Covlant
INDUSTRY:
AI
YEAR
2025-PRESENT
overview
Fractional Exec and GTM advisor at the pre-launch stage to take an early, technical product to market and prepare for the next funding milestone.
what I did
Built Covlant’s brand, positioning, and messaging from the ground up, defining what the company stands for, who it’s for, and how it wins in a highly technical market.
Created the full customer-facing foundation, including website, core messaging, visual direction, and product storytelling for a developer and QA-focused audience.
Led the end-to-end website and product narrative, from copy and content to visual concepts, agency direction, and development coordination.
Defined the platform story and value framework, distilling complex technical capabilities into a clear, structured narrative that resonates with both technical buyers and enterprise stakeholders.
Developed foundational product and demo storytelling, including the primary product video and demo narrative used for early customer conversations.
Advised on early GTM and marketing operations, including lead-to-sales flow and foundational marketing infrastructure.
Advised founders on early marketing strategy, spanning positioning, outbound campaigns, customer storytelling, and early demand experiments.
Supported the transition beyond founder-led sales, beginning work on pitch decks, core sales assets, and a repeatable sales narrative to set up a broader sales team for success.
impact
Took Covlant from no external brand presence to a clear, cohesive market story ready for beta launch.
Enabled early customer traction with a clear product story tailored to technical buyers.
Positioned the company for its next phase of growth, including broader launch, early sales hiring, and fundraising readiness.
Establishing a repeatable narrative and GTM foundation that sales and marketing can build on as the company scales.
what leaders say
“Arushi joined us as a fractional marketing leader at a critical stage and helped us build our marketing foundation from scratch. She shaped our go-to-market and story, helping us move beyond founder-led sales with a clear customer and sales narrative as we scale.”
Anubhav Sinha
Co-Founder & CEO, Covlant
