Where are you based?
What job do you do?
I’m Saher Shodhan, and I’m co-founder and CEO of Traktion, a freelancing platform for the world’s best marketers. Growth is one of the most important functions in a business, but companies often hire poorly for these roles. At Traktion, I lead our company’s efforts to make the hiring of digital marketers simpler, more convenient and ROI-driven through data.
How did you get into marketing/communications?
Having started my career as part of the Uber Launch team in India, I’ve seen firsthand how a strong marketing and communications team is integral to the growth of the business. During my experience launching and scaling operations in India, I achieved an average weekly growth rate of 65% for Uber.
Having been deep in the trenches myself where marketing is a big component of my work, this has led to my passion for helping businesses grow with the right growth talent.
What are you most proud of in your career as a marketing/communications professional?
I’m currently most proud of what we’ve built with Traktion, and our supporting initiatives so far. When COVID-19 started, Traktion launched our COVID-19 Strategic Reviews sessions https://traktion.ai/business/covid19 to provide free growth consultancy for startups and businesses looking to adjust to the new normal. We’ve helped over a hundred startups across the UK, US and the EU adapt their growth strategy accordingly.
By vetting marketers based on their past performance and analysing post-campaign data to predict the ROI of marketer-to-business matches, we’re helping businesses grow with the right talent like never before.
How has marketing/communications helped the organisations you’ve worked for?
By vetting marketers based on their past performance and analyses post-campaign data to predict the ROI of marketer-to-business matches, Traktion helps businesses grow with the right talent like never before.
Our matches have improved clients’ return on ad-spend (ROAS) for their marketing campaigns by an average of 2.5x, and other baseline metrics like CPC by 70%.
What challenges have you overcome on your professional journey to where you are today?
I started my career in Uber in India (a ride-hailing marketplace), and then launched Lemonade, a P2P events marketplace in the US. Now I’m on a journey with Traktion in the UK.
The toughest challenge in building a marketplace is being able to first find the balance between supply and demand, and at different stages of building these businesses, we’ve been constrained by supply and demand constraints constantly. It’s the toughest business challenge I face in my past ventures, and it’s still a challenge today.
Do you have any words of wisdom for someone starting out in the marketing/communications industry?
Yes, and that is to adopt a data-driven approach to your learning.
Digital marketing and communications is a mix of understanding human behavior and data science. Essentially, you are responsible for running experiments for different variables whenever you design a marketing campaign. From A/B testing your audience, to your creative, to your copy, to your campaign settings, you require not only an informed intuitive understanding of your niche, but also the data lens to scale your projects in a methodical manner.
Where can we find you online?
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