
Partnered with product marketing and sales to build enablement systems that helped teams tell better stories and close faster.
Scaled growth across Google, LinkedIn, Product Hunt, and events while building a team that learns, experiments, and ships fast, using AI to move quicker from ideas to impact and to build new narratives that drive MQLs and brand love.
Still figuring out where the line is between storytelling and oversharing, but that’s half the fun of marketing anyway.

SEOContent MarketingSearch Engine Marketing (SEM)Brand ManagementRevenue ForecastingPipeline Generation+3

Chargebee

2 roles

Senior Marketing Manager

Feb 2022 – Aug 2023 · 1 yr 6 mos · Hybrid

Digital StrategyGo-to-Market StrategySearch Engine Optimization (SEO)MarkOpsConversion OptimizationContent Marketing+2

Lead - Demand Generation

Feb 2021 – Jan 2022 · 11 mos · Hybrid

Responsible for the Startup segment across all geos. I own paid search, paid social, organic, & CRO.
Responsible for MQLs and pipeline
Also, responsible for new demand gen programs like content syndication, 3rd party advertising, webinars, and events to influence SQLs
Generated $1mn in pipeline by streamlining Intent-based campaigns
Influenced $283k in pipeline through Integrated Marketing campaigns by working cross-functionally.
Worked closely with the sales team to improve downstream conversions
Worked on setting up always-on nurture campaigns to improve sales conversions

ABMSales & Marketing AlignmentInbound MarketingWeb IntentDemand Generation

Freshworks

Growth Marketing Specialist

Jun 2019 – Dec 2020 · 1 yr 6 mos · Chennai, Tamil Nadu, India · On-site

Assigned to the Global Marketing Team of one of the most competitive products - Freshworks CRM
Was part of the Freshworks CRM squad
Primarily responsible for CRO, and demand gen
Curated strategies for industry specific landing pages using a funnel-based approach.
Designed wireframes based on analytics and data to increase sign-ups and reduce drop-offs
Collaborate and work cross-functionally to optimize pages and consistently track conversions
Identified and experimented with new channels to improve traffic and generate leads
Created content strategies and repurposed existing content across multiple mediums and growth channels
SEO optimized low ranking pages to define conversion path
Analyzed social interactions & conversations to drive organic traffic from social and witnessed an MoM increase in quality of engagement
Worked with Industry Analyst Reports like G2, & Forrester to develop messaging & positioning based on the study recommended by Freshworks for new lead-gen campaigns
Worked with multiple third party agencies to ideate on creative content to further bolster campaign efforts
Used videos as a medium to increase brand awareness and social reach via video SEO.
Worked on global demand gen campaigns using (ABM, Social, Paid ads, Events, Online Summits, and Lead nurture mechanism and handoffs)
Worked on a campaign that generated 40k organic sessions within a span of 4 months. The campaign video for promotion got 17k impressions on social organically
Created personalized nurture journeys to ensure optimal conversions and make it contextual for sales to pick it up
Leveraged Influencer marketing to execute mutual GTM campaigns
Ran promtional programs to increase customer loyalty, brand affinity, reduce customer churn, and to increase the CLV

Search Engine Optimization (SEO)Conversion OptimizationIntegrated MarketingReportingEmail MarketingContent Marketing+3

Animaker inc.

Product Marketer

May 2017 – Jun 2019 · 2 yrs 1 mo · Chennai, Tamil Nadu, India · On-site

Worked with teams cross-functionally to plan and launch new products.
Created GTM plays for new products
Owned product positioning, messaging, and sales enablement content for Animaker Class
Grew the existing user base of Animaker from 500,000 to 4 million+ users
Scaled the user base of Animaker Class from 0 to 10,000 users, and $100k ARR in less than a year
Trained over 1000+ people through webinars and product demonstrations to drive sales and improve product adoption
Leveraged data & analytics to segment customers. Analyzed their behavior to improve new signups and product adoption by nurturing them with curated content.
Worked on CRO: Pricing differentiation, tailored messaging, custom events, and persona-based drip campaigns.
Launched Animaker Academy, an initiative to educate users through online courses. Grew the user base to 500 within 3 months.
Planned and executed Content Marketing Strategy for the Animaker suite of products
Identified keywords, worked on wireframe, design, content to release new landing pages, and blogs.
Conducted landing page audits, and came up with optimization plans to improve SERP rankings
Created compelling use cases for drip email campaigns and improved the open rate of emails from 8% to 20% and a CTR of 40%
Worked with Influencers to create brand awareness and on lead-gen campaigns
Conducted field events & workshops to drive awareness
Identified events, planned, and equipped the field marketing team with relevant assets
Signed up more than 300 Affiliate Partners within a year.
Worked on setting up channel marketing partners
Worked with media houses on PR activities for the launch