Bhumika Shah, growth, GTM and customer engagement. Ahmedabad, working with the US, UK and Australia.

I make growth add up.

Accountant by training, marketer by trade, operator by instinct. Ten years across finance, recruitment, content, demand generation, RevOps and go-to-market for B2B services firms.

Today I lead a 40+ person growth function at IMS Group. Next, I want to own the whole customer lifecycle: how a product gets positioned, bought, adopted and renewed.

Open to product marketing and customer success leadership roles, or one that spans both.

See selected work Start a conversation

Namak, salt

Customer thinking

The one ingredient every dish needs. I start with the customer's problem, then build the positioning, the demand and the retention system around it.

A masala dabba holds seven spices. Nobody good cooks with just one. Tap a bowl.

The ledger

An accountant's habit: show the figures before the story. These are from the last three years at IMS Group. The context for each sits in the case studies below.

  1. C-level leaders brought into partnership and expansion conversations128+
  2. At-risk revenue protected by an early churn-warning system$43,200
  3. Earlier intervention than the legacy churn triggers4 weeks
  4. Account-level NPS, year on year+6 pts
  5. Growth in ICP-qualified inbound after repositioning IMS Decimal3×
  6. Forbes Global 2000 pursuits supported by the sales enablement engine150+
  7. Tailored RFP responses for Forbes Global 2000 prospects12+
  8. People led across marketing, RevOps, content, design and delivery40+
  9. Leads in the first full year of scaled digital operations199+
  10. Backlink growth across brand properties, 460 to 1,650259%
Balanced and reconciled.CIMA, Advanced Diploma in Management Accounting

Growth across the lifecycle

Most marketers stop at the MQL. Most customer success teams start at the signature. I've worked on both sides of that line, and it's usually where the money leaks.

  1. Product marketing

    Position

    Who is it for, and why would they care?

    Built IMS nHance's ICPs, personas, TOWS and positioning. Productised OneWorld's GCC offer under a People, Process, Technology framework.

  2. Product marketing

    Acquire

    Are the right people finding us?

    Tripled ICP-qualified inbound at IMS Decimal. 55% average organic traffic growth across six brands.

  3. Product marketing

    Convert

    Can sales win without starting from scratch?

    Decks, battlecards, ROI calculators and objection guides behind 150+ enterprise pursuits. 12+ RFPs written.

  4. Customer success

    Adopt

    Does the client see the value they bought?

    60+ QBRs, NPS reviews and executive check-ins turned into board-ready growth narratives. ROMI up 6% YoY.

  5. Customer success

    Retain

    Who is quietly drifting away?

    Churn signals on RevOps dashboards, four weeks ahead of legacy triggers. $43,200 protected, NPS up 6 points.

  6. Customer success

    Expand

    What else should this client buy from us?

    Bundle pricing that grew cross-sell across three IMS brands. CXO roundtables that seated 128+ executives.

RevOps runs underneath all six. GA4 hygiene, one set of source-of-truth dashboards and a quarterly planning cadence shared by marketing, sales, delivery and leadership.

Selected work

Five projects, each tagged by where it sits in the lifecycle. Open one for the situation, what I did and what changed.

Customer successRevOps

Churn gives four weeks' notice, if you're watching

An early-warning system for a book of 24 enterprise clients, built from signals the business already had.

Situation

Churn triggers fired late, usually after a sponsor had already gone quiet. By then the conversation was about saving the account, not growing it.

What I did

  • Put three leading signals on the RevOps dashboards: sponsor engagement drop-off, campaign response decay and stakeholder changes.
  • Ran 60+ structured reviews (QBRs, NPS discussions, executive check-ins) to act on them.

What changed

Intervention four weeks earlier. $43,200 in at-risk revenue protected. Account NPS up 6 points and ROMI up 6% year on year.

Product marketingGTM

IMS nHance: from two ICPs to a 26-page go-to-market

The full GTM system for an offshore, white-label digital marketing workforce, selling to agencies and growth-stage brands.

Situation

A newer brand in international markets, competing with freelancer platforms on one side and established offshore agencies on the other, with thin vertical proof.

What I did

  • Two ICPs (agencies, brands) with ten buyer personas, pains and intent signals by stage.
  • SWOT into TOWS, a positioning statement, five segment value propositions and five messaging pillars.
  • A 13-competitor map, keyword clusters, a 26-page web architecture, three nurture sequences and a quarter of content.

What changed

[Add outcome: pages live, inbound enquiries, pipeline from agency ICP]

Product marketingPricing

ONE WORLD: turning a GCC capability into a product

Commercial solutioning, pricing and a group rebrand to take IMS upmarket into Forbes Global 2000 accounts.

Situation

IMS Group's GCC and build-operate-transfer venture had capability but no packaged offer, price architecture or enterprise-grade story.

What I did

  • Productised the services under a People, Process, Technology framework.
  • Built pricing, packaging and the commercial narrative from the ground up.
  • Led the rebrand to IMS OneWorld across creative, digital, PR and sales.

What changed

12+ tailored RFP responses for Forbes Global 2000 prospects in 18 months, and an enablement library behind 150+ enterprise pursuits.

Product marketingDemand

Two brands, two new markets

Repositioning IMS Decimal into EOR and aged care, and Nucleii into Africa as an MSP for MSPs.

Situation

Both brands were competing in crowded categories where their story sounded like everyone else's.

What I did

  • Moved Decimal into employer-of-record and aged-care segments across the US, UK and Australia.
  • Built an MSP-for-MSP category narrative for Nucleii in African markets.
  • Ran geo-specific content for each.

What changed

3× ICP-qualified inbound at IMS Decimal, and 36 ICP-relevant leads worth $1,800 to $2,500 per engagement.

ConsultingPricing

Pricing a shared service centre for a Top 10 accounting firm

The GTM blueprint and pricing framework for an India shared service centre, advising partner-level stakeholders.

Situation

The centre had to sell to accounting and audit firms in both the UK and Africa, where margins and volumes behave very differently.

What I did

  • Co-built the GTM blueprint, delivery operating model and market-entry sequence.
  • Designed tiered service catalogues and currency-adjusted rate structures.

What changed

The framework informed commercial decisions on 12 live pursuits in four months.

Pricing

Bundles that sell across brands

Combined PMO and workflow automation across IMS Decimal, People Possible and Datawise into one bundle to grow cross-sell.

Research

Peer benchmark of ten India GCCs

Headcount, locations, functions and roles for ten digital operations and marketing-services firms, for a client weighing its India setup.

Content

The Public Accountant on Purpose

Conceived, produced and hosted seven podcast episodes and 5+ webinars for US CPA audiences at Unison Globus.

Hi, I'm Bhumika.

I've never fitted neatly into one job title, and I've stopped trying to.

My first job was recruiting for UK clients in automotive, banking and finance. It taught me what I still use most: people rarely buy the best option. They buy the one that feels safest to defend.

Then I crossed into accounting, closing books for UK subsidiaries and filing VAT and IR35 returns while I studied for CIMA. That's where I learned to ask what anything costs, marketing included.

Content came next, almost by accident. At Unison Globus I wrote, designed and ran social, then produced webinars and a podcast for US accounting firms, and ended up running the team behind them.

Since 2023 I've been at IMS Group: consulting on GTM and pricing, rebuilding digital marketing across six brands, and now leading a 40+ person function across growth, RevOps, content and delivery.

What ties it together is one question: why do people decide what they decide? It's the same question behind my love of psychology, neuroscience, food and design. It's also why I'm moving toward product marketing and customer success, where that question matters from the first click to the renewal.

Home base
Ahmedabad, India
Markets worked
US, UK, Australia, Europe, Africa
Trained as
Management accountant (CIMA)
Hosted
A 7-episode podcast and 5+ webinars
Learning now
Gainsight, HubSpot CS, MEDDIC
Name number
11, checked twice
A portrait of you
On stage or at a CXO roundtable
Something you cooked or loved eating
You with your team
A corner of your home you styled
Behind the mic: podcast or webinar
Your desk or bookshelf
CEO Award night, 2025

A moodboard of a generalist. Every picture here is another spice in the dabba.

The long way round

I didn't pick a lane, I collected them. Each role taught me something the next one needed.

  1. 2016
    Senior Recruitment Consultant, IMS People

    Four-time Performer Accelerator of the Month. Learned how people decide under pressure.

  2. 2017
    Business Accountant

    UK statutory compliance, VAT, IR35, budgets and forecasts. The P&L habit started here.

  3. 2020
    CIMA Advanced Diploma

    All-India Rank 2 in Organisational Development and Rank 3 in Advanced Costing and Financial Decisions.

  4. 2021
    Unison Globus, content to project management

    Social, content, webinars and a podcast for US CPA firms. Then ran the team that made them.

  5. 2023
    MICA, and strategic consulting

    Digital marketing and brand communications at MICA. GTM and pricing work for a Top 10 accounting firm.

  6. 2024
    Manager, Digital Marketing, IMS Group

    Rebuilt digital marketing across six brands as a demand-generation function.

  7. 2025
    CEO Award for Outstanding Performance

    IMS Group, 20th Annual Conference.

  8. 2026
    Senior Marketing Manager, Growth, GTM & Customer Engagement

    A 40+ person matrixed team across marketing, RevOps, content, design and delivery.

"A jack of all trades is a master of none, but oftentimes better than a master of one."
The full version of the proverb. People usually stop halfway.

Off the clock

What I study when nobody's paying me

Food

A good thali is portfolio design. Balance, contrast, and nothing fighting for the plate.

Psychology

Every buying committee is a group of people protecting their own reputations.

Neuroscience

Attention costs the brain energy. Good messaging lowers the price.

Décor

Rooms and websites fail the same way: too many things, no hierarchy.

Aesthetics

Buyers judge care before they judge capability.

Numerology

Patterns in numbers, for fun. The ledger above is for work.

Teams call me when

These are the situations I'm best in. If one of them sounds familiar, we should talk.

Marketing is busy, but the business isn't seeing commercial movement.

There are strategy decks, but no clear operating direction.

Lead generation exists, but qualified pipeline and revenue visibility are weak.

Customer insight is sitting in conversations instead of becoming a repeatable growth system.

Marketing should not exist as a publishing function.

It should translate the business into human decisions: who to target, why they should care, what should happen next, and how that movement becomes measurable revenue.

Customer problemPositioningDemandQualified pipelineConversionRevenueRetention

Work with me

One door is open now. The other opens later, and you can get on the list for it.

Now

A lifecycle role, full time

Product marketing, customer success, or a growth role that spans both, at a B2B SaaS or tech-enabled services company selling into global markets.

  • Positioning, packaging and pricing
  • Sales enablement and competitive narrative
  • Onboarding, QBRs, health scoring and churn signals
  • Expansion plays and executive engagement
Talk about a role

Currently studying for Gainsight Associate, HubSpot Customer Success and MEDDIC Fundamentals.

Next

Fractional CMO for B2B services firms

For founder-led firms that have outgrown doing marketing themselves but aren't ready for a full-time CMO. A small number of clients at a time.

  • GTM and positioning sprints
  • RevOps foundations: data, dashboards, cadence
  • Retention and expansion audits
Join the early list

In other people's words

What the people I've worked with say, from clients to the teams I've led.

[Quote from a client executive about a QBR, a renewal or an expansion conversation]

[Name, title, company]

[Quote from a senior leader at IMS Group about the OneWorld rebrand or the growth function]

[Name, title]

[Quote from someone on the 40+ person team about working with Bhumika]

[Name, role]
CEO Award for Outstanding Performance, 2025 4× Performer Accelerator of the Month 1st place, Innovation in Recruitment contest AIR 2 and AIR 3 in CIMA papers

Journal

Notes on growth, retention and pricing, written by someone who reads the P&L first. New pieces go out in the newsletter.

  • Busy is not the same as growing

    What to cut when marketing is active and revenue isn't moving.

    Coming soon

  • Churn gives four weeks' notice

    The three signals that showed up before every at-risk account.

    Coming soon

  • What an accountant sees in your marketing dashboard

    CAC, LTV and ROMI read the way a finance team reads them.

    Coming soon

  • The thali test for a service portfolio

    Balance, contrast and why bundles sell better than menus.

    Coming soon

  • Every buying committee is a psychology problem

    Selling to the fear behind the RFP, not just the requirements in it.

    Coming soon

  • Pricing an offshore service without leading on cost

    What changed when the pitch stopped opening with savings.

    Coming soon

Bring me the messy version.

A role, a positioning problem, a churn number that won't move. Send it as it is and I'll reply within two working days.

connect@bhumikashah.com Connect on LinkedIn

Based in Ahmedabad, India. Used to working across US, UK and Australian time zones.