Ashwin Mason

Built and led a high-performing in-house team of 3, scaling operations with external partners for cold outreach, design, and content production. Directed FieldEx's rebrand from Custella, owning brand strategy, ICP definition, messaging architecture, and a complete rebuild of an enterprise-grade website in Webflow. Developed a data-driven demand generation engine, aligned cross-functionally with sales, product, and customer success to drive predictable pipeline and revenue growth. Increased inbound pipeline by 550% while lowering CAC; grew website traffic from 100 to 175,000 visits in 12 months via SEO, paid campaigns, and gated resources. Generated 2,000+ qualified cold leads from high-intent TOFU/MOFU assets. Managed six-figure ad budget across Google, LinkedIn, and Meta, executing aggressive A/B tests to optimize CPL and CVR. Implemented CRO and UX enhancements; reported weekly on pipeline contribution, CAC, CPL, and ROI to influence GTM strategy.

Scaled SEO traffic from 0 to 190,000 monthly visits via BOFU content. Built and executed affiliate strategies to drive revenue and expand publisher reach. Managed affiliate partners and negotiated profitable contracts. Secured sponsorships from multiple software companies. Optimized affiliate campaigns through performance tracking and ROI analysis.

Led end-to-end product design for FieldEx's core CMMS platform, from discovery through launch and iteration. Delivered wireframes, interactive prototypes, and high-fidelity designs, focusing on usability and visual clarity. Collaborated with PMs, engineers, and stakeholders to reimagine contract, work order, and asset workflows. Reduced task execution time by 40% and built a reusable design system in Figma to accelerate dev handoff and ensure consistency across modules and the marketing site.