building is easy now. making people care is where you win. i build the product and the marketing as one system.
i just needed AI to free up the time.
prototypes i've built with AI (2025 to now)
tone_stack.exestealth
tone stack
tone stack · stealth
an AI tool. say the right thing. every time.
most AI sounds like AI. this tool helps brands, founders, and products figure out what to actually say and how to say it in a voice that sounds human, specific, and true. built for the gap between "we have an AI" and "our AI doesn't sound like us."
navigate.exe
navigate
juicebokx × new consensus
built in collaboration with New Consensus, Zack Exley's policy think tank. he wrote the policy that maps the systemic problem. we built the directory that helps people survive it.
a studio for founders with good ideas nobody gets yet. featured client: New Consensus. Zack Exley, who wrote the Green New Deal, is now writing Mission for America, the policy platform for the 2028 presidential race, and needed someone to help tell the story, build the site, and make it land. AI handled the scale. taste handled the rest.
built and launched frank dating in 7 days. the product and the marketing were the same system. 1,000 signups via an AI-powered user acquisition campaign. the actual problem: most apps ask what you want. frank matches on who you actually are.
claude + claude design for brand identity and visual direction
pomelli for marketing
runway for video/creative assets
shopify for the storefront
pen and paper for the actual product. some things still require a human brain and it's good to know yours still works
productmandager.exe
this portfolio
productmandager.com
this site is a prototype too. built with Claude in an afternoon.
AI productmeta
claude code did the heavy lifting
pure html/css/js, no framework, no build step
klaviyo for the waitlist
deployed on vercel, version controlled on github
built four design versions in one hour
before_AI · archive.exe
before AI, i was still shipping.
here's what taught me what actually matters.
selected work (2017 to 2024)
everand.exe2022–24
everand
scribd · senior PM
led 0 to 1 launch of Everand. owned mobile vision across iOS and Android. led 50+ person cross-functional team. won Apple's App of the Day. 126% lift in retention and downloads post app split. launched audio player with +34% listening time and +11% bill-through rate.
0 to 1mobilesubscriptionB2C
aritzia.exe2020–21
aritzia
digital product manager
rebuilt aritzia.com end-to-end driving $20M incremental revenue. launched Afterpay in 3 months with +32% AOV and +$8M revenue. delivered COVID-response digital workflows generating $500k in 3 weeks.
e-commerceconversionpersonalization
frankly.exe2020–22
frankly
founder · digital funeral marketplace
started a digital funeral company. launched a marketplace, secured 20+ partnerships, and got yelled at by funeral home owners a lot.
0 to 1marketplacefounder
ethos.exe2021–22
ethos
product manager
101% revenue growth. +55% referral rate. shipped onboarding features driving +30% engagement in 2 weeks. built reusable workflow components reducing integration time by 20%.
growthgo-to-marketB2B
deloitte.exe2017–19
deloitte
management consultant
expanded lululemon into 5 countries in 6 weeks: korea, japan, france, germany, and the uk (+67% international revenue). launched Canada's first recreational cannabis e-commerce platform. sold out in 90 seconds.
consultinginternational expansiongo-to-market
thinking.exe
how i think.
over 9 years of building products and trying to understand why people care about some and not others. i write about all of this at soft static. essays on AI, marketing engineering, and what building in public actually looks like from the inside. and fun and factual, a weekly dispatch on brand voice, distribution, and why some products make people care and others don't.
worldview
01
build for the headline
the best products are already the marketing. if you can't explain why someone would care in one sentence, the product isn't done yet.
02
loops over launches
shipping is the easy part. the work is building the feedback loop that tells you why it worked or didn't, fast enough to do something about it.
03
distribution is a product decision
how people find it, share it, and come back is not a marketing problem. it gets designed in, not bolted on.
04
marketing engineering
full-stack marketers who build are changing what one person can do. the ceiling on output used to be headcount. it isn't anymore.
book.exe, turns out when AI handles the building, you have time to write a memoir.
just take out the wedgie
a dating memoir
just take out the wedgie
i moved to new york, met a lot of men, made a lot of friends, cried on a lot of subways, and slowly, embarrassingly, accidentally, became someone i actually like.
frequently asked questions
is this a dating memoir?
imagine if starting over, bad judgment, and a full emotional breakdown had a baby. then the baby had opinions.
is this self-help?
god no. maybe. don't call it that.
who is this for?
people who have cried in an uber and tipped well anyway.
are the men real?
real enough. also not as memorable as they think.
is new york a character?
new york has terrible apartment lighting and charges $22 for a cocktail. make of that what you will.
any regrets?
no, which probably says everything.
waitlist
join the waitlist.
be the first to know when it's out.
about.exe · mandira_auplish
PM with marketing engineering skills. 9 years shipping consumer products across e-commerce, mobile, and marketplaces. built Everand at Scribd from scratch, won Apple's App of the Day, and drove $20M in incremental revenue at Aritzia. now building AI-native products from zero and running the full loop: build, market, learn, repeat.
co-founder · a venture studio doing marketing engineering before it had a name. a branding agency, an analog consumer brand, and a dating app walk into a bar.