I build markets
where none exist

Four years building brand and growth at Proactive For Her — India's largest digital women's health platform — through a paid-to-organic rebalance and an acquisition. Most of the work is finding language for categories people can't yet name. Imperial MBA in September.

Tisha Banerjee
Nowhealthcare, zero-to-oneHPV launches, egg-freezing GTM, vaginismus illustrators
looking for what’s nextFounding-team / Head-of role · NY, London, Bangalore
SeptImperial ’28MSc, with a focus on health-tech ventures
Now
AVP Growth, Proactive For Her · Bangalore
Next
Imperial College Business School · London, Sept 2026
Reach
tisha@tishabanerjee.com · LinkedIn

Outcomes I keep coming back to

Five lenses · Read in any order

Building demand in zero-awareness categories

Where the consumer doesn't yet have a vocabulary for the thing they need.

5,000+ paid vaccinations through the HPV launch alone

Shifting growth from paid-dependent to organic-led

When the spend-to-revenue math stops working, rebuilding the engine that replaces it.

59% spend cut, revenue doubled at PFH

Launching new service lines from zero

Standing up a category, a P&L, or a product where nothing was before.

Five verticals now driving 25% of monthly revenue

Translating user insight into category strategy

When the gap is about how to talk about something, not what to build.

Egg Freezing GTM, Vaginismus illustration videos, GenZ HPV

Designing operating systems for small, high-leverage teams

The agency-to-in-house transition, the post-acquisition redesign, the cadence that holds.

3-person team replacing an agency-dependent setup
The thread

What ties them together

Each one is a thing I’ve done more than once. Read in any order — the case studies below are evidence for whichever lens you’re holding.

A coherent operator, not a list of tactics.
Work · 01

Proactive For Her

AVP Growth · Apr 2022 – Present

PFH is India's largest digital women's health platform — telehealth, in-clinic, and a category footprint that has expanded across reproductive, sexual, and emotional health. I joined when the team was small enough that the brand and the funnel had to be the same person's job, and stayed through the rebalance and the acquisition that followed.

fun factThree of the verticals were drafted on a wedding-flight back to Calcutta. Excel on a 3-hour layover.
HBScase study, 2024
Case illustration

HPV Vaccine Launch

Zero-awareness

A vaccine most Indian women had never heard of, with a small adoption window and a price point that needed to clear the trust gap before the medical one.

Read the case↗
Case illustration

Vaginismus illustration videos

User insight to strategy

A clinical condition most women aren't given the words for. The illustration format was the only one that let us talk about it without flinching.

Read the case↗
Case illustration

MTP, a 100% organic funnel

Zero-awareness

A category we couldn't pay to advertise. Everything had to come from search, story, and the long tail of people typing what they couldn't say out loud.

Read the case↗
Case illustration

Egg Freezing, GTM and messaging framework

User insight to strategy

The procedure is well-understood; the conversation around it is not. Most of the work was figuring out who was actually asking, and what they were asking for.

Read the case↗
Case illustration

The PFH rebalance, paid to organic

Paid to organic

When the unit economics stopped working, we cut spend by 59% and rebuilt the funnel around organic, branded search, and AI-assistant visibility. Revenue doubled.

Read the case↗
Case illustration

Post-acquisition growth org redesign

Operating systems

After the acquisition, the team was suddenly small, the cadence was suddenly different, and the question was whether a 3-person org could hold the shape of a much larger one.

Read the case↗
Work · 02

Brandtouch

Strategy & Growth · 2020 – 2022

Brandtouch was where I learned that healthcare and consumer wellness were the categories I wanted to stay in. I worked across consumer health and a small in-house MarTech build — two threads that ended up being one story about how to launch new lines from inside an existing organisation.

ITC EIMrunner-up
Case illustration

ITC telehealth product positioning

New lines from zero

Standing up telehealth lines for ITC — going from white-label to a brand patients actually asked for by name.

Read the case↗
Case illustration

MarTech 0→$100K ARR

New lines from zero

An in-house MarTech product that crossed $100K ARR in its first year — built from the inside of an existing services org.

Read the case↗
Appendix · what some people noticed

Recognised in four different rooms.

An MBA scholarship, a Harvard teaching case, a programme demo day, and an industry award. Different audiences, same body of work.