The 3 people marketing team at Mukesh Bansal's new startup, here's how.

Day in life of Reshma Baskaran, Nurix AI's growth marketer.

Nov 20, 2025

Before we begin, we have three events lined up this weekend. AI hackathon in Hyderabad (tickets), Brand marketing workshop in Mumbai with Swati Mohan (tickets), & Coffee Catchup in Nagpur (here). Take your pick & make your weekend productive :)

Onto today’s edition.

Ask anyone in a growth role what they do and you’ll get a highlight reel — the big launches, the wins, the metrics. What you don’t hear is the work behind those numbers. So we spoke to Reshma (GrowthX member since May 2025). She leads growth at Nurix AI, one of India’s fastest-growing AI companies, founded by Mukesh Bansal (founder of Myntra, Cult.fit). We capture an unfiltered look at what a growth marketer’s day in a life looks like at a growth-stage AI startup.

So, what is Nurix AI?
It’s a conversational AI agent for support and sales. So far, the company has raised $27M in Seed and Series A rounds from Catalyst and Accel Venture Partners.

What is the marketing team structure?
Lean — just three full-time marketers, including Reshma.

What are the main goals for the team?
Marketing’s current focus is to establish a presence in the saturated enterprise AI agent space. Their main JTBD (jobs to be done) reflects this and includes building brand awareness, organising events, and raising social awareness. Now that we have some context, let’s see what Reshma’s day looks like.

The chaos begins from hour 1.

Reshma spends about 30-40% of her day in stand-ups, cross-team syncs and catch-ups with external collaborators. These meetings define the team’s marketing activities.

Stand-ups.
Growth marketing moves fast.

New products, shifting user behaviour, and even regulatory changes can reorder priorities overnight. Stand-ups are where the team figures out what’s working and what deserves more fuel.

Because Nurix leans heavily on paid ad marketing, these calls center on the posting pipeline and budget adjustments. A single stand-up might touch: Which social posts go live today? What’s queued up? How much is currently running on YouTube Ads, and how many leads has it generated? Is there room to optimise? Is one segment booking more sales meetings than others? If so, how do we lean into that?

Once aligned, everyone breaks off to execute.

Given the small 3-person team at Nurix AI, execution is strategic too. The team is big on calendaring everything, and allocating appropriate bandwidth for all marketing activities. This allows the team to push content on platforms like LinkedIn, YouTube, events, blogs, and more on schedule.

External collaborator meetings.
Paid ads and social aren’t enough, especially when enterprise CS and sales teams are drowning in new AI tool pitches daily. So Nurix layers on podcast placements, analyst reports, and events to meet target ICPs where they already pay attention. These channels run on external partnerships, which means more meetings.

Events might involve calls with hosts to secure booth space, syncs with sponsors on speaker slots, and quick decisions on branding. Podcasts could mean vetting partners, checking audience fit, planning the pitch, and aligning on budget. Analyst relations might focus on report timelines, positioning, data requests, and how Nurix should show up in each publication, for instance.

And then, there are cross-team syncs.
Since marketing directly drives product adoption and SQLs, Reshma checks in with product and sales every few days. Product syncs revolve around upcoming releases and how to share them externally, while sales syncs focus on qualified leads and their movement through the funnel.

Most meetings happen one after another and have multiple moving parts. On the day we spoke to Reshma, she had back-to-back calls until 6 p.m., followed by a 45-minute break, and another one scheduled at 6:45.

Chill isn’t exactly part of the job description.
When we asked whether this pace is normal for growth marketers, she simply said, “Yes — if you’re working at a growth-stage company.”

How have past experiences shaped this role?

Reshma didn’t start in growth marketing. She built her way here through sales, product marketing, and setting up systems from scratch.

Moving from sales to marketing at LeadSquared.
She started her career in sales at LeadSquared and quickly moved into selling to the US market. She was good at it because she understood customer pains and could speak their language. Eventually, leadership pulled her into training the team and building out marketing materials — product marketing.

A mentor saw potential for broader impact and encouraged her to shift into growth marketing. There, she ran event marketing, webinars, newsletters, and thought leadership campaigns. The goal was to maintain LeadSquared’s position as a software leader in an established market.

Setting up systems at Accacia.
Reshma joined Accacia as the first non-tech hire. The founders were still narrowing down the ICP. There were no systems — no CRM, no social accounts, nothing structured to inherit. Everything had to be built from scratch.

She reported to the founder and figured out channels, budgets, and usage through experimentation and guesswork. The ICP was different, too—real estate developers, not the SaaS buyers she knew from LeadSquared. That meant relearning how to speak to customers from customer calls and conversations with founders and finding out what systems would actually work for them.

Those months became the foundation for Nurix, which already had organic marketing and SEO in place when she arrived. Her mandate there was specific and challenging: own demand generation.

Here’s the reality: every rupee counts at a growing company.
Budgets are small and usually spent on ‘more important’ activities like building out the product & driving sales. Marketing gets an extremely small budget, which isn’t good for demand generation. Fact: High-impact channels cost money. And not every scalable channel has your target audience.

The challenges here boil down to this.
Finding the channel mix that fits the budget, matching the life-cycle stage of your target audience, creating long-term brand awareness & of course, convincing your CFO. Reshma has done this twice: once at Accacia & now at Nurix AI. We asked her the “how?”.

Creating demand on a budget.

Reshma’s view: how a team spends comes down to the founder's mindset, not the funding stage. Some leaders stretch every dollar at Series A. Others spend aggressively because the business requires it.

For example, at Nurix, the founders operate lean but spend where it counts, specifically on channels that deliver high-quality leads. That means betting on expensive US & APAC events during peak seasons while still indexing heavily on webinars, thought leadership, social channels, and blogs to generate leads.

We asked Reshma how she got the finance team’s buy-in for channels. And she said leading with these three things has always helped her make a good business case.

Showing up with data that putting money into certain channels is a good bet. Comparing metrics like CAC (Customer Acquisition Costs) for different channel options. And finally, treating every channel bet as a time-bound experiment. Meaning, testing risky, high-budget, high-impact channels for a limited period and seeing if it brings in the leads. If not, kill the channel. This approach makes channel-level bets seem well thought out and, therefore, less scary to finance teams, which is probably why it works.

What’s next for her?

Focus is straightforward: help Nurix AI emerge as a category winner. The space is still early, which means new use cases will surface and more go-to-market strategies to figure out. The team will grow, and the work will keep shifting. For now, it’s about staying curious and moving fast enough to matter.

Are you trying to crack a growth role?

Over the past few years, we have built a structured approach to cracking growth, product & marketing roles. Over 200 video lessons covering how to prepare your resume, package your personal brand on LinkedIn, crack technical interview rounds & even how to negotiate salary. As a reader of this newsletter, you get a free trial to go through the content. All you need to do is sign up for a free account HERE.

That’s all for today, folks. This post is public, so feel free to share it. See you next week!