Rukham Khan

B2B content marketer in Lisbon, creating content for B2B technology buyers, most recently in aviation.

I produce whitepapers, SEO articles, videos, podcasts and LinkedIn content, plus the landing pages that turn readers into leads. All of it is planned against the company’s business strategy and measured against it afterwards.

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Portrait of Rukham Khan
MAR Readiness Playbook
Branchspace and 2e Systems
LinkedIn

Selected work

Cover of The Modern Airline Retailing Readiness Playbook, May 2026, shown on a tablet: How Airline Leaders Assess, Prioritise, and Execute Retailing Transformation
The playbook landing page: headline How Airline Leaders Assess, Prioritise, and Execute Retailing Transformation, with Download Guide and Preview Contents buttons above four key figures
The landing page that captured the downloads

Go-to-market and lead generation

MAR Readiness Playbook

Took a 44-page whitepaper on Modern Airline Retailing to market for airline commercial and technology leaders, from landing page and lead capture to email and social launch.

30%of landing page visitors downloaded
+32%average engagement time
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The brief

Turn Branchspace's consulting knowledge on Modern Airline Retailing into a gated asset that brings in leads from airline commercial and technology teams.

What I did

  • Led the content strategy for the 44-page playbook
  • Built lead capture into the landing page: 20 forms across 6 calls to action
  • Added a 75-question readiness quiz that gives each reader a personalised score
  • Produced the email campaigns, newsletter and LinkedIn posts for distribution
  • Turned the playbook into long-form SEO articles built around related search queries
Open the playbook page

Selected content

ArticleWhat Are Airline Ancillaries? Types, Examples and How Airlines Earn From ThemArticleOffer and Order Management: A Plain-English Guide for AirlinesVideo, YouTubeTriplake Member ExperiencesPodcast, Future PicksInside CAPA Berlin: What’s Keeping Airline CEOs Awake at Night?

Organic demand generation

Hub-and-pillar SEO

An SEO programme built to rank Branchspace for the core business terms in a niche B2B market. Figures compare April 2025 with September 2026 in Semrush.

+350%organic keywords, from 114 to 513
~8.5xmonthly organic traffic, from 118 to 1,000
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The brief

Make Branchspace findable for the terms airline buyers search for, starting from 114 organic keywords and 118 monthly organic visits in April 2025.

What I did

  • Built the SEO strategy around a hub-and-pillar structure for core business terms
  • Ran a multi-month internal linking project that reorganised the blog into topic clusters around pillar pages
  • Completed a technical audit with 270+ fixes across page titles, meta descriptions, alt text, images and structured data
  • Built a monthly performance dashboard for C-suite review
Homepage of branchspacex2e.com: the headline Proven airline tech, built for what's next, above an interactive panel that routes visitors to Better retail, Smarter digital or Delays, handled
Product module table from branchspacex2e.com: seven modules such as Travel, on the go and Web, at its best, each tagged as Revenue Earner, Loyalty Builder or Cost Saver
Modules organised by the commercial value each delivers

Positioning and brand launch

Branchspace and 2e Systems

Positioning, messaging and website for a new airline technology alliance, launched at World Aviation Festival 2026 in Lisbon.

21product modules organised by commercial value
25%of a month to match branchspace.com’s average monthly visitors
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The brief

Give a new alliance between two companies one name, one voice and one website, ready for its public announcement within 4 weeks after the initial brief.

What I did

  • Worked with the founders and executive teams of both companies on site structure, brand identity, naming conventions, product categories and taglines
  • Built the messaging framework: 21 product modules organised by the commercial value each delivers (revenue, loyalty or cost saving)
  • Designed an interactive homepage that routes visitors by the problem they want to solve
  • Created an FAQ covering the questions sceptical airline buyers ask
Open the website

Channels

BlogBranchspace News & InsightsPodcast, SpotifyFuture PicksLinkedInBranchspace company page

Thought leadership and organic social

120+ assets in one year

LinkedIn, YouTube and podcast content for brand awareness and lead generation, including posts in senior leaders' voices.

69LinkedIn posts
22YouTube videos and podcast episodes
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The brief

Keep Branchspace and its senior people visible to airline decision-makers between campaigns.

What I did

  • Built quarterly content plans and themes with the marketing manager
  • Supported LinkedIn posts in senior leaders' voices
  • Produced promotion copy and scripts for consultant video interviews and the Future Picks podcast
  • Repurposed podcasts and interviews into SEO articles and social media snippets
  • Briefed design, UX, consulting and product teams on infographics, executive videos and event coverage

Earlier work

SaaS content from before Branchspace, with samples you can open.

Mailmunch, Content Lead, 2018 to 2021

Email marketing SaaS

Designed a lead generation funnel that converted at 40%, ran email for 300,000+ subscribers at a 17% open rate, and managed 3 writers, 2 SEOs and 2 graphic designers.

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Email Monday, Website Content Manager, 2021 to 2025

SaaS review sites

Built SEO content strategies and topic clusters for software reviews and growth content across four sites. Traffic on the flagship site grew 20x, and a Black Friday backlink campaign earned 100+ referring domains.

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Master's thesis in Data-Driven Marketing, 2023

Branding the Beat

A study of how branding, culture and social media shape Lisbon's electronic music community. Using interviews and netnography, the research found that authenticity and organic growth shape how the community grows.

Read the thesis PDF See the presentation PDF

About

B2B content across email marketing software, SaaS review media and airline technology.

I have a master's in data-driven marketing from NOVA IMS in Lisbon, so most of my projects end with a dashboard and a decision about what to do next.

I speak English and Urdu, and I'm learning European Portuguese.

Content and social

Content strategyWhitepapersCase studiesExecutive thought leadershipLinkedInQuarterly content planningVideo and podcast scripts

SEO and analytics

SemrushAhrefsScreaming FrogGA4Search ConsoleHotjarMicrosoft Clarity

Lead generation and web

ActiveCampaignHubSpotLeadinfoSquarespaceWordPressNetlifyFigma

Workflow and AI

AsanaClaudeChatGPTGemini

Hiring for content or product marketing?

I'm based in Lisbon. Email is the fastest way to reach me.

Email me rukham.mk@gmail.com Connect on LinkedIn rukham-khan Download my CV PDF