Pushpanjali Shukla
Growth, marketing & data
Based in India. Currently building growth & GTM at HeimLabs.
Before that, two years in Web3 — content, growth and research for CoinDCX, Axelar Network and ScribbleDAO — 300K+ organic impressions and 60+ educational threads along the way.
Now I’m pairing that business intuition with SQL, Python and Power BI to work closer to the data itself.
- Content
- Growth
- Marketing
- Analytics
- Data
300K+
organic impressions
60+
educational threads
40+
research reports
200%
community engagement growth
About
I started in content because I liked understanding people.
That turned into growth because I wanted to understand what makes people act.
Eventually I started looking past the content itself — into the numbers behind acquisition, engagement and conversion.
Now I'm combining that business intuition with SQL, Python, Excel and Power BI to work closer to the data.
Experience
- Go-to-market strategy for Web3 & AI product launches
- Technical content across product and growth channels
- Cross-channel campaigns
- Close collaboration with product & engineering
- Business development
- Client-facing consultative sales
- Designed a Web3 growth framework for the DAO's content & community
- Drove 40%+ growth in community engagement
- Wrote 60+ educational threads on crypto & Web3 fundamentals
- Generated 300K+ organic impressions
- Authored 40+ research reports on interchain infrastructure
- Represented Axelar as a Key Opinion Leader
From Growth to Data
I don’t just want to know whether something worked. I want to know why.
Campaign performance · Acquisition · Engagement · Conversion · Retention · Funnel behavior · Cohorts · KPIs
Analytics Stack
Analytics
SQL, Python, Pandas, Power BI, Excel, Google Analytics, Data Visualization, A/B Testing
Business
Growth Strategy, User Acquisition, Campaign Analytics, Funnel Analysis, KPI Analysis, Business Intelligence
Tech
Web3, DeFi, Blockchain, Tokenomics, Technical Writing
Content
Content Strategy, SEO, Research, Technical Writing, Community Building
Selected Analytics Work
Where margin actually comes from, not just where revenue does
Personal project — in progress
Business question
Which products, categories and regions drive profit rather than just top-line revenue?
Method
- Clean & model transaction data (SQL)
- Segment by product, category, region
- Margin & discount-impact analysis (Python/Pandas)
- Interactive profitability dashboard (Power BI)
Case study and dashboard link to follow on GitHub as the analysis is completed.
Finding the point where a customer decides to leave
Personal project — in progress
Business question
What behavioral signals precede churn, and which cohorts are most at risk?
Method
- Cohort construction (SQL)
- Churn-signal exploration (Python/Pandas)
- Retention-curve & cohort dashboard (Power BI)
Case study and dashboard link to follow on GitHub as the analysis is completed.
Turning campaign spend into a comparable KPI framework
Personal project — in progress
Business question
Which campaigns and channels actually move acquisition and conversion, adjusted for spend?
Method
- Consolidate campaign data (SQL)
- Build a comparable KPI framework (Excel/Python)
- Channel-performance dashboard (Power BI)
Case study and dashboard link to follow on GitHub as the analysis is completed.
Signature project — how content and community actually drive growth
Signature project — in progress
Business question
How do content and community activity actually convert into growth — impressions, engagement, follower growth and retention — and which of those levers are worth doubling down on?
Method
- Raw data: impressions, engagement, CTR, follower growth, campaign performance
- Clean & structure (SQL)
- Exploratory analysis (Python/Pandas)
- Define a KPI framework connecting content activity to growth outcomes
- Visualize in Power BI
- Turn findings into business recommendations
The bridge project: applying the analytics stack directly to the growth & content work in the Experience section above.
Education
University Institute of Technology, RGPV
B.Tech — Computer Science Engineering · CGPA 8.35/10
2021 — 2025
SheFi Scholar Program
Web3 Education — Blockchain Technologies & DeFi Protocols
2024
Google Analytics Certification
Advanced Web Analytics & Performance Tracking
2024