We position adtech startups for category leadership through clear positioning, content systems, and AI-native GTM workflows.
As an early GTM hire at two AdTech startups that sold for $100M+, l led the marketing strategy to establish our topical authority and earn buyer attention.
At AdPushup, I created an organic growth engine that brought in 50k monthly unique visitors and 10k email subscribers; scaling from $0 to $10M in ARR. At Blockthrough, I produced 4x editions of the PageFair Adblock Report, hosted the Slice of AdTech podcast, and built sales operations function to support a global team; delivering 13x revenue growth.
I founded And/or Labs to help AdTech founders and CxOs build the right foundations for their go-to-market strategy, so that they don’t burn runway on scattered commercial efforts that don’t compound.
Bylines & quotes in Digiday, ExchangeWire, Forbes, AdAge, The Next Web, and more
Most adtech marketing is broken
It’s the same regurgitated explainers, “we’re excited to announce” posts that get 3 likes, and juicing your team photo-ops from industry events to death.
When someone does lands on your site, they get hit with: “We leverage AI to maximize outcomes.”
No wonder your buyers aren’t clicking the “book a demo” button. You’re putting them to sleep.
Here are a few signs your strategy needs work:
- You get a lot of visitors to your website but few conversions that turn to real opportunities
- Marketing spend and activities are completely disconnected from the sales pipeline
- Buyers show up on product demo calls with no prior product context or urgency to buy
Services we offer
360° Audit
Learn why you’re losing winnable deals by auditing your positioning, offer, and buying funnel.
- Ranked quick wins
- Full report PDF
- 60-min debrief
Fractional GTM
Get a twice-exited AdTech marketer driving your GTM strategy at the fraction of FTE cost.
- Full-stack GTM cover
- Weekly call + async
- 5 project hours/wk
Makeover Sprint
Transform how you show up in the market with a refreshed brand and positioning—in 2 weeks.
- Brand makeover
- Updated positioning
- AI-ready website
Praise for the work
VJ built and executed a marketing strategy that was instrumental in positioning Blockthrough as a category leader. I’d recommend him to anyone looking for a leader who thrives in early-stage chaos.
— Marty Kratky-Katz, exited tech founder
VJ performed every marketing work we needed until we could afford additional help. His calm demeanour, internal drive, and dry sense of humour made working with him a delight every single day.
— Trevor Thomas, ex-OpenX revenue executive
I truly enjoyed working with Vishveshwar (VJ) on the team. He has a great ability to keep his head cool during turbulent times, bringing a solutions-first mindset and a holistic view of what needs to be done.
— Goswijn Thijssen, ex-Google/Microsoft marketing executive