Hi, I’m Tisha
Helping pharma, healthtech, and global health teams build demand in low-awareness markets, launch new categories, and scale profitably — grounded in four years of zero-to-one execution.
Where the consumer doesn't yet have a vocabulary for the thing they need.
5,000+ paid vaccinations through the HPV launch aloneWhen the spend-to-revenue math stops working, rebuilding the engine that replaces it.
59% spend cut, revenue doubled at PFHStanding up a category, a P&L, or a product where nothing was before.
Five verticals now driving 25% of monthly revenueWhen the gap is about how to talk about something, not what to build.
Egg Freezing GTM, Vaginismus illustration videos, GenZ HPVThe agency-to-in-house transition, the post-acquisition redesign, the cadence that holds.
3-person team replacing an agency-dependent setupEach one is a thing I’ve done more than once. Read in any order — the case studies below are evidence for whichever lens you’re holding.
A coherent operator, not a list of tactics.Proactive For Her (PFH) is a Series A-funded, category-leading women's health platform in India, delivering omnichannel care across telehealth and clinics. Incubated at Harvard Business School.
A vaccine most Indian women had never heard of, with a small adoption window and a price point that needed to clear the trust gap before the medical one.
A clinical condition most women aren't given the words for. The illustration format was the only one that let us talk about it without flinching.
A category we couldn't pay to advertise. Everything had to come from search, story, and the long tail of people typing what they couldn't say out loud.
The procedure is well-understood; the conversation around it is not. Most of the work was figuring out who was actually asking, and what they were asking for.
When the unit economics stopped working, we cut spend by 59% and rebuilt the funnel around organic, branded search, and AI-assistant visibility. Revenue doubled.
After the acquisition, the team was suddenly small, the cadence was suddenly different, and the question was whether a 3-person org could hold the shape of a much larger one.
Brandtouch was where I learned that healthcare and consumer wellness were the categories I wanted to stay in. I worked across consumer health and a small in-house MarTech build — two threads that ended up being one story about how to launch new lines from inside an existing organisation.
Standing up telehealth lines for ITC — going from white-label to a brand patients actually asked for by name.
An in-house MarTech product that crossed $100K ARR in its first year — built from the inside of an existing services org.
An MBA scholarship, a Harvard teaching case, a programme demo day, and an industry award. Different audiences, same body of work.
Proactive For Her was written up as a teaching case on category-building in regulated digital health markets. I worked with the faculty on the founder/operator interviews and the data exhibits.
Selected for the cohort's closing showcase. The brief was the HPV vaccine launch programme — a category build in a low-awareness, high-stigma market.
For the ITC telehealth product positioning work at Brandtouch — going from white-label to a brand patients actually asked for by name.
Awarded for the MBA cohort starting Sept 2026. Recognises candidates contributing to global health and life sciences leadership.