WP 1 · 51.51° NLive
EffiScale.ai
An AI automation consultancy for UK service businesses. AI receptionists, chatbots and workflows that catch every lead and cut the admin.
Built with Claude Design, Claude Code, Next.js, Vercel
Visit EffiScale.ai →51.5072° N, 0.1276° WLondon, UK
Growth architect · AI builder · Ultra runner · Photographer
I help small businesses win more customers with AI.
In my 10th year at Google, growing products across Google Cloud and Google Ads. Now I build practical AI that captures leads, follows up fast and gives you your week back.
GOOGLE · BLACKROCK · STRATHCLYDE MBA
- WP 01, 51.50° N: Growth marketing. Acquisition lifecycle at Google Ads. GOOGLE ADS · GA4 · CRM · LIFECYCLE.
- WP 02, 53.35° N: Go-to-market. Launching and scaling products for Google Ads and Google Cloud. POSITIONING · LAUNCH PLANS · PRICING.
- WP 03, 54.45° N: AI automation. Lead capture, follow-ups and admin workflows for small businesses. N8N · ZAPIER · AI AGENTS.
- WP 04, 56.80° N: MarTech and credentials. Salesforce, Marketo, PRINCE2 Agile Practitioner, Outskill AI Generalist, AI Catalyst. CERTIFIED · 5 CREDENTIALS.
- WP 05, 57.12° N: Builds with AI. Shipping real products with Claude Code, Next.js and Vercel. CLAUDE CODE · NEXT.JS · VERCEL.
Showing Growth marketing, card 1 of 5
02 · The view from here
ELEV. 10 YRS · GOOGLE
Results, not slogans.
+23%
Qualified leads
Google Cloud EMEA · Demand Gen
+13%
YoY revenue uplift
Google Ads · Post Acquisitions Growth
+20%
YoY opportunity pipeline
Google Ads · Direct Scaled Acquisitions
- 2013–15Campaigns and change · Tungsten, Truphone, Companeo
- 2015–17Senior Growth Consultant · BlackRock
- 2017–20Demand Gen and Automation · Google Cloud EMEA
- 2020–nowGoogle Ads, then EMEA Scaled Acquisitions · Google
03 · Things I've built
Waypoints, shipped.
WP 2 · 54.45° NMVP · Nov 2026
Hikedaily.co.uk
Plan UK hikes, trail runs and walks by fitness level and weather, including how to get there and where to stop for food.
Built with Claude Code, OpenStreetMap, Vercel
Launching NovemberWP 3 · 51.50° NLive · Open source
vikasmalik.com
This site. Designed and built with AI, and the code is public.
Built with Claude Code, Next.js, Vercel, Motion
View the code on GitHub →04 · Off the trail
Off the trail.
When I'm not at my desk, I'm usually on a trail somewhere in the UK: running, hiking, or stopping too often to take photos. It's where I do my best thinking, and it's why I'm building Hikedaily. Outside the day job, I'm learning to build with AI and sharing what works (and what breaks) on LinkedIn.
- Trail running
- Hiking
- Landscape photography
- Building with AI
- Borrowdale, Lake District: Old stone watermill beside a mossy stream in Borrowdale, Lake District
- Vestrahorn, Iceland: Jagged mountains above black sand dunes and golden grass, with a lone walker in a red jacket
- Glen Etive, Scotland: A snow-dusted peak and bare winter trees reflected in still water
- Lago di Braies, Dolomites: Four wooden rowing boats on a calm green lake below pine forest and rocky peaks
- Autumn colours in the Lake District: Autumn colours in the Lake District: woodland above a white-water river tumbling over mossy rocks
Showing Borrowdale, Lake District, photo 1 of 5
05 · Let's map the route
Got a growth problem? Let's map the route.
20 minutes, no pitch. Tell me where you're stuck and I'll tell you where I'd start.
See you on the trail.