Case Study 1:

Rostrum Education

Building and Running a Full Marketing Function From the Ground Up

Role: Digital Marketing Executive → de facto Marketing Lead

Brand context: Rostrum Education, where marketing had to do two jobs at once: generate enrollment and build the founders’ personal credibility in the education space

The Brand Challenge

Rostrum’s marketing needed to work on two levels simultaneously. One level is the conventional one: get the right content and ads in front of the right audience to drive enrollment and leads. The other is less conventional and harder to systematize: in education, especially when the founders themselves are the credibility behind the brand, people don’t just enroll because of an ad, they enroll because they trust the people running the place. That meant the founders’ own visibility, their LinkedIn presence, their podcast, their voice in webinars and seminars, had to become a real marketing channel, not a side project.

I started in this function as a blog writer. By the end, I was running most of the marketing operation: content, social, founder branding, SEO, paid ads, webinars, seminars, a podcast, and the people executing all of it. The breadth wasn’t planned from day one. It happened because each new responsibility revealed the next gap that needed someone to own it.

Below is how that work breaks down by function.

Content & Social Media

What started as blog writing expanded into owning the full content and social engine: writing social posts, reel scripts, and stories, then moving into shooting reels myself, managing the Instagram account and client relationships on it, and building out the content calendar. 

Founder Personal Branding (LinkedIn)

I wrote and managed three LinkedIn accounts simultaneously, the company page and both founders’ personal profiles, including Sanjog Anand’s. This is one of the higher-leverage pieces of the whole function: in a founder-led education business, the founders’ personal credibility often converts better than brand content ever can, because people are evaluating who is teaching them, not just what. Running this meant adapting tone and positioning across three distinct voices while keeping all three reinforcing the same underlying brand story.

Blog & SEO

I owned blog publishing alongside on-page and off-page SEO, the slower-moving, compounding side of the content engine that doesn’t show results overnight but builds organic visibility over time. 

Video & YouTube

I wrote scripts for YouTube content, filmed the videos, and managed posting and the channel itself, extending the same founder-credibility logic into long-form video.

Events: Webinars & In-Person Seminars

I managed webinars end to end, marketing, hosting, and lead nurturing after the event, not just running the session itself. I also managed in-person seminars with foreign mentors, which is a meaningfully different operational challenge: coordinating logistics, audience, and content quality for a live, high-stakes audience experience rather than a digital one.

Email Marketing

I ran a weekly email send, the steady, less glamorous channel that keeps an existing audience warm between bigger campaigns and launches.

Website Strategy

I worked with my team to write and strategize a full revamp of the website’s content, which sits underneath every other channel, since all the traffic generated by content, ads, and founder branding eventually lands there.

Paid Media (Google & Meta Ads)

I wrote ad copy and assisted the ads team across Google and Meta, including reporting on what was and wasn’t working and recommending budget allocation across campaigns. This is a notable expansion beyond pure content into the performance side of marketing, reading data and making a call on where money should go next.

Tools & Operations

I managed Google Business Profile and worked across the full suite of Google Workspace tools, the kind of operational fluency that doesn’t show up in a single campaign but is what lets a marketing function actually run smoothly day to day.

Team & Cross-Functional Leadership

I managed a team of six in-office and ten overall, and acted as the primary interaction point between marketing and other teams at Rostrum. This is the piece that ties everything above together: by the end, this wasn’t a content role or even a channel-owner role, it was running a full marketing function and the people inside it.

The Strategic Thread Running Through All of It

What connects blog writing, reel shooting, founder LinkedIn strategy, podcast direction, webinar lead nurturing, and ad budget calls isn’t a tidy specialism, it’s a single underlying principle: in a founder-led education brand, every channel is ultimately selling the same thing, trust in the people behind it. The blog builds credibility through expertise. The founder LinkedIn accounts build it through visibility and voice. The podcast and YouTube build it through depth and personality. The webinars and seminars build it through direct, live proof. The ads exist to get the right audience in front of all of the above. Running this many channels alone would be scattered work without that thread; with it, each channel’s job becomes obvious, and so does where to focus next.