Engineer by training,
growth leader by trade.
I'm Preetish Panda. I head growth at an AI-native legal services firm. Previously, I ran growth at Passage and was employee #2 at Bettermode, where I built marketing from scratch.
Where I've worked
- Passage
Bettermode
TeamWave
An engineer who fell for marketing.
I started my career as a software engineer at Oracle. That background shapes how I work: test ideas, measure honestly, and build systems that last.
I like the messy early stages. I was the first marketer at Bettermode (employee #2) and the second growth hire at Passage.
I still like to build and write. I maintain open-source marketing tools, publish research on attribution, and write Growth Log.
Where I've built and led growth.
15+ years across engineering, consulting, and growth roles at software and AI companies.
Heading growth at a law firm that runs on software and machine learning rather than billable-hour headcount.
- Leading growth across acquisition, conversion, and lifecycle alongside an in-house team of engineers, designers, and product managers.
- Launching new AI-powered legal services and building the channels to take them to market.
Led growth across acquisition, product-led activation, and lifecycle.
Employee #2 and the first marketing hire. Built the marketing function from nothing.
Led a team of three marketers running inbound, outbound, and analytics for an enterprise web-data company.
First marketing hire for an all-in-one SMB CRM and project management platform.
Translated marketing requirements into technical architecture for enterprise clients.
Built core modules and analytics features for Oracle's financial services software.
Open-source tools & published papers.
Software I've built and papers I've published outside of day-to-day growth work.
Analyzing Customer Conversion Patterns: A Survival Analysis Approach to Multi-Channel Attribution
Applies survival analysis to model time-to-conversion across marketing channels, as an alternative to rule-based attribution.
Customer Segmentation via Clustering on Demographics and Purchases
Uses clustering on demographic and transaction data to find customer segments that marketing can act on.
Skills & Toolset
The areas I work in and the tools I use day to day.
Growth & Acquisition
Acquisition across organic, paid, and account-based channels.
Positioning & GTM
Positioning, messaging, and launches grounded in customer research.
Analytics & Experimentation
Multi-channel attribution, cohort analysis, and structured experimentation.
Engineering & MarTech
Marketing automation, CRM architecture, and building open-source tools.
How I think about growth
A few principles I come back to across roles, plus recent essays from my newsletter.
Simple things, done consistently, drive the greatest impact
“The levers that move a business most are usually simple. The hard part is doing them every week.”
Teams often reach for clever growth hacks before fixing the basics: clear positioning, fast pages, straightforward onboarding, and regular conversations with customers. Consistent work on the fundamentals compounds better than one-off campaigns.
Say hello.
If you'd like to chat about growth, marketing, or anything I've written or built, send a note here or reach out on LinkedIn.