About Ayush Das
I’m Ayush. My career began seven years ago, with writing roles across travel media, ed-tech and e-commerce, including two internships. Today, I manage the Programs team within Content Marketing at Headout, where I’ve spent the last five years in different roles.
My first job had a broader scope than its title suggested, which turned out to set the pattern for everything that followed. I was writing Amazon A+ content and marketing copy, running social media, and sketching product wireframes in Balsamiq whenever marketing needed a product to point to. Nobody asked me to do the last part. It just seemed obvious that copy couldn’t fix a problem the product itself hadn’t solved.
At Headout, I started with writing content and gradually moved outward. I owned organic growth across Central, Southern, and Eastern Europe, first as a market lead and then as a manager. That meant briefs, calendars, writer pipelines, and team bandwidth, but also crawl budgets, internal linking, competitor analysis, supply gaps, and figuring out what was actually holding growth back. Often, the bottleneck wasn’t the content or the SEO. It was the system underneath, which couldn’t move fast enough for us to test, learn, and scale.
So I started working on the system itself. What looked like a regional growth problem turned out to be an organisational one: markets across Headout were hitting the same publishing ceiling. I worked on content models, the migration from one CMS to another, AI-assisted pipelines, and internal tools that helped small teams publish and measure at a scale no individual could manage manually.
That’s the work I’m proudest of, and some of the least visible work I’ve done. Nobody sees a content model. They see that the pages went up. Nobody sees the strategy or the planning. They see the year-on-year growth.
That work also shaped my move into a central role. Today, teams across Headout consult me on how to structure new supply, manage collections, plan page setups, and organise products so they can scale. I help solve problems I’ve encountered firsthand, then build the processes and infrastructure that make those solutions work across markets.
I still care about the sentence. I’ve just come to care more about the systems that help thousands of them reach the right people, and whether we can tell which ones actually drive growth and revenue.
My career journey.
Manager, Programs - Content Marketing
Moved onto programs and systems work at the end of 2025, off direct market ownership. Working across content modelling, CMS infrastructure, AI pipelines and the internal tooling the publishing teams run on.
Manager, Content Marketing
Promoted to Manager in April. The remit widened to sixteen countries and a team of seven writers and growth specialists. I worked across marketing strategy and the editorial system, as well as the technical infrastructure underneath it, with the view that a content operation is a product and ought to be run like one.
Lead, Content Marketing
Ran CSEE as one organic growth engine, treating sixteen countries as one system rather than sixteen separate markets. Owned the brief-to-publish loop end to end, then handed established growth verticals over to the local markets to maintain. Ran SEO audits across the domain estate and worked with the engineering team on the CMS migration, covering data migration, sanity checks, and product QA.
Senior Content Writer & Marketing Associate
Picked up four growth verticals (Airport Transfers, Rail Passes, City Cards & Passes and Ferry Transfers) as a problem for the whole business rather than one market, and scaled them across dozens of Headout cities. Formed the CSEE market pod and helped grow the content marketing team from three people to more than fifty over about two years, hiring and mentoring writers and pod leads. Built 24+ AI-assisted content templates across 8 categories through prompt engineering, which is what made landing pages scale across markets without scaling the headcount with them.
Content Writer, Headout
Joined Headout on content, writing and commissioning evergreen pages against a growing catalogue. Picked up the SEO side quickly, because the question of what to write next kept turning out to be a search question.
Content Writer, ZB Ventures
Where I first learned how marketing, content, and product intersect. I worked at an e-commerce firm where I ran social media strategy and content calendars for several brands, and produced the posts, stories, and reels that filled them. I wrote blogs, structured product and packaging copy, optimised Amazon USA listings, and sketched wireframes whenever marketing needed a product to point to.
Internships and freelance
Content Writer and Social Media Intern at ED Times, alongside freelance writing for Moxtain, Travel Lens, and Flurosis Communication. Travel media, entertainment, and ed-tech. It was the stretch that taught me to write quickly, work to a brief, and get up to speed on subjects I knew little about.
Building systems.
Driving measurable impact.
Building systems. Driving measurable impact.A publishing pipeline that holds at 10,000 pages a month
Rebuilt the publishing pipeline around Payload automation, Content AI and automated localisation. Monthly count of new landing pages moved from a few hundred pages to a sustained 10,000+, and held there for five consecutive months running.
The content platform, rebuilt underneath it
Led the migration off Prismic onto Payload, and the content modelling that made the new system worth migrating to. The estate it runs across is 750+ domains and 25,000+ URLs, localised into a floor of seven languages and up to fourteen for the markets that earn it.
Organic growth across Central, Southern and Eastern Europe
Managed the content marketing team for CSEE: seven writers across sixteen countries, run as one organic engine rather than sixteen separate markets. The team grew organic contribution 29% year on year, and took 24+ high-value product pages to the first page of Google.
Paid campaign infrastructure, audited and scaled
Set up, audited, and scaled the subdomains used for paid campaigns end to end, turning audit findings into changes across the content and templates rather than simply documenting them. Active subdomains nearly doubled, and campaign landing pages went from 10,482 to 19,500 in a year. Built a customised system for scaling performance marketing through faster launches and easier landing page management.
Took the business past attraction ticketing
Established and scaled four growth verticals under the Mobility category: Airport Transfers, Rail Passes, City Cards & Passes, and Ferry Transfers. Built the processes and growth frameworks that made them scalable, then transitioned them to market teams for ongoing management.
What it moved for the business
Website GBV rose 31% over the period, with localisation contributing 19.3%. These are company-level figures from the websites and systems I helped manage, maintain and scale. Those websites have since become Headout’s largest user-acquisition channel and account for over 90% of its revenue. The systems I worked on formed part of the infrastructure behind one of Headout’s most important growth and revenue channels.
Certifications & learning.
Some of the work.
Three case studies and four projects: ranking recoveries, page-one climbs, and the tools built to make the work faster.
Everything I actually work in.
- Payload
- Prismic
- WordPress
- Google Keyword Planner
- Ahrefs
- Frase
- Surfer SEO
- Figma
- Canva
- Adobe Photoshop
- Adobe Illustrator
- Adobe Lightroom
- Slack
- Trello
- Zendesk
- Google Search Console
- Screaming Frog
- Profound
- Looker Studio
- Omni
- Mixpanel
- GA4
- Google Sheets
- MS Excel
- VectorShift
- n8n
- Google Apps Script
- Claude Code
- Codex
- Antigravity
- Replit
- Lovable
- Balsamiq
- Claude Design
People who worked with me.
I worked with Ayush at Headout when he was both marketing lead and programs manager, and one of the things I appreciated most about him as a colleague, teammate and in his role as a manager, was that he knew when to get involved and, perhaps more importantly, when not to. Ayush is also a fantastic problem solver. He has a very systems-oriented brain and is particularly good at looking at a messy process, understanding what is actually causing the problem, and figuring out how to make it work better. Given the scale and complexity of the content, CMS, automation and growth systems he has worked on at Headout, that ability has been put to very good use.
Ayush thinks through the small details, edge cases, and potential points of failure that most people would overlook, and builds the system in a way that guides you towards doing things correctly. You don't really have the option of taking shortcuts or working with half-baked information because the CMS is planned and built with extremely well thought out guardrails in place. That level of thought and attention to detail has saved the team countless hours of troubleshooting and prevented a lot of problems down the line. Ayush also has a strong instinct for marketing and organic growth. His understanding of SEO is exceptional, and he has a great sense of what audiences are looking for, where market trends are heading, and how to turn that into useful content ideas. He also has a very data-driven approach to decision-making and is rarely satisfied with making a call based purely on assumptions. What makes Ayush an especially great manager is that he doesn't just tell you what to do, but teaches you how to think. He shares context, trusts people with responsibility, and is always the most reliable person in the team, someone you can go to when you need thoughtful advice or want to solve a problem in a way that it never shows up again!
Nicknamed as the multi-hat wearer in our team, his expertise in Google Sheets, on page and off page SEO, technical aspects of content marketing is truly impressive. More than just being knowledgeable, he has a natural ability to explain complex topics in a way that makes them easy to grasp. Whether it's troubleshooting an issue, optimizing a process, or sharing new insights, he's always willing to help. Whenever I have gone to him for help, he doesn't just give me the answer but also takes the effort to make me understand the why and the how behind it. His problem-solving mindset makes him an incredible asset to any team. I'm grateful for everything I've learned from him!
What sets him apart is his technical vision—he built CMS architectures and internal programs with in-built AI generation features that automated complex workflows and made our content operations exponentially faster and easier. Paired with his sharp organic search insights using tools like GSC, his growth strategies were key to driving our expansion across Europe. He brings out the best in his team while delivering hard business results. Every chance to work with him is an opportunity to learn and grow!
Ayush is one of the talented, dedicated colleagues I got a chance to work with. His content creation and researching skills are always a cut above. If we think there are only 10 ways to do things, then Ayush surprises us with 90 other ways and even more. He has an appetite for learning and growing. I am sure he will be the best team player and contributor in any organization.
He creates an environment where doubts are welcomed, and learning is a two-way street. I still remember his words on my first day at Headout- he described our dynamic as a transactional relationship where he was there to share knowledge, and I was there to absorb it, leaving no room for miscommunication. His approachable nature coupled with the amount of experience he brings to the table, further makes him an asset for any team he works at.
Still reading? Let us talk.
If you are trying to make content compound rather than accumulate, that is the problem I like most. Email is quickest, and my calendar is open.