A GTM motion that works in one market often breaks the moment it scales. I diagnose where the motion breaks and build the fix.
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.
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.
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.
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.
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.
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.
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.
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.
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Creator GTM Launchpad
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Product Activation GTM
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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.
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.