The biggest growth problems are rarely the ones people are solving.
I help SaaS organizations uncover what others miss, redefine the problem, and build a path back to sustainable growth.
Over 12 years, I’ve helped SaaS organizations across PLG and enterprise go-to-market models identify their highest-leverage growth opportunities and turn strategy into measurable business results.
Helium 101PasswordBrightEdgeBambee
Forbes Councils ContributorBoard Advisor, Gather
Before I recommend a strategy,
I diagnose the system creating the results.
How does growth actually move through the business?
Where does growth start?
What accelerates or slows it?
Where does it stall?
Which handoffs create friction?
Is the organization built for where the business is going, not where it’s been?
What capabilities do we need that we don’t have?
Where is the org misaligned with our next chapter?
What resourcing, structure, or systems are holding us back?
Who needs to be involved that isn’t today?
How is success defined across teams?
What is each team accountable for?
How do those goals connect to growth?
Where are the incentives aligned—or quietly competing?
What would shared success actually look like?
Which signals no longer fit the story everyone believes?
What data are we ignoring?
What behaviors are we rewarding that we shouldn’t?
What assumptions are we operating from?
What would we see if we stopped filtering the truth?
What did we decide once that we’ve never re-decided?
How does growth actually move through the business?
Where does growth start?
What accelerates or slows it?
Where does it stall?
Which handoffs create friction?
Is the organization built for where the business is going, not where it’s been?
What capabilities do we need that we don’t have?
Where is the org misaligned with our next chapter?
What resourcing, structure, or systems are holding us back?
Who needs to be involved that isn’t today?
How is success defined across teams?
What is each team accountable for?
How do those goals connect to growth?
Where are the incentives aligned—or quietly competing?
What would shared success actually look like?
Which signals no longer fit the story everyone believes?
What data are we ignoring?
What behaviors are we rewarding that we shouldn’t?
What assumptions are we operating from?
What would we see if we stopped filtering the truth?
What did we decide once that we’ve never re-decided?
The biggest constraints usually aren't new. They're the assumptions the business stopped questioning.
The Growth System Model
Every company is different, but the patterns behind sustainable growth are surprisingly consistent. The Growth System Model is the framework I developed after leading growth across SaaS organizations to turn those patterns into better business decisions, organizational alignment, and measurable business results.
How the Growth System Model translates into real business outcomes.
Eight executive decisions. Different companies. Different challenges. One consistent approach to diagnosing the real problem and delivering measurable business results.
From CEOs, peers, and leaders I’ve worked alongside.
“One of the sharpest strategic marketing leaders I've worked with. She sees the entire system, from brand and GTM to pipeline and organization, and knows exactly where to apply pressure.”
“Setareh doesn't just run marketing. She rebuilds how a company grows. Within two quarters, our pipeline, positioning, and team had all measurably stepped up.”
“Rare combination of strategic clarity and operational rigor. She turns broad ambition into a measurable operating plan the whole org can execute against.”
“Working for Setareh was one of the best leadership experiences of my career. She challenged me to think bigger, invested in my growth, and created an environment where people felt trusted to do their best work. I'd welcome the opportunity to work with her again.”
Helium 10
Vice President, Growth & Corporate Marketing
Led the company's end-to-end growth engine across acquisition, lifecycle, SEO, content, web experience, social, partnerships, brand, and corporate marketing while driving pricing, experimentation, AI commercialization, and the marketing organization's AI transformation.1Password
Vice President, Growth Marketing
Owned the company's revenue growth across both self-service and enterprise sales-led motions, leading a 35+ person global organization and $70M in annual marketing investment while helping scale the company from approximately $200M to $400M ARR. Unified demand generation, digital experience, web, lifecycle, marketing operations, and marketing analytics into a single growth engine built to scale pipeline.BrightEdge
Vice President of Marketing
Led a global B2B SaaS marketing organization responsible for enterprise pipeline growth, increasing inbound leads 56% and revenue opportunities 210% while connecting demand generation, ABM, sales enablement, and market positioning into a unified go-to-market strategy.Bambee
Head of Growth
Built the company's first growth organization, expanding marketing beyond paid acquisition into a diversified growth engine that reduced CAC 28.5%, quadrupled qualified website traffic, and improved conversion across the customer journey.