Creator economy GTM
that actually works in APAC.

A GTM motion that works in one APAC market often breaks the moment it scales. I diagnose where it's breaking and build the fix.

Take the diagnostic See the work →

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 no longer exists 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 the software built for them earn airtime in the creator era, by designing the go-to-market that wins in APAC.

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 Deals 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.

I now work with creator platforms, brands, and SaaS companies to design GTM programs that actually work in APAC.

Full background →
Aishu Ramesh, founder of Airtime
YouTube YouTube
Google Google
Cloudflare Cloudflare
LinkedIn
EY Parthenon EY Parthenon
CREATOR ECONOMY · APAC · BRAND DEALS · SERVICE MODEL · AGENCY ECOSYSTEM · MULTI-SIDED PLATFORMS · PLATFORM GTM · CREATOR ECONOMY · APAC · BRAND DEALS ·
The real problem

The APAC creator economy is not a monolith. Each market has its own agency, creator and advertiser dynamics. What most creator platforms are missing is a monetization system that converts that creator supply into commercial revenue.

01

Creator supply

Already exists across APAC markets.

→
02

Monetization system

Hasn't been built to convert supply commercially.

The constraint
→
03

Commercial conversion

Revenue, recommitment, a program that scales.

Where programs break

Creator economy GTM fails
in predictable ways.

These programs fail in the same handful of ways everywhere. What changes market to market is the fix, and most teams apply one solution across all of them.

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 within 90 days 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.

Advertiser measurement and commercial program ROI

Brands invest in creator programs and then cannot clearly measure the return. Attribution is more complex than in standard digital advertising, so a program that was not built to be measured from the start cannot prove its ROI internally. Without that internal proof, brands do not renew.

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? The diagnostic will tell you, and it routes by who you are first.

Take the diagnostic →
Services

Built around who you are.

The diagnostic tells you where to start.

Foundation

Signal Check

Creator Economy GTM 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.

Click to see what's included →

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 GTM Launchpad

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

Click to see what's included →

What's included

  • Creator service model design
  • Commercial program architecture
  • Agency ecosystem mapping per market
  • 90-day activation playbook
Learn more →
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.

Click to see what's included →

What's included

  • Full creator program audit
  • Supply and demand dynamics diagnosis
  • Multi-market sequencing and OKR framework
  • 90-day implementation roadmap
Learn more →
Also available

Feature Premiere

Product Activation GTM

You've built a feature or a creator tool. Either way, adoption across APAC markets doesn't happen without the right sequencing, partner readiness, and a playbook per market. I design the rollout GTM: market sequencing, partner and creator readiness, adoption playbook, and feedback loop back to product.

See details →
See full service details →
Who this is for

Three types of clients.

Creator platforms

APAC-native platforms building a commercial system from scratch, and global platforms entering APAC for the first time. You need the service model design, commercial program architecture, and agency ecosystem to make it work market by market.

Brands building creator programs

You're spending on creator marketing across multiple APAC markets with no consistent framework, no way to compare performance, and no standard for measuring ROI. You need a program architecture, not more campaigns. I design the system; you and your agencies execute it.

Creator economy SaaS

You build software or tools for the creator economy, selling to platforms, brands, or agencies, or directly to creators. The GTM isn't converting or product adoption isn't landing across APAC markets. I diagnose where it's breaking and design the fix.

Where do you start?

Not sure
where to start?

The diagnostic takes 4 minutes and tells you exactly what's breaking and which engagement fits your situation.

Take the diagnostic →
✉ Get in touch