Commercial systems that turn
creator attention into revenue.

A commercial motion that works in one market often breaks the moment it scales. I diagnose where the motion breaks and build the fix.

Where programs break ↓ Explore services →

Airtime isn't bought anymore.
It's earned.

Airtime used to be scarce, controlled by a handful of networks who owned and sold it in slots. That world doesn't exist the way it used to. Creators no longer ask permission to go on air. They publish, the audience decides what gets seen, and that attention is what now earns airtime.

I help creator platforms, brands, and SaaS companies earn airtime in the creator era, by designing the commercial systems that turn attention into revenue.

Background

Operator knowledge,
from inside the room.

Hi, I'm Aishu. I've spent the last five years at YouTube building and scaling creator programs across APAC. I've covered everything from designing creator service models, to launching brand partnership programs across multiple markets and building new content verticals from zero to one. Before that, I worked at Cloudflare and LinkedIn across Sales Strategy, Operations and Competitive Intelligence functions, and was a consultant at EY Parthenon.

Aishu Ramesh, founder of Airtime
YouTube YouTube
Google Google
Cloudflare Cloudflare
LinkedIn
EY Parthenon EY Parthenon
Where programs break

Creator programs get built around what's easy to measure.

Creators signed up, content posted, features switched on. Each of those can go up without revenue moving, and where it actually breaks is usually one of five places.

Supply without monetization

Creators join but can't earn meaningfully, so they don't leave established competitors. Creator decisions are financial, not loyalty-based, and acquisition without monetization proof doesn't move them.

Creator service model gaps

How you segment and manage your creator portfolio determines whether the commercial system works. When the service model isn't fit for purpose, creators placed into managed programs become unresponsive and resources are spent on the wrong accounts. This is usually blamed on the individual relationships, when the actual cause is the design of the service model.

No agreed definition of success

Creator programs launch without anyone deciding what they will be judged on. Platforms count creators onboarded when the goal was creator earnings, so a program can run for months before anyone can say whether it worked. Brands reach the review with no agreed metric, so the conversation defaults to proving revenue impact the program was never built to show.

One playbook, multiple markets

A program built for one APAC market rarely transfers to another without significant adaptation. The differences across markets are large enough that a single playbook applied everywhere tends to fail, and the cost of that becomes clear quickly.

Agency ecosystem gaps

Agencies are the execution layer for creator programs and market entry. Map the ecosystem wrong and you contract agencies that source creators but can't close commitments, or miss the ones that actually drive distribution.

Not sure which failure mode you're in? Take a 3 minute diagnostic to find out.

Take the diagnostic →
Creator program economics

Three principles the work runs on.

I call the fix for this Creator Program Economics, the discipline of designing the commercial systems that turn creator attention into revenue.

Creators are a portfolio, not a channel

A channel is an expense. A portfolio is something you allocate across, rebalancing the mix on risk and return.

Select on signal, not size

Follower counts and account size rarely predict what a creator returns. Selection runs on unit economics instead.

Structure holds, thresholds move

The architecture stays consistent across markets and the numbers inside it recalibrate. Flex the structure and you can't run more than one market.

Services

Services tailored to your specific goals.

Time-based engagements

One Take

45-minute working session

One specific decision, worked through live, with a one-page written read the next day. For when you have a narrow question rather than a program to diagnose.

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On Air

Fractional Creator Program Lead

A monthly retainer where I act as your fractional GTM lead: monthly performance reviews, quarterly OKR recalibration, and strategic support as questions come up. Available on its own, or after a Pilot or Series.

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Project-based engagements
Diagnose

Signal Check

Creator program health check

Best for when You know something isn't working, whether creator activation, commercial program performance or market results, but can't pinpoint where the break is.

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What's included

  • Creator monetization funnel audit
  • Commercial program assessment
  • Agency ecosystem snapshot by market
  • Priority action matrix: top 3 fixes in sequence
Learn more →
Build

Pilot

Creator program build

Best for when You have a creator base but no systematic commercial motion: service model, program design, agency ecosystem, or market sequencing.

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What's included

  • Creator service model design
  • Commercial program architecture
  • Agency selection criteria and contract structure, per market
  • 90-day activation playbook
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Scale

Series

Creator Scale Strategy

Best for when The program works, or it worked. Now it's plateauing, not replicating across markets, or breaking under its own operational weight.

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What's included

  • Full creator program audit
  • Supply and demand dynamics diagnosis
  • Multi-market sequencing and OKR framework
  • 90-day implementation roadmap
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Activate

Feature Premiere

Product activation and adoption

Best for when You've built a feature or a creator tool and adoption across markets isn't happening at the rate it should.

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What's included

  • Market sequencing by wave
  • Partner and creator readiness assessment
  • Creator adoption playbook
  • Feedback loop design to product
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See full service details → See the work →
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