/* Shared data */
const DATA = {
  brand: "Stanzin",
  metrics: [
    { num: "20", unit: "Cr+", label: "Ad spend managed" },
    { num: "4.2", unit: "×", label: "Avg ROAS delivered" },
    { num: "1000", unit: "+", label: "Campaigns shipped" },
    { num: "4", unit: "", label: "Brands scaled" },
  ],
  logos: ["Youwefit", "Wellcore", "Harappa Education", "PurePlain D2C", "SPALBA", "Palak Notes", "Miduty", "Dynamite - PreWorkout", "Ladakh Local", "Wellversed"],
  cases: [
    {
      id: "koyo",
      name: "Koyo Skincare",
      industry: "D2C · Skincare",
      year: "2025",
      problem: "Plateaued at ₹40L MRR. Paid CAC climbing, repeat purchase flat, creative fatigue on Meta.",
      hypothesis: "The offer is stronger than the ad. Lead with product demonstration + UGC, rebuild LPs around a single hero SKU.",
      strategy: "Rebuilt funnel around 3 hero SKUs. Creative sprints (8 concepts/wk). Post-purchase quiz → WhatsApp flow. Geo-throttled Meta + branded search defense.",
      execution: "42 creatives tested in 6 weeks, 4 winners scaled. LP CVR raised from 1.8% → 3.4%. Retention flow added ₹9L incremental MRR.",
      metrics: [
        { num: "3.1×", lbl: "ROAS (from 1.6×)" },
        { num: "+₹1.2Cr", lbl: "MRR in 90 days" },
        { num: "−34%", lbl: "Blended CAC" },
        { num: "3.4%", lbl: "LP CVR" },
      ],
      hero: "3.1× ROAS",
      tag: "D2C"
    },
    {
      id: "northwind",
      name: "Northwind B2B",
      industry: "SaaS · Fintech",
      year: "2024",
      problem: "0–1 pipeline motion. Founder-led sales hitting a ceiling. No marketing engine.",
      hypothesis: "ICP is narrow but high-intent. SEO + programmatic landing pages beat broad paid at this stage.",
      strategy: "Built an SEO content engine on 40 long-tail terms, programmatic LPs for 120 industry+tool combos, LinkedIn ABM layered on top.",
      execution: "Shipped 120 LPs in 5 weeks. 18 ranked top 3 in 90 days. ABM sequenced 400 accounts. Demo-to-close cycle tightened to 19 days.",
      metrics: [
        { num: "4.6×", lbl: "Pipeline vs prior Q" },
        { num: "120", lbl: "Programmatic LPs live" },
        { num: "−41%", lbl: "CAC" },
        { num: "19d", lbl: "Avg sales cycle" },
      ],
      hero: "4.6× pipeline",
      tag: "SaaS"
    },
    {
      id: "paperline",
      name: "Paperline Stationery",
      industry: "D2C · Lifestyle",
      year: "2024",
      problem: "Strong product, weak story. Reliant on marketplaces. 70% revenue on Amazon — margins bleeding.",
      hypothesis: "Build direct channel on narrative, not discount. Treat the brand like a magazine.",
      strategy: "Editorial content calendar, founder-led long-form, IG carousel playbook, Meta prospecting tuned to readers not shoppers.",
      execution: "Shifted mix from 70/30 Amazon/DTC to 45/55 in 8 months. Email list 0 → 48k. Repeat rate +2.1×.",
      metrics: [
        { num: "2.1×", lbl: "Repeat purchase" },
        { num: "48k", lbl: "Email subs" },
        { num: "+55%", lbl: "DTC share of rev" },
        { num: "6.2×", lbl: "Email ROAS" },
      ],
      hero: "2.1× repeat",
      tag: "D2C"
    },
    {
      id: "atlas",
      name: "Atlas Health",
      industry: "Healthtech",
      year: "2023",
      problem: "High intent search, but landing page converted at 0.9%. Paid was unviable at scale.",
      hypothesis: "The product is right, the page is wrong. Conversion is a LP problem, not a traffic problem.",
      strategy: "CRO sprint: 11 LP variants in 4 weeks. Trust architecture (doctor credentials, clinical references). Pricing transparency test.",
      execution: "Winning variant lifted CVR from 0.9% → 3.8%. Unlocked ₹5L/day paid spend at healthy unit economics.",
      metrics: [
        { num: "4.2×", lbl: "LP CVR lift" },
        { num: "₹5L", lbl: "Daily paid spend unlocked" },
        { num: "11", lbl: "LP variants shipped" },
        { num: "−58%", lbl: "CPL" },
      ],
      hero: "4.2× CVR",
      tag: "Healthtech"
    },
  ],
  testimonials: [
    { body: "Stanzin doesn't just run ads. He treats marketing like a systems problem and rebuilds the funnel from first principles. We got a growth partner, not a vendor.", name: "Rhea Malhotra", role: "Founder, Koyo", initial: "R" },
    { body: "Clear thinking, no jargon. He was in our Slack within a week, reading our docs, asking the hard questions our team had been avoiding.", name: "Arjun Pillai", role: "CEO, Northwind", initial: "A" },
    { body: "He rebuilt our LP in 72 hours and doubled conversion. Then taught us how to keep doing it. Rare combination.", name: "Meera Iyer", role: "Head of Growth, Atlas", initial: "M" },
    { body: "The clearest brief-taker I've ever worked with. Reported back numbers we couldn't argue with.", name: "Dev Arora", role: "Co-founder, Paperline", initial: "D" },
  ],
  skills: [
    { icon: "P", title: "Performance Marketing", desc: "Paid systems built for efficient acquisition, not inflated dashboards.", tags: ["Meta", "Google", "LinkedIn", "Creative Testing", "MMM"] },
    { icon: "S", title: "SEO & Organic Growth", desc: "Organic growth systems that compound while paid channels fluctuate.", tags: ["Programmatic", "Content", "On-page", "Authority"] },
    { icon: "C", title: "Creative Strategy", desc: "Better hooks. Better positioning. Better creative feedback loops.", tags: ["Hooks", "Scripts", "UGC", "Motion"] },
    { icon: "A", title: "Analytics & Experimentation", desc: "Analytics systems that help teams make clearer decisions \u2014 not just collect more data.", tags: ["GA4", "Mixpanel", "MMM", "A/B"] },
  ],
  timeline: [
    { year: "2025", role: "Independent Growth Partner", co: "Multiple D2C + SaaS", desc: "Embedded engagements with 6–8 brands a year. Retainer + outcomes model." },
    { year: "2023", role: "Senior Digital Marketing, Manager", co: "Series-A D2C brand", desc: "Scaled DTC revenue 4.2× in 18 months. Built the team, playbooks, and MMM infra that outlived the role." },
    { year: "2021", role: "Performance Marketing Specilist", co: "Growth agency, Bengaluru", desc: "Led paid media across 14 clients. Shipped 400+ campaigns. Managed ~₹8Cr in annual ad spend." },
    { year: "2019", role: "Performance Marketing Manager", co: "Miduty, D2C Health and Wellness Brand", desc: "First marketing hire. Set up GA4, attribution, and the first paid funnels from scratch." },
  ],
  services: [
    { title: "Growth Consulting", icon: "α", for: "Founders pre-Series A, pre-product-market fit operators", desc: "Fractional growth leadership. I sit in your Slack, audit your funnel, and build the roadmap. Not a deck — a battle plan.", outs: ["90-day growth roadmap", "Weekly operating cadence", "MMM & attribution setup", "Team hiring & upskilling"] },
    { title: "Performance Marketing", icon: "β", for: "D2C brands spending ₹2L+/month on paid", desc: "End-to-end paid media across Meta, Google, LinkedIn. Creative ops, media buying, CRO, reporting — one throat to choke.", outs: ["Full paid media management", "Creative sprints (8/week)", "Weekly reporting + insights", "Incrementality testing"] },
    { title: "Funnel Optimization", icon: "γ", for: "Brands with traffic but broken conversion", desc: "CRO sprints that touch LP copy, structure, pricing, trust layers. Typically 2–4× CVR within 60 days.", outs: ["LP audit & teardown", "Variant design + build", "A/B test infrastructure", "Post-purchase retention flows"] },
    { title: "SEO Strategy", icon: "δ", for: "SaaS, marketplaces, content-moat businesses", desc: "Programmatic SEO and content systems. Durable organic channels that compound while you sleep.", outs: ["Keyword & topic map", "Programmatic LP system", "Content velocity engine", "Authority building roadmap"] },
  ],
  process: [
    { title: "Audit", desc: "Funnel teardown. Channel analysis. Unit economics. I find the real bottleneck, not the obvious one." },
    { title: "Hypothesize", desc: "Written hypotheses — what we're betting on, why, and how we'll know if we're wrong." },
    { title: "Execute", desc: "Hands-on. I run the campaigns, brief the creative, write the copy. No armchair consulting." },
    { title: "Measure", desc: "Weekly reports in plain English. Incrementality, not last-click. You get decisions, not dashboards." },
  ],
  posts: [
    { tag: "Strategy", date: "Mar 2026", title: "Why most D2C brands plateau at ₹50L MRR (and the 3 unlocks that matter)", read: "8 min read", feature: true,
      img: "https://images.unsplash.com/photo-1556761175-5973dc0f32e7?w=1600&q=80&auto=format&fit=crop" },
    { tag: "Performance", date: "Feb 2026", title: "The creative-to-spend ratio nobody talks about", read: "6 min read",
      img: "https://images.unsplash.com/photo-1551288049-bebda4e38f71?w=1200&q=80&auto=format&fit=crop" },
    { tag: "SEO", date: "Feb 2026", title: "Programmatic SEO for B2B: a 120-page case study", read: "12 min read",
      img: "https://images.unsplash.com/photo-1432888622747-4eb9a8efeb07?w=1200&q=80&auto=format&fit=crop" },
    { tag: "Teardown", date: "Jan 2026", title: "What Koyo did right: anatomy of a 3× ROAS quarter", read: "10 min read",
      img: "https://images.unsplash.com/photo-1460925895917-afdab827c52f?w=1200&q=80&auto=format&fit=crop" },
    { tag: "Thinking", date: "Jan 2026", title: "Marketing is not ads. It's value communication.", read: "4 min read",
      img: "https://images.unsplash.com/photo-1499750310107-5fef28a66643?w=1200&q=80&auto=format&fit=crop" },
    { tag: "Playbook", date: "Dec 2025", title: "The 90-day growth roadmap I give every new client", read: "9 min read",
      img: "https://images.unsplash.com/photo-1454165804606-c3d57bc86b40?w=1200&q=80&auto=format&fit=crop" },
    { tag: "Creative", date: "Nov 2025", title: "A hook library that outperformed our hero creative by 2.4×", read: "7 min read",
      img: "https://images.unsplash.com/photo-1611162616305-c69b3fa7fbe0?w=1200&q=80&auto=format&fit=crop" },
  ],
  philo: {
    lines: [
      "Most brands confuse marketing with advertising. They ship more ads instead of communicating more clearly. They chase novelty instead of compounding channels. They optimize for the click instead of the decision.",
      "Growth is not a channel. It's a system for making the market understand why you exist. Ads are one surface. The product is the biggest one.",
    ],
    fail: [
      "They optimize for attention before earning trust.",
      "They A/B test button colors before they fix the offer.",
      "They scale what's vanity and starve what compounds.",
      "They want a growth operator before they have strategic clarity.",
    ],
    approach: [
      "Understand the product before touching the ads.",
      "Write one sharp sentence before writing forty blurry ones.",
      "Ship a page that earns trust, not one that demands attention.",
      "Treat numbers like feedback, not a performance review.",
    ]
  }
};

window.DATA = DATA;
