Creator economy GTM
that actually works in APAC.

A GTM 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 ↓ 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 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 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.

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

Creator economy GTM fails in predictable ways.

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? Take a 3 minute diagnostic to find out.

Take the diagnostic →
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. SGD 500.

Book a One Take →

On Air

Fractional GTM Operator

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 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.

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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 GTM Launchpad

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 ecosystem mapping 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
Learn more →
Activate

Feature Premiere

Product Activation GTM

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
Learn more →
See full service details →
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