Head of Brand & Marketing · SaaS · F&B Tech
ChainikaDhaila.
I build marketing that actually sells. From CRM to restaurant tech — three years of turning positioning into pipeline, narrative into revenue, and loyalty into a growth engine.
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Dhaila
B2B SaaS · F&B Tech
per year
Who I Am
Revenue-first marketer. I don't separate brand from pipeline — good positioning is what makes sales conversations shorter. Three years inside B2B SaaS understanding how operators actually think, what moves them, and what they ignore.
- →Distribution is strategy. Most marketers obsess over content and forget who will actually see it. I ask that question first.
- →Specificity wins. Vague messaging is a trust problem. Operators don't buy "growth" — they buy a specific outcome they can visualise.
- →Copy is a conversion tool. Every line should have a job — inform, reduce friction, or build urgency.
- →Funnels beat campaigns. One-off activations don't compound. I build systems where each touchpoint sets up the next.
- →Narrative is positioning. The best marketing doesn't describe your product — it changes how the market sees the problem.
Work at Reelo
Flagship Campaign · Full Year
Grow Without Discounting
India's restaurant industry was addicted to discounts. We challenged that with one uncomfortable argument: you're training your best customers to only come when it's cheap. Ran all year, shaped Reelo's positioning statement, strong industry validation.
Full year · Positioning shift · Industry recognisedGTM Launch
Membership Launch
End-to-end GTM for Reelo's Memberships add-on. Built across PR, a music video, education content, and paid channels. Drove adoption and opened a new revenue conversation around recurring loyalty.
300+ restaurants on membershipsEnterprise ABM Program
300–400 top restaurant groups across key cities. City mixers, personalised outreach, operator-focused content.
AI-Powered Use Case Videos
Scenario-based storytelling in the language restaurant owners actually use. Became a major deal-influence asset.
Loyalty Workshops
In-person workshops for restaurant operators. Goal was authority, not just leads. Two workshops, strong industry response.
Lumbai Lab GTM (Ongoing)
Building go-to-market — positioning, launch sequencing, channel strategy, and messaging framework.
Work at Kylas
Before Reelo, I built the marketing function at Kylas Sales CRM. Took the brand from near-zero to a nationally recognised, award-winning platform. Every number below was earned in-house with a lean team.
Kylas Sales CRM
Industry Awards
#5 Highest Rated CRM on G2. #2 Easiest to Use. #1 CRM Leader on GetApp.
SEO & Organic
Domain Authority 0 → 40. Organic = 60% of traffic, 40% of lead flow.
Partnerships
Visa, Tata Business Hub, Jio, MyOperator, Netcore Cloud, WATI, Interakt.
Content & Webinars
eBooks, whitepapers, vertical landing pages, webinar series on RevOps & MSME growth.
Email & Lifecycle
Full lifecycle programs — launches, awards, feature updates, re-engagement flows.
Ad Creative & Paid
Multi-format campaigns across Google and Meta tied directly to conversion outcomes.
How I Think
Revenue Over Reach
Every channel gets evaluated by one question: does this move someone closer to buying, staying, or spending more?
Distribution First
If I can't answer "who will see this and why," I go back to the drawing board before writing a word.
Systems Beat Campaigns
A one-time launch is a spike. A system is a compounding asset. I think in lifecycle stages and FOMO triggers.
Operator Empathy
Restaurant owners are running a floor. Sales managers have a quota. Outcomes, not features.
Clarity Is the Product
If someone reads your headline and doesn't immediately get what you do and why they should care, you've lost them.
Narrative as Positioning
"Grow Without Discounting" wasn't a tagline — it was a market position. Own the narrative, own the category.
Where I Operate
Not a channel specialist. A full-funnel operator who knows which channels to use when, how they connect, and what good looks like in each.